Kristin Gourlay | Senior Copywriter and Brand Storyteller  

My story
I’m an award-winning writer and editor with 20+ years of experience transforming ideas into irresistible content that drives action and builds brand affinity. Expert at crafting sharp, thought-provoking copy across digital, print, and social—whether it's bold brand campaigns, compelling thought leadership, or scroll-stopping posts. Renowned for making the complex crystal clear and the message unforgettable. Part strategist, part storyteller—equally comfortable in the weeds or at the whiteboard, always on brand.

Skills
Copywriting | Content Strategy | Creative Writing | Brand Storytelling | Editorial Strategy | Content Marketing | Digital Marketing | Generative AI | Marketing Copy | Social Media Content | Editing & Proofreading | Web Content Writing | Brand Voice Development Journalism | AP Style

Education

M.S., Columbia University Graduate School of Journalism
B.A., Lewis & Clark College

Experience

Story Production Lead, Salesforce —- 2024-present

Crafted compelling, customer-centric narratives that showcased Salesforce’s value through clear, differentiated storytelling—translating complex technical content into engaging success stories aligned with brand messaging. Worked with a team of story producers, sharing tools, product knowledge, and storytelling best practices to elevate narrative quality and brand consistency.

  • Delivered on ambitious story delivery goals within the first months on the job, earning recognition from leadership and peers for exceptional growth, adaptability, and consistently high-quality storytelling execution.

  • Partnered cross-functionally with product, marketing, creative, and sales teams to ensure strategic alignment and amplify impact across channels, including blogs, web, and social media.

  • Integrated generative AI tools like ChatGPT into the editorial workflow—developing custom prompts, testing multiple platforms, and optimizing AI use cases to streamline ideation, accelerate drafting, and elevate content precision.

Manager, Storytelling, Blue Cross Blue Shield Association — 2017-2024

Inaugurated BCBSA’s first-ever brand storytelling program, elevating the health expertise of one of the nation’s most recognized healthcare brands through creative, cross-channel content. Conceptualized and produced high-impact stories and campaigns across formats—including paid/organic social, research reports, executive communications, videos, scripts, and long-form articles.

  • Launched BCBSA’s first branded podcast and built a nationwide network of storytellers across Blue Cross plans—sourcing, producing, and amplifying real-world stories that highlighted the organization’s mission and social impact.

  • Co-created some of the most successful multimedia campaigns in company history, including award-winning initiatives on maternal health equity and youth mental health, driving record engagement and brand visibility.

  • Earned two organizational innovation awards for transforming how BCBSA approaches brand journalism—introducing new storytelling formats, elevating healthcare narratives, and driving strategic visibility for key initiatives.

Health Care Reporter and Interim News Director, The Public’s Radio  — 2012-2017

As interim news director, led a dynamic, diverse newsroom in planning and executing editorial strategy across daily news, features, live coverage, digital stories, and panel discussions. Produced award-winning investigative features and documentaries, including deep dives into the opioid crisis’s impact on frontline workers and systemic failures within Rhode Island’s child welfare system.

  • Selected as a USC Annenberg Health Journalism Fellow and chosen for the NPR/Kaiser Health News Collaborative, recognizing excellence in healthcare reporting and impact-driven storytelling.

  • Built and maintained a comprehensive health beat from the ground up—developing a detailed regional guide, cultivating trusted sources, and generating a robust pipeline of high-impact story ideas.

  • Earned multiple prestigious awards, including Associated Press and PRNDI honors, and the Metcalf Diversity Award for coverage that amplified underrepresented voices and public health issues.

Environment reporter and editor, Louisville Public Media — 2007-2010

I developed the region’s first environmental news network, the Ohio River Radio Consortium, uniting reporters and public radio stations throughout the Ohio River Valley. I set the Consortium’s editorial agenda and commissioned and edited features from contributing reporters. I also produced weekly environment and science feature stories, news spots and interviews.

Host and reporter, Wyoming Public Radio — 2005-2007

Produced weekly features, daily news spots and interviews, focusing on the environment, energy, science and social issues. Helped conceive, launch, produce and co-host the station’s first national award-winning weekly news magazine, Open Spaces.

Accolades
2021 “Leap” award for exceptional contribution to BCBSA’s national health equity strategy; 2019 BCBSA President’s Award for Innovation; 2016 Regional Edward R. Murrow award for news documentary; 2016 Metcalf Diversity in Media award; 2013 Regional Edward R. Murrow award for news series