Lead copywriter across Instacart’s evergreen testimonials campaign.

 ︎ Scripted :30/:15 and social-native :15 cuts for linear, OTT, OLV, and paid social
︎ Developed casting archetypes to translate strategy into interesting stories
︎ Navigated legal constraints - while also integrating CPGs and product RTB

Debbie’s Instacart Story

Juliana’s Instacart Story

Wendy’s Instacart Story

Destinee’s Instacart Story

Paid Social :15s

 Verbal Identity

Led and wrote Instacart's tone of voice refresh.

︎ Developed the three core voice traits in partnership with internal product team
︎ Defined how each trait flexes across six surfaces
︎  Now used across brand and product

  Growth Marketing

     I hope you opened one of these in your inboxes.
      No? That’s okay. I re-read these 5x for you.

︎ CRM Emails

         
           

                     ︎  I also built the brand voice for Fizz — Instacart’s new delivery integration with Partiful.

                 
                   
   
                    ︎︎︎     

               Paid Social - Retailer Partnerships


        Paid Social - Seasonal Halloween



      ︎︎︎

          ︎ I also write for Instacart’s shoppers to educate & empower the real grocery experts.

     Shopper Milestones CRM





︎ Year in Review CRM 



  ︎  Educational Shopping Guides



       More to come...

    Currently in my cart: Vegan Bacon Strips 

  I know....... I know.