Award-winning writer, journalist, and copywriter based in Toronto.

Intro

I’ve been writing since I was a kid, but it took some time to make the jump to doing it professionally. My career has had stops in media, publishing, non-profits, tech and the arts, each role broadening my scope of distinct industries and their demands. My biggest takeaway? The need to tell compelling stories is something they all share.

Work

I’m a credentialed NBA journalist with bylines at The New York Times Magazine, Rolling Stone, Dime, SLAM, The Athletic, Flagrant, and Yahoo Sports, among others. My writing has also appeared in Canadian Art, Hazlitt, Canadian Business and The Guardian. I write the Substack, BASKETBALL FEELINGS (a Substack Featured Publication in 2022 and 2023), with a book forthcoming from Transit Books.

Some of past clients include Nike, the Toronto Raptors, American Express, McDonald’s, Kraft Heinz, Sun Life, Scotiabank, Tangerine, the Toronto Maple Leafs and MLSE. I’ve done SEO and content translation work for international clients, as well as comprehensive research and scriptwriting for film and television with Banger Films and UNINTERRUPTED.

01

Nike x Togethxr

For the 2023 Women’s World Cup, Nike — along with athlete-founded and women-led media company Togethxr — wanted to relaunch its social platforms for the Nike FC vertical (combined followers of 50M), with a focus on its athletes through a revitalized voice. Copy had to be engaging, informed and energetic, while following the brand’s guidelines. My work included:

  • Athlete-driven narrative Twitter threads based in research and utilizing storytelling with a distinct CTA

  • Drafting a daily “bank” of engaging and reactive copy for Nike FC social, responsive to in-game triggers (e.g. goals, saves, defensive actions, shoot-outs) for the duration of the tournament

  • Ongoing research and writing support leading up to and alongside the tournament on Nike athletes and Nike Federations

Sun Life Healthy You

As the Toronto Raptors health and wellness partner, Sun Life wanted to go beyond being the team’s jersey sponsor. We created a brand new resource for fans, allowing them to tap into the same health and wellness experts that coach the Raptors. My work included:

  • Initial concept ideation and website wireframing in Year 1

  • Scripting interview questions for Raptors team trainers and medical staff, on-site interviews for video and written content

  • 50+ written pieces of original content created from interviews, including blogs, as-told-to pieces, listicles and recipes

  • In its first year, the campaign won a Canadian Marketing Award — a Bronze in the Healthcare category

  • Renewed for a 2nd year, three new trainers were brought on to the original roster of six and we created 30 new pieces of content (written, video) in addition to filming supporting content for Sun Life and Raptors social channels on set

02

03

Toronto Raptors,
Championship Jersey Launch

Launch of Raptors new City Edition and Swingman jerseys for the 2020-2021 season in inaugural post-Championship gold colorway. Theme was centred on highlighting each borough of Toronto. My work included:

  • Copy concept across team and Real Sports website

  • Copy for each jersey’s profile and features

04

Just Spices

German brand, Just Spices, needed help translating website from German as well as UK markets to prep for their U.S. launch. My work included:

  • Translation of 40+ individual product pages, and all sections of the Just Spices website

  • SEO optimization for the U.S. market

  • Original web ad copy and translation

05

06

Kraft Heinz, Digital Asset Management System Launch

Kraft Heinz launched their new DAM system and wanted a series of personable, how-to tutorial videos to help KH staff as well as the brand’s professional partners learn and use the new system. My work included:

  • Scriptwriting for 12 original how-to videos, inclusive of direction for motion-graphics animation team

Scotiabank, Goals for Goals

Leafs sponsor, Scotiabank, wanted to create a contest to appeal to the average hockey fan. Contestants entered by submitting an attainable goal (e.g. cross-Canada roadtrip, save up for a milestone) that if selected, Scotiabank would contribute up to $1,000 to every time the Leafs scored a goal. My work included:

  • Slogan ideation and copy

  • Contest and commercial spot copy, static and dynamic ads

Select editorial work

Other experience

Guest lecturer for Harvard’s ‘Art of Sportswriting’ class, 4x Media and Broadcast instructor with Sports Business Classroom in their Business of Basketball immersive program, at NBA Las Vegas Summer League.

Frequent guest on a rotating crop of podcasts, national television, and sports radio to discuss the NBA and my work.