The voice of fintech
Sending money across the globe is stressful. You're trusting an app with your money, figuring out exchange rates and fees, and hoping it gets where it needs to go, when it needs to be there.
As MoneyGram's copywriter, I write across the entire experience, from the ad that inspires someone to download the app to the words that help them use it. My job is to make money and all the complicated stuff around it clear, useful and, when I can, actually cool.
From spark to screen
The creative team had the concept: sending money to fuel kids’ passions for back-to-school makes you a dream maker.
I built it into a full story, scripting copy and visuals that shaped a brainstorm into a broadcast-ready video.
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Big insight. Bigger impact.
For Chinese New Year, I spotted a connection that was almost too perfect: lucky red envelopes and MoneyGram’s very red branding.
That simple insight became a much bigger campaign, moving beyond ads into organic content and real buzz. It went on to become MoneyGram’s most successful Chinese New Year campaign to date and made the holiday a much bigger moment for the brand.
Universal App Campaigns (UAC) Ad
Paid Social Media Ad
15 Second Video Ad Voiceover
Organic Social Carousel - 1
Organic Social Carousel - 2
Organic Social Carousel - 3
Organic Social Carousel - 4
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Made to stop thumbs
Every week, we create new paid social ads for MoneyGram, testing different ideas, messages, and creative approaches against real performance.
The results tell us what’s getting people to stop, click, and send. I take those learnings into the next round, building on what worked and coming up with new ways to beat it.
Here are a few that made the feed.
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Same copy, different story
The brief said every ad had to start with “Send Money.” Four ads. Same opening. No pressure.
I treated the repetition like part of the idea and gave each ad its own personality, audience, and story.
Paid Social Media Ad
Paid Social Media Ad
Paid Social Media Ad
Paid Social Media Ad
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Just Google it
Turns out there are a lot of questions about money.
I write the answers, covering exchange rates, budgeting, wire transfers, and the rest of the glamorous world of money movement. Not exactly beach-read material.
My job is to make it useful for the person searching without making it sound like it was written for an algorithm. And it works. My content has helped MoneyGram climb the organic search rankings.
