Portfolio

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 contact points on Meta’s family of apps. This required deep product knowledge, an understanding of backend complications, and the ability to clearly explain to our legal and privacy partners any functional complications and how they impacted user-facing language.

Survey design system

As a central product team, we were tasked with templatizing surveys across Facebook and Instagram to help streamline the Meta-wide backend process of building surveys as well as clarifying the actual user experience across survey types. Project overview Survey types Figma decision chart and assets Survey system documentation

New device experience

I worked with my engineering team to launch and scale a “New Device Experience (NDX)” across Facebook and, later, Instagram. The flow was served up when a user switched devices, and we used it as a way to increase acquisition of contact points and contact uploading, help the user keep their info up to date, and ensure parity across a user’s linked Meta profiles. I initiated content and design testing to enhance the experience and results over time, and expand the most successful flows to Instagram. NDX on Facebook NDX on Instagram

Retail ads optimization

A sampling of projects I worked on to help optimize Instagram ad formats. Our team focused on making ad experiences more engaging and profitable through interesting and scalable design solutions.

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 experience optimizations Product tagging promotion for sellers “View shop” CTA added to organic posts without linked products (seller experience) Updated product-tagging flows in business-facing Ads Manager tool

Disclosure portal

The disclosure portal framework was an effort I initiated with my engineering lead to help manage our team’s disclosures when acquiring user data, an internal tool I hoped we could prove out and scale through integration with our CMS. When I joined the team, there was a need for project management and documentation, and the portal was a solution I pushed to automate some of our processes. I worked with an engineer, Yan Gu, to plan its capabilities and acted as design consultant along the way. The initial prototype enabled disclosure management and data policy enforcement from design to production…

Verizon

I was one of the first copywriters brought on to help form Verizon’s in-house creative agency. Our team worked on visual and copy direction for digital campaigns while ramping up the agency to take on creative for multiple channels. Besides working on “iconic” launches (Apple and Samsung stuff), holiday microsites, and promos on Verizon.com, I also took the lead on strategizing and writing copy for conceptual redesigns of two of the most trafficked landing pages on the website, the “Why Verizon” network page and the main “Plans” page. “Network”/”Why Verizon” landing page I worked on rethinking the “Network”/”Why Verizon” landing…

Number & email acquisition

I owned the content design for user experiences around contact points (outside of those used only for security purposes), and optimizing acquisition and management flows across the family of apps. These experiences were closely tied to increased revenue, legal and privacy regulation, user account access across Meta, and innovation around device and profile signals, all requiring a deep product knowledge and understanding of data storage, machine learning models, and government regulations. Confirming across accounts Signal-driven content We used device signals, contact point states, and activity between user-linked accounts to determine a user’s needs around phone number and email management, surfacing…

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 executed the content, working with Janie de Guzman on layout and design. Photos featured were art directed by Nina Caldas.

“Freshly Finds” snacks box

Developed branding and communications around a new line of subscription snack and dessert boxes, including naming, landing page, email campaign, product descriptions, shipping box, and box inserts. Dessert box launch

“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 resonate well with the brand’s target audience. This project demonstrated how the right packaging design and copy can create a memorable experience for customers and increase brand visibility.

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 emails New Year’s social posts

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 features, and an Apple “App of the Day” selection.

Product content & LPs

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).

“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 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 the power of thoughtful cross-channel planning, engaging content creation, and community-building to inspire positive change. On the print side, our tailored mailer incorporated New Year messaging and the potential for key wellness partnerships.

Fall campaign

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.

“New meal” marketing

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.

Welcome series evolution

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 update the second order of the subscription, and trying new meals. Free tote bag insert

Summer campaign

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.

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 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 focused more on two Freshly “personas” to speak to the brand’s established value props, while showing how future-Freshly could be incorporated in all areas of one’s wellness routines. Freshly’s First TV Spots We worked with Quirk on national TV spots, testing two concepts: our co-founders…

“Refreshed” blog & social

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 content for FreshDirect’s growing social channels. Below are a few examples where my copy was used to highlight new products, promotions, and blog posts, but content and social went hand-in-hand in all of our content strategy and planning.

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 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 directly through Freshly’s website.

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 be used across our channels.

Seasonal box inserts

We worked across our marketing and merchandising partners to build printed box inserts to get customers excited about new items, promotions, features, and partnerships. Summer brochure box insert Spring brochure box insert Hamptons box insert for NYC customers Valentine’s Day cards

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 might relate to, and a “Go Forth &” message that gave them the power to take on any upcoming food or beverage need. Simultaneously we executed a multi-platform approach for the campaign, including box inserts and emails. This clean, bright campaign heightened brand visibility and met users where they were at—headed home on a busy train, trying to figure out grocery planning in their heads.

Producer content

Working directly with merchants, marketers, and FreshDirect producers, I developed content that gave customers the stories behind their food and the extra mile FreshDirect went to bring on each category’s best.

FD welcome insert

I was tasked with building a new insert to go into FreshDirect customers’ first orders. My goal was to create something friendly and fun with a feeling of small-business personalization while emphasizing FreshDirect’s differentiating value prop (extreme freshness across the board).

FD email campaigns

A sampling of emails that gave customers reasons (and promotions) to keep them coming back. At the Office (B2B) Emails: Aware non-tryers (leads)

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 and private brand items, including labels), promotional landing pages and banners, sweepstakes, UX, “help” and emergency messaging, and customer service language (from chat templates to scripts for voice shots). Landing pages Tablet content Own brand product descriptions I worked with chefs as they developed new meal lines so that I could write product descriptions and any marketing materials needed for packaging or the website. This included Just brand items, FreshDirect’s private brand shelf-stable items (not shown here).

Sourced blog

I named, helped design, and managed the blog and its integration and success in FreshDirect marketing by developing a content calendar with our photographers, social media manager, copywriter, and interns to coincide with promotions and tent poles. My authored blog content covered everything from highlighted promotions and integrated partnership content to tips, inspiration, and producer stories. (It’s still named Sourced 10 years later btw.)

FD social content

I worked collaboratively with social media managers, photographers, and merchandisers to develop content for FreshDirect’s growing social channels. Below are examples from Facebook and Instagram where my copy was used to highlight new products, promotions, and blog posts. Social Media Management For six months in my first role at FreshDirect in 2012/2013, I managed and developed content for the early Facebook and Twitter channels, using available promotions to engage customers before the company was ready to make an investment in content.

Wetpaint

At Wetpaint.com I served as a contract editor, managing freelancers and internal copywriters and writing content to drive traffic. Our articles featured gossip and entertainment content around popular current TV shows (Jersey Shore, Pretty Little Liars, Dancing with the Stars) with a voice geared toward a young female audience. Articles Quizzes The highlight of my time there: The Situation retweeting two of my articles, leading to a traffic spike.