Work that shipped.

CANS: keeping custom-order customers in the loop

MRM Detroit · General Motors

Custom-ordered vehicles take months to arrive, and a quiet inbox is a reason to cancel. CANS, the Customer Automated Notification System, emails customers at each stage: order accepted, scheduled for production, built, shipped, at the dealership. It never got as granular as “the doors were attached,” but it told people their vehicle was still on its way.

The system now has versions for GMC, Chevrolet, Corvette, and Cadillac.

Role

Lead writer, working with a range of art directors. I worked on the pitch and shaped the original look and feel.

Result

Canceled orders dropped 74.48%. GM added $1 million to the program’s budget to build a 2.0 version. I left the team before that work began.

RealTruck email

RealTruck · Dec 2024 to present

I handle 12–15 RealTruck emails a month and another 10–12 for Husky Liners, plus one-offs and special projects. The work covers product launches, seasonal pushes, and brand collaborations, and the voice shifts with the brand: RealTruck, Husky Liners, Havoc Offroad.

Role

Senior Copywriter. Headlines and body copy.

Result

The email program brings in $400,000+ a month.

Buick.com

MRM Detroit · General Motors

For nearly four years I was the lead and only writer on Buick.com: the brand pages, model overviews, technology features, the “Buick Life” lifestyle section, and launches like Envista and Envision. As the site writer, I helped lead its complete redesign, with a simple goal: more engagement, clearer messaging, and modern strategies. Nobody but the client gave me feedback.

Role

Lead and only writer. Helped lead the redesign.

Result

GM reported engagement up more than 120%.

America 250 / American Innovation

RealTruck

RealTruck’s America 250 campaign launched on July 4, 2026, across email and social, alongside the Fieldworks film Stories of American Innovation. The four Instagram Stories below read as one sentence. More stories are still in production.

Role

Writer across email, social, and the film promo. There was no copy supervisor when the work began, so the writing was mine, shaped by our Executive Creative Director.

Lease-End: a 12-month cadence for four GM brands

MRM Detroit · 2018

In 2018 my art director partner, Lauren Sanders, and I rebuilt GM’s lease-end program from the ground up: a cadence of direct mail and email that runs through a lessee’s final 12 months, with custom versions for Chevrolet, Buick, GMC, and Cadillac: 20 pieces per brand, 10 mailers and 10 emails, or 80 in all. It walks owners through what to do and when, and shows them the latest lineup along the way. We concepted and produced all of it in under a year.

Role

Lead writer

With

Lauren Sanders, art director

My GM Rewards: four members, four films

MRM Detroit · 2019

In fall and winter of 2019, Lauren and I interviewed 16 members of the My GM Rewards program and narrowed them to four stories. The conversations ran from vehicle ownership to Cadillac tattoos. I ran the interviews and joined the photo and video edits, and the stories went far past the films: into emails, social posts, direct mail, and print.

Role

Writer and interviewer.

With

Lauren Sanders, art director