I find the stories.
I build the systems.
I write the words.
For 25 years, I have helped brands uncover what makes them different and communicate it in ways people actually connect with.
This page is built specifically for 7 Fathoms Skincare.
Content Strategist
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Editorial Director
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Content Strategist ✳︎ Editorial Director ✳︎
My work has always lived at the intersection of strategy and story.
I came up through creative direction and brand design, but the deeper work was never really about the visuals. It was about listening closely enough to find what a brand actually had to say, and then building the systems to say it consistently.
I have done that for institutions, startups, community organizations, real estate developments, and small businesses across Newfoundland and beyond. The industries change. The process does not.
I make sure everyone creating content is working from the same foundation, so every piece, from a product page to a founder interview to a social caption, sounds like the same brand.
That is what I would bring to 7 Fathoms.
What I bring to this role.
Not a list of services. A way of working.
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The most valuable content a brand can produce is the content only that brand can tell. My job is to find it.
That means sitting with founders, reading customer reviews like a researcher, conducting customer interviews, listening for the detail that keeps coming up, and recognizing the moment when someone says something that is actually the whole story.
For 7 Fathoms, that story already exists. It is in the science, the seaweed, the place, the people, and the customers whose skin changed. My job is to surface it, shape it, and make it useful as a case study, a newsletter, a founder story, a PR pitch, or a retailer education piece.
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A content calendar is not a strategy. A strategy is knowing which stories matter, why they matter now, and how they connect to what the brand is trying to build.
I work at the planning level, developing editorial themes and content priorities, aligning newsletters, blogs, social media, PR, and founder content around shared narratives, and identifying opportunities for educational content, partnerships, and media coverage.
The goal is a brand that is always saying something worth hearing, not just posting to stay visible.
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Good content does not happen by accident. It happens because someone built the system that makes it repeatable.
I build those systems: the editorial calendar, the messaging frameworks, the content brief templates, the workflow that turns a customer interview into a case study, a founder conversation into a newsletter, a product launch into a multi-channel story.
I also help maintain the content library, organizing photo, video, and written assets so nothing gets lost and everything stays usable.
The goal is a brand that can keep telling its story consistently, even as it grows. These are not systems I run alone. They are frameworks I build so the whole team can use them.
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7 Fathoms has to hold a lot at once: science, skincare, sustainability, Newfoundland, innovation, and consumer trust. The content has to educate without sounding clinical. Sell without sounding pushy. Feel natural without becoming generic.
That balance is voice work. I have done it for brands in rental tech, real estate, community organizations, and post-secondary institutions. I have also done it in the health and wellness space, where credibility and warmth have to coexist.
The category changes. The discipline is the same.
How I think.
A content strategy is not a list of posts. It is a living system that turns human insight into brand stories.
My role isn't simply creating content. It's building the systems that transform insights into stories and stories into business assets.
For a brand like 7 Fathoms, where the science, the place, and the real people behind every result are all part of the story, that system matters.
Inputs
Founder Knowledge + Customer Experience + Industry Conversations
Customer Reviews & Research
Interviews
Patterns & Insights
Story Themes
Content Calendar
Outputs
Articles + Social + Email + PR + Retailer Education
The work is never just
one thing.
The projects below show how I move between research, strategy, story development, and editorial direction, and how that thinking shapes everything the brand produces.
Some projects needed a story to be found. Some needed a voice to be built. Some needed research to shape the creative direction. Some needed a full content system that could work across web, social, campaign, signage, and sales.
That range is what I would bring to 7 Fathoms.
Case Studies
01 — Finding the Story Inside a Complex Institution.
Fisheries and Marine Institute of Memorial University
03 — Turning Research Into a Strategy a Small Organization Could Actually Use.
Holyrood Trail Association
02 — Building a Brand Voice From the Ground Up.
WEEVVA
04 — Building a Full Content Ecosystem.
Murphy's Cove, Trinity Bay, Newfoundland