Aveda is a heritage brand and an early pioneer of organic, sustainable and clean beauty. This global and multifaceted brand manufactures skin and body care, pure-fume, hair color, and hair care products, and runs a global network of beauty schools that train students in haircare, makeup, massage, and esthiology. a

As copy manager I wrote for every imaginable corner of this complex brand: retail campaigns, product launches, packaging copy, press releases, educational materials, editorial collections, mission-driven projects, social media, print advertising, and branding projects including naming and development of brand mascot, Mr. Chakra.

Accomplishment: When strategic messaging and copy lead for Aveda Earth Month—a global giving program benefiting clean water efforts—the program grew by 196% (overall) with 2012-13 seeing a 24% growth in giving year-over-year: the single greatest absolute growth in the program’s history