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.