Recent blog pieces written for Webex, TaskRabbit, Scandinavian Designs, and more. Click the images to read the original content!
This email campaign sought to reinforce the active brand identity while simultaneously marketing a specific product category in the secondary messaging due to high inventory.
In my first year at Webex, I created the concepts for the Webex newsletter and pitched them to leadership. Essentially, we wanted a monthly touchpoint to deliver a round-up of our brand’s latest content and news. But, even more than that, we wanted the newsletter to speak to our audience in an authentic way and provide real, tangible insights on the state of technology and the workforce. Thus, the name, “The Collaboratory”, and tagline, “Groundbreaking ideas are born in inclusive spaces,” which underscore the core mantra of the Webex brand: inclusive collaboration for every team, employee, and business, anywhere in the world.
The Collaboratory drove 30k UVs to site in first calendar year and 700 gated asset downloads.
I was also tasked with the conception and creation of Webex Enterprise Email Nurture program. These email campaigns tied back to our newsletter, as well as other marketing touchpoint like webinars, events, and gated asset downloads. Each nurture focused on a product category (Meetings, Calling, Contact Center, Devices) or broader work trend (Hybrid Work, Return to Office, Remote Work). These nurtures drove 85k unique visitors from 2021-2022, 600+ MQLs, and attributed to over $10 million in pipeline influenced for closed sales from 2022-23.
A range of homepage, display ad, and email headlines for Webex by Cisco products, including video conferencing, cloud calling, and collaboration devices.
As Athleta evolved to include commute and work clothes in addition to high-performance workout apparel, we worked to infuse that performance sensibility into the new product. Here we started with a bang, and then gave the customer outfitting highlights to drive traffic across product categories.
A selection of cross-plan email campaigns for Blue Shield. The first campaign message sought to reinforce value for members getting ready for open enrollment. The second is a holiday newsletter, focusing on mental health for current members. And the last, a welcome back email to returning members, highlighting their top benefits.
Value Subject/Preheader:
Supporting every step of your health journey
Blue Shield’s benefits have your back.
Holiday Subject/Preheader:
Your answer to holiday stress.
A mental health guide when you need it most.
Welcome Back Subject/Preheader
Together, we can make 2021 healthier & happier
Explore your benefits today.
As lead writer for this Series B funded biotech startup, I wrote all copy for their first customer acquisition campaign. This included welcome, nurture, and acquisition campaigns, as well as paid social ads.
In these campaigns, I worked as lead copywriter with our digital team to overhaul and expand the brand’s welcome and winback email series. For the Welcome series, we emphasized product and perk messages, within the element of the core brand mantra—inspiring women and girls to reach their potential through fitness and community.
Athleta’s Winback email project was a 3-touchpoint series aimed at reactivating customer segments with different levels of engagement.
Campaigns targeted a range of customer segments, including recent purchases still engaging with emails, engaged prospects, non-purchasers, and engaged non-purchasers. We differentiated with different promotions, messages and Subject Lines. This example was a 3 month send to lapsed purchasers still engaging with emails.
A variety of eye-catching stories for curated product capsules and collections.
At first it was tough to speak to the city with this email campaign’s hero image—but then the aha moment came!
A selection of print ads for Scandinavian Designs and Dania Furniture. These ads were placed in publications like San Diego Home & Garden, Spokane Coeur d’ Alene Living, and Palm Springs Life.
Working with the creative team at California Closets, I wrote engaging, inspiring copy to introduce customers to the new Martha Stewart Everyday System. The hook? "Storage shouldn't stand still--it should adapt as your needs change."
A selection of some of the top-performing homepage product marketing spotlights I’ve written and conceived with cross-functional design and merchandising partners.
This email campaign was aimed at re-activating our network of fitness professionals and getting them amped up to share personal and product stories on IG.
A range of technical copy for mobile and desktop product and collection pages.
These are the Inside Front Cover stories for Scandinavian Designs’ seasonal catalog, one in Fall 2019, my first catalog as editorial lead, and the other in Summer 2020. The Fall 2019 copy was my initial interpretation of the longstanding brand mission, which was essentially, “modern furniture for every room.”
Fast-forward to 2020, I worked with our marketing and creative leadership to hone and expand this mission to a more aspirational promise where the product’s indelible qualities are described as elements that help the customer create a unique way of living.