ACHIEVE

–––STRATEGY + CONTENT

COMPANY: Achieve / Freedom Financial
ROLE: Brand Marketing Copywriter
DATES: 2024–2026

At Achieve, I work at the intersection of brand and performance to craft compelling content that converts shoppers into clients, and positions Achieve as the premier debt optimization platform in a TAM of 124 million.

As part of the internal Brand Creative agency, I work cross-functionally with channel managers to produce content, drive strategy, and develop campaigns to grow the brand across all consumer-facing channels.

Since starting at Achieve, the content I’ve created has increased social engagement by 3x, boosted CTRs by 60%, increased LLM citations by 20x, outranked competitors on SEO, and contributed to the best sales quarter in company history.

SOCIAL MEDIA OVERHAUL

I came up with a tactical change that increased impressions by over 150% and boosted our video CTR by 60%.

The background:

Social engagement was low and CTAs weren’t driving traffic or conversions. Knowing platforms like Instagram tend to de-prioritize content that directs users off the platform, I recommended a tactical change—instead of being a “link in bio” kind of channel, we would become a “drop it in the comments” channel.

But it wasn’t that simple.

It also meant changing the angle of our content—it had to immediately demonstrate value for our audience by giving them something useful or entertaining to make them want to engage.

So I concepted, wrote and pitched a month’s worth of social content that did just that: made our audience feel seen, made them laugh, taught them something, or otherwise compelled them to engage.

The results? Eye-popping.

In the months after my approach was adopted, Achieve’s social channels have seen a 60% increase in impressions CTR, a 3x boost in engagement, and a 153% increase in total impressions. On average, the social content I’ve written earns over 7% engagement per post, beating the industry average by a whopping 6%.

HOMEPAGE CONTENT REDESIGN

Working closely with the Product team, I redesigned content for the Achieve.com homepage, a high-impact space that sees 64k+ in organic monthly traffic—the most important point of entry to the brand.

My goal was to get prospective customers to connect with the brand on an emotional level, helping them understand how our products could transform their financial lives.

To do this, I wrote three new headlines (one per product offering) that spoke to this idea of financial transformation and the intense feelings of relief and joy that come with it.

Working closely with a UX designer and product manager, I wrote supporting copy that succinctly communicates the value props of each product, then paired it with actual customers who benefitted from the those products.

The result strikes an aspirational tone, assuring the customer that their financial dreams are only a click away.