Work
The following projects reflect my approach to understanding the user first and foremost, and letting that define every decision going forward.
Michelin North America
A six-week recruitment campaign bringing Michelin’s strongest employee benefits into focus to attract skilled tradespeople to Waterville, Nova Scotia.
153 applicants · 13 interviews · 2 hires
Recruitment Marketing
Copywriting
Consumer Behaviour
What I noticed
Michelin already had strong employer brand content. Some of its most compelling benefits, including full wages during training and a dedicated training facility, received less attention. With so many trades roles available, these details gave candidates clear reasons to consider Michelin.
What I wrote and why
I opened the ad captions with a question that helped candidates see themselves in the role. From there, I brought the main perks and important job details forward so they could quickly understand the opportunity and decide whether it suited them.
Taylor by CareerBeacon
A research-led introductory email for Taylor, an AI job search copilot, using real jobseeker language to build trust from the first interaction.
54% open rate on the introductory email
UX Research
AI
Copywriting
Consumer Behaviour
What I noticed
In Reddit threads, jobseekers spoke openly about their experiences. Their words captured the frustration and vulnerability of looking for work. In a crowded market of job search tools, I saw an opportunity for Taylor to connect through a genuine understanding of those experiences.
What I wrote and why
I used exact phrases from those threads in the introductory email. I wanted jobseekers to recognize their own experiences in the copy and feel understood. Those conversations also guided the tone: honest, familiar, and written to meet jobseekers as equals.
