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Simplifying Investing

iShares by BlackRock

messaging | content creation | digital advertising | style guide


iShares by BlackRock is a global ETF leader. To cut through the confusion in this space,  the company needed to increase awareness and find a voice to personify its expertise among a new personal investor consumer segment.


  • Develop a consumer-first content and distribution strategy that includes social, digital, email, direct mail, and events.

  • Humanize financial services by eliminating financial jargon while ensuring message complies with strict industry regulations.


  • 35% increase in pageviews to

  • 500 targeted leads captured in email marketing database over a three month campaign period.

  • Strategic ad placements and content syndication in relevant industry sources including,, Schwab’s ETF Education Exchange, Ameritrade’s thinkMoney magazine, and Money Show.

The Vertical Cloud and Al Comes to Financial Services

Hearsay Social

content strategy | content development | thought leadership | editorial workflow

Photo credit: Photobank gallery via Shutterfly


Hearsay Social (now Hearsay Systems) is the leading advisor cloud platform for financial services. The task: build awareness and increase demand for a new suite of enterprise technology products including text, email, and web platforms. 


Lead a team in the development and promotion of innovative and compelling content for multi-channel distribution targeting key stakeholders and varying audience personas.  


Contributed content placed in Fast Company, ThinkAdvisor, LifeHealthPro,, and a slew of earned media coverage in relevant fintech publications.

The Future of Work

Upwork: Thought Leadership

content development

Photo credit: Upwork Blog


Upwork is the world’s largest online workplace that connects savvy businesses with professional freelancers. The question: How do we increase brand awareness of Upwork’s CEO as the innovative thought leader that he is on the future of work?


Partner with the CEO and client team to develop a narrative that represents the vision, passion, and industry know-how of its founder, reflecting his personality, tone, and communications style.


Thought leadership placed in top tier and industry-relevant publications focusing on the company’s mission of connecting businesses with talent., including features in Fast Company and World Economic Forum.

Helping to Close the Achievement Gap

SF Achievers

content creation | seo | site taxonomy


SF Achievers—a local nonprofit that provides college scholarships and mentor programs to African-American male high school students—lacked an online presence that truly represented all the great things it was doing.


Revamp SF Achiever’s website with new online presence, images, and optimized content to attract donors, volunteers, and supporters—as well as highlight the incredible young men that it serves.


New and improved website that includes new site pages, improved storyline, updated CTAs, and social media presence.


Check out the finished product!

The Age of the Empowered Consumer

Hearsay Social: Thought Leadership

pre-production workflow | story development | copyediting | resource acquisition

Photo credit: Hearsay Social


How do you build off the success of “The Facebook Era“—a book that pioneered the social business movement and launched a company—and position the company for growth in an increasingly crowded market?


Leverage Hearsay CEO Clara Shih’s innovative and visionary ideas in a second book focused on social business strategy—from submission through final manuscript—through a lens that is sharply tied to business objectives.


  • Post-production media and speaking engagements in: Forbes, Wall Street Journal, Fortune, TechCrunch, VentureBeat, Investment News, Market Watch,  and more.

work experience
honors + awards

Startup Grind, Virtual Panelist. Topic: Managing Your Brand's Story During Uncertain Times.

August 2020

Startup Grind Global, Speaker/Moderator. Topic: The Ins, Outs, and Future of Storytelling, with Jory Des Jardins (AWS) and Amy Elisa Jackson (Glassdoor), Redwood City, February 2020

A. Richard Newton Distinguished Lecture Series - UC Berkeley Sutardja Center, Keynote. Topic: "The Power of Storytelling for Your New Venture," in conversation with Kiel Murray, Story Development Executive and Fmr. Pixar screenwriter, 2019 

Watermark Conference for Women, Speaker. Topic: Social Selling Strategies and the Path to Real ROI, 2016

WITI - Women in Technology International, Speaker. Topic: Uncluttering the Digital Noise: How to Really Market to Women -- Business & Consumer, 2016


PACE Advancement Award for demonstrated distinction through product innovation, market leadership, and thought leadership. FindLaw, 2012


Individual Focus Award for “Best of the Best” standout work performance. LexisNexis, 2002


Most Strategic Win Award for client retention. LexisNexis, 2002.


Phi Delta Phi International Legal Honors Society

EContent Magazine, ‘Faces of EContent’ interview


Professional Selling Skills® (PSS) Certification

Jack & Jill of America, OBAC Board Member


Camp CEO Mentor - Girls Scouts of Northern California


National Bar Association


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