As the B2B copy and messaging lead at SiriusXM Media, I’ve been tasked with a smorgasbord of duties, primarily centered on editing, proofreading, and shepherding the voice/tone for all B2B marketing materials that drive business for the $8 billion machine that is SiriusXM.
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Built with Audio (2025)
Our first ever owned-and-operated event, showcasing the massive reach, unparalleled adtech, and household name talent home to SiriusXM.
The entire show scripted and produced by our core team, including but not limited to: executive scripts, mid-show interstitial sizzle videos, voiceover records and editing, post-show email cadences and social rollout.
Production Agency: Empire Entertainment
B2B Lead: Jocelyn Hudak and Liz Lacey
ECD: Jeff Zemetis
$46.7M
pipeline influence
$1.3M
on-demand revenue influence
$19.4M
revenue influence
Show opener video
Listener-specific sizzle
Creator-specific sizzle
New shows sizzle
BWA – Hollywood Reporter
BWA – People Magazine
BWA – Hollywood Reporter
BWA – Campaign US
Culture Trends Report (2024)
Where the industry zigs (over-emphasizing digital), we chose to zag (emphasizing print). The third installation of our SiriusXM Media Culture Trends report—a modern survey of the cultural touchpoints relevant to advertisers—took on a magazine format in 2024, with both a print and digital experience, as well as a full campaign across social, paid, and email lead gen.
Web experience found here.
ACD: Gina Moyer
ECD: Jeff Zemetis
Just Add Audio (2024)
In the competitive world of audio advertising, a fight for the margins can be the biggest fight of all. And in that fight emerges the desire for incremental reach. With the 2024 Just Add Audio report, we highlighted the power of audio as the secret tool in finding incremental reach, no matter what your media plan looks like.
I worked on the report—revising, proofreading, and fine tuning tone/voice—as well as the accompanying social videos and OOH campaign.
ACD: Gina Moyer
ECD: Jeff Zemetis
Overview video
Podcasts. Made Better. (2022)
Back when we were called “SXM Media”, we developed a video series aimed at educating potential audio buyers around the our adtech, audience, measurement, ads and content in our ecosystem.
Wrote the scripts, advised on imagery and motion, narration and pace.
ECD: Jeff Zemetis
B2B Lead: Liz Lacey and Jocelyn Hudak
Motion Design: Never Sit Still
Content. Made Better.
Measurement. Made Better.
Audiences. Made Better.
Ads. Made Better.
SiriusXM Media Copy Style Guide Development
When I started at SiriusXM Media, there was no copy style guide; everyone was writing in their own silos, with their own guidelines. I took on the development of our own style guide—combining notes on voice and tone alongside messaging strategy and details on punctuation and capitalizations—applying to blog posts, web copy, sizzle scripts, reports, and more.
ACD: Gina Moyer
Sample slides from copy style guide
CES Floor Space (2025)
This past CES, we partnered with Brooklyn-based agency Invisible North to bring the SiriusXM world of audio to life at our physical space at CES. Aside from leading on all copy elements, the more hands-on copy I directed included the sizzle screen videos, the copy-dense, wall-to-wall timeline inside the space, and wall copy across the board.
Agency: Invisible North
ACD: Gina Moyer
ECD: Jeff Zemetis
Overall experience sizzle video
Entry space sizzle video
Forgive my bastardized editing job here! Had to cut this down to under 20 mins.
Podcast Upfront (2023)
We showed up to the annual IAB Podcast Upfront in 2023 as the podcast powerhouse SiriusXM Podcast Network with our specific campaign, “Podcasts. Made Better.”, to highlight the depth and breadth of our talent and genres.
A star-studded 20 minutes displaying our deep bench through some pretty phenomenal IRL moments with Conan O’Brien, DeRay McKesson, Ashley Flowers, and Kelly Ripa.
ECD: Jeff Zemetis
B2B Lead: Liz Lacey and Jocelyn Hudak
Motion Design: Never Sit Still
Digital Audio vs… (2024)
Folks spend 31% of their time with audio, yet it typically only accounts for 9% of media buyer’s ad spend. Linear TV, AM/FM, CTV, social media… these formats can’t compare to the power of audio. So we put them in the ring with each other to prove out who wins.
I edited this report, refined tone of voice, and fleshed out social with our social media lead.
Web experience found here.
ECD: Jeff Zemetis
Lead Writer: Deirdre Locksley & Jocelyn Hudak
Social Lead: Gabi McGarvey
Podcast Trends Report (2023)
Another annual report, this one centered around the listeners that fuel podcast success. The tagline for this iteration of our podcast trends report was The Who’s Who of Podcast Listening: exploring distinct podcast listening personas and what they're listening to.
I worked with our sales research team, edited the report in its entirety, making the language more in our style. I also wrote playing cards for each persona, and worked on socials with our social lead.
Web experience found here.
ECD: Jeff Zemetis
Lead Writer: Deirdre Locksley & Jocelyn Hudak
Sales Research: Sophie Anderson
Social Lead: Gabi McGarvey
The Genrelist (2023)
As part of our ongoing work to promote our podcast capabilities, we routinely have new podcast shows and series that we write, produce, and publish all in-house. The Genrelist was no exception.
Welcome to The Genrelist, a 10-part podcast series that explores podcasting at the intersection of listener love and advertising power.
Hosted by our own Nidia Serrano, Vice President of Sales Marketing at SiriusXM, I wrote and collated through previously held interviews to create a journey through the top podcasting genres and the communities that fuel them.
Host: Nidia Serrano
Editor: Aili Chu
Producer: Ali Charlesworth
Sales Research: Sophie Anderson