Selected work across content operations, editorial processes, cross-functional coordination and AI-enabled workflows.
Led the copy workstream for the launch of ENDORFY’s new website and e-commerce platform, covering 167 SKUs and a broad range of site-wide content.
Audited the full product portfolio and identified products requiring substantial content updates. Roughly half of the portfolio was comprehensively rewritten to reflect the updated Tone of Voice, product messaging and editorial standards.
Built a dedicated workflow tracker and coordinated production across 2 copywriters and 2 supporting contributors, while also contributing directly to the rewrite work.
Personally reviewed and edited all 167 product descriptions before launch, checking factual accuracy, consistency, SEO keyword implementation, internal linking, meta titles and meta descriptions.
Coordinated dependencies with the design team by identifying products that required additional graphic updates due to structural changes in the new product-page format.
Created, implemented and reviewed interface and informational copy across the website, including headings, supporting copy, brand pages, newsletter sign-up sections and other site-wide microcopy.
Designing a clearer production model for editorial work: briefs, ownership, priorities, statuses, review cycles and handoffs.
Case study in preparation
Developing repeatable prompt structures and quality-control steps for research, content production and editorial review.
Case study in preparation
The site itself is designed as a controlled environment for learning Google Tag Manager, GA4, Google Ads, Meta Pixel, dataLayer and web analytics.
Live and evolving