The channel partner guidelines outline the expectations and best practices for internal and external partners working with the company. It covers topics such as how to effectively market and sell the company's products and maintain proper communication. The document serves as a helpful resource for partners to ensure they are meeting the company's marketing standards and can help to facilitate a successful partnership.

My contributions: writer and verbal designer

Improving the journey from "Business Registered" to "Business Credible" requires strategic, clear, human messaging.

Here is how this direct mail series drove engagement for small business owners:

The Strategy: Lifecycle-Driven Conversion

The campaign targeted two critical phases in the small business lifecycle to move users from passive participants to active profile managers: 

Milestone Activation: The "Brand Intro" creative converts the technical assignment of a D-U-N-S® Number into a celebrated business milestone. By framing data verification as the "next big move," it establishes the importance of accurate company information for market credibility.

Risk Mitigation: The "PAYDEX® Notification" addresses the friction of an unestablished credit score. It positions Dun & Bradstreet as a partner that identifies "what's holding your score back" to unlock better financing and vendor relationships.

Execution & Impact

Removing Friction: Each piece utilized high-intent CTAs, including a direct QR scan for free digital updates and a dedicated 1-800 number for expert consultation.

Trust & Authority: The messaging balanced urgency with support, offering a money-back guarantee if a PAYDEX® Score isn't established within 30 days—de-risking the path to financial growth for the owner.

Performance Results: The strategy delivered nearly 300 QR code visits in a single month, doubling the engagement rate of any previous direct mail campaign.

Strategic Alignment: This approach bridged the gap between complex data systems and the real people trying to build a reputable brand.

The Strategy: Humanizing Deep Tech As the verbal designer at Illumina, I authored a cross-channel campaign for USA Today designed to bridge the gap between complex genomic sequencing and its real-world purpose. By leading with the headline, “Lighting the path forward with genomics,” I shifted the narrative from technical hardware to human-centric storytelling—positioning Illumina’s technology as the essential "light" behind life-changing medical breakthroughs.

The Execution: Strategic Alignment The campaign leveraged a high-authority print placement to drive digital action. This required a unified messaging framework that translated technical expertise into an accessible, mission-driven value proposition suitable for a broad national audience.

The Results: Scalable Engagement By grounding the brand’s technical power in its deeper human impact, the campaign achieved:

30% increase in QR code scans over previous ad

Successful cross-platform resonance that translated high-level branding into measurable go-to-market performance

The aerospace startup, Overair, hired me to craft their press narrative and official documents after a successful series B funding round. For this project, I embedded in a GTM team of product, engineering, and executive leaders. In 21 days, I crafted a unique verbal story to release to the media.