Narrative strategy, thought leadership, and brand voice
Turning complexity into stories people trust.
I help mission-driven organizations communicate complex ideas with clarity.
What I do
I turn expertise into clear, credible narratives through brand/campaign storytelling, content strategy, and thought leadership.
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Narrative strategy & messaging architecture
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Creative campaigns
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Thought leadership & executive communications
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Brand voice & storytelling systems
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Scientific & clinical communications
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Content governance & editorial operations
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Cross-functional leadership & stakeholder alignment
Thought Leadership Has a Trust Problem
As trust in institutions erodes, the people who translate complexity may be an organization’s most valuable voices.
Your Messaging Isn't Broken (Your Narrative System Is)
Why organizational alignment starts with a shared narrative, not just better messaging, in the generative AI era.
Plain Language Isn't Just for Patients
Why the same communication principles that help patients also help clinicians, researchers, and healthcare leaders.
Why Healthcare Storytelling Fails & How Processing Fluency Can Fix It
Why reducing cognitive effort, not scientific rigor, is the key to communication that people understand, trust, and act on.
Recent writing
How people process information shapes what they understand, trust, and ultimately do. I write about narrative strategy, trust, and the communication choices that help people make sense of complexity.
Tuner Recalibrates the Disability Narrative
Published on PopMatters
How a crime thriller about hyperacusis becomes a larger examination of disability, value, and the limits of meritocratic storytelling.
Published writing
Essays and cultural criticism exploring storytelling, perception, and the narratives that shape how we understand people, institutions, and society.
What colleagues say
Shanna combines strategic thinking with the right words to simplify complex ideas. She is consistently the go-to person for guarding our brand voice, and her ability to present ideas clearly makes her a natural leader.
Larissa Friesen
VP of Marketing, Invitae
Shanna has a gift for turning scientific and clinical information into clear, engaging stories that people can actually understand—without losing nuance or credibility. She also brings structure and consistency to content while making space for strong storytelling.
Mary Riddle
Director of Social & Brand, Labcorp
Shanna's strategic counsel in content planning, editorial development, and cross-functional collaboration has been invaluable. She builds content systems that align teams and support business goals.
Caroline Yost
Head of Oncology Marketing, Invitae