My Role
Creative Director, Content & Editorial
As the Creative Director of Content & Editorial, I led my team to bring warmth and humanity to the Amazon Fresh brand through our voice and tone.
Through seasonal campaigns, new feature launches, in-store signage, radio scripts, paid social videos, and emails, we infused personality into the brand, reaching hundreds of thousands of customers across the country.
Amazon Fresh
Holiday | For this omnichannel campaign, we focused not just on the savings thaemselves, but what the savings enable our customers to do. Spending less on groceries at Amazon Fresh allows for more hosting, more feasting, and more quality time during the holiday season.
Back to School | The real customer benefit of grocery shopping for the school season is getting to feel energized and ready to take on new challenges. Our campaign tagline was Fuel your school year, which we brought to life through vibrant colors, lightning bolts, and energetic copy.
My Role
Copywriting, storyboarding
Links
Concept doc | Landing page 1 | Landing page 2
Shopify launched a new product called Shopify Collabs, a platform that connects influencers with brands that want to hire them.
I storyboarded and wrote scripts for the launch videos and the accompanying landing pages.
In the first week, this campaign drove 19.2K total landing page views, 10.5K sign-ups, and at the time of this writing, over 650K total YouTube views.
Shopify Collabs
This video is targeted at Creators who want to start monetizing their content. In writing the script, I wanted to acknowledge the long hours and hard work that Creators often put into their online presence, especially those with full-time jobs.
This video is targeted at brands who want to start working with Creators. The main pain points I wanted to address: finding new customers, managing Creator relationships, and driving more sales.
My Role
Copywriting, editorial design, photoshoot production
Links
Gift guide | Spring catalog
When I joined Marine Layer, the brand was essentially the founder’s personality: irreverent, witty, and effortlessly funny.
Through product descriptions, web copy, emails, paid ads, social media, and catalog copy, I kept the initial spirit but refined the brand to appeal to a wider audience.
My favorite work — and our biggest campaigns — were the 64-page catalogs we mailed out quarterly. During my tenure, the catalog response rate increased by 158%, driving over $2M in revenue.
Marine Layer
My Role
Copywriting
As a freelance copywriter for Total Wine, I was a jack of all trades.
From in-store signage to landing pages to gift cards, I wrote copy about a variety of wines and spirits — without ever tasting them myself. Using tasting notes and a sprinkle of imagination, I crafted food and beverage stories to entice. More samples are available upon request.
Total Wine
My Role
Copywriting, campaign development, art direction
Links
Email 1 | Email 2 | Social 1 | Social 2 | Podcast 1 | Podcast 2
I wrote emails, podcast scripts, website copy, social media captions, etc. — but Investies was one of my favorite campaigns.
I wanted to showcase the fact that women began investing together after meeting in Factora’s online investing course.
So I came up with the word, Investies, and wrote an accompanying social, email, and podcast campaign to show women that Factora could lead them to find their own Investie.
During the campaign, social engagement increased by 22%, our average email open rate reached 49%, and our average weekly applications increased by 41%. It performed so well that it’s now part of the Factora content playbook.
Factora Wealth
My Role
UX writing, copywriting
Circuits & Supersets - Feature Launch
I built an in-app flow to announce a new feature called Circuits & Supersets and encourage users to engage with it to create and log new workout routines.
We received feedback from the Customer Service team that users complained about not being able to track their workouts over time. We hypothesized that some type of progress visualization would increase user retention and Premium membership upgrades.
Under Armour
Report Bugs - User Flow
I created a user flow that encourages people to report bugs with the MapMyRun app on their Samsung watches.
I worked with the product team to understand the bug reporting process on the backend to best create a concise user experience.
Healthy at Home - Fitness Challenge
I named and wrote a suite of copy for an at-home fitness challenge that was released in response to COVID-19.
Healthy at Home immediately became MapMyRun’s most popular challenge, gaining 100,000 challenge participants in 5 days.
My Role
Copywriting, content strategy
My main objectives were to drive Help Center traffic and increase helpfulness scores.
I recognized a pattern: the longer the article, the lower the helpfulness score.
So I split one of our longest, lowest-rated articles into 4 separate ones with consistent structures and tagging methods.
After 2 months, the original article saw a 19.8% increase in traffic and 300% fewer helpfulness votes.
We applied this method to groups of our lowest-rated Help Center articles:
After 30 days, the average helpfulness score of those articles had improved by 11%.
After 6 months, the average customer satisfaction score for the help center had increased by 54%.
