Feb 2023 - NOW

Perpetua & Flywheel

My work at Perpetua & Flywheel

I joined Perpetua as their lead Copywriter at the start of 2023. This was an exciting time for the company as they had just been aquired by parent company Flywheel. The brands were merging and it was my responsiblity to develop the voice of this new brand.

Brand Launch

Launching a new brand is a lot of work. You need a new logo, a new brand voice, new brand values, launch assets and of course a new website. Here’s the launch video and website, words by me.

Motions

In 2023 the product team was hard at work making updates, however, the focus had been on promoting these updates to existing customers (retention) rather than win-back, lead warming, and  NTB customers. The ask to marketing was 'how can we promote these updates in a celebratory way to win back clients and close existing leads?' This how the multichannel campaign,  'Motions' was born.

Party Cloudy

When it comes to selling software like Flywheel, thought leadership is essential. No one invests in Flyhweel on a whim. It takes a LOT of trust. Part of my job is to find ways to help this brand establish itself as THE expert in e-commerce. I want our name to be synonymous with commerce success. In this series, we leverage two of our company’s brightest minds to delve deep into the much talked about ‘clean room’. I’m super proud of how far this series has come.

NorthOne

Jan 2020 - Jan 2023

My work at NorthOne

When I started at NorthOne it was a very small company with very big dreams. I admired the company’s ambition and immediately knew this opportunity  was something special.

At NorthOne I took charge of the brand voice and made it what it is today.  I wrote UX copy, web copy, SEO, customer emails and digital ads. As the company rapidly grew I moved up to Senior Copywriter. In this role I was able to spend more time on larger brand campaigns and creative strategy. NorthOne recently raised $67 million in their series B round. I’m proud of the role I played in building this company from the ground up over 3 years.

NorthOne Website

One of the earliest projects I worked on at NorthOne was developing the companys website copy. This was a huge undertaking with many months of drafting and reworking but the result is a clean, and direct website that clearly delivers the companies promise.

Houston Brand Campaign

Most small business owners open business accounts with the bank they already have a personal account with. They often don’t consider their options or even know that there are better options out there. This campaign aimed to drive awareness to the NorthOne brand and asked owners to consider what their bank was doing to support their business. We had trucks drive by major banks to really ‘drive’ the message home that big banks undeliever for small business.

In-app Messaging

A recent project I worked on was an in-app messaging strategy focused on encouraging customers to build habits in the app. I came up with the strategy for this campaign after listening to a podcast about reaching long-term goals through short-term action. The idea was to encourage the user to celebrate in-app usage as everyday business wins. This messaging strategy led directly to increased feature adoption. A fun reminder that inspiration can come from anywhere.

Product Marketing

A big part of my job at NorthOne was delievering product campaigns for every stage of the customer journey. These usually included a few email touchpoints, in-app messaging and text messaging. Usually I’d work on about one of these campaigns a week. Here’s an example of what these comms look like.

NorthOne Local

Main street businesses represent +90% of the 32m SMBs in America. Despite the huge market, nearly all of Fintech is focused on enterprise tech and startups. NorthOne believes in the power of small businesses to uplift and empower communities at a local level. I developed the event series ‘NorthOne Local’ as a way for our company to connect with potential customers at a grassroots level. ‘NorthOne Local’ is a series of local events that focus on helping main street business owners integrate modern tactics and technologies into their businesses. The first event in this series was called “Year One: Set your business up for success from the start”. As the lead creative on this project it was my job to develop the concept and guide the creative team on asset development and out reach. I sourced and connected with partners, built out the questions for the panel discussion and managed the event planning from start to finish.