I LIKE TO THINK OF MYSELF AS A MULTI-CULTURALIST.
My parents are Italian. I was born and raised in Bristol, England. I attended university in Exeter, Devon and Lawrence, Kansas, and I live in Chicago, Illinois.
More than anything, though, I identify as a creative.
I fell in love with designing and creating early on. I would spend hours interior designing my bedroom, sketching my spring fashion collection, drawing elaborate worlds (more often than not involving rabbits), and writing yet another short story (almost always a mystery).
Truthfully, storytelling has always been a part of my world. I'm not a "content person" in the narrow sense, however. Rather, I'm an experience architect, leveraging word and image, research and systems, to push the envelope on creative vision.Here, then, are a few of the things that make me—and my work—tick.
THE SKINNY
Knock your socks off content + design
EXPERIENCE DESIGN: Navigating ambiguity, transforming setbacks into opportunities, and traversing shifting customer landscapes from strategic visioning to tactical execution. Human-centered, app-first E2E design—Ai agentic integration and North Star prototyping to achieve intuitive user journeys, brand-enhancing optimizations, and quick-to-market product launches.
CONTENT STRATEGY: Scalable content architectures, messaging frameworks, tone of voice matrices, and PoSa-specific guidelines. Content auditing and experience reviews. Engagement-boosting UX, brand and marketing copywriting. Award-winning, internationally published feature and blog writing with high like/share engagement. Award-winning editor-in-chief and copy editor.
RESEARCH & VISION: Team lead and partner in new product explorations and target experience run-don't-walk" evolution (take a peek). Skilled qualitative / quantitative testing and synthesis, competitive / comparative analyses, prototyping, use case exploration, and persona building to develop wow-worthy, data-driven strategies.
COLLABORATION: Strong cross-functional, cross-brand partnerships with Product, Legal, Research, Engineering, Localization, XD, Marketing, and Brand teams across geographies (NORAM, APAC, EMEA, LATAM).
SPECIALIZATION: Deep expertise in travel & tourism, brand marketing, business & finance, lifestyle & leisure, and arts & entertainment to inspire, engage, and build target markets.
LEADERSHIP: Dynamic XD team facilitator and content lead. Highly experienced in guideline, policy and best practice setting for organization-wide adoption and scalable solutioning.
DESIGN IN FOCUS
Strategy case studies
App-first + AI-powered
Digital destination rediscovery
Product concept delight
Content strategy + systems
EDITORIAL PORTFOLIO
No room for ho hum
Award-winng feature writing and blogging
THE ARTS
- Cannes Film Fest: Chercher Les Femmes Read it here
- The Immersive Arts Experience - Ladies & Gents, Please Leave Your Seats Read it here
- Louvre Abu Dhabi - Art, Sand & Shadows Read it here
- You Are What You Wear: MOMA Taps the Museum-Going Public As The Subject of Its Latest Show Read it here
- The Art of Stealing: Flattery or Fraud? Read it here
- Theater On The Move: Who Needs A Fourth Wall, Anyway? Read it here
- Times Of Transformation: Art Imitates Life As Gender Is Redefined Read it here
TRAVEL / TOURISM
ROVE Europe (WIP) Explore
- Le Jardin Exotique d'Eze, France Read it here
- Petersham Nurseries, Richmond Read it here
- The Zetter, London Read it here
- 10 of the Best Chicago Bars for Creative Types Read it here
- Chicago's 10 Best Taco Trucks Read it here
- 10 Things You Shouldn't Miss at Chicago's Millennium Park Read it here
- 8 Haunted Chicago Sites You Probably Didn't Know About Read it here
- 10 Things You Should Absolutely Do on the Chicago Riverwalk Read it here
- Chicago Architecture: 12 Iconic Buildings Not to Miss (Chicago Like a Local)
- 10 Chicago Museums for $10 or Less Read it here
- 8 Outside-the-Box Chicago Experiences Read it here
- 7 Cozy Chicago Hangouts With Cool Music Read it here
BRAND MARKETING
- V&A Case Study: Reinventing An Age-Old Brand For A New Arts Culture Read it here
- Touch, Snap, Post - Becoming an Arts Media Darling in the Social Media Age Read it here
- Honesty is the Best Policy: The Birth of the DMO Anti-Slogan Read it here
- 10 Hot Blogs for Experiential Advertising Pros Read it here
- Prison Lite: Ex-Con Boot Camps and the Saks Wellness Brand Experience Read it here
INTERIOR DESIGN
- Modern Oasis (Modern Luxury Interiors Magazine) Read it here
- La Vita Bella (Modern Luxury Men's Book) Read it here
BUSINESS
- 10 Worst Business Decisions Ever Made Read it here
- Are You Headed for the C-Suite? Read it here
- 5 Reasons Your Co-Workers Don't Like You Read it here
- Generation Z: Connected. Creative. Driven Read it here
- The Newbie's Guide to Surviving Busy Season Read it here
JOB LIST
What, where, when
Lead Content Designer
Expedia Group, Chicago, Illinois / 2020-2026
Leading content and creative strategy across high-impact, multi-channel, cross-brand nitiatives (Expedia, Hotels.com, Vrbo).
- Translating business growth objectives into positioning strategies, structured content roadmaps, and messaging frameworks, driving record-setting annualized gross profits
- Spearheading bold multi-item travel discovery and shopping narratives that generated $26M GP, reframing the mechanics of bundled travel in the marketplace.
- Owning narrative direction and scalable content strategy across high-impact digital product ecosystems, including destination discovery, multi-item shopping, and personalization models,.
- Integrating agentic AI frameworks / discovery to create contextual, structured, and answer-driven content experiences and personalized recommendations within strict inventory constraints and crawl-walk-run implementation timelines.
- Developing repeatable content systems aligned to performance metrics and forcing scalable simplicity to alleviate Dev resourcing, enable rapid iteration, and speed experimentation.
- Partnering with XD, Product, Legal, Research, Localization, Brand, and Engineering teams to define scope and develop envelope-pushing prototypes, MVPs, and run-don’t-walk concepts.
- Creating use case matrices, fringe case risk scenarios, and user personas to elevate user experiences, find “sweet spot” market differentiators, and target compelling value props.
- Leading workshops and critiques to brainstorm product enhancements and launches; mentoring designers and managing content sprints for seamless delivery.
- Developing quantitative and qualitative test prototypes, storyboards, and research syntheses to achieve optimized experience-led, human-centered designs.
- Redefining XD / Legal team partnerships to expertly blend traveler-first, high-engagement content / UI design and PoSa-specific legal risk mitigation / regulatory requirements.
Senior Copywriter & Content Strategist
Envisionit Agency, Chicago, Illinois / 2017- 2019
Strategic content lead for B2B and destination marketing clients in a fast-paced agency environment.
- Led messaging strategy and content governance for the Choose Chicago website rebuild (1,000+ pages), ensuring tonal consistency and SEO alignment.
- Built persona-driven content frameworks and campaign narratives across tourism and membership industries.
- Redesigned, relaunched, and managed the Choose Chicago visitor blog, elevating editorial voice and increasing engagement.
- Produced travel and brand marketing blogs, campaign copy, and brand messaging aligned to growth objectives.
- Collaborated closely with art directors, creative and product strategists, and SEO to deliver fully integrated creative work.
- Partnered with freelancers and cross-disciplinary teams to maintain quality and strategic alignment.
Experience Designer & Content Creator (contract / freelance)
International / 2010-2020
Creative partner to agencies and organizations across B2B, B2C, and D2C sectors.
- Built brand positioning systems and messaging frameworks for regulated and high-consideration industries.
- Crafted digital campaigns, website relaunch narratives, and thought leadership content to drive engagement and differentiation.
- Translated complex subject matter into accessible, persuasive storytelling for executive and consumer audiences.
- Served as client-facing creative lead, presenting and defending strategic ideas with clarity and confidence.
Select clients: Critical Mass, Cereals Canada, Project Management Institute (PMI), International Interior Design Association (IIDA), Arizona State University, Procter & Gamble, Medici Museums and others.
Director, Digital Publishing
Illinois CPA Society, Chicago, Illinois / 1999-2017
Defining multi-channel publishing and brand strategy across print and digital ecosystems.
- Built segmented email and content programs that increased engagement rates by 60%.
- Integrated editorial, marketing, and creative functions to create cohesive brand voice and growth strategy.
- Stewarded a multi-award-winning quarterly magazine highlighting high-impact topics on the business & finance landscape.
- Managed internal and external creative contributors to ensure consistent strategic direction.
SHOUT OUTS
Honors, awards + accolades
Check out reviews and recommendations on my LinkedIn profile.
- Communications Concepts Apex Award of Excellence, Magazines, Journals & Tabloids
- Communications Concepts Apex Award of Excellence, Feature Writing, 10 Worst Business Decisions Ever Made
- Association Trends All Media Contest Gold Award for Annual or Quarterly Magazines or Journals
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Magnum Opus Award for Best Association Publication
- Graphic Design USA American In house Design Award for Publication Design
- Communications Concepts Apex Award of Excellence for Magazines + Journals
- Magnum Opus Award for Best CSR/Green Series or Article
- Magnum Opus Award Honoree for Best CSR/Green Series or Article
- Communications Concepts Apex Award of Excellence for Magazine + Journal Writing
- Magnum Opus Award for Best All-around Association Publication
