SELECT WORK SAMPLES
Website redesign + content strategy, Cook for Your Life
- Situation: In 2019 Fred Hutch acquired Cookforyourlife.org, a homespun healthy cooking website founded by a 3x cancer survivor who loved to cook but didn't know how to build or run a content site.
- Task: Needed to modernize look and feel, improve UX, clean up science-based content, make site + brand worthy of parent organization--all on a shoestring budget.
- Action: Partnered with a digital marketing agency instead of traditional web design agency to save funds, mentored a team of unpaid nutrition and marketing interns and leaned in hard to every aspect of redesign using stakeholder interviews, GA, and survey data, plus past web expertise to guide content + UX decisions. Added robust filtering system, new recipe categories, improved recipe page with videos, online shopping list + cart options and multi-media landing page experiences for each stage of the cancer continuum.
- Result: Modern, mobile-first site launched at end of 2020. Engagement up 50%, cancer continuum "life boats of hope" landing pages top clicked assets on homepage, revenue-generating + in-kind partnerships initiated, ability to serve the cancer community and clinicians vastly improved.
Site experience, Paula's Choice Skincare
- Situation: Paula’s Choice website was not particularly user-friendly, product category pages siloed from editorial content. Long list of products with basic organization. Bounce rate high, conversions low.
- Task: Redesign product category pages by introducing better UX experience, social proof, connect two sides of the site to better inform user + drive them to cart.
- Action: Overhauled product category pages by implementing left rail navigation + filtering system, ability to sort by star ratings and reviews. Added more social proof with "best seller", "award winning" and "fan favorite" bugs on product tiles + added a Best Sellers product category page. Also added content blocks driving to relevant content, popup videos, skincare quiz, discounts and deals.
- Results: Best Sellers page #1 click on site top navigation, sales up 15% MOM after redesign launched, created brand loyalists by educating users and giving them a full 360 skincare experience.
“The Good Fight” brand campaign, Paula’s Choice Skincare
- Situation: Paula Begoun, best-selling author and founder of Paula’s Choice Skincare, started her career as a beauty myth-buster and cosmetics industry renegade. Coined “The Cosmetics Cop” by Oprah after multiple TV appearances, Paula’s whistle-blowing-no-matter-the-cost origin story had become dated and buried in a sea of emerging flavor-of-the-month beauty brands and faces.
- Task: Broadcast how Paula turned her early debilitating skincare struggles into a career fighting for women, plus amplify the brand's “Truth in Beauty” mission while also giving back.
- Action: Launched the brand's first-ever multi-media brand campaign, The Good Fight, aligning Paula with a pair of sister celeb activists to help tell her story of fighting transparency for 30+ years.
- Result: Enjoyed 5.5M video views, 1M over forecast plus 70%+ clicks to site experience over forecast. 10% of proceeds went to chosen charities, exceeding donation goals.
“Know Your Farmer” brand campaign, Crowd Cow
- Situation: Pre-pandemic, it was an uphill battle to convince the average grocery shopper to stray from their usual routine of cheap, mass-produced mystery meat at their local store.
- Task: Open consumers' eyes to the myriad of ways farm-direct craft meat is better for their health, the cows, the land, the farmers and their local economies--with the ultimate win of an astonishingly delicious end result when all those components are in harmony, making the higher price tag worth it.
- Action: Crafted the new tagline of “Know Your Farmer, Eat Better Meat” plus produced a series of digital videos and local 30-second-TV spots that aired during Seattle Mariners baseball games. Emotionally resonated with the audience by featuring intimate conversations with hard-working farmers, plus showcase cows relaxing in pasture, happy people eating incredible product in nature. Branded early and often (name and logo graphics + voiceover) plus offered a $25 discount driving back to the site.
- Results: Website traffic spiked ~30% during and just after each spot aired, with direct traffic and conversions trending up for 2-3 days after each airing. Increased brand awareness plus sales of Crowd Cow's signature "Steakburgers" at the Mariners Hit It Here Cafe.
Genius Kitchen Hacks, Food.com
- As a founding member of Food.com, I created and launched Food’s video strategy, which became the most socially engaging, viral and monetizable content in the history of Scripps, now Discover Networks.
- From ideating to scripting to storyboarding to producing, I touched every component of our delightfully silly Genius Kitchen Hacks video series. So successful and beloved, Food.com misguidedly rebranded as GeniusKitchen.com for a period of time after my departure. The brand has since gone back to Food.com.