I worked across several B2C Ford workstreams at VMLY&R. First, as a UX copywriter for the award-winning FordPass and Lincoln Way mobile apps where I guided UI/UX design from a copy perspective.

In-app copy for subscription features like Roadside Assistance and a handful of confidential projects still bound by NDA were under my purview as well. 

As the the sole writer on the Go To Market team, my hands were in lots of pots.

From writing in-app messaging and video campaigns and push notifications, to App Store copy and – in the early days of the COVID-19 pandemic – emergency communications. 

That work also included overhauling marketing playbooks for the FordPass and Lincoln Way apps, online vehicle sales and the Battery Electric Vehicle segment.

Most recently I was on the Ford.com team where I leveraged my years of journalism experience for home page copy, model branding and news blurbs for the automaker.

My last projects were leading the 2023 Ford Ranger and Escape B2C lifestyle rebrandings for their autumn 2022 debuts.

Oh, and I helped reveal the 2024 Mustang too.