A small, handmade cape company in New York needed an About page that would lean into strange mysticism. What fun. Visit the page, then find the cape that calls to you.  

I developed 5 personas along a spectrum of intent to refinance credit card debt, ranging from “I’m not worried about my debt” to “I am shopping for a personal loan to get this s*** cleaned up.” Then, I wrote messaging targeted at each group to see which one performed best.

I worked with Intuit’s partners to create cobranded emails in the Mint voice, that hit all the right selling points.

Highly customizable checkout options are a beast. This client wanted to explain away user questions in a truly tiny amount of space.

A gifting app for teens needed a dose of whimsy throughout. The onboarding flow needed to communicate ease, fun, and value in just a few screens.

This client needed a powerful engagement tool to get users back in product each week. Turned out, fantastic content did the trick.Our weekly blog/email combinations got ~25-40% open rates, with CTR sometimes topping 10%. Plus, tons of positive customer feedback flooded our inboxes.

Our hypothesis? Customers would love it if we helped them find the right credit card for them. Our MVP kept it real short, and responsive enough to show we’re listening.

For the launch of a fresh website about the startup world, I developed this blog series about what makes founders and side-hustlers so darn independent. Interviews conducted and edited by me.

After doing taxes, people are pretty over it. Getting them to engage again with another product is tough, but this email produced insane open and click through rates in testing.

How many different ways can you say “check your credit score, please”? I’m pretty sure I’ve found out.

A big redesign for Mint began with iOS—that meant a 3-prong email campaign for active and lapsed iOS users, and a quick rebrand notification for folks on Android. The directive? Maximum on-brand hype.

The Mint blog was looking for more personal personal finance articles, so I pitched in. As a total budgeting nerd, this was my wheelhouse. Need a New Year Reset? Try a No Spend Month was our most-read article in January of 2019.

This chatbot client needed to shift toward telling more human-centric stories. I consulted and developed content for their brand new website. Powerful AI/ML are fun and all, but what really matters is the human touch.

I was in charge of the content scrub for the TurboTax Learn More pages, TY 18. I balanced SEO requirements with straightforward, economical language, removed duplicate info, and standardized the features presented across all 4 pages.

TurboTax Live needed four new product pages for the four new SKUs rolled out in 2018. Our goal was to answer common questions about the “Live” aspect of the product, while still helping customers pick the right product for them. The bottom portion of the page couldn’t get an update to our ideal state right away, so it got a content scrub instead.

A fresh product (from the makers of TurboTax!) needed a homepage makeover to help with SEO and better express the customer benefits. I developed homepage content based on qualitative research results, working alongside key stakeholders in marketing, design, and SEO.