LUCID
–––CAMPAIGNS + STRATEGYCOMPANY: Lucid Motors
ROLE: Integrated Marketing Senior Specialist
DATES: 2026–Present
Reporting to the Head of Global Brand Marketing, I develop and manage full-funnel 360° integrated campaigns that turn shoppers into customers for the world's best EV carmaker.
ACHIEVE
–––STRATEGY + CONTENTCOMPANY: 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.
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.
EVERAND
–––CAMPAIGN + BRAND STRATEGYCOMPANY: 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 followers overnight and adding 200k new users (10% growth) within the first month of launch.
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, belonging, and connection—welcoming each reader into their own personal world of stories while creating a sense of community centered around our shared human desires for entertainment, education, and escape.
HARRY POTTER
–––CAMPAIGN + CONTENTCOMPANY: Scribd
CLIENT: Pottermore Publishing
ROLE: Senior Copywriter
DATE: 2023
I led the launch campaign, developed bilingual content strategy, and wrote Spanish-language content to promote the premiere of the complete Harry Potter series on ebook and audiobook in 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
–––CAMPAIGNS + STRATEGYCOMPANY: Scribd
ROLE: Senior Copywriter
DATES: 2022–2024
I managed integrated campaigns, wrote copy, and led brand strategy for Scribd, an online ebook and audiobook platform.
In addition to crafting copy for web, product, email and social content, I managed dozens of product launches and content marketing initiatives, collaborating with Product, Comms, and Design teams to develop impactful multi-channel 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 trial sign-ups. These new users increased overall reads by 74% and 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.
JULIAN FLEMING
©️2025
©️2025