Translating complex ideas into language that moves people
I discovered marketing and everythingclicked.
While my love of writing began early, it wasn’t immediately apparent — at least not to me — that it was a skill. Being a kid with a big imagination will do that to you, because when you’re ten and always drafting narratives in the back of your mind, it’s easy to assume that everyone else is doing the same thing.
What’s more…everybody writes. Essays or papers in school. Emails or proposals in jobs. So despite indicators like landing my first post-college gig interning at — and eventually writing for — the Paris-based International Herald Tribune and being the go-to friend who edited everyone’s medical, pharmacy and graduate school essays throughout my twenties, it took a while for me to realize that just because everybody writes doesn’t mean everybody is a writer.
In short, it took me many years to realize that good writing doesn’t just mean putting metaphorical pen to paper. Good writing means thinking about what narrative to communicate. Good writing requires reflection and contemplation.
Good writing forces us to figure out which details to include and which ones to omit. Good writing means considering the audience. Good writing comes in all shapes and sizes…a song. A TV script. A video. An email. An infographic. A blog post. A paper. A book.
But at its core? Good writing figures out why a story is worth sharing — and then figures out how to share it.
Good writing is marketing.
thethrough-line
I've spent 15 years doing exactly that — building editorial programs, defining brand voices, and finding the story worth telling inside dense research, complex technology, and genuinely hard problems.
My career has taken me from reporting on global health in Paris and Rwanda to leading content strategy for healthcare AI companies, with stops at health-tech startups, a data and terminology company whose products sit at the heart of how clinical information moves through the US health system, and a nonprofit board where I'm helping a youth music organization find its voice.
The through-line in all of it: curiosity. A willingness to read the whitepaper everyone else skipped. A conviction that clarity isn't the enemy of complexity — it's what makes complexity useful.
I'm based in Chicago, currently leading content at SmarterDx, and always thinking about where language can do more work than it's currently doing.
what ido
editorialleadership
I build the conditions for great writing: the processes, the team culture, the feedback loops that make craft and speed feel like allies rather than opposites.
brandvoice
I define the creative frameworks — voice, tone, editorial standards — that give organizations a shared language and make every piece of content feel intentional.
AI-augmentedcontent
I use AI to accelerate creative judgment — for research, drafting, testing, and refinement — without ever letting it replace the human instinct that makes writing land.