My Work

Readers are no fools; they can spot inauthentic copy in a millisecond. I look for the defining characteristics that set the topic apart and then put them into compelling and convincing copy that appeals to the reader.

Featured Project

Decathlon Play:
SEO-rich advice articles

Decathlon’s approach to content marketing focuses almost exclusively on the content, which is underscored by these key characteristics: consistency, tone of  voice, and high SEO value.

My project was to write 52 blog-style articles for Decathlon UK’s cycling category. Topics ranged from “how to” and “advice for” types of articles, such as “How to avoid cold toes  and fingers” to “Advice for first-time commuters,” to informational articles, like “What is bike packing?” and “Disc brakes vs. rim brakes.”

Decathlon Play
How Does AI Support Talent Acquisition

Featured Project

How Artificial Intelligence supports Talent Acquisition

This blog post summarizes artificial intelligence and explains how it is currently being used in human resources.

ASSOS Trail/All-mountain women's tops

Featured Project

Updated product descriptions for WWW

ASSOS, the Swiss clothing brand, wanted to remaster its product descriptions to be more aspirational and less technical.

My project was to rewrite 74 product descriptions that engaged customers on an experiential level. We tossed out technical details from the main copy (and instead included them in “The Finer Details” section) and transformed it into descriptive yet aspirational copy to attract users in a way that appealed to their lifestyle.

Featured Project

Eurobike Show Daily:
Feature articles about bicycle products

The Show Daily is the industry magazine of reference for both the Eurobike and Taipei Cycle trade shows. The editorial focus is on pared-down “just the facts” reporting on the products, technology, people, and brands that are causing a sensation in the bicycle industry.

As a staff writer, I contribute feature-length articles about gravel, IoT devices and applications, suspension, drivetrain components, and products and services related to mobility.

Eurobike Show Daily

Featured Project

Spain’s largest mt. bike stage race series:
Promotional material translation

Starting with the Andalucía Bike Race in 2011, this race series has grown to five events of 3-6 days each, which are held throughout Spain. 2021 will see the ABR ascend once again to the highest category ranking for a mountain bike stage race, putting it in the same class as races like the Cape Epic.

Since 2017, I have been in charge of translating from Spanish to English press releases, sponsor announcements, stage previews, race reports, and video scripts for each race.

Andalucía Bike Race finish line in Córdoba

“The single thing that most brands fail at is not only creating a targeted plan to achieve specific goals, but having the resources to execute that plan.”

The only game in town

I write for large and small companies, printed publications, blogs, and  websites. I often help companies build their content strategy, drive SEO, and create their entire information architecture.


Blog Articles

You are the authority on your product or service. Here’s where we’ll help your audience learn that.

Content Strategy

Define your goals, then let’s strategize a content plan to achieve them.

SEO Strategy

You have original, high quality content, now let’s organize it to boost your rankings.

Product Reviews

How to authenticate your product claims is no dark art. We start with the problem that you’ve solved.


Information architecture

Your users are constantly telling you what they want to see. Are you listening? I’ll show you how  to use data to customize your IA.

Convincing Copywriting

What you do is your business, how to engage, entertain, inform, and convert your users is mine. 

Product Review

WordPress plugin: WP Google  maps

Press  release

Little Bellas to Achieve 60 Programs Nationwide by 2022!

SEO Strategy

Info Architecture

Creative Writing

Show daily

Content Strategy

Free content plan

World's largest cycling tech blog

Sometimes I write about cycling

Where the best cycling in Spain is

Where the best cycling in Spain is

Cycling in Spain is as romantic as it sounds. That’s even more true now that Spain is beginning to define its cycling identity on its own terms. What Spain has so humbly forgotten to mention about its cycling offerings goes way beyond great food and weather, breathtaking scenery, and challenging terrain. If you want to know where the best cycling in Spain is, read on

Ride up Europe’s highest cyclable climb

Ride up Europe’s highest cyclable climb

“El pico de Veleta” is Europe’s highest cyclable climb and it soars up to 3,394 m (11,135 ft). Time your climb to a full moon, which falls this year on June 4, July 5, or August 3, 2020, to reach the peak at sunrise for an experience that’s hard to match anywhere else in the world.

Let’s Start a Project!

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