Copywriter / Creative Writer
San Francisco, CA
WHAT DO YOU DO?
I know the difference between a hyphen and an em-dash and love a good Oxford comma. Catching typos in published work keeps me up at night (Strunk and White are my homeboys).
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
My road (like many) has been less-than-typical. I got a BA in Communication and Marketing from USC and was lured by the ad world straight after graduation. I spent seven years as an Account Manager at both small and large agencies, most recently Goodby Silverstein & Partners in San Francisco. I helped create work that I remain insanely proud of, but found that I missed doing what I love most. So, I finally decided to jump ship and pursue writing full time, on my own terms. And I haven’t looked back.
How do you stand out in your field?
My background in Account Management has been an incredibly helpful tool for me as a writer. I understand (and am borderline militant about) deadlines and am a sucker for a solid briefing prior to kicking off a project. And it may sound petty, but I actually “listen.” At the end of the day, if a client isn’t happy with my work, I haven’t done my job. I’m also schooled in the finer points of SEO, which means your website copy gets more hits.
WHAT ARE YOU WORKING ON RIGHT NOW?
I’m just kicking off a project to help rebrand an international salon chain based in Bangkok. They’re looking to refresh their image and appeal to a younger, hipper demographic. It’s exciting to work on a global brand, but the time change has been a challenge. Note to prospective clients: I don’t function well on conference calls before 8:00 AM.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I’ve found that I’m naturally carving out a niche. Most of my latest projects are for lifestyle brands targeting a young-ish demo or are companies looking to refresh their image. It’s always easier to dive into a project where I’d consider myself in the target audience. My tone definitely leans towards being approachable (no one likes being talked down to), and I love injecting a dose of humor when appropriate.
I recently did some work The Lost Explorer, a Venice-based lifestyle brand headed up by David de Rothschild. I was super inspired by the offbeat, uber-passionate way they were looking to describe their products. I love when a brand is open to taking risks and talking about things in a new way. There’s so much “sameness” out there, so I love when my words have an opportunity to say something different.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I wish I had the time to learn graphic design. My right brain is always in full gear and InDesign has proven to be my lifelong nemesis. I’ve tried to teach myself the platform a million times and always end up frustrated (and with an inexplicable amount of “layers”). Fortunately I have a few Designer pals that are willing to help me out in a pinch.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Besides last Sunday’s NYT crossword, my biggest frustration right now is finding the right kind of jobs. It’s hard to bring a brand to life when it’s all business and no levity. I don’t take myself too seriously, and my writing doesn’t, either. At the end of the day I’m just looking to help create good work with good people. And awesome brands backed by passion are the icing on the cake.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Help address the Horder-esque situation happening in my garage right now. I’m an Amazon.com junkie and order everything—from books to dog food—online. Thus, my garage is piled high with empty boxes that are in desperate need of being recycled. UPS either loves me or hates me… I’m not sure which.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I’d love to sit college-aged Lauren down for a serious chat. First of all, I’d tell her not to invest in Juicy Couture velour sweatsuits. Not a good look.
I’d also probably tell her to CTFO a little bit. My self-imposed college path felt very formulaic and I put a lot of pressure on myself to graduate and land the expected 9 to 5 (with entry-level salary to match). I’ve learned it’s ok to not know your next step and feel uncomfortable. That’s usually when the good stuff happens.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Web design. I’ve had the opportunity to be involved in content creation for some beautiful websites for brands. I’d very much love to be privy to the backend process as well. Coding blows my mind. It’s all very magical to me.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I’m open to most anything that needs writing help—naming, rebrands, identity development, editorial, packaging, you name it. Bring on your short-term or long-term projects. I love a good creative challenge.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I’m a people person and consider myself flexible and easy to work with. I love when clients are open to suggestions on how we might explore positioning things on the page, but I’m also committed to executing a client’s vision. My most successful jobs have been those where I get along with clients on a personal level.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
I’m open to structuring pay either hourly ($70 / hour) or as an “all-in” cost for the project. So, let’s talk…
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
HOW DO YOU STAY CREATIVE?
Ironically, my creative energy is most sparked when I step away from the screen. I actually do some of my best thinking while driving or in the shower. Creativity sparks me at the most random times during the day. My wallet is crammed with bits of nonsense scrawled on receipts and scraps of paper. Some of them have ended up becoming my best ideas.
This member profile was originally published in June 2018.