Hi there! 

I'm Joel, a Minneapolis-based writer and editor. My writing career has its roots in my childhood. Growing up, if I didn’t have my nose in a book, I could be found penning short stories and bootleg Simpsons comics for friends. They were all pretty terrible but I'm happy to say that my writing has improved dramatically since then.

Now, I have nearly a decade of experience crafting unique brand voices, writing thoroughly-researched blogs and articles, developing effective content strategies, and producing engaging video content under my belt. The bulk of my career so far was spent working in the cycling industry as a copywriter for Surly Bikes and several other global and national brands. I've since moved into the tech world and am currently the Head of Creative at Tietoevry Create where I lead a global creative team of writers, designers, and video producers. My team and I are responsible for establishing and activating Create’s global content strategy, brand voice, and visual guidelines. Outside of my day job, I also lead a busy freelance career, writing for Racket, Success Magazine, and the Current, among others.

When I'm not working, you'll probably find me in the kitchen making a delicious and elaborate meal, hatching travel plans, or hanging out with my cat Reba Catentire.