About
Good copy takes a good team.
I’m Rob. For fourteen years I’ve written for General Motors and RealTruck, and most of what I’m proud of started with a good working relationship with the art director next to me. Here’s what I’m like to work with.
How I got here
I studied English at Hope College with a creative writing emphasis. I co-edited features for the weekly newspaper and, my senior year, co-organized the college concert series.
In August 2012 I started at Digitas Detroit as an associate copywriter on Buick, GMC, and OnStar. In 2016 I moved to MRM, first on GM’s Recall team. When MRM won the Buick and GMC business I’d been writing at Digitas, they put me back on it because I already knew the brands.
I stayed at MRM for eight years. I was the lead and only writer on Buick.com, and the lead writer on GM’s lease-end campaign and on CANS. In December 2024 I joined RealTruck as a senior copywriter, where I write for truck owners instead of car shoppers.
Working with me
The short version.
I ship
Most of my copy at RealTruck goes live without an edit, and I’ve never needed close supervision to get there.
I coach
Managing comes easy to me. I’ve helped lead creative teams of up to eight, and I’d rather coach a writer than dictate to one.
I keep the room moving
I help coordinate creative meetings and love bouncing ideas around. I bring an eye for design, so the copy and the layout work as one.
On AI
AI is an incredible tool, and it’s going to help define how work gets done. I use it. I like experimenting with harnesses, I’m exploring the recent explosion of agent bots, and I tinker with automation. I write my first drafts myself and use AI to test and tighten them, and I never let it be a crutch.
Humans are the taste factor. How something sounds and reads is a call for the writers and directors making it.
Outside work
When I’m not writing, I’m usually unplugged and getting my hands dirty.
Building
We live on five acres with 25 chickens and a giant garden. I’ve remodeled a kitchen, a home office, and a pool patio, and on slower weekends I build big LEGO sets with my boys. I’m a gearhead.
Tinkering
I’m a tech nerd. I test new gadgets, try agent setups, automate what I can, and game.
Looking and listening
I shoot photos as a hobby and build music playlists. Fall is my favorite season. I hike, paddle rivers, and take beach trips in summer.
Contact