work experience

I have collaborated with some of the brightest clients around in healthcare, financial services, hospitality, and business solutions. Below are examples of projects I've worked on, both as an independent consultant and with Brain Traffic. 


The project - The owner and programmer of Minneapolis' four historic theaters, Hennepin Theatre Trust is also the creative force behind the WeDo MPLS Cultural District. This new urban concept required a website worthy of its unique character.

The challenge - With just two months before the unveiling of WeDo, Hennepin Theatre Trust needed an entire website-worth of content to promote the art, performance, sports, dining, and shopping options available in this vibrant slice of downtown Minneapolis.

My role - I served as lead writer and editorial strategist for WeDo, connecting and contributing feature articles, interviews, photography, event previews, user interface text, and an editorial style guide to support ongoing content development efforts.



The project - A third-party medical content platform, Univadis® (Merck Medicus™ in the U.S.) required extra editorial muscle during a global CMS migration and UAT process.

The challenge - With Univadis available in 15 languages and 40+ countries, the migration raised significant barriers with medical/legal divisions, internal IT departments, and national compliance bodies.

My role - I joined Merck's global Center of Excellence in Paris, establishing editorial guidelines, writing interface copy, and providing project management support. 

Erin is an amazing collaborator who brings creativity, thoughtfulness and first-class writing talent to the table. She is unique in her passion for her craft and the projects she pursues.
— Kari Ruth, Director of Strategic Communications, Hennepin Theatre Trust
We initially brought Erin on for a few short weeks of content support. But we quickly realized we had a utility player who could take on whatever task or role the project demanded. Erin’s commitment to her work and genuine care for others made her a key member of our international team for three years.
— Gerhard Arnhofer, Director, Strategy, Partnerships and U.S. Market (Univadis)


The project - Leading up to the 2013 Open Enrollment deadline, UnitedHealthcare built an interactive tool to help individuals navigate the healthcare insurance marketplace.

The challenge - With time running short before the deadline, UHC's design partner had planned a complex microsite that included exhaustive interactive patient scenarios and forms.

My role - I recommended a simplified, phased approach for the scenarios. I then crafted copy that spoke to an audience with little to no prior experience shopping for insurance. 

Regardless of project size or scope, Erin brings the same high level of professionalism, enthusiasm, and excellence to her work. I trust her to keep us grounded in what our customers need while telling our story in a fresh way. Not an easy task, but she always manages to make it look like fun!
— Cindy Uldrich, Director, Interactive Marketing Employer & Individual, UnitedHealthcare


The project - 3M needed to describe the game-changing potential of experimental design to an audience bogged down in data mining and correlation-based thinking.

The challenge - Pioneers in their field, the team struggled with how to help potential development partners navigate a steep learning curve. Their message needed to show the science behind the software in a compelling way.

My role - I interviewed researchers and sales team members, then wrote approachable copy for print, web, and video to capture the experience of using the groundbreaking technology in restaurant and retail settings.

Erin is an invaluable content partner. She dug in like a journalist to understand our technology, business problem, and audience. And then she untangled our technical explanations and shaped them into concise, accessible prose. I recommend Erin wholeheartedly.
— Kelly Canavan, Global Market Development Manager - Visual Attention Technologies and Applications, 3M


The project - With a presence in 140 countries worldwide, Medtronic has some pretty significant content reuse opportunities. 

The challenge - Medtronic needed additional resources to assist with rewriting, restructuring, and localizing copy across several therapeutic areas for patient and physician audiences. 

My role - I provided on-site editorial support and led writing workshops for Medtronic's editorial teams to help set consistent global style guidelines and processes. 

Erin is unfailingly conscientious, organized, flexible, and gracious in managing the many editorial details of a large web content development project. She is a pleasure to work with and I recommend her very highly.
— Marikay Klein, Digital Marketing Knowledge Manager, Medtronic


The project - Room&Board needed copy to support the user flow for an interactive tool that let shoppers customize their checkout experience.

The challenge - With designs nearly finalized, the copy had to get customers up and running with a complex new tool in a way that helped them feel like decorating geniuses.

My role - I led a small team of writers to create friendly instruction text, alerts, labels, links, interstitials, emails, and calls to action in the distinctive Room&Board style.



The project - This consumer insights company offers in-depth consumer research and expertise across categories, demographics, and geographies to help its clients stay ahead of changes in consumer behavior.

The challenge - Iconoculture needed writers capable of transforming primary and secondary market research into pithy consumer insight articles for its subscribers.

My role - Following the dynamic Iconoculture voice and tone, I contributed weekly summary articles on trending topics for market demographics including Generation X, Boomers, and Millennials.

I’ve watched Erin grow from a hands-on writer to her role directing and mentoring others ... From what I can observe, Erin is a natural leader.
— Betsey Kershaw, Co-founder, Union Park Marketing
Erin is not only one of the most talented writers I’ve worked with, she’s incredibly professional, highly respectful of deadlines and intellectually curious. You’ll know her work by the crispness of tone, clarity of voice and liveliness of spirit.
— Charlotte Beal, Editorial Consultant, CEB Iconoculture

Questions about specific industries or projects? Contact me at or 612-356-6645.