Success Stories :: Content Strategy

Direct Mail + TV

  • As the first con­tent lead at LendUp, I cre­at­ed voice and tone guide­lines for all mes­sag­ing (includ­ing web­sites, email, radio, tele­vi­sion and bill­boards). This was unique­ly chal­leng­ing because since the com­pa­ny is a social­ly-respon­si­ble lender cater­ing to sub­prime cus­tomers, I had to con­sid­er three audi­ences at all times: cus­tomers, finan­cial reg­u­la­tors and con­sumer advo­cates.
    • In one par­tic­u­lar project, I col­lab­o­rat­ed with a team of attor­neys and visu­al design­ers to cre­ate a fresh new cat­a­logue of direct mail col­lat­er­al that fold­ed nec­es­sary legal lan­guage into cus­tomer-friend­ly copy. The result of our work was a siz­able month-over-month lift in new cus­tomer acqui­si­tion.
    • In anoth­er project, I over­saw the pro­duc­tion of two nation­al tele­vi­sion com­mer­cials (one | two) fea­tur­ing four real LendUp cus­tomers telling their own sto­ries about how the com­pa­ny has helped them. Tes­ti­mo­ni­als are a much soft­er way of mar­ket­ing, yet still extra­or­di­nar­i­ly pow­er­ful. These ads great­ly out­per­formed the con­trol and led to a sig­nif­i­cant boost in the acqui­si­tion of new busi­ness.


  • At Lokion (an inter­ac­tive agency), I worked with Hilton on many projects, includ­ing one in which I revised and rewrote copy for mes­sage and voice con­sis­ten­cy for its 100+ spa prop­er­ties. The mar­ket­ing copy I deliv­ered close­ly cor­re­spond­ed to exist­ing graph­ics and pho­tos to cre­ate an ele­gant, lux­u­ri­ous and inti­mate user expe­ri­ence.
  • Anoth­er project for Hilton involved writ­ing the pro­mo­tion­al and mar­ket­ing copy for sev­er­al themed vaca­tion microsites. Work­ing with a cross-func­tion­al team of visu­al design­ers, UX design­ers and engi­neers, we cre­at­ed two mul­ti-func­tion­al Google Gad­gets that pro­mot­ed dif­fer­ent vaca­tion types and employed user input to sug­gest spe­cif­ic prop­er­ties. To date, more than 3 mil­lion peo­ple have engaged with the inter­ac­tive tools.