About me

I'm a copywriter, creative director, content strategist, instructional designer, and professional translator of complicated things into ideas people actually understand, remember, and act on.

For more than 20 years, I've helped global brands, startups, agencies, nonprofits, technology companies, healthcare organizations, financial institutions, and political campaigns find the story hiding underneath the strategy, and turn it into something worth paying attention to.

My work has appeared across advertising, digital, social, video, radio, websites, email, direct response, branded content, learning experiences, thought leadership, UX content, technical writing, and integrated campaigns.

Along the way, I've written for and worked with brands including Salesforce, American Express, BlackRock/iShares, Pfizer, Eli Lilly, Sanofi, General Mills, the NBA, Reebok, Bank of America, Capital One, Sutter Health, Ubisoft, California Community Colleges, and others.

I've also had the unusual privilege of writing words delivered by Barack and Michelle Obama in political advertising encouraging Americans to exercise one of their most important rights: the right to vote.

But logos only tell part of the story.

I care about what the work actually did.

I conceived and created the first global advertising campaign in NBA history, "One Game. One Love.," which ran in 43 countries and 12 languages.

For California Franchise Tax Board, I created a tax-amnesty campaign that generated more than $4 billion in revenue from approximately $ million in media spending.

I wrote the original Reese's Puffs rap hook that went on to become part of the brand's cultural DNA—and, years later, resurfaced for another generation through remixes, social content, creators, and millions of songs inspired by the idea.

For Salesforce, I've created Trailhead learning experiences that turned complex subjects—including cybersecurity, Pardot, Service Cloud, Quip, and enterprise technology—into content people could actually learn from and use. Salesforce's annual cybersecurity training alone reached more than 76,000 employees.

That range is intentional.

I've never believed there should be a wall between "creative" and "technical," or between brand storytelling and business strategy.

A great idea still has to communicate. A complicated idea still deserves to be interesting.

And whether I'm writing a commercial, building a campaign, simplifying cybersecurity, creating a demand-generation email sequence, developing a learning experience, shaping a brand voice, or helping an executive say something worth hearing, I'm solving essentially the same problem:

What does the audience need to understand, feel, remember, or do next

Then I work backward from there.

I've spent much of my career operating at the intersection of creativity and clarity. I'm comfortable starting with a blank page, stepping into an existing brand system, collaborating with designers and strategists, interviewing subject-matter experts, presenting concepts to senior leadership, or taking an idea from "What if...

I'm also comfortable challenging the brief when the brief is the problem.

My experience includes:

- Copywriting and creative direction
- Brand positioning and messaging
- Campaign concepts and integrated advertising
- B2B and B2C content
- SaaS and technology marketing
- Healthcare and pharmaceutical communications
- Financial services and fintech
- Demand generation and lifecycle marketing
- Email and landing-page copy
- Direct response
- Social and short-form content
- Video, radio, and commercial scripts
- UX and product content
- Thought leadership and editorial
- Technical writing
- Instructional design and learning experiences
- Executive communications
- AI-assisted creative strategy and content development
- SEO, AEO, and GEO
- New-business concepts and presentations

I've worked inside agencies, with in-house teams, independently, and remotely for years, so I know how to collaborate without needing someone standing over my shoulder asking, "How's it coming

Usually, it's coming.

More importantly, I understand that clients aren't hiring words.

They're hiring outcomes.

More attention.
More understanding.
More engagement.
More credibility.
More response.
More action.

Sometimes the answer is a beautifully written paragraph.

Sometimes it's three words.

Sometimes it's telling everyone in the room that we're answering the wrong question.

That's the job.

I bring a writer's ear, a creative director's eye, a strategist's curiosity, and enough experience to know that the first idea isn't sacred.

The best work usually lives a few questions deeper.

So if you're looking for someone who can think strategically, write beautifully, simplify complexity, generate original ideas, understand the business behind the brief, and still obsess over whether that comma belongs there...

We should probably talk.

Who liked Kevin's work

Ani Plankova

Artist,Graphic Designer,Digital Artist Freelancer

Bulgaria

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Ayman Zahid

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Elisabeth Grosse aka LIZITA

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Kiev Design Online Studio

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Who liked Kevin's work

Ani Plankova

Ayman Zahid

Elisabeth Grosse aka LIZITA

Kiev Design Online Studio

Nicolas Núbile