As the solo writer for a big chunk of my time at FreshDirect (and eventually managing editor of freelancers, interns, and an in-house copywriter), I was an integral part in shaping the brand into what it is as viewed by its East Coast customer base—a fresh, fun, innovative food-tech company, on top of trends and influencing (and dominating) the online delivery market.
Individual projects
Seasonal box inserts
We worked across our marketing and merchandising partners to build printed box inserts to get…
Producer content
Working directly with merchants, marketers, and FreshDirect producers, I developed content that gave customers the…
Go Forth subway campaign
This subway campaign showcased FreshDirect’s commitment to quality by marrying captivating imagery of farm-fresh ingredients,…
FD email campaigns
A sampling of emails that gave customers reasons (and promotions) to keep them coming back.…
FD web and mobile copy
My most prolific work at FreshDirect covered supporting product copy (website and apps) for the…
Sourced blog
I named, helped design, and managed the blog and its integration and success in FreshDirect…
FD welcome insert
I was tasked with building a new insert to go into FreshDirect customers’ first orders.…
FD social content
I worked collaboratively with social media managers, photographers, and merchandisers to develop content for FreshDirect’s…
{WAYY} 