I worked closely with the Marketing Team to revive the email program, updating existing templates, refreshing the calendar with new editorial concepts, and infusing emails with more clean beauty education. We also launched a new Welcome Series, above, which drove CTR by 25%.

Acquisition Strategy: Kari Skitka
Creative Direction: Brooke McGrath
Photography: Andrew Parsons
Graphic Design: Gelsey Malanska

I wrote copy for a range of digital ads, including: Google paid search; display, retargeting, and lead form ads on Facebook and Instagram; affiliate banners; and even the script for a Pandora audio spot.

Above: two of the ads from an acquisition campaign targeting specific skin concerns (anti-acne and anti-aging, respectively).

Creative Direction: Brooke McGrath
Photography: Andrew Parsons

One of my first projects was building out the content calendar of Clean Beauty 101, Follain’s new and improved blog. I pitched and wrote articles, briefed freelancers on their assignments, and top-edited all content.

Creative Direction: Grace Abbott
Website Development: Alchemy + Aim

I crafted copy for collection and product description pages, header banners, pop-up email modals, and custom-built landing pages on follain.com.

Above: one of four collection pages for a Mother’s Day email, at left; and the product page for a newly added antioxidant powder, at right.