Brand experience
For three years I owned JetBlue’s brand music programming, from creating wanderlusting playlists for the airport to planning ‘surprise-and-delight’ concerts at JFK’s Terminal 5. I worked with a production agency, talent managers, media relations, the Port Authority and airport leaders to secure free, in-terminal performances from top recording artists like Boyz II Men, Il Volo, CeeLo Green, Icona Pop, Aloe Blacc, Carly Rae Jepsen, Emili Sande, Vance Joy, Phillip Phillips, Gary Clark Jr. and others. We took Live From T5 ‘on the road’ to Puerto Rico, Nashville and Los Angeles as well as JetBlue HQ’s own rooftop (for a Lady Antebellum show). I even secured an one-hour segment on VH1 when we flew Nick Lachey, Michelle Buteau and Rachel Ray to SXSW on a JetBlue charter flight.
We then leveraged our owned and earned channels to promote the experience and the artist, a win-win for all parties involved. From the Record Store Day integration to flying winners to Las Vegas with Boyz II Men, Live From T5 proved time and time again that it was not your average-airport-music program.
My role: program owner, owned channel strategist
Boyz II Men sings “End of the Road” to surprised, adoring fans at Live From T5.
Gary Clark Jr. performs “Bright Lights” at JetBlue Live from Los Angeles for the inaugural Mint launch.
Vance Joy performs “Riptide” for Live From T5.
JetBlue launched service to Nashville from Boston and Fort Lauderdale in May 2016. To celebrate and give back to the community, JetBlue and VH1 Save the Music teamed up to give Cane Ridge Elementary School a special treat: a surprise performance from Nashville’s Moon Taxi.
Live From T5 presents Aloe Blacc.
Live From T5 presents Ryn Weaver.
Rising artist soul singer Allen Stone performs as part of JetBlue's Live From T5 concert series to promote his self-titled album.
Live From T5 presents American Idol’s Phillip Phillips.
Short video
In a nutshell: Here’s a formula for high engagement: relatable content that makes people laugh, plus relevancy (Valentine's Day) and a targeted audience (people in relationships). Love is Easier in the Air is a branded content video I conceptualized and co-produced for JetBlue’s social channels about why flying makes the heart grow fonder. (Content is based on true events because relationships are hard, man.) The video earned nearly 100k views and 200k impressions on Facebook.
My role: project lead, social media strategist, producer
Social series
In a nutshell: When Facebook first introduced video into the Newsfeed in 2013, we began seeing videos outperforming other content types in terms of engagement. As the social media strategist, I created the Wingtip video series, which tapped into our own crewmembers as resources and established JetBlue as a credible expert in the travel industry. These videos not only provided education and entertainment but also positioned JetBlue’s social presence as authentic and relevant.
My role: project lead, social media strategist, writer, producer
Brand management
In a nutshell: While various forms of brand books preceded my time at JetBlue, none were as comprehensive and complete as the Owner’s Manuals, a series of environmental, uniform, copy and visual style guidelines that embody the JetBlue brand story. Through research and collaboration with key internal stakeholders, I wrote and project managed the brand books from start to launch. For the uniforms edition, this also involved producing a photoshoot for the new uniforms. JetBlue still uses these images today—six years later—across marketing and communication channels.
My role: brand manager, project lead, writer
Copywriting
In a nutshell: JetBlue held the naming rights to JetBlue Park at Fenway South, the Spring Training home of the Boston Red Sox—which meant JetBlue had a presence all over the park, and I had a license to swing freely with the copy. I wrote ballpark ads and signage that mixed baseball puns with JetBlue’s signature wit, then carried that same voice into JetBlue customer emails—clever, human, and the kind you don’t delete halfway through. Different formats, same personality: unmistakably JetBlue, whether you’re walking into the stadium or opening your inbox.
My role: copywriter
Brand positioning and naming
In a nutshell: I competed against external agencies to name JetBlue’s first premium cabin — a challenge that required rethinking what “premium” could mean for a brand built on egalitarian seating and human service. The name couldn’t sound elite, exclusive, or like an upgrade for insiders. It had to feel like JetBlue. So, I moved away from the obvious — lofty words, shades of blue, airline clichés — and focused on the experience. How people feel after a long flight: tired, cranky, spent. And how JetBlue’s new cabin should make them feel instead: refreshed, relaxed, revitalized.
The name Mint captured that shift. Simple. Unexpected. A breath of fresh air. Mint gave teams permission to rethink the category — shaping everything from the seat and suite design to menus, amenities, service touchpoints, and tone of voice. From launch, JetBlue Mint exceeded expectations across customer satisfaction, press, and financial performance — proving that premium doesn’t have to be pretentious to be exceptional. JetBlue Mint was simply mint to be.
My role: copywriter, brand strategist
Copywriting: Promotion
In a nutshell: From Restaurant Week to Fashion Week to Fleet Week, we knew what New Yorkers love… their weeks. NYC Flight Week was a buzz promotion offering a menu of newly discounted destinations daily. For New Yorkers who enjoy the week of affordable prix fixe meals, here was their chance to sample some affordable vacations.
My role: copywriter
Copywriting: Promotions
In a nutshell: From 2011-2012, I ensured the fun, witty JetBlue voice came through in every signage, email, video, web banner, landing page, Facebook update, tweet… you name it. I supported copy needs for all departments, contributed to buzz marketing campaigns, and helped the brand achieve higher engagement, email open rates, website traffic, conversions and revenue.
My role: copywriter, strategist
Hot Seats was a weather-triggered buzz promotion in August 2014. When the temperature was predicted to hit 90 degrees, we ran teaser copy through social and email days leading up to the launch. I wrote digital copy for all phases of the campaign.
'Tis the season for the same old trite holiday travel tips. But by turning tips and product benefits into a holiday jingle, I wrote an email that was fun, memorable and not overly promotional. Try to stop yourself from humming "Jingle Bells" as you read the email.
Every once in a while, JetBlue will push a non-sale email to engage customers and incentivize click behavior. I love infographics and (simple) math, so this was one way to illustrate JetBlue's unique selling points.
Health journalism
In a nutshell: The health reporting and writing continued with freelance work from Livestrong.com/Demand Studios when I moved to New York. Admittedly, the regular workouts did not.
My role: freelance reporter/writer
Copywriting
In a nutshell: Writing for the heart-pumping dance fitness brand was a total blast, if not a total workout (work perks: free Zumba classes). I supported marketing, editorial and merchandise through CRM emails, social promotions, monthly newsletters, product apparel, magazine features and more. Here, I strived to make my copy dance because the Zumba voice is upbeat and positive—always encouraging people to lose themselves, be themselves and just have fun.
My role: marketing and editorial writer
Editorial
In a nutshell: For a brief stint, I acted as managing editor for Haute Living, a Miami-based luxury magazine covering stories of the rich and famous. One of my sweeter opportunities was an interview with Dylan Lauren, daughter of Ralph Lauren and owner of Dylan’s Candy Store.
My role: writer and managing editor
Editorial
In a nutshell: Once upon a time in Miami, I was really fit. I also wrote and edited over 50 fitness, nutrition and health stories for SOBeFit Magazine from 2008-2010. As a burgeoning professional at a small publication, I was grateful to have my hands in all editorial - from writing cover lines to assigning contributors, to reviewing products and profiling athletes.
My role: writer and managing editor