Smart Mouth Co. isn't a big agency pretending to be personal — it's actually just me. Which means when you work with me, you get the person who's actually done this, not an account manager reading off a deck someone else built.
I've spent my career learning what happens to a brand's voice at every single stage of growth — from a completely blank page to systems that touch millions of customers a day.
At Birdies, I stepped in after the brand was already established and gave its copy voice a full makeover — then built the guidelines from scratch, grounded in the founder's own instinct for what the brand should actually sound like.
At POPSUGAR, I found out what happens when that instinct has to survive scale. I founded and grew the commerce content org through six consecutive years of the company's highest revenue performance — which meant learning, fast, how to keep a voice consistent across a growing team instead of just my own head.
At Yahoo, I set editorial standards across a major media organization — the unglamorous, completely essential work of writing the rules down so a voice can survive without you in the room.
And right now, at Walmart, I'm helping shape how AI touches creative work at enterprise scale — which means I've spent real time inside the exact question every founder eventually asks: how do you keep something sounding human once a much bigger system is writing alongside you?
A founder's voice is one of the most valuable, least protected assets in a growing business. It's the thing that got you your first customers — and usually the first thing to get diluted the moment you're not writing every word yourself. My job isn't to hand you a generic brand voice. It's to protect the one that was already working, and build a system so it survives you handing off the pen. These days, that pen is increasingly an AI tool — so part of the system is a context file built from your own voice, not a generic prompt everyone else is using too.
The professional stuff is above. This is everything else.
20 minutes. No pitch deck. Just the audit.
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