What I do
Skills
I specialize in helping brands, nonprofits, and small businesses boost customer loyalty while building brand voice and optimizing their social media presence.
Social media strategy and community
I’ve worked in social since we called it digital PR — brand side in the early 2000s, before social networks were a thing — and in nonprofit science communication since 2016, currently against active disinformation. Strategy and paid social across every platform that matters, plus the daily work underneath it: staying engaged enough to build real relationships, watching for bugs and enhancements that affect the community, monitoring and reporting, and following trends closely enough to move on the ones that actually fit the brand.
What I love is growing communities.
Followers are a number. A community is a room full of people who show up because they trust the voice talking to them, and who answer when you ask them something. Building that is slow, unglamorous work — replying to everyone, remembering who’s who, knowing which regular is having a hard week. It’s the part of this job I’d do for free.
I’ve written the crisis post at 9pm and the year-end appeal that had to land. Twenty years in, I can tell the difference between a trend worth chasing and one that will cost you the room — and I still track them closely for the brands I consult with.
- Meta
- TikTok
- Bluesky
- Threads
- Twitter/X
- YouTube
- Snapchat
- Sprout Social
- Hootsuite
- Buffer
- Later
- Planoly
- Meta Business Suite
- HotJar
- Flickr
Podcast production
An ongoing podcast on pancreatic cancer, produced with award-winning journalist and host Alisyn Camerota — season one complete, currently halfway through season two. Season development, the episode calendar, guest research and booking, prep, reviewing every cut for edits, show notes, and publishing on time. Everything a podcast needs except the edit itself.
I also run everything downstream of the recording: all social promotion, all video captioning, and the metrics and reporting that say whether an episode found the people it was made for. An episode nobody hears is a conversation that didn’t happen.
The audience is patients, their families, and the medical professionals treating them — three groups who need the same episode to be clear without being simplified. Accuracy and tone are not negotiable, and captioning isn’t an afterthought when someone is listening from a treatment chair.
- Season development
- Episode calendar
- Guest booking
- Production
- Edit review
- Show notes
- Video captioning
- Accessibility
- Distribution
- Social promotion
- Metrics & reporting
Paid media and search
Digital advertising across search, social, and retail, and the search side that makes it work: keyword development and monitoring, SEO-driven content development, and the reporting that tells you which half of the budget earned its keep.
I manage Google for Nonprofits and administer G Suite, which matters more than it sounds: most small organizations are leaving grant money and free ad spend on the table because nobody has the time to claim it.
- Google Ads
- Google Analytics
- Search Console
- Looker Studio
- Google Marketing Platform
- Google Publisher
- Google for Nonprofits
- Webmaster Tools
- Moz
- SEM Rush
- Yoast
- Screaming Frog
- Amazon Ads
Writing and content
This is the part I care about most.
I’m a writer first. A weekly essay newsletter of my own, a first novel in edits, and twenty years of writing for other people’s organizations. Everything else on this page is in service of getting the words right.
For clients that means the whole content operation: writing and editing, digital content management, calendar development and management, and hands-on work in whichever CMS you already live in. I write in the voice of the organization, not in mine.
- WordPress
- Squarespace
- WIX
- Shopify
- Microsoft 365
- SharePoint
Email marketing
Campaigns, appeals, and newsletters — written, built, sent, and measured. I’ve run lists across four platforms and I keep my own, so I know exactly what it costs to show up in someone’s inbox week after week and be worth opening.
Most nonprofit email fails on the subject line and the ask. Both are writing problems, which is why I’d rather own the whole send than inherit copy at the end.
- Mailchimp
- Constant Contact
- Feedblitz
- Aweber
- Substack
Reporting and quick-turn support
Metrics reporting and keyword monitoring on a schedule, dashboards in Looker Studio, video captioning, graphics and photo editing when a post needs an image today, and quick-turn support for teams that are one person short.
I read the numbers and then say what to stop doing, which is the part most reports leave out. Small shops know exactly what this is worth.
- Looker Studio
- Excel
- Google Sheets
- Canva
- Adobe Photoshop
- Adobe Lightroom
Looker Studio is the tool Google used to call Data Studio.
Working with AI
The creative is mine. AI is a tool.
I don’t write with it and I never will — every word that goes out under my name or a client’s is written by me. What I do use it for is everything around the writing: research and synthesis, keyword and competitive scans, reading a spreadsheet faster than I could alone, transcription, summarizing what came out of a long meeting, and sorting a mess of notes into an order I can work from.
Advanced here means judgment, not volume. I work in science communication against active disinformation, so I verify what these systems hand me before it goes anywhere, and I can tell you plainly where AI will get an organization in trouble — and where it will just save you a Tuesday.
- Claude
- ChatGPT
- Perplexity
- Research & synthesis
- Data analysis
- Transcription
- Fact-checking workflow
Member
- Society of Professional Journalists
- National Society of Newspaper Columnists
- American Marketing Association
- North Carolina Writer’s Network
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