amika

global brand voice lead, associate editorial director

As global brand voice lead and associate editorial director, I established the verbal foundation of amika’s identity and concept campaigns alongside the creative director—ensuring visual and verbal storytelling are seamlessly connected. I created the first-ever style guide and brand book, and built a high-performing copy team to bring that vision forward. I lead the brand’s voice across campaigns, packaging, digital, and pro channels. The result? Copy that’s consistent, culturally resonant, and results-driven—delivering on amika’s ethos: a friend to all.

JUMP TO SPEC WORK FOR AMIKA

#1 favorite hair brand among teens (mass + prestige, Piper Sandler 2023–2025)
Fastest-growing premium haircare brand in 2023; 2nd-fastest-growing in 2024
Ranked #4 NPD Prestige Hair Brand and #2 Sephora Hair Brand
#2 in Media Impact Value (CosmoProf 2025); #4 EMV in hair, Q1 2025
2025 Superfruit Star Hair Oil campaign: +3% YoY brand lift, 93% Meta ad recall, 145% lift in purchase intent above benchmark, and +50% YouTube brand awareness above media AOR average
2025 amika x Ellis Brooklyn collaboration: sold out on DTC in 2 weeks (vs. 3-month projection) and achieved 3X Sephora app preview sales goals
2025 DTC performance: +40% to plan, +55% YoY; Friends & Family Sale +150% YoY growth; $3.83M sell-through

DATA-DRIVEN RESULTS

AMIKA:AURA HAIR + BODY MIST

Emotion was my North Star. For the brand’s first-ever hair + body mist—the most requested launch in amika history—every word had to spark the same joy our community feels when they smell it. This scent is iconic: vibrant, nostalgic, and effervescent, bubbling with the fearless fun and creative energy that defines amika. The copy had to bottle that feeling— juicy, uplifting, unforgettable—and let it burst off the page before the first spritz.

I partnered with associate creative director, Isaac James, to concept and write all social campaign copy and content.

Spec Work: Evergreen Brand Exploration

This work explores an evergreen direction for amika: bolder, louder, and impossible to ignore in a saturated market. Concepted as spec, the campaign leans into the brand’s fearless, rebellious spirit— amplifying its playful heart through both visual and verbal identity. The goal: to prove how far amika’s voice and visuals can stretch while staying true to its DNA of joy, creativity, and fearless self-expression.

Created in partnership with associate creative director, Isaac James

SUPERFRUIT STAR HAIR OIL

Creative concept developed in partnership between myself & creative director, Matthew Stetson

One oil. Infinite powers. Inspired by the three-in-one benefits of a multitasking oil, I built the campaign voice & concept around the idea of a hero product for a hero community. We tapped cast + community interviews on what makes them feel like superheroes, then turned those insights into punchy, uplifting copy that transformed product benefits into superpowers. Empowerment at the core.

Best Use of Video, Glossy Pop Awards

campaign concept & script for award-winning campaign video

“With full funnel creative, resonant storytelling, and results that blew past projected revenue by +61%, this launch proved the power of bold ideas and execution.”

-January Digital, Glossy Pop Winners 2025