I’ve spent a good part of my career getting to know brands from the inside out.

I’ve worked in-house at Merrell, The Hudson’s Bay and MICHI—brands I came to know like old friends, from their customers and products to their quirks, voices and, yes, their assigned star signs. That experience taught me that the best copy doesn’t just sound like a brand. It knows the brand.

These days, I’m on the other side of the table, working agency-side as a Creative Copywriter at Monks. It’s faster, more varied and means I’m constantly switching personalities and points of view.