Marketing
worked for:
Since pivoting from journalism to marketing around 2021, I’ve gained valuable copywriting and project management experience by working with brands I genuinely love.
Here are some highlights:
Austrian Audio
Rewrote the copy for all of Austrian Audio’s microphones, headphones, and software to be more benefit-driven and accessible. I worked with AA’s engineers and marketing team to understand the differences between their products and conventional models and define their specific use cases. From there, I shaped the copy to balance analytics and emotion— “Here’s the unique technology behind this product, and here’s how it will help you unlock your full creativity.”
Web and Product Copy
Vintage King
Currently writing product copy and blog posts as a freelancer for Vintage King. Here are some recent products I wrote up:
Universal Audio UAFX Compact Pedal Series: LA-2A, 1176, Heavenly, Orion, Flow, Brigade, and Evermore
Warm Audio WA-1B Tube Optical Compressor
Genelec 9320A Genelec SAM Reference Controller
Solid State Logic Pure Drive QUAD and OCTO Microphone Preamp
AEA Microphones
Rewrote the product copy for AEA’s microphones to better reflect their more contemporary branding voice. I met directly with AEA’s engineers to discuss each microphone in detail, determine their respective key features, and define the best use cases and target customers for each. After laying out a more streamlined template for the product pages — opening paragraph, bullet-note features, and product variants —I wrote copy that both acknowledged AEA’s work in continuing RCA’s legacy and emphasized their work to push the microphone industry forward.
Logitech
Litra Glow and Litra Beam: Wrote social copy, email copy, audio ad scripts and portions of the product copy the Litra series of personal light sources. Also pitched taglines and drafted several SEO-driven blog posts to boost awareness for both products.
Blue Sona: Wrote podcast ad scripts, pitched taglines and wrote SEO-driven blog posts.
Blue VO!CE: Rewrote the product copy to reflect software updates and new features.
Blue Yeti: Pitched and wrote multiple SEO-driven blog posts geared towards musicians, podcasters, and content creators.
Mevo Start: Pitched and wrote multiple SEO-driven blog posts geared towards streamers, gamers, and athletes.
Seymour Duncan
Wrote SEO-driven blogs that corresponded with the release of several different product launches:
Lari Basilio Signature Pickups
Zoom Corporation
Collaborated with Zoom’s engineers and marketing team and wrote original copy for the following product pages:
Blogs
Given my journalism background, long-form writing for brands is right in my wheelhouse. Aside from telling a good story, I enjoy getting to know a brand and their customer base, adapting to their voice and messaging, and navigating SEO to reach as many people as possible.
Note that Blue Microphones’ website was taken offline in early 2023, so I’ll be linking to my work for them via the Wayback Machine.
The History and Resurgence of P.A.F. Pickups - Seymour Duncan
Ranks for 27 keywords in the top 10 of Google, including high value keywords like “PAF pickup,” “PAF humbucker,” and “best PAF pickups”.
AI Video Creation Guide: How to Use AI to Create Videos - Wistia
3,000+ word article breaking down the available AI-powered tools for every step of the video production process.
How to Make a Workout Playlist for Running, Yoga and More - Ultimate Ears
Ranks for two keywords in the top 10 of Google: “making an exercise playlist” and “how to make an exercise playlist.”
Lari Basilio Signature Pickup Set - Seymour Duncan
Best Selling Outboard Gear of 2023 - Vintage King
4 Ways To Cut Cable Clutter And Streamline Your Studio - Vintage King
Podcasting on Spotify: Understanding Their Platform - Blue Microphones
How to Record and Stream Sports Games with Mevo Multicam - Mevo
Playlist: POP - Ultimate Ears/Logitech
Cross-promotion for the Logitech POP Keys and Mouse’s new “cosmos” purple variation.
Case Studies
My day-to-day with HARMAN (mainly JBL and Martin) was their case studies, which were basically part-press release, part-technical overview.
When HARMAN flagged an installation they found noteworthy, it was my job to research the installation and products involved, contact and interview the clients, and write a draft. The subject could be anything from a band using a JBL rig on tour to a luxury hotel in need of an AVoIP system, so I had to become an expert on a lot of different products and fields.
Padova Congress, Padua, Italy - AMX, 2023
Stages Hotel, Prague - HARMAN Professional Solutions (JBL, BSS, Crown), 2022
The Space Needle, Seattle - Martin Lighting, 2022
Munsu Football Stadium, South Korea - HARMAN Professional Solutions (JBL, Crown, BSS, Soundcraft), 2022
My Chemical Romance World Tour - Martin Lighting, 2022
Coachella Valley Music & Arts Festival, California - JBL Professional, 2022
Dick Clark’s New Year’s Rockin’ Eve 2022 - Martin Lighting, 2023
Los Bukis 2021 Tour - JBL Professional, 2021
Branding
AEA Microphones
For those in the know, AEA needs no introduction. But while the company is revered for their museum-grade preproductions of the legendary RCA-44 ribbon mic, they also offer lesser-known forward-thinking models that sound remarkably true-to-life and deserve a greater spotlight.
My team and I worked closely with AEA’s engineers and marketing team to develop modern and approachable branding that both better highlighted their next-generation models and paid tribute to their storied history.
Austrian Audio*
Austrian Audio is one of the most exciting microphone companies working today. While a lot of mic companies rely on past designs and precedents, AA has thrown out the rule book. Their mics, headphones, and plugins are truly like nothing else on the market—all the way down to their patented, hand-made components.
Being a relatively young company, my team and I helped AA to develop a brand voice that translated their more complex technology for average consumers, emphasize their futurist philosophy, and embody their mission statement: To make passion heard.
*Please note that the new website is still in progress and my copy is not yet live.
The Faithful: The King, The Pope, The Princess
Filmed over the course of 20 years, this documentary by filmmaker Annie Berman profiles the devout fanbases of three of the 20th century’s most recognizable figures—Princess Diana, Elvis Presley, and Pope John Paul II—and how these otherwise unrelated people inspire similarly devout fanbases (and tons of merchandise) all over the world. It’s an off-kilter and intimate time capsule of pre-Internet fan culture, as well as a fascinating exploration of nostalgia, kitsch, capitalism, and legacy among many other themes.
All of that is to say that this is a tricky film to pitch to first-time viewers. As part of a small marketing team, I helped develop the film’s visual branding and style guide, produced short and long-form promotional copy including the official film synopsis and blog, and coordinated media outreach leading up to the film’s release. The resulting strategy was the right balance between giving proper context and building intrigue for potential viewers.