A national TV and YouTue pre-roll ad for Seamless that I wrote and produced. Watch it here.
A hyperlocal NYC YouTube pre-roll commercial (long version) that I wrote and produced. Watch it here.
A national commercial that I wrote and co-produced. Watch it here.
National TV commercial that I co-wrote with external agency Partners & Spade. Watch it here.
This campaign called out the reasons why online ordering is much easier than calling in orders on the phone using hyper-local humor.
Featuring well-known New York personalities such as Craig Finn of The Hold Steady, The Fat Jewish, and more.
As the Senior UX Writer at Warner Bros. Discovery, I built and wrote all UX flows for the Magnolia app: the E-commerce and streaming platform for one of our prestige brands.
As a consulting copywriter for Quibi, I worked in tandem with the design agency 160over90 to build the pre-launch value prop teaser website.
Beyond show and episode descriptions, I also worked with the content team to create row titles and content collections that recommended enticing titles to users.
Peloton was a very young brand when I joined the team, so I was lucky enough to help create their first marketing website. Back then, the tech-forward bike was a new concept, so my goal was to convey the experience and sell journey as clearly as possible.
Reorganized the Slice homepage to allow for easy search, a display of our mission (while pushing app downloads), a scrolling bar of both customer/restaurant reviews and top press quotes, and implementation of sticky chat bot.
With a focus on loyalty, I worked with the UX design team to build a user flow that pushed pizzeria reordering first and new pizzeria discovery second - a huge selling point for the product to onboard pizzeria clientele.
Seamless went through a rebrand, so our web and app needed to follow suit. Myself and a team of designers worked to update the branding while optimizing the user flow to create an easier, more mouth-watering experience.
Wrote the About Us page to showcase the brand story and reorganized the nav layout.
This email was featured by The Email Copywriter!
One campaign that was very personal and important to me was my International Women’s Day Campaign. I wanted to feature all of the women-owned and operated pizzerias that we have on our platform, as this is typically a male-dominated industry. We interviewed a few female chefs and business owners to create an article for our blog, as well as offered a special discount for our women-owned and operated pizzerias. The campaign was pushed through email, paid digital, social channels, the blog, select pizzerias on our platform, and was even picked up by Food & Wine.
To celebrate National Pizza Day, I created a charitable campaign by partnering with Feeding America as well as five local charities in our biggest markets. For every order placed on Slice, we donated our fees of $1.95 to towards hunger-ending efforts. The campaign was launched through our email, paid digital ads, social channels, blog, and through flyers and social ads for all pizzerias on the platform. We also created flyers and social ads for the participating charities, and received eight press hits. We ended up raising over $60,000 for the charities.
To encourage orders without pushing discounts, I spearheaded the concept of “$0 promo codes”, which are codes customers can enter at checkout that don’t give them a discount, but rather allow them to enter contests to win prizes. One of our first campaigns utilizing the codes was National Pizza Party Day. I partnered with brands including Mike’s Hot Honey, Boylan Soda, Pipcorn and more to create a pizza party swag box that customers could win. The campaign was launched through email, social, paid digital, blog, through our pizzerias, PR, and local surprise pizza parties which we threw at community centers in our top cities.
For the launch of their NYC store, we helped Shinola launch an interactive block party featuring live music, interactive games, refreshments, and swag bags. Read more in the recap I created here.
For opening of Brooklyn’s first IKEA, we created a pop-up apartment inside a massive IKEA shipping box decked out in purchasable IKEA merch. Read more in the recap I created here.
To uplift the Lean Cuisine brand, we organized a food truck at NYC’s Fashion Night Out featuring well-known culinary experts creating and serving delicious treats. Read the recap I created here.
To celebrate Valentines day, we created an interactive microsite where riders could create customized candy hearts to send to their loved ones. See all the heart options here.
Direct Mail mini brochure selling the Peloton bike.
For April Fools, we announced that we were getting into the bitcoin game by launching SliceCoin, and created a joke website for our new currency. View it here.
As an extension to a charitable campaign where we donated funds to charity for each order placed, I created a Spotify playlist containing a secret “Thank You” message made out of song titles for a fun surprise and delight to our customers. Listen to it here.
As the Brand Director of Slice, I oversaw all of our local and national press — crafting stories, pulling data, and solidifying hits that amplified our brand nationwide while reaching new customers. Here’s a small sample of the 100+ stories I brought to life.
On-air segment with our campaign partners, The New Jersey Pizza Boys, talking about our campaign for National Pizza Day. The boys pushed ordering on the Slice app and even wore our t-shirts. Watch it here.
Print and web feature on Slice including video segment. Read it here.
That’s right. We got featured in the New York Times. Read it here.
A feature on the Slice app and how we are helping to save local restaurants from other large online ordering platforms. Read it here.
Covered our data on pizza preferred by the fans of certain sports teams while talking about our app. Read it here.
Feature on Slice disrupting the industry. Read it here.
Brit + Co covered my #HomeSliceForHunger campaign, where we encouraged users to post photos of their slices using a hashtag. For every post, we would donate $2.50 (the average cost of a pizza slice) to hunger relief. Read it here.
Today.com picked up our campaign where we surveyed pizza eaters on their pineapple topping preferences. Read it here.
Delish picked up our story on each state’s top pizza topping preferences. Read it here.
Food & Wine picked up our data story on pizza eating preferences polled from our customers. Read it here.
I like to refer to my years working in fashion eCommerce as my “Elaine Benes” years, where I would channel writing for the J Peterman catalog. Here’s some of my work in the fashion space.
