My role
Interview, shape, and write
I developed the story architecture, translated interviews into editorial narratives, and connected customer realities to relevant product capabilities.
Vagaro · 2024–2026 · Published work
Turning customer stories into product proof.
I built editorial narratives around the real operating lives of beauty professionals, connecting their ambitions and challenges to Vagaro’s product value without losing the human story.
50+
Published pieces spanning beauty, wellness, product, and customer stories
Broader contribution
Website redesign
Customer case studies
Podcast development
Advertising campaigns
The challenge
Make software meaningful through the customer’s world.
Feature-led stories rarely explain why a product matters. The opportunity was to start with the owner: the business they were building, the friction in their day, and the outcome they wanted for their clients. My contribution extended beyond editorial into the website redesign, customer case studies, podcast development, and advertising.
The insight
Credibility lives in specifics
The most persuasive product proof came from operational detail: preventing double-bookings, supporting flexible payments, and giving owners one place to run the business.
The strategy
Lead with transformation
Each piece moved from founder context to business friction, then showed the product as an enabler, not the hero of someone else’s story.
The outcome
A reusable proof library
The work created credible, named customer evidence across salons, studios, and solo practitioners, while expanding Vagaro’s beauty-industry editorial footprint.
Published portfolio
Beauty fluency, in public.
More than 50 published pieces brought together customer profiles, industry analysis, product comparisons, business education, podcast storytelling, and campaign support. The selected work here represents a portion of that broader contribution.
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December 17, 2025How The Plastic Flamingo Elevated Client Convenience with Buy Now, Pay LaterOctober 14, 2025Beauty with Purpose: How Alejandra Flores Grew AM Beauty Studio & Academy with VagaroJanuary 5, 2026From Salon to Solo: How Brows By Nay Built a Thriving Brow Business with VagaroFebruary 9, 2026Top Beauty Industry Trends to Watch in 2026November 5, 2025Tanning Salon Marketing: How Can You Grow Your Business