Own audience-driven narrative and brand voice for youth-focused mental health advocacy, turning data into human stories that drive donations and engagement.

• Movement-Building Campaigns: Lead, plan, and write clear, deeply creative, and emotionally resonant copy across a variety of mediums, including social media, digital ads, print collateral, TV/radio/video scripts, blogs, articles, website pages, emails, newsletters, and high-visibility press materials.
• Audience-Based Narrative Strategy: Develop and maintain a nuanced voice matrix. Leverage audience insights to authentically engage youth and young adults, while seamlessly crafting compelling narratives that resonate with funders, donors, supporters and educators.
• Translating Data to Stories: Take complex mental health statistics, programmatic impact data, youth and young adults input, academic information, testimonials and translate them into human-centric stories that move people to act, donate, or advocate.
• Brand Voice Stewardship: Act as the ultimate protector of the Active Minds brand voice, maintaining and evolving our brand guidelines so that every touchpoint feels unmistakably "us."
• Agile & Fun Response: Bring a sense of play and cultural relevance to fast-response copywriting. Lead the creative phrasing for pop culture moments, breaking news, viral social opportunities, website pop-ups, and urgent partnership pitches.
• Conversion-Driven Creative: Direct and oversee the creation of high-converting advertising copy for landing pages, paid search, and social ads, ensuring a seamless transition from an ad click to an engagement.
• Direct Response & Retention Narrative: Develop the copy strategy for emails, welcome series, and engagement funnels using direct-response techniques to combine empathetic storytelling with clear, urgent calls to action that drive measurable revenue and engagement.
• Testing & Creative Iteration: Create ongoing headline, call-to-action (CTA), and copy-variant A/B testing. Analyze what copy actually moves the needle, and continuously iterate to maximize ad spend efficiency and deepen audience connection.
• Visual-Textual Partnership: Brainstorm with graphic designers, marketing, PR to co-create brilliant campaigns where the strategy, words and imagery work together perfectly to move audiences and achieve goals.