I developed the start-up’s inaugural brand guidelines and drove UX writing solutions alongside the engineering and design teams. I oversaw SEO writing and co-developed creative concepts for the blog, led all outgoing social media across TikTok and Instagram, was final sign-off for e-marketing and newsletters, and directed copywriting for Meta campaigns, sales templates, and influencer campaign creative briefs. 

NAVIGATING A MAJOR PIVOT: D2C TO THE DESIGN TRADE

When the company underwent a significant strategic pivot, shifting from a D2C consumer model to a trade-facing one, I quickly audited communication gaps between an art-world fluent team and the nuanced realities of the interior design trade. Recognizing the need for further alignment, I developed audience personas to orient teams across sales, marketing, engineering, and leadership toward the new customer segment. I contributed to curated participant lists for stakeholder research, ensuring insights came from a targeted mix of trade leaders and emerging designers. Our findings directly informed early trial partnerships with members of the trade.

 In parallel, I developed clearer web messaging and guided more resonant external-facing copywriting across the web product, contributing to improved traffic and engagement in the company’s Q4 season. 

My work created cross-team clarity that accelerated product decision-making, streamlined collaboration with external partners including our Klaviyo marketers and SEO writers, and overall strengthened the creative vision for influencer messaging.