Evergreen Content Creation - New Arrivals
In my consultation work for Reebok’s European business, I’ve identified more than 45 evergreen product storytelling opportunities which I’ve implemented across channels and onsite in order to support sell-through of full-priced product during a commercially-charged year due to COVID-19.
Cyber Week strategy and execution
From 2018-2019 I was responsible for managing Reebok’s eCommerce promotional strategy for Black Friday and Cyber Monday. These two shopping holidays are the largest revenue-driving days of the year in the US market.
Promotional A/B Testing
I drove strategy and execution for a variety of A/B tests throughout 2018 and 2019, through Reebok’s paid social and email channels, as well as through onsite lightboxes. In collecting data that illustrates consumer behavior, I have been able to validate hypotheses and establish best practices for increasing click rates and conversion rates.
Amazon Prime Day strategy and execution
Prime Day is a relatively new shopping holiday that has grown massively not only for digital giant Amazon, but also for retailers of all kinds. I was tasked with building a promotional cadence that would capture the attention of Reebok’s shoppers in the midst of the aggressive promotional shopping environment spurred on in the US market by this holiday.
Email acquisition program strategy and execution
In July 2018, Reebok ran a week-long promotional series featuring exclusive partner giveaways and onsite offers, with the goal of driving email acquisition and increasing engagement of existing VIP consumers. I led the program strategy (including offer cadence and offer depth), managed the creative briefing and feedback process for all onsite materials and program emails, and executed all onsite acquisition and promotional activations.
Product launch content design
In April 2018, the Reebok brand re-launched a collection of high-converting printed leggings and tee shirts that had previously reached 100% sell-through. I directed the product shoot, utilized the raw images to design site assets, wrote the copy to accompany the imagery, and drove site execution.
Corporate newsletter design and content creation
In 2017, the Reebok brand underwent a period of corporate change, which included the relocation of its 700 headquarters employees from a sprawling suburban campus ten miles south of Boston to a shared new office building in the heart of the city.
I designed, curated content for, wrote, and distributed a local bi-weekly newsletter which answered common employee questions and provided opportunities to stay involved during the move and get to know the brand’s new neighborhood. It included relevant events from the Better Together employee engagement platform that I also managed (please see next work sample for details).
Employee engagement platform strategy
In 2017, I drove the development of an internal engagement platform titled “Better Together.” The program’s goals were to uphold the company’s tight-knit corporate culture, offer employees the chance to give upward feedback to brand leadership on the future of the brand, and promote transparency by inviting the company’s leaders to speak at monthly face-to-face meetings. The program leveraged six different types of engagement opportunities to bring a sense of structure to the corporate atmosphere during a period of chaotic change.
Intranet Information Architecture, UI Design, Copywriting
From 2014 to 2017, one of the core functions of my role in Corporate Communications was to ensure a positive User Experience via the Adidas Corporate Intranet, a SharePoint-based site.
I built and maintained an Information Architecture that enabled easy access to important details, I designed the User Interface of individual web pages, and I created branded page headers and other graphical elements. Lastly, I wrote the content for each page, ensuring clarity of the message and consistency of tone of voice.
Corporate blog content creation
In 2015-2016 I helped to build the content strategy for the newly-launched Adidas corporate blog, GamePlan A. In two feature blog posts, I provided the reader with a thought-provoking look at the sport-inspired lifestyle led by Adidas employees.
Please read the posts below: