As Etsy’s first copywriter, I helped build the voice through foundational copy experiences, and wrote the original voice guide. I supported Etsy’s positioning evolution from crafty handmade to conscious manufacturing (as policies changed). My words spanned from editorial (my “Keep It Weird” series consistently got highest engagement) to marketing, UI, and even press (I interviewed sellers directly, successfully landing Etsy economy stories on NPR, ABC News, and Yahoo Finance). Through storytelling, I helped Etsy grow without losing its heart.

My copy for our first branded error page lived on for a decade:

Launch of gift cards (minimizing the generic nature of gift cards, and championing the Etsy shopper who would indeed appreciate one):

Personality and positioning to collateral, campaigns, and partnerships:

For the launch of a wholesale platform, I needed to pivot from Etsy’s core value props (one-of-a-kind, peer-to-peer), in order to promote the scalable opportunities of vendor partnerships:

Company culture initiatives like our food program and commuter cycling in sync with our story evolution: