ACHIEVE

–––BRAND + PRODUCT MARKETING

COMPANY: Achieve
ROLE: Brand Marketing Copywriter
DATES: 2024–Present

At Achieve, I develop strategy, refine brand positioning, and write product messaging to support the go-to-market strategy for Achieve’s debt resolution, home loan and personal loan products, earning record engagment among 124 million consumers in the personal finance market.

Since I started in September 2024, Achieve’s channels have seen an overall performance increase of 60%, including a 343% increase in social engagement. My work on social media consistently earns an engagement rate greater than 7%—beating the industry average by nearly 6%.   


Working closely with Design, Social and Product teams, I strategize and deliver an ongoing pipeline of engaging content that establishes Achieve as an authoritative industry leader and trusted partner in personal finance. I regularly perform market research, competitive analyses, and gather customer insights to further optimize my approach.

My work appears across all of Achieve’s marketing channels—including web, email, SEO, product UX, video, and social media—and focuses on translating Achieve’s product features into compelling value propositions and benefits that have resulted in year-over-year growth.

Since starting at Achieve, my work has helped increase total social engagements to 200k, video views to 10M, total impressions to 25M, and has outranked competitors on Google SERPs.

EVERAND

–––COPY + STRATEGY

COMPANY: Scribd
AGENCY: Mother Design
ROLE: Senior Copywriter
DATE: 2023

I led messaging and strategy for the launch of Everand, a premium ebook and audiobook subscription platform.

Partnering with renowned branding agency Mother Design, I developed strategy and wrote copy that brought the brand to life across multiple social channels including Instagram, TikTok, Facebook, Twitter/X, LinkedIn and Pinterest, earning thousands of new followers overnight and generating significant attention for the brand.


My goal was to create a cohesive brand experience that felt both universal and personal, delivering on Everand’s promise of a world of stories and knowledge, designed just for you.

I developed messaging that encapsulated brand values of affirmation, inclusivity, and connection — welcoming each reader into their own personal world of stories, while creating a sense of community centered around shared desires for entertainment, education and escape.

I led copy-based creative and developed content strategy for Scribd, an online ebook and audiobook platform. 


In addition to writing copy for web, product, email and social, I speerheaded dozens of product launch and content marketing initiatives, collaborating with Product, Comms, and Design teams to develop impactful multi-channel digital campaigns that reached 2 million platform users, over 500k followers across social media, and millions of others in our target audience. 

CAMPAIGN EXAMPLE

For Najwa Zebian’s relationship self-help book Trust Your Heart, I collaborated with designers to create social content that tapped into the broader cultural conversation around Valentine’s Day, redefining it as an opportunity for self-love and self-reflection — a message that resonated strongly with our target audience of Gen Z and Millennial women. 



We also leveraged Najwa’s substantial (1.4 million) Instagram following to amplify our content via collaborative posts, designing several custom assets for her to share across her channels. 

The campaign was a success, with social content ranking in the top 5 for the month, earning a unheard-of 12% engagement rate on Instagram, and driving over 14k clicks in-product. This traffic increased our unique reads by 74% and title saves by 239% during the first 48 hours after campaign launch.

Our social-forward strategy and highly shareble content design made Trust Your Heart the #1 most-read ebook and #5 most-listened-to audiobook globally, a first for Scribd Originals, and drove monthly engagement for original content to a record high of 327k hours.

HARRY POTTER

–––PRODUCT + CONTENT MARKETING

COMPANY: Scribd
CLIENT: Pottermore Publishing
ROLE: Senior Copywriter
DATE: 2023

I oversaw bilingual content strategy and created Spanish-language content for the launch of the complete Harry Potter series on ebook and audiobook for Scribd’s Spain and Latin America markets.

Working within strict brand guidelines from Pottermore Publishing, I created a bespoke bilingual content campaign to promote the launch across multiple customer-facing channels, including social media, email, web, paid search, and mobile app UX. 


In my Spanish content, I encouraged users to “vive la magía” (“experience the magic”) by reading or listening to the books sequentially and interacting with exclusive digital content designed to accompany each book. This strategy maintained high user excitement and drove over 25,000 free-trial customers to convert to a paid subscription in the first month after launch.  

The campaign had a strong ripple effect: engagement on our LatAm social channels grew by a whopping 300%, SEO traffic went up by 15%, as did conversions to paid subscriptions across all of our Spanish-speaking markets.

Followers on our Spanish-language social media channels also grew two-fold over the course of the 14-week release, prompting Pottermore to proclaim it “the most successful and creative” content campaign they’d ever seen.

SCRIBD UX

–––UX WRITING + CONTENT DESIGN

COMPANY: Scribd
ROLE: Senior Copywriter
DATE: 2023

Partnering with Product Design, Customer Success, and User Research teams, I strategized and wrote UX copy to address a major user pain point — monthly reading limits. 




The tone of the messaging ranged from straightforward (left), to more playful (right), incorporating language around reading and stories in order to foster greater empathy with the user. To gauge users’ desire for context, the lefthand modal includes the line “Based on your recent activity” to indicate that limit is tied to the specific content they’ve consumed, and will reset when the their current billing cycle renews.

We then tested each variant, conducting interviews to measure users’ reactions to each messaging approach. Users indicated a strong preference for the middle option (“You’ve reached your limit”) due to its straightforward headline. However, some users said that the first line in the subcopy, “Every good story has an end,” felt a little too “sugarcoated,” and were frustrated that it seemed to be making light of their situation. Many indicated they preferred messaging that was clear, no-nonsense, and to-the-point. A majority of users also reported that the Help Center article (linked via the “Learn more” button) felt somewhat redudant and didn’t provide any additional clarity.