The verbal design below demonstrates impactful headlines I wrote for brand and product campaigns across various social channels and email newsletters. Each example conveys a clear, concise, and cohesive message. The target persona is brand aware medical professionals who engaged with Illumina's paid social, email, or product campaigns. The winning options focused on people, collaboration, and inclusivity while putting scientists and end-users at the center of the story. 

My contribution: writer and verbal design

Sets of social posts represent awareness and conversion phases of a campaign for COVID-19 surveillance solutions. The first set performed well with a 10% higher engagement rate than the previous campaign, due to the clear problem/solution identification and use of customer messaging from user surveys.

The second set (conversion) recorded a 3% higher CTR across multiple channels, which beat the industry average and recorded the team's best performance YOY. Based on the annual campaigns, we learned what solutions-based keywords outperformed less direct topical messaging.

My contribution: writer and verbal design

Cisco Services marketing wanted to replace industry jargon with messaging chosen by direct customers in their Q4 paid media campaigns. I led two meetings with product marketing and customer marketing leaders. We ideated on approved language, which provided me with the creative constraints chose the RIGHT value statements. Each ad below uses validated benefits from customer testimonials. The results included a 2% higher CTR than the previous quarter's campaign, our biggest improvement of the year. 

We sent a street team to San Francisco for Dreamforce 2022. The three-person crew interviewed marketing leaders and company founders, reporting back with raw footage and insights. I scripted questions for our event spokesperson and crafted the media into compelling branded content for data-driven marketers to learn from and share with their audience. The result was a 52% increase in engagement in one week within the Data-Driven Marketer community.

My contribution: copywriting, content production, and distribution.

This collection of LinkedIn posts showcases native LinkedIn writing, including how to use voice, tone, and psychology frameworks to communicate different ideas on LinkedIn. I begin with topic research, apply my point of view (based on my experience), draft my narrative, publish the post, engage in the comments, and review the results. I recorded 20% more direct messages from work and creative partners in five months.

My contribution: writing and publishing

The following organic social media post examples demonstrate how creative yet strategic copywriting helps brands connect with fans and followers using educational and engagement topics. The sample of posts shown below show how I write for B2C and B2B audiences in IT, technology, small business, and lifestyle fields. 

Cisco CX produced exclusive events for specific accounts with McLaren Formula 1 and a world-famous Whiskey sommelier. Attendees included selected sales professionals worldwide, which were nominated to attend the event by their peers and superiors. These emails provided the compelling details and immediate opportunity to RSVP for the event, satisfying the global events team need for responses. Each main email was followed by two additional reminders.

My contribution: writing and content strategy

Here, you see two examples from an engagement email newsletter for small business owners, founders, and entrepreneurs.

I reviewed our most read topics across previous email, social, and product campaigns regarding this audience. Then, I developed quarterly content buckets to guide our focus and thematic written content. Each topic relates to a partner marketing campaign, creating cohesion among shared marketing goals for each quarter.

I write each email as a consistent source of education and interaction among brand-aware and problem-aware readers. The regular touchpoint maintains a connection and reinforces the brand’s presence in the readers’ professional lives.

Furthermore, by providing insights, tips, or industry news, we can position the brand as an authority in their field, fostering trust and credibility. We have doubled open rates to 36% and click rates beyond 4%. And we have a repository of messaging worth deploying across additional channels.

Contribution: Content Strategy, Writing, and editing

The following examples showcase email copywriting for a digital design and IT consultancy newsletter. Each email features strategic topics selected to attract our ideal client persona. Topic research included pitches, interviews, and secondary sources: email, social media, and press. 

My contribution: writer and content strategist