All projects
Accounts center flows
I worked across teams and functions to develop a new experience in Meta’s Accounts Center to help users manage their…
Survey design system
As a central product team, we were tasked with templatizing surveys across Facebook and Instagram to help streamline the Meta-wide…
New device experience
I worked with my engineering team to launch and scale a “New Device Experience (NDX)” across Facebook and, later, Instagram.…
Retail ads optimization
A sampling of projects I worked on to help optimize Instagram ad formats. Our team focused on making ad experiences…
Product tagging
Merging product tagging and partnership settings for sellers and creators Surfacing auto-detected products from brand-tagged user-generated content User-facing product tagging…
Disclosure portal
The disclosure portal framework was an effort I initiated with my engineering lead to help manage our team’s disclosures when…
Verizon
I was one of the first copywriters brought on to help form Verizon’s first in-house agency. Our team worked on…
Number & email acquisition
I owned the content design for user experiences around contact points (outside of those used only for security purposes), and…
Freshly Factor Cook Book
We were asked to put together a recipe booklet with recipes for some of Freshly’s customer faves. I planned and…
Chicago Subway campaign
Created concept and content for the “Dinner is done” campaign for Chicago subway test.
“Freshly Finds” snacks box
Developed branding and communications around a new line of subscription snack and dessert boxes, including naming, landing page, email campaign,…
“Why Freshly” LP redesign
Request: Turn an outdated Nutrition Philosophy page into a new, easily digestible landing page that reinforces current nutrition values
Packaging and box redesign
This packaging redesign incorporated playful, relevant, shareable copy on the Freshly delivery box, meal sleeves, and recyclable cold-pack inserts to…
Direct mail
A sampling of acquisition- and retention-focused direct mail pieces and a few miscellaneous print assets.
Brand voice
In 2017, I worked on a solo project developing an updated brand book to help guide future designs.
Email campaigns
Responsible for developing content for a variety of emails used for acquisition, retention, and campaign drivers. “America’s Top Resolutions” January…
National expansion campaign
An acquisition campaign focused on filling orders for the launch of a second fulfillment kitchen that expanded Freshly’s service nationwide.
iOS app launch
A selection of marketing assets designed to increase downloads of the Freshly iOS app, including a box insert, emails, new…
Product content & LPs
I worked with our product managers and product designers to develop product copy for our website and apps (as well…
“30 Days, 30 Ways” campaign
The 30 Days, 30 Ways campaign was a New Year’s initiative to encourage Freshly users to kickstart health and wellness…
Fall campaign
By leading the strategy for all marketing channels and aligning with the company’s new fall meals, I planned a cohesive…
“New meal” marketing
After joining Freshly in summer of 2017, I worked with our email designers, Javier de Guzman and Nina Caldas, to…
Welcome series evolution
A welcome box insert, a redesigned welcome series, an updated welcome email series for leads with and without an offer,…
Summer campaign
I developed a strategy for Freshly’s summer campaign incorporating acquisition, retention, product, brand, and content initiatives, working across teams to…
Sizzle reel & TV spots
I wrote a script and developed a storyboard with video editor Ellen Callaghan for a sizzle reel speaking to Freshly’s…
“Refreshed” blog & social
While blog content was not a priority at Freshly while I was there, I used campaigns as opportunities to write…
Retail launch for WaWa
To get ready for Freshly’s first retail launch in WaWa, Janie Javier (designer) and I worked to craft a retail…
Midland partnership
An acquisition campaign in partnership with the band Midland and featuring a sweepstakes.
Chef Matt partnership
Using video assets available, I worked backward to shape the marketing assets and content for a chef partnership campaign to…
Seasonal box inserts
We worked across our marketing and merchandising partners to build printed box inserts to get customers excited about new items,…
Go Forth subway campaign
This subway campaign showcased FreshDirect’s commitment to quality by marrying captivating imagery of farm-fresh ingredients, playful copy our customer base…
Producer content
Working directly with merchants, marketers, and FreshDirect producers, I developed content that gave customers the stories behind their food and…
FD welcome insert
I was tasked with building a new insert to go into FreshDirect customers’ first orders. My goal was to create…
FD email campaigns
A sampling of emails that gave customers reasons (and promotions) to keep them coming back. At the Office (B2B) Emails:…
FD web and mobile copy
My most prolific work at FreshDirect covered supporting product copy (website and apps) for the business, including food descriptions (fresh…
Sourced blog
I named, helped design, and managed the blog and its integration and success in FreshDirect marketing by developing a content…
FD social content
I worked collaboratively with social media managers, photographers, and merchandisers to develop content for FreshDirect’s growing social channels. Below are…
Wetpaint
At Wetpaint.com I served as a contract editor, managing freelancers and internal copywriters and writing content to drive traffic. Our…
Spoiled milk
Foreword for a a photo essay on the symbols of privilege called “Spoiled Milk” by the creative duo Erin Albrecht…
whyareyouyelling.com 