Content Strategy

Giving Assistant is a certified B Corporation that offers an easy way for online shoppers to donate cash back to nonprofits. The company serves 3 primary audiences: consumers, nonprofits, and brand partners.

I created actionable, social good-focused content for our digital marketing channels and UX that incentivizes customers to grow the platform while supporting the causes they care about most, and unified the brand voice as the company updated its visual identity.

Results

  • Helped inspire donations to over 1.7 million nonprofits in the US

  • Consistently won page 1 and featured snippet of Google search with SEO-driven nonprofit and affiliate content

  • Empowered customers and nonprofits throughout the 2020 public health emergency period, helping drive:

    • 260,873 individual donations

    • $5,300 in donations for COVID-19 relief causes

    • $27,000 in donations from the holiday shopping season

Touchpoints
User experience content
Display advertising
Affiliate content
Email marketing

Industry
eCommerce

An onboarding UX flow offers users a referral incentive.

An onboarding UX flow offers users a referral incentive.

Medium Banner Mobile.png
Homepage Desktop Banner.png
Homepage Desktop Banner.jpg
Display advertising gives users a quick value proposition to shop, donate, or learn more about the platform.

Display advertising gives users a quick value proposition to shop, donate, or learn more about the platform.

Emails offer monthly cause spotlights, with blog links to help users explore further.

Emails offer monthly cause spotlights, with blog links to help users explore further.

BRIGADE

BRIGADE is an independent, woman-owned branding and design agency that partners with top brands worldwide. Alongside copywriting for clients, I helped this powerhouse team amplify itself across digital channels to build industry awareness, attract talent, and earn recognition.

Results

  • Increased agency social media message volume by 294%, impressions by 231%, and engagements by 137%

  • Agency spotlights in local, national, and international design outlets

  • Campaign wins for social media from the 2019 AdClub of Western Massachusetts Creative Awards

Touchpoints
Press releases
Case studies
Social media
Newsletters

Industry
Design

To celebrate Halloween and demonstrate BRIGADE’s design talent, I conceived a digital campaign of agency-branded movie posters inspired by iconic horror films.

To celebrate Halloween and demonstrate BRIGADE’s design talent, I conceived a digital campaign of agency-branded movie posters inspired by iconic horror films.

Rolled out over the final days of October, the campaign won Silver for social media at the 2019 AdClub of Western Massachusetts Creative Awards.

Rolled out over the final days of October, the campaign won Silver for social media at the 2019 AdClub of Western Massachusetts Creative Awards.

High-resolution, downloadable versions of the posters on BRIGADE’s website invite our team and followers to turn the digital campaign into agency-inspired memorabilia.

High-resolution, downloadable versions of the posters on BRIGADE’s website invite our team and followers to turn the digital campaign into agency-inspired memorabilia.

The posters blend elements of the agency’s team and office with the bold imagery of the original films.

The posters blend elements of the agency’s team and office with the bold imagery of the original films.

Custom typefaces and distressed details create a vintage feel. (Credits: Thom Dudley, Designer and Illustrator; Tim MacKay, ACD and Photographer; Hali Miller, Art Director)

Custom typefaces and distressed details create a vintage feel. (Credits: Thom Dudley, Designer and Illustrator; Tim MacKay, ACD and Photographer; Hali Miller, Art Director)

21 Seeds case study, my anchor content for promoting the project on BRIGADE’s digital channels.

21 Seeds case study, my anchor content for promoting the project on BRIGADE’s digital channels.

Social sample for promoting 21 Seeds project.

Social sample for promoting 21 Seeds project.

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I adapted my case study to submit our work to the international Graphis Awards. The project won Silver and was published in Graphis Packaging 10.

I adapted my case study to submit our work to the international Graphis Awards. The project won Silver and was published in Graphis Packaging 10.

An excerpt of my SVEDKA Rosé case study, which we used to promote the project on our digital channels and earn design outlet attention.

An excerpt of my SVEDKA Rosé case study, which we used to promote the project on our digital channels and earn design outlet attention.

Social media spotlight driving followers to explore the project.

Social media spotlight driving followers to explore the project.

Earned media from our SVEDKA Rosé case study, published in GDUSA.

Earned media from our SVEDKA Rosé case study, published in GDUSA.

Earned media from Packaging of the World. (Credits: Robert Parker, Director of Creative Strategy at BRIGADE)

Earned media from Packaging of the World. (Credits: Robert Parker, Director of Creative Strategy at BRIGADE)

Fidelity Investments

Fidelity is the largest recordkeeper of retirement savings based on assets under administration and participants. I led my squad’s UX content efforts across journey mapping, prototyping, user testing, and compliance, heavily influencing the final design direction for a major new product.

Results

  • An improved digital experience for millions of Fidelity customers

  • Clearer connections between new and existing experiences

  • Multiple internal awards for individual and team contributions to journey mapping, user research, and UX content

Touchpoints
User experience content
Editorial content
Email marketing

Industry
Finance

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