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Hi, I’m Dani Fogel (full name reserved for when I’m in trouble). I’m a Los Angeles–based Senior Copywriter with experience shaping brand voice and storytelling across packaging, digital, and integrated campaigns.

Most recently, I led end-to-end packaging copy at Thrive Market, developing content for 50+ SKUs annually across food, wellness, beauty, and household categories—balancing creativity, compliance, and a whole lot of stakeholder opinions.

I began my career over 10 years ago in a fast-paced agency environment, managing paid and organic social content across multiple CPG brands, before moving in-house and owning copy across every touchpoint at Copper Cow Coffee and BH Cosmetics.

I care deeply about words, whether that’s writing personal essays in my free time, fixing grammar in group chats, or sneaking in a satisfying alliteration whenever possible. Also: matcha, in all forms.

Some things I know a lot about:

Brand Voice Development & Style Guides

Packaging Copy & Regulatory Language

Product Claims & Messaging Strategy

High-Volume SKU Copy Systems (50+ launches annually)

Integrated Campaigns (Email, Social, Web)

Social Media Strategy, Community Management & Crisis Response

Landing Pages & Conversion-Focused Web Copy

Blogging & Editorial Writing

Marketing Concepts & Creative Briefs

Trend Research & Competitive Analysis

Cross-Functional Collaboration & Stakeholder Management

AI-Assisted Copy & Content Workflows

Strategic Thinking (the kind that actually leads somewhere)

+ more