I helped Lincoln go from 16th to 6.
Lincoln.com. J.D. Power Manufacturer Website Evaluation Study, 2024–2025.
Five years · Creative Director, Digital & Platform · Hudson Rouge / WPPManufacturer Website Rankings
Digital & Platform
Every Owned Surface
Biggest jump of any brand on the list
The bet.
Lincoln was a premium brand using mass-market rules. Louder websites, more features, more noise. We made the opposite bet: luxury isn't visual, it's physiological. Calm became the strategy. Every product, platform, and piece of copy got rebuilt around one idea: less noise, more intention.
"Take a seat. It'll take it from here."Lincoln Rejuvenate — naming and launch line.
What I built.
The voice.
I helped lead the brand voice system that governed every line of Lincoln copy across .com, product launches, campaigns, and CRM — for five years, across a team of writers. Fewer adjectives. More silence. Sentences that sound like the cars feel.
The architecture.
We rebuilt the Lincoln.com experience around presence over performance specs. Cut feature tables. Led with photography, breath, restraint.
The platform.
Rejuvenate — Lincoln's in-vehicle wellness experience. I wrote the naming, the voice, and the digital launch campaign.
The cultural layer.
Two campaigns that took Lincoln's voice beyond owned surfaces.
Redeem the Dream turned Lincoln Access Rewards into culture, wellness, and adventure. I led the writing — platform line, campaign voice, social and .com expressions — extending the brand from the showroom into ownership.
100 Faces of Lincoln, built with the Hudson Rouge team, was a year-long creator platform: 100 owners, their stories in their words. I contributed to the voice and editorial framework. 52M impressions. 7.6% engagement. Silver Shorty Honor.
What changed.
Five years. One brand. One thesis, executed across every surface Lincoln has. The work that started as digital copy became the brand's voice. The voice became the experience. The experience moved the business.
Lincoln didn't need a louder voice. It needed a cleaner one. That's what we built.