15+ years making complicated things click, from nutrition science to crypto to the metaverse. I set content strategy across social, video, live, and owned channels, and build the teams, systems, and communities that carry it out.
Written, short-form video, web, and live. Each one notes what I owned and what came of it.
A live weekly show I created, hosted, and produced, with fast, conversational coverage of crypto market moments for a crypto-native audience. I owned the format, guest booking, and production.
Clips available on request.
A 15-part series turning core crypto concepts into quick vertical explainers. Built to be modular: each short stands alone, and together they form a complete beginner curriculum.
Three beginner guides of 2,200–2,500 words that put complex crypto topics into plain English for a regulated brokerage's audience, including the XRP–SEC lawsuit. Built for search and AI answers, with question-led headings, comparison tables, and FAQs.
Wood-species guides and buyer education for a handmade custom-cane business, written in first person as the craftsman. I also shoot all the photography and video.
A tracker I built with Claude Code that runs a fixed bank of 22 buyer-intent prompts through the ChatGPT, Claude, Gemini, and Perplexity APIs and logs every brand mention and citation to Airtable. Because the prompt bank never changes, each run is directly comparable to the last.
Shelley is an awesome person to work with and an exceptionally creative content marketer. At tastytrade, she made crypto approachable for everyone from newbies to seasoned options traders. She created and produced educational content that held up to compliance review, scripted and hosted our YouTube Shorts series, and built our community on Discord and X. She's a trader herself, so she understands both the users and the products, and she knows exactly what kind of content drives engagement. Any team would be lucky to have her.
I'm a woodworker, not a writer, and Shelley makes that okay. She writes everything for Caravelle Creations in my voice: the website, the blog, social media, product listings, even my certificates of authenticity. People tell me it sounds exactly like me, and honestly, it sounds better. … Since June, people have found me through Google and bought three canes plus a custom order. That's real money for a one-man shop.
I had the pleasure of working side-by-side with Shelley for a year and a half while at tastytrade. She's an incredibly creative person, great collaborator, and a fantastic human too. Shelley and I worked together on occasion to help build out CRM email journeys, social media assets, live show materials, and more. She was incredibly knowledgeable about the financial world and has a keen sense for what will resonate with her target audience.
The best content programs aren't the loudest. They show up where their audience already is and are genuinely useful and genuinely interesting there.
Whether that audience is shoppers, members, clients, or other professionals, the work is the same: give every channel a clear job, and earn trust long before anyone is ready to act.
Every program starts with the audience and the goal, so the right mix changes from brand to brand. These are three starting points I've built and adapted, and how the channel roles shift with them.
A recurring series starring real customers, members, or clients instead of polished campaign content. They tell their story in their own words; the brand is the through line, not the focus. Over time it becomes a steady source of user-generated content and credible partner voices.
Anything from a monthly AMA or webinar to a full weekly show, built with structure instead of just "going live": segments, guests, and a consistent host. I've launched a venue with 1,000+ live performances and hosted a 47-episode weekly show, so I know what makes live feel like an event instead of an afterthought.
A dedicated track for people just entering the category, who are researching hard and choosing based on trust. Meet them with a serialized arc: what to know first, what to compare, what to do next. It ranks in search and AI answers, but the real goal is a relationship that converts and lasts.
Platforms: TikTok · Instagram · YouTube · X · Pinterest · Facebook · Discord · Tools: HubSpot · Semrush · Sprout Social · Google Analytics · Canva · Opus Clip · Claude Code · Airtable · n8n
The short version. The full résumé is here.
All content in the founder's voice for a handmade custom-cane business, plus all photography and video. In four months, organic search drove 4.5x the shop's full-year 2025 online revenue.
Owned crypto content across an unregulated wallet and a regulated brokerage. Created and hosted BEANS (47 episodes, 10,000+ peak concurrent viewers) and the HODL UP Shorts series, ran community on Discord and X, helped build the go-to-market for a wallet launch, and created an employee advocacy program. Hired and managed two contractors.
Co-founded a content and community agency and led a team across design, social, video, and writing. Built a creator program of 150+ artists across 20+ countries, launched a virtual venue with 1,000+ live performances, and produced a 24-hour virtual music festival in partnership with MTV Mental Health Action Day.
Directed content strategy across digital, print, social, and community-facing communications, and built relationships with partners and local organizations.
Managed two direct reports and ran integrated campaigns in HubSpot. Contributed to the best quarter, month, and day of sales in company history.
Grew a media platform from zero to 100,000+ monthly readers through search-led editorial and a team of writers, and partnered with hundreds of brands on sponsored content and affiliate programs.
Setting priorities, giving creative direction and feedback, and developing people, not just managing output.
The thread through all of my work is translation: taking complex, technical, or niche subjects and making them genuinely accessible to the people who need them. Nutrition science, crypto, the metaverse, exotic hardwoods. The job is always the same: earn trust, meet people where they are, and make hard things feel approachable without dumbing them down.
Part science nerd, part internet native. My best friend calls me two kids in a trench coat. I'm happiest when a piece of content makes someone say, "Oh, now I get it."
Hiring for content strategy, social, or community? I'd love to hear about it.