Project Type: Freshly
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Product content & LPs
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I worked with our product managers and product designers to develop product copy for our website and apps (as well as product copy for our actual food!). We used acquisition landing pages to drive traffic to the website as well as promotional landing pages to highlight value props and new offerings (like snacks).
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“30 Days, 30 Ways” campaign
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The 30 Days, 30 Ways campaign was a New Year’s initiative to encourage Freshly users to kickstart health and wellness changes through 30 days of small challenges. I developed the content in collaboration with a staff nutritionist and Freshly co-founder, and, with the help of my design partners (Janie de Guzman and Nina Caldas), showcased…
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Fall campaign
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By leading the strategy for all marketing channels and aligning with the company’s new fall meals, I planned a cohesive multi-channel campaign that helped achieve our acquisition and retention goals for the season. Here’s an example of a plan I put together to guide brainstorms and planning across marketing, R&D, and product teams.
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“New meal” marketing
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After joining Freshly in summer of 2017, I worked with our email designers, Javier de Guzman and Nina Caldas, to evolve the design of our emails to accommodate more content, updated photography, and campaign integration.
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Welcome series evolution
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A welcome box insert, a redesigned welcome series, an updated welcome email series for leads with and without an offer, and a refreshed email series from when I first joined Freshly. When I joined in 2017, I added content to help encourage behavior we knew was tied to retention, including rating meals, understanding how to…
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Summer campaign
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I developed a strategy for Freshly’s summer campaign incorporating acquisition, retention, product, brand, and content initiatives, working across teams to deliver a cohesive and performant set of assets.
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Sizzle reel & TV spots
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I wrote a script and developed a storyboard with video editor Ellen Callaghan for a sizzle reel speaking to Freshly’s future in the wellness space for a fast-approaching investor round. This final version balanced holistic narrative elements about Freshly’s inception with simple forward-thinking prototypes that spoke to possible growth opportunities. In this first-draft version, we…
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“Refreshed” blog & social
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While blog content was not a priority at Freshly while I was there, I used campaigns as opportunities to write content that enhanced the customer experience and improved SEO, including seasonal recipes, wellness tips, and nutrition deep dives. Snippets from social I worked collaboratively with our social media manager, Jackie Nelson, and designers to develop…
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Retail launch for WaWa
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To get ready for Freshly’s first retail launch in WaWa, Janie Javier (designer) and I worked to craft a retail portfolio that displayed our meal offerings, new packaging to accommodate this grab-and-go use case, digital and print marketing assets, and a landing page survey that allowed consumers to rate their meals and order more meals…
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Midland partnership
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An acquisition campaign in partnership with the band Midland and featuring a sweepstakes.
whyareyouyelling.com 