My Approach
I’ve always been driven by a deep curiosity for people’s stories and a desire to create my own. That passion led me into journalism, where I cut my teeth at legendary alt-weeklies like The Stranger. There, I honed my voice, learning how to tell stories that weren’t just informative but personal—translating the raw energy of a live band or a local scene into something readers could feel on the page.
As Editor-in-Chief of The Bold Italic, I dove deep into design thinking—realizing that truly connecting with an audience requires empathy. Understanding the people you're trying to reach is key to shaping content that resonates. This perspective, combined with my work at Lean Startup, where I learned to innovate quickly based on continuous user feedback cycles, has guided my career ever since.
Today I lead copy strategy for Airbnb Hotels, where I build the copy guidelines, quality standards, and AI prompts that help a distributed team of writers and editors produce accurate, distinctive copy at scale. The skills are the ones I learned in newsrooms and startups: verify everything, listen to the audience, and set a clear bar for what good looks like.
Whether I’m leading a content strategy, running user interviews, or analyzing performance, I start by listening, to what audiences say and what they don’t. That’s how I build strategies that meet real needs and move people to act.
