Full-funnel campaign 1:
Adobe customer retention
Adobe needed a research-led campaign for media and entertainment marketers responsible for subscriber growth and retention. As the content strategist and lead writer, I shaped the campaign narrative, translated the research into a clear editorial argument, and wrote the flagship guide and supporting promotional copy.
The central challenge was to make a familiar topic, customer churn, feel newly urgent and useful. Rather than treating churn as a single cancellation event, I framed it as an ongoing pattern of switching, returning, and subscribing across services, then connected that behavior to practical retention strategies and Adobe’s commercial capabilities.
Awareness
I wrote the editorial hook that reframed churn as a fluid cycle of switching, returning, and subscribing across services, not a simple divide between loyal and lost customers.
Consideration
I translated research, audience behavior, and data visualizations into a clear story about why subscribers leave, what brings them back, and how marketers could respond.
Evaluation
I connected those behavioral insights to Adobe’s customer data, segmentation, and personalization capabilities, helping readers understand how the platform could support more effective retention strategies.
Conversion
I wrote landing-page and promotional copy that positioned the report as a practical resource for growth and retention teams, giving the audience a clear reason to access the full guide.
Full-funnel campaign 2:
Rive Scripting
Rive was launching a professional scripting environment to two audiences with very different technical fluency. As the content strategist and lead writer, I developed the campaign narrative across Early Access and public launch, defined how the message should change by audience and funnel stage, and wrote the core copy
The work had to make Scripting feel ambitious without becoming vague, technically credible without excluding designers, and distinct from the AI Coding Agent launching alongside it.
Awareness
I developed the top-level campaign message and wrote the social launch copy, introducing Scripting through a broad, memorable proposition that could appeal beyond a developer-only audience.
Education
I interviewed Rive’s CTO and ghostwrote the technical deep dive explaining why Rive chose Luau as its programming language. The piece gave developers the architectural detail and technical credibility they needed to evaluate the feature seriously.
Consideration
I wrote the public announcement, translating Scripting’s technical capabilities into clear benefits for both designers and developers without flattening the complexity of the product.
Objection handling
Along with the Rive CFO, I structured and edited the FAQ around the questions users were most likely to have, particularly how Scripting differed from the AI Coding Agent. This kept the two simultaneous launches distinct while showing how they worked together.
Activation
I wrote Early Access and public-launch messaging that moved users from understanding the feature to trying it, with clear calls to download the app, explore the announcement, and reference supporting materials.
Adoption
I adapted the campaign narrative for in-product messaging, documentation links, Community, and Discord, helping users move from initial interest to hands-on use.
