Advertising · Public Relations · Copywriting
Strategic thinking, authentic storytelling.
I believe in creating campaigns that not only drive results but also make a meaningful visual impact. Every project reflects a commitment to creative innovation and data-driven decision making.
I specialize in integrated communication strategies that connect brands with audiences through compelling narratives and measurable outcomes, with strengths in audience analysis, visual communication and purpose-driven messaging.
Current Role
Designer, Copywriter & Web Specialist
Spider Marketing Group · Ada, Michigan
- Write website copy and full-site content architecture for law firms, home service companies and B2B clients
- Run website audits, SEO change logs and search visibility checks for a roster of local businesses
- Design logos, rack cards, direct mail, yard signs and digital display ads
- Help build Spider’s AI search optimization (GEO/AEO) service offerings and content
Campaign Work
Selected campaigns
Capstone · Nonprofit
Goodwill of Greater Detroit
Built on a 102-response brand perception survey and interviews with Gen Z students. The research showed strong awareness of Goodwill as a thrift destination but weak understanding of its nonprofit mission.
Our campaign, “Every Purchase Powers a Transformation,” set three goals: grow Gen Z digital engagement 30% in 12 months, raise mission awareness 15% in six months and lift traffic at new store locations 10% in 12 months. Tactics centered on TikTok and Instagram Reels featuring real Goodwill employees and program participants, influencer collaborations and trend-responsive content.
Deliverables: campaign planbook, SWOT analysis, formal research paper, PR and media plan, co-branded local flyers.
Class Project · Hypothetical Campaign
Jet’s Pizza
A hypothetical campaign developed for a class, not produced for or with Jet’s Pizza. We differentiated Jet’s from competitors by emphasizing freshness, quality ingredients and its signature square deep-dish pizza, targeting middle-class families and event-hosting young adults. Concepts included ingredient-focused visuals, blind taste test ads and historical footage of traditional pizza making across TV, digital and local channels.
Capabilities
Core skills
Strategy & Planning
Integrated advertising and PR campaign development, SWOT analysis and market research, content strategy, metrics evaluation, multi-channel media planning
Creative & Concepting
Campaign creation, copywriting, visual storytelling, brand identity, mood boards, concept pitches, art direction, strategic use of color and typography
Design & Production
Adobe Photoshop (Certified), Illustrator, InDesign, layout, digital illustration, photo retouching, presentation design, video editing (Premiere, After Effects)
Web, Search & Digital
Website copywriting, SEO audits and metadata, AI search optimization, WordPress, social media content, digital marketing
Audience Insights
Gen Z behavioral analysis, consumer research and segmentation, cultural trend identification, message tailoring
Professional
Client communication, project management, cross-team collaboration, problem-solving, workflow optimization, ethical communication, business and financial literacy
Documents
Campaign documents
Comprehensive Nonprofit Communications Plan
Campaign planbook for Goodwill of Greater Detroit: research, SWOT, strategy and tactics. 79 pages.
Comprehensive Media Planning Campaign
Full media plan with objectives, audience, channel mix and budget. 42 pages.
Nonprofit Pitch Deck
Client presentation of the Goodwill of Greater Detroit campaign. 17 slides.
Experience & Education
Resume
Education
Grand Valley State University
BS Advertising & Public Relations · Minor in Studio Art · Jun 2026
Relevant coursework: Advertising Management, Copywriting, Media Planning, Campaigns, PR Writing, Digital Data & Design and Advertising Research
Kent Career Technical Center
Graphic Design & Print Production
Work Experience
Spider Marketing Group
Graphic Design and Copywriter · Feb 2026 – Present
- Design marketing materials, and branded assets for clients across multiple industries
- Write, edit and optimize SEO-focused website content, aligned with client brand voice
- Conduct website audits evaluating SEO, page content, and user experience
- Research industries, competitors and search trends to support content strategy
- Perform content quality assurance and optimization to improve accuracy, consistency, search performance, and user experience
Copy & Print Associate · Staples
Kentwood & Holland, MI · Feb 2023 to Nov 2025
Print & Tech Services · Office Max
Kentwood, MI · Mar 2022 to Oct 2023
- Act as creative consultant, translating client requests into clear, actionable solutions
- Provide visual direction on layout, hierarchy, sizing and messaging
- Redesign client-provided artwork, improving readability and professional polish
- Troubleshoot issues with misformatted files and machine malfunctions to keep schedule
- Manage high-volume workflows while maintaining accuracy and client communication
- Build repeat client relationships through dependable execution and polished deliverables
- Design and produce branded content including posters, signage, business cards, brochures and event materials with consistent color accuracy
