White papers and thought leadership
At 6, I wrote a story about a pencil from Pennsylvania.
I've been building on that foundation ever since.
I have 10 years of in-house experience creating digital content and messaging that inspires and informs, driven by data and business goals. My skills include brand and product marketing, B2B thought leadership, and creative project management.
Below are samples of my work. Click the bold title below each thumbnail image to view the full asset.
White papers and thought leadership
When your business is selling frequent flyer miles, what happens when people can't travel? A year into the pandemic, we uncovered surprising data on how consumers were still buying miles to build their balances, even when they weren't flying. This report reassured our airline partners while showcasing our marketing prowess.
At Points, our in-house analytics team does an incredible job tailoring our clients' marketing offers to individual customers. This white paper is designed to show our current and prospective clients how much easier—and more profitable—it is to partner with us on offer personalization than to go it alone.
Marketing emails
Points pioneered the technology that lets airline and hotel loyalty programs sell their points and miles directly to consumers. It's our flagship service, and we market it on behalf of the biggest loyalty programs around the world. These are just a few of the emails I've written for different types of campaigns, always in the distinct voice and tone of the brand it represents.
Points also facilitates retail partnerships between loyalty programs and merchants. These are some of the consumer-facing emails I wrote to promote campaigns between Apple, Groupon, and some of our loyalty program partners. Customers would earn points/miles from IHG and JetBlue when they made purchases through Apple or Groupon's websites.
Landing pages
United Airlines asked us to redesign the landing page that summarizes all the ways a United MileagePlus loyalty program member can earn and use their miles. The UX designer and I pared down the content to only the most popular products, simplified the previously jargon-y copy, and added real user testimonials to humanize these somewhat abstract products.
Banner ads and social media
I partnered with our product marketing team to turn some of our research into customer personas. We picked out a couple of groups we felt could be converting at a higher rate: female business travellers and millennials. Together with our visual designer, I created some experimental ad concepts using video and animated text, targeted specifically at these two personas.
When Facebook added the ability to make status updates into images, Alaska Airlines thought, "what if we made our ads look like your friends' posts?" The result: this series of very successful ads.
I love JetBlue, because JetBlue loves playing with words. Here is just a fraction of the airline-related puns I've had the good fortune to make on their behalf over the years.
One-offs and fun stuff
One Valentine's Day, I put this up on our B2B blog and social channels, hoping to get media coverage (this was 2015 and infographics were all the rage). It worked—this piece earned us the most mentions of any content that year. The data is from a survey we had conducted.
B2B isn't all business... sometimes I get to have a little fun. When we sponsored a major industry conference, we were given an unusual marketing placement: the key-card holders for attendees' hotel room keys. The copy pretty much wrote itself.