Where the portfolio shows what I made, these stories explain the thinking behind it: what the problem actually was, what I decided and why, what happened, and what I would do differently.
Platform Positioning
Cisco Security Cloud · Cybersecurity · 2021–2024
Cisco was moving from selling point products to selling a platform. The project: Defining a brand-level claim and developing everything under it by persona. Sole author on the campaign assets behind $100M+ in annual pipeline.
$100M+
annual pipeline supported
Content Performance
Instructure · Edtech · 2025–present
Instructure’s resource center had thousands of pages, and fewer than 1% of them drew a third of the traffic. After several acquisitions, it also needed a lot more content to reach audiences it had never talked to before. The project: Working with the broader marketing org to make sure every new piece earned its place, and refreshing older pages so the library got better, not just bigger.
+52%
key events per session, North America, year over year
AI Content Workflows
Enterprise security and B2B technology clients · 2024–present
Every writer had their own prompt and no two produced the same output, so adopting AI had made the work slower. The project: Defining what the guardrails contain, where the line sits on human review, and getting people to slow down and trust the new system.
~1/3
faster from ideation to publication
Category Expansion
Vari · Office furniture · 2017–2019
Vari was named after the product that made it, but the sit-stand desk was a finite and narrow category. The project: Keeping VariDesk as proof of what the company could do rather than what it was, and selling the same desk to a campus procurement office and a home office at the same time.
35 pages
the company’s first lookbook, replacing a product catalog
Brand Voice
Censys · Cybersecurity · 2024–2025
Censys read the same as every other security vendor in the space. The project: Rebuilding the voice so other people could write in it, rewriting every solution and landing page, and turning a LinkedIn account that only spoke up to announce things into one that practitioners followed.
10%+
organic reach growth in Q1
If you’re looking for the work itself, my portfolio has web pages, ebooks, blogs, emails, social, and customer stories across cybersecurity, edtech, and enterprise tech.
