I help brands deepen their trust and credibility with customers
Company: Convoy
Industry: Freight tech
Project: The print and digital Freight Insights Report
My role: Writer, editor, and leader of the go-to-market launch campaign
Collaborators: Convoy's data science, shipper insights, brand design, channel marketing, and sales enablement teams
The Freight Insights Report used Convoy's data and publicly available transportation data to analyze the macro events and micro trends that shaped trucking in 2022. The report drove customer engagement, meetings, and customer love, record-setting email open rates with key customers and prospects, and the highest user engagement ever in Convoy's platform during launch week.
Company: Convoy
Industry: Freight tech
Project: The print and digital Future of Freight publication
My role: Writer, editor, and leader of the go-to-market launch campaign
Collaborators: A team of Convoy and external contributors, Convoy's brand design team, and my own printer and freelance writers
One of Convoy's biggest marketing challenges is breaking through the noise to make its own differentiation clear and compelling. So I pitched the idea to test print. Print would find its place on desks, in break rooms, and on coffee tables. It wouldn't get lost in email inboxes or scrolled past on digital feeds. We used a large format and quality paper that someone would rather share than throw away.
The Future of Freight featured rich thought leadership content created specifically for supply chain executives. It was created in just 2.5 months. The book increased brand awareness, engaged prospects and customers, and helped create conversations that closed deals with shippers as quickly as two months post-launch.
Company: Convoy
Industry: Freight tech
Project: Sales-led GTM for Convoy's online shipper platform
My role: Sales GTM lead and content writer
Collaborators: Convoy's customer success, product marketing, and sales teams
I led a sprint to prepare sellers for a new product launch, delivering content and tools to help them learn how to pitch, demo, and drive engagement. The BOM included a seller playbook with talk tracks and email messaging, pitch deck, product SOPs, demo scripts, snackable demo videos, and more. Time to launch: three weeks. The winning team increased demo frequency from 7 demos in September to 54 demos in October, for a 671% change WoW. One of those demos resulted in a new customer.
Company: Hyatt Hotels Corporation
Industry: Hospitality
Project: Digital content strategy for 700+ redesigned hotel websites on hyatt.com
My role: Lead content strategist and go-to-market lead
Collaborators: Hyatt's digital content, analytics, UX, and customer insights teams and our user experience design agency
In 2017, hyatt.com had 100+ million visits and drove $1.5 billion in revenue. In 2018, Hyatt invested in a full redesign of its 700+ revenue-driving hotel sites. I created the data-driven digital content strategy and then tested it with a group of willing pilot hotels: We saw a 9% increase in content velocity, or visits to check availability, compared to a 2% increase in the control set. The strategy lived in these playbooks, which I then launched them to marketing teams and agencies worldwide through live training, webinars, and presentations.
Company: Hyatt Hotels Corporation
Industry: Hospitality
Project: Promotional landing pages
My role: Copywriter and content strategist
Collaborators: Internal requester-stakeholders and the digital content team
I built custom landing pages that showcased Hyatt hotel brands and promotions. These pages enabled channel growth in paid marketing, social media, and organic digital acquisition. Our directory-style landing pages (e.g., “all-inclusive hotels") saw organic traffic +47% Y/Y and page-one rankings. Our destination landing pages (e.g., "hotels in China") saw natural search traffic +200% Y/Y and generated $2 million in revenue in 2018.
Company: Coyote, a UPS company
Industry: Supply chain
Project: Internal storytelling
My role: Creator, writer, editor, and project manager
Collaborators: Coyote's in-house photographer/videographer, graphic designer, and small team of contributors, plus SME teams across the company
The goal: celebrate the successes of 2,200 employees across 16 offices while elevating Coyote's vibrant, young culture. The digital newsletter included a CEO letter, shorter stories, news and awards, and fundraising news. Our back-of-book features were themed to Coyote's values — True, Tribal, Tenacious, and Smart — and highlighted customer wins, executive stories, new services and products, and other timely news.
Our biggest win: UPS executives shared their support and appreciation for the newsletter (UPS acquired Coyote for $1.8 billion in 2016).
Company: Coyote, a UPS company
Industry: Supply chain
Project: #JoinThePack organic Instagram campaign
My role: Social media manager
Collaborators: Coyote's in-house photographer/videographer and graphic designer
I wrote the voiceover scripts for four 15-second videos (here, here, here, and here) featuring Coyote's young and vibrant culture. The goal: increase awareness and engagement among potential recruits. The campaign was a finalist in the Instagram Video category in the 9th Annual Shorty Awards. In just two months, followers increased 10%, and the videos were viewed more than 5,000 times.
Company: Riggo
Industry: Freight tech
Project: Rebrand (freelance)
My role: Writer and project manager
Collaborators: The Riggo team and graphic designer lukeprevis.com (my husband)
My husband and I were approached by a former coworker to rebrand his new freight tech startup, Riggo, in 2018. We worked together to uncover their identity and define their voice, then we brought it to life through their website, sales collateral, and social media. Just a year later, in 2019, Riggo was acquired by Covenant Logistics.
