About me 

1) I believe in the power of story. I believe our stories show the world who we are, and light the way to who we can become. 

2) I have a hungry mind. My curiosity demands a steady diet of blogs, courses and library books. My years as a journalist gifted me the habit of reading a newspaper every morning. And, yes, Grandma reads it in hard copy.

3) I'm a nature nut. My creativity restores itself by trail running, road and mountain biking, rock climbing, snowshoeing, alpine and AT skiing with a little surfing and paddling thrown in just to keep things juicy.

4) I laugh at my own jokes.  A co-worker busted me on this. It's true; I crack myself up. I'll laugh at all of your jokes too. A sense of humour that runs from goofball to sinister led me to improv comedy, an art form that's made me a bold brainstormer and a keen collaborator. 

 


Work

LULULEMON
EDITOR, CAMPAIGN EDITORIAL / SENIOR COPYWRITER, CAMPAIGNS
MAY 2016 – PRESENT
At lululemon, I’m known as someone who deeply understands the culture and voice of the brand. I edit all long-form campaign and product writing, coach young writers, and am at the forefront of defining how we’ll show up through storytelling in the future. I also function as a senior writer, most recently leading the copy of a highly successful national campaign on how gratitude is good for our health. That campaign included store, social and out-of-home assets as well as two long-form editorial features. 

LULULEMON
MANAGING EDITOR, PRODUCT EDUCATION
MAY 2016 – AUGUST 2016
When promotion time came around, I was offered my choice of this role or the one above. It was a tough choice as I have a real passion for powerful product education but ultimately I chose an editorial pathway but supported our team by also covering this role until we were able to hire for it. During my tenure, I conducted three rigorous product education content audits and led the team through a series of hard-skills writing boot camps. I also led the writers through a series of product-naming workshops that empowered them to become experts at this challenging and valuable skill.  Recently, I also managed the content of a series of product education videos and developed an interview and coaching process to help our designers show up powerfully on camera. 

LULULEMON
COPYWRITER, GLOBAL STORYTELLING
DECEMBER 2014 – PRESENT
One the accomplishments I'm most proud of is coming up in this role is coming up with the inspiring, goosebumpy phrase that lululemon is chose to use as its brand ethos statement.  In addition, I led copy direction for the SeaWheeze Half Marathon and the Wanderlust festival and edited product education content.

LULULEMON
COPYWRITER, GLOBAL MEN'S/MEN'S PRODUCT
APRIL 2014 – PRESENT
Working on lululemon's men's business turned me into a technical gear nerd.  I also invented a muse and in-depth narrative for our men's customization area, The Joinery. I initiated working sessions with my design and merchant partners and together ,we created a pants and shorts fit architecture that now appears on all men's hangtags. My favourite moment was writing and co-directing Stop Shame Shopping, a video that garnered 70K natural views.

FREELANCE WRITER
MAY 2005 – PRESENT
My feature career has spanned spending the day interviewing actress Olivia Wilde to interviewing marine biologists on fish parasites. I was lucky to be an early contributor to Daily Candy (national and Atlanta editions) and Sweet Spot in Canada—both provided wonderful training for learning to write in various brand voices. 

BREAKFAST TELEVISION VANCOUVER
NEWS PRODUCER/WRITER
APRIL 2013 – AUGUST 2014
As a live news producer I took five newscasts to air hourly for a morning television show. I was particularly effective at producing breaking news and was known for cultivating excellent relationships with sources.

CITY TV VANCOUVER
NEWS ASSIGNMENT EDITOR
AUGUST 2008 – APRIL 2013
As manager of taped news content for Breakfast Television, I chose which stories we would cover and carefully selected interviews and footage to tell compelling stories while managing of a team of talented reporters and camera people.  My responsibilities as a breaking news producer required quick decisive action: I was the sole decision-maker in allocating limited news gathering resources. One accomplishment I am most proud of in this role is changing policy around how our show presented victims of violent crime, to create an viewer experience—and ultimately a brand—that felt appropriate to our just-woke-up audience


Kind words

Jasmine is an amazing copywriter. She is a key player when it comes to storytelling for the brand. In addition, Jasmine is extremely easy to work with. She has a great personality and a witty sense of humour. I've really enjoyed collaborating with her on videos; one of her great strengths as a scriptwriter is her ability to simplify ideas and really engage the viewer. She is a strategic thinker who sees the big picture. She just gets it.

— Gordon Wong, Creative Manager, Film/Photo, Lush Cosmetics / former head of video, Lululemon
 

With her genuine and magnetic personality, Jasmine is easily one of the most kick-ass humans I've ever had the luck to work with. As a true creative collaborator, Jasmine takes on every project with zeal and has an innate capability to create evocative stories that resonate deeply with her readers.
As a writer at Lululemon, she has proven herself to be a go-to for the big ideas, the sticky one-liners and the thoughtful stories that speak to the emotional, rational and cultural dimensions of our guests.
She also has impeccable taste in hats. 

— Steve Cousins, Art Director, Lululemon


Formal
education

UNIVERSITY OF BRITISH COLUMBIA
BA 1999
Major: Sociology
Minor: Creative Writing (Poetry)

BRITISH COLUMBIA INSTITUTE OF TECHNOLOGY
DIPLOMA OF TECHNOLOGY 2015
Broadcast Journalism

SIMON FRASER UNIVERSITY
CERTIFICATE IN PROFESSIONAL EDITING
Currently Enrolled

 


 Courses

Damn, I  love a good course or workshop. Nothing refreshes my enthusiasm more than learning—and teaching—something new. At my current job, I've led teams through workshops in grammar and sentence structure, powerful product naming, story structure, interviewing best practices, and Manager Core, lululemon's internal leadership program.
 

WRITING
Screenwriting
Syd Field, Vancouver Film School
Script Structure  
Michael Hague, Vancouver Film School
The Hero's Journey for Screenwriters
Christopher Vogler, Vancouver Film School
Sitcom Writing
Reid Harrison, Media Bistro, New York City
Creating Suspense
Linda L. Richards, Bowen Island Writer's Festival
Writing Down The Bones
Natalie Goldberg, Sedona Creative Life Centre
Novel Writing
Susan Juby, University of British Columbia
Short Story Writing
Lee Henderson, University of British Columbia
Creating Character In Fiction
Panel, Simon Fraser University
Creative Copywriting
British Columbia Institute of Technology
Advanced Grammar
Simon Fraser University
Design and Content Conference 2015
Vancouver, BC
 

DIGITAL
Advanced SEO
Gordon Ruby, Thrive Digital, Simon Fraser University
AdWords and PPC
Google
Push Notification Best Practices
Urban Airship
 

LEADERSHIP
Manager Core
Lululemon
Integrated Leadership, levels 1+2
Suzanne Conrad, Igolu
Strength-Based Leadership
Lululemon
Real Talk: Constructive Communication
Lululemon
Vison and Goals
Lululemon


COMEDY
Improv Fundamentals
Instant Theatre
Intro to Improv, levels 1+2
Devin Mckenzie, Blind Tiger Comedy
Long Form 1, Introduction to The Harold
Aaron Read, Blind Tiger Comedy

JUST PLAIN USEFUL
Critical Thinking
University of British Columbia
Project Management Fundamentals
SkillSoft

JUST PLAIN AWESOME
WSET Wine Training, level 2
Dubrulle Cullinary School
Yoga Teacher Training, 200 hours
Semperviva Yoga College
Ashtanga Yoga
B.N.S Iyengar, Mysore, India
Competent Crew
Royal Yachting Association
Avalanche Skills and Safety Training
Canada West Mountain School
Mountain Navigation
Canada West Mountain School
 



Tools
 


Microsoft Office and Excel, Wordpress, YouTube, Twitter, Facebook, Pinterest, Goodreads, Google AdWords, PPC ad creation, SEO, Facebook Ads, SquareSpace, Carbonmade, DSLR photography, newsroom software (Inews, Burli, Newstar, EPNS), technical writing, corporate email writing, blog writing, style guide creation, brand voice creation, technical and narrative script writing


Reading list

 

I'd love to connect with you on Goodreads. Here's a snapshot of some books that are inspiring me lately:

The Leadership Pipeline: How to build the leadership powered company
By Ram Charan, Steve Drotter, Jim Noel

Ultralight Backpackin' Tips: 153 amazing and inexpensive tips for extremely lightweight backpacking
By Mike Clelland

Post Office
By Charles Bukowski

Picnic, Lightning
Poems by Billy Collins

Poking a Dead Frog: Conversations with Today's Top Comedy Writers
By Mike Sacks