San Francisco, California, United States
• Led an overhaul of Thumbtack’s messaging framework, brand positioning, and look and feel. Subsequently, collaborated with an in-house creative team to translate the work into comprehensive brand guidelines and a corresponding website. • Led the development and socialization of core consumer personas stemming from the company's first customer segmentation exercise. Built cross-functional buy-in for the work, and aligned the company’s executive leadership team to our priority customer personas. • Owned the creative brief and project plan for all brand initiatives, defining messaging, goals, scope, timeline, and budget. • Designed and launched a biannual brand health survey to track sentiment and awareness, and reported on progress toward our goals. • Collaborated with an in-house research team to design an in-field customer learning plan and synthesize key findings to inform positioning and messaging.
• Owned editorial and holiday marketing calendar, defining the look and feel for each campaign package. Collaborated with an in-house photography team to shoot and edit assets for each campaign. • Defined and socialized Good Eggs’ voice and tone and editorial style guide. • Worked with a contract copywriter to concept brand campaigns, including OOH and digital advertising. • Led editorial and creative strategy for Good Eggs’ first long-format direct mail campaigns, resulting in 5x customer acquisition. • Wrote positioning, headlines, and creative direction for new product launches, including a new beer and wine category and meal kits.
• Set and owned Good Eggs’ social strategy and oversaw production of social creative. Brought on a social media direct report to grow the program, and increased aggregate engagement by 204%. • Strategized and launched a new content program to attract and retain high-quality leads, resulting in a 400% increase in blog sessions and a 215% increase referral traffic to goodeggs.com. • Scripted and art directed editorial videos to promote product launches and brand partnerships. • Served as managing editor for the Good Eggs blog, Scratchpad: built and maintained an editorial calendar and worked with freelancers and an in-house creative team to produce weekly content. • Concepted email campaign creative to acquire and retain customers, working with a digital designer to produce each package.
Served on the marketing team at Sir Kensington's, an award-winning gourmet condiment company with a focus on quality ingredients and sustainable sourcing. •Assisted in the creation, sourcing, and publishing of social content across all platforms. Content ranged from collateral for product launches to recipes using Sir Kensington's condiments. •Developed co-branded event partnerships with local makers in the NYC area. •Worked with bloggers and influencers to create custom content for the brand. •Organized and executed tasting events at like-minded brands and companies such as Good Eggs, Maple, and Glossier.