Clear messaging for complicated things.

Nearly ten years across content strategy, copywriting, and community communications, at one of the world's largest gaming companies, a national agency, inside a healthcare startup, and now at a public transit agency.

I started at Electronic Arts in 2016 as a bilingual Games Advisor, handling escalated technical issues and feeding bug trends back to QA. Over seven years that grew into running global player communities for Madden NFL and EA Sports UFC, where the job was less about posting and more about translating what hundreds of thousands of players were saying into something studio teams could act on.

Alongside the EA chapter I ran a freelance practice from 2021 to 2024, mapping customer journeys and building email automation for a portfolio of clients, plus a contract at LERMA aligning organic brand narrative with paid media strategy for national accounts. At Babson Diagnostics I owned campaign strategy, audience segmentation, and experimentation frameworks for a consumer health brand.

Since May 2026 I have been at Capital Metro, writing the public-facing copy for Austin's first systemwide fare restructure since 2015 and building the taxonomy that will keep the agency's brand assets usable long after the campaign ends. It is the work I want more of: high stakes, heavily scrutinized, bilingual, and dependent on getting the words exactly right.

CapMetro is raising fares for the first time since 2015. A fare change touches every rider in the service area, arrives on dozens of surfaces at once, and has to be understood by people who are mid-commute and not inclined to read carefully.

I own the public-facing copy: 50+ brand assets across brochures, rack cards, bus placards, rail station signage, web, and email, spanning the pre-launch, implementation, and post-launch phases. The register shifts by surface. A station placard gets six words. A fact sheet gets a paragraph that survives a council briefing. Web copy has to answer the question the rider actually has, which is usually "does this cost me more."

The work runs through cross-departmental review, so every line has to be defensible on accuracy as well as tone, and consistent with what the last twelve pieces said.

BetterWay is at-home blood testing. The communications problem is that the product is clinical, the audience is not, and trust has to be earned before anything gets booked.

Rather than produce content request by request, I built a five-pillar content architecture. Every piece maps to one pillar, which keeps the mix deliberate rather than reactive and makes it possible to see what the brand is over-indexing on. The same structure drove the CRM work: audience segmentation, drip sequences, and A/B frameworks running on HubSpot and Salesforce, with QA protocols applied before anything deployed.

Seven years at EA, starting in player support and moving into community. The communications problem at this scale is not reach, it is accuracy under pressure: a live-ops message that is technically wrong reaches hundreds of thousands of players before anyone can correct it.

I ran global community forums and support channels, translating player sentiment into structured data that cross-functional partners and studio teams could use. I piloted and scaled engagement initiatives that worked as a feedback loop between the player base and the people fixing in-game issues, and I wrote the process documentation and response protocols that kept that loop consistent as it grew.

The three years in player support before that are why the community work held up. Having handled escalated technical issues and tracked bug trends into QA, I knew when a message was wrong before it shipped.