Authored the marketing brief, outlined the content strategy, and wrote the copy for one of our highest performing pages, Why Square.
Results:
Prospective sellers who viewed the Why Square page are more than twice as likely to convert (ToF) within 24 hours than those who did not (5.7% vs. 2.6%), and are between 3-4x more likely to convert within a month of their first visit to Square’s ecosystem (8.4% vs. 2.7%).
Once converted (ToF), sellers who viewed Why Square prior to conversion are twice as likely to reach a BoF event (59% vs. 26%) compared to those who did not.
Pitched the idea of shoppable testimonials with my design partner and produced this first of (what would be) many campaigns. Secured the budget, helped write/edit the video script, and was a part of on-site production.
Helped with copywriting for web and video for Square’s 2021 Brand campaign.
Wrote an article for this zine on the future of collaborative / decentralized media called ‘The Revolution May Not Be Televised, But There Will Be Media’.
The zine was sold as a digital print and an NFT for which I earned fixed pay and royalties. Read for free here.
Lead a web3 pivot strategy for the nonprofit I started, Pact Collective, and fundraised nearly 12 ETH from our manifesto with no formal promotion or paid advertising spend.
This is the latest of the many homepage refresh/tests we’ve shipped. I wrote the copy, and was involved in the end-to-end content strategy that included user testing and market research.
Results:
52%↑ (stat-sig) in Contact sales CTAs across all pages across the public web and a corresponding 71%↑ (stat-sig) in lead form submissions.
9.6%↑(stat-sig) in Signups across all pages and 9.7% (stat-sig) in Square ToFs (events like activations, free trials, accounts created).
~7% drop in exit rate
These are designs of each module and different vertical/test variants.
Did marketing consulting work for crypto off-ramp product Skyteller to map overall marketing and social media strategy which included a refresh of its homepage. The simplifying of the message, highlighting of value props and other changes led to a significant increase in conversion.
Find the old page content here.
We completely reimagined the Square pricing page from the longstanding previous version that was confusing and had little engagement - to one that had clear frameworks for finding products by pricing.
Results (all stat sig):
+215% in clicks to Get started from old page
+12% in Same Day Square Tofs
+6% lift in Square Tofs overall
I wrote the script for this Square for Retail launch video “Smooth Selling” back in 2019. As of 2023, it is still the hero of their main product page.
We at Pact created an educational workshop series to educate people about the power of web3 through current and relevant issues - having web3 experts speak alongside local activists.
Our first event was a conversation between the well-known community organizer Dean Spade (author of Mutual Aid), web3 leftist podcast host the Blockchain Socialist, and local activist / congressional candidate Paperboy the Prince.
I was interim Product Marketing Manager for this launch, helping strategize and create all of the go-to-market deliverables which included; in-product language (a smart chatbot), app store updates/copy, campaign landing page, product landing page, and Instagram posts/ads.
I worked with public goods funder, Gitcoin, to reimagine their Manager and Builder experiences. In these screens, I updated their jargon-heavy product copy to read more like value-driven marketing copy since the user has not yet started their journey in the product.
I joined Breadchain in October of 2021 to help aid in its vision to help impactful, post-capitalist projects thrive with blockchain tools. This was the first of two articles I wrote on the power of blockchains to serve mutual aid. It helped us passively raise almost 2 ETH between 20+ supporters.
The second article I wrote, also on politics and tech, is about Dual Power, or revolution building, via technology.
Worked with international partners to obtain market-specific insights to create the homepage content strategy and write the copy for our international launch in France, and in Spain
This is a research paper I wrote during my Master’s in Labour Policy program outlining the systematic disempowerment of Palestinian workers under the British Mandate (in collaboration with the Zionist organization) in the years leading up to the establishment of Israel.
Breadchain Cooperative recently launched its website to advertise its staking application for the $BREAD token. I worked closely with the team to outline value props and other core selling points for potential stakers.
Papertree is a company I started with my-cofounder at the end of 2022. For it I am responsible for all marketing messaging, materials, outreach and lead gen. Our value propositions (while continuing to evolve) are informed directly by customer feedback and user research.
I worked with Yelp’s growth team to help plan and do the content strategy/copywriting for the launch of our in-product onboarding module.
With learnings from user interviews and looking at inbound call data, it was clear sellers wanted guidance on what to do next after signing up for Yelp Ads. We created this module with the most valuable next steps for driving LTV to retain and support customers.
I worked with mutual credit protocol, Resource, to help shape a compelling and data-backed narrative on why their work is in high demand for them to share with investors for fundraising.
I worked with mutual credit protocol, Resource to help identify 3 core audiences for partnership, fundraising, and customers. This is a screenshot of the “nonprofit partner” audience details that include real potential audience targets, demographics/psychographics, and strategies for selling.
Here is the UX and writing examples from the Restaurants Revitalization Fund described in the previous slide.
When the pandemic hit, us and our sellers were scared. We wanted to create a campaign that spoke to the resilience of small businesses during the pandemic and honored all the work they were doing in their communities in a way that was tonally appropriate. We shot this black and white, lower production campaign to communicate the raw/realness of the time. I wrote the campaign webpage copy and helped with creative/art direction.
PR Daily wrote an article on the campaign - showcasing it as an example of how other brands should be marketing during this time.
The American Rescue Plan includes the Restaurant Revitalization Fund (RRF), a $28.6B fund for monetary awards to food and beverage businesses who sustained financial losses due to COVID-19. To support RRF applications and the distribution of funds, the Small Business Administration (SBA) invited Square to partner. This is the social media announcement.
We had less than 3 weeks to design and build this entire user experience. I helped architect the content strategy and wrote all of the UX copy.
I have secured media placements for Pact across multiple media outlets with varying audiences.
CoinTelegraph Magazine
CoinDesk (depicted)
Morning Brew
Fox Magazine
Field Mag
Input Mag
I worked with public goods funder, Gitcoin, to reimagine their Builder and Manager experiences. Here, I shortened their project creation flow on Builder by about 3 screens, making the steps clear, concise and contextual.
Square for Retail originally launched its app in 2017, and after months of learning and insights realized it needed to reimagine a lot of the core elements. After months of user research and prototyping, we relaunched the new app in 2019. I worked with product design to reimagine the UX and write in-product copy.
This is the email companion that notified existing customers of the new app. I worked on the content strategy and copy for this email, along with other owned channel announcements.
I worked with Yelp’s growth team to help plan and do the content strategy/copywriting for the launch of our in-product Ads promotion.
Yelp Ads had recently launched a feature that allows you to customize the photo shown in your ad. We decided to use this feature to upsell ads at a relevant point in a seller’s journey - when they were uploading photos for their page.
Thousands of sellers onboard with Square each month. We completely reimagined this flow; cutting over 10 steps down to roughly 5, brought in more product/pricing education, updated the visuals from illustration to photography to match the site aesthetic, added more encouraging, upbeat language to move users along their journey, and included more language to reach upmarket sellers as Square's business goals are changing to target this audience.
I worked side-by-side with the CEO on the startup HelpStay to make their site more credible, enticing, and navigable from its previous version.
I re-mapped the site, wrote copy, and instituted features like reviews and recommended stays to give the site peer credibility and drive growth. As of 2023 the site experience is the same as we designed back in 2018.
In June of 2020 Square for Retail launched a Freemium version of its product to drive higher adoption. I helped write copy for all of the launch materials including email growth/cross-sell campaigns (depicted above).
In June of 2020 Square for Retail launched a Freemium version of its product to drive higher adoption. I helped write copy for all of the launch materials including email growth/cross-sell campaigns (depicted above).
Lead a research report that shared insights from market research, user research, and owned data to inform Square’s 2022 homepage strategy.
The first page of this 70+ slide research report, highlighting the reach and importance of Square’s homepage in Sales conversion.
These are the participants I helped interview for this research study. Direct quotes and video clips were used to validate our takeaways and suggestions following the report.
Before making the switch to web3, Pact was a fundraising engine for local grassroots organizations during the pandemic. We ran monthly fundraisers all through Instagram, raising over $15K in microdonations for organizations small organizing groups nationally.
In Q4 2021 Square reoriented its brand strategy to categorize products by capability. We designed this module accordingly, against the control that only highlighted 3 of Square’s products in an attempt to drive click-through to more products across Square.
Results:
+288% in MQLs between the test & control groups
+10% lift in product page views from the Homepage
+7.55% lift in meaningful visits overall with +10.5% lift in visitors scrolling 25% of the page.
This page pops up when sellers try to explore products for countries Square doesn’t serve. An example of trying to apply positive language to what is otherwise a not great UX.
Our team put together a proposal for what in-product financial literacy could look like at Square during a 2020 hackathon and won!
See full presentation here.