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How do you define the voice of 37+ world-class mountain destinations while driving a unified brand strategy? As a lead copywriter for Vail Resorts, I was responsible for sharpening the Epic Pass's identity and crafting the narrative for the most iconic peaks in the United States.

I engineered high-conversion PPC campaigns designed to capture both the early-season dreamer and the last-minute traveler. By syncing SEO-rich keywords with persuasive, action-oriented copy, I helped fuel consistent growth in season pass sales and lodging bookings across the entire U.S. portfolio.

Scripting for the screen is about capturing the "mountain soul" in seconds. I wrote scripts for national TV spots and digital video ads that moved seamlessly from the adrenaline of a morning run to the luxury of an afternoon in the village—ensuring the Vail Resorts lifestyle felt both aspirational and within reach.

In the travel industry, social media is the digital front door. I directed creative content across the Vail Resorts ecosystem, building high-engagement campaigns for Instagram, Facebook, and X, from real-time powder alerts to high-level brand storytelling, ensuring our social presence was as immersive as the resorts themselves.

I overhauled the digital messaging for the Epic Pass and individual resort sites (including Vail, Breckenridge, Park City, and more). My focus remained on:

• SEO Dominance: Securing top-tier rankings for premier ski and snowboard destinations.
• Conversion-Centric UX: Streamlining the journey from landing page to pass purchase.
  
• Refined Brand Voice: Creating a "Premium-Global-Local" tone that resonated with the specific culture of every mountain.
  

Colorado: Vail, Beaver Creek, Breckenridge, Keystone, Crested Butte.

Utah: Park City.

California/Nevada: Heavenly, Northstar, Kirkwood.

The East: Stowe, Okemo, Mount Snow, and more.

By merging creative vision with performance-based data, my work established a dominant brand voice that kept Vail Resorts at the peak of the luxury travel market. From 15-second broadcast spots to deep-funnel email sequences, every word was written to inspire the next great mountain adventure.