Selected emails

Flaunting my ‘never say it ordinary’ skillset.

At Backcountry, our core knowledge of gear and the outdoor industry was foundational for the brand. Using clever quips, sayings overheard in the lift line or singletrack and industry terms were necessary in every touch point to stand out as leaders in the industry.

In these selected emails, you can see my breadth and depth of insider knowledge and lingo. An extensive knowledge of our customer — mid-to-late 30’s, affluent — lended itself to auxiliary terms and side-quests appreciated by this group. For Backcountry, much of the copy I wrote and the direction I gave my team was to narrow in on specific words and phrases and try not to say it ordinary.