I joined the Brand team at The Farmer's Dog in 2019, and quickly had opportunities to create campaigns for every kind of channel, educating the 66 million US owners about the existence and benefits of fresh food for their dogs.
Below are the personal and professional highlights of my 6-year tenure (the longest of anybody on Brand), spanning acquisition, retention, and product initiatives.
To the work
LONG LIVE DOGS
Stadium takeover
SEATTLE, WA
My personal favorite project married two things dogs and I both love — fresh food, and balls.
We took over the Seattle Sounders soccer stadium in Seattle in 2022, and I crafted a cheekily on-theme sales pitch to the fans.
LEAD COPYWRITER
ONBOARDING VIDEOS
CUSTOMER LIFECYCLE RESOURCES
My TFD Magnum Opus: Our airline safety videos, if you will. The largest customer drop-off in 2024 occurred before the second box shipped. We identified key issues of sick dogs (improper transitioning), lack of value perception of fresh food, and pickiness-inducing human behaviors. With a $750k budget, we crafted a nose-to-tail onboarding guide; over 2 days we shot 5 different versions of portion-specific guidance for 3 different dog sizes, then strategized the lifecycle surfaces, timings, and video parts to deliver (more on that below)
Customer retention increased, CX ticket volume decreased, and CX ticket quality increased, and most importantly we created an invaluable, visual resource for customers, lowering the barrier to a successful product experience.
LED CONTENT strategy, transition methodology, lifecycle asset rollout
Chapter 1: Meet Our Founders
Chapter 3: Why to Transition
Chapter 5: How to Feed
Chapter 2: Meet Our Vets
Chapter 4: How to Transition
Chapter 6: Picky Dog Tips
TRANSITION GUIDE
CUSTOMER LIFECYCLE RESOURCES
To house the onboarding videos (see above), we found surfaces across the lifecycle — from emails to SMS, CX comms and the customer account.
But lacking engineering bandwidth to go further, we scrappily created a landing page linked to the existing personalized QR code on the food pack labels, enabling us to deliver the personalized transition and full portion feeding guidance videos without any need for additional IRL collateral or budget.
These pages received on average over 5,000 unique monthly views and an 80% page scroll completion rate.
LED CONTENT strategy and copy
Disney collab commercial
TV & STREAMING
With the release of Disney's Strange World (starring a family dog, Legend) we were invited to create a co-branded TV spot in 2022. The catch? We had two weeks.
I wove TFD's value props with the themes of the movie to create a seamlessly merged sales pitch for fresh dog food and Disney's newest adventure story — in record time.
Lead copywriter
"Meemaw"
"Chef"
"Boss"
KIBBLE PARODY COMMERCIALS
TV & STREAMING
Born from a desire in 2021 to make plain the absurdity of kibble's claims — that a small, brown pebble is some superfood — we developed our three parody characters and their 30s sales pitches.
Lead copywriter
BRAND VOICE GUIDE
INTERNAL RESOURCE
As the company's first copywriter, the privilege of defining the brand voice in 2019 fell to me.
Building from and codifying existing tenets, I crafted the definitive voice and tone principles of The Farmer's Dog, that gave rise to over 1 billion meal deliveries.
LEAD Architect and COPYWRITER
WELCOME GUIDE
CUSTOMER lifecycle RESOURCE
To increase the value perception and quality of the first box experience, in 2021 we created a welcome booklet full of our most compelling messaging.
LED CONTENT strategy, copy, and claims
REVIEWS PAGE
WEBSITE
After 5 years of efficiently harvesting customer testimonials using an internal system I created in 2020, we had hundreds of customer stories sitting in a database going un-utilized.
We finally got the green light to refresh the website's reviews page, and created a space, searchable by specific issue, concern, or breed, where these incredible stories — more powerful than any copy we could write — could shine.
LED overall initiative, CONTENT strategy, testimonial selections
SUBWAY TAKEOVER
New york city mta
Within 3 months of joining TFD in 2019, I was writing ads for the New York subway — a personal honor.
We wanted to raise awareness to a product that was at the time a new alternative to kibble, with lots of benefits — but primarily we wanted to memorably jab at the burnt brown balls and the industry that created them.
LEAD COPWRITER
FERRY TAKEOVER
New york city mta
With everyone terrified of the germy subway in 2021, we met the people where they were at aboard the NYC Ferry. We'd launched a chicken recipe, so incorporated some updated classic "us vs them" assets, plus a pair of playful table decals addressing the dog food on the table.
Took us 3 attempts to find the right ferry to photograph!
LEAD COPWRITER
ONBOARDING EMAILS
CUSTOMER LIFECYCLE RESOURCE
To have a successful onboarding to the product — defined as clean transition, food safety adherence, and confidence in the value of food and service — customers need a lot of information. From logistics like tracking, billing, subscription stock management, and portioning, to belief-fostering content like testimonials, education, and more, there's a lot to communicate.
Here's a peek at some of the sends I designed as part of a content journey spanning the first 90 days of a customer's lifecycle, personalized to their primary cohort concern, strategically delivering to their inbox all of the information they could think to seek — and a little extra, for fun.
project lead & content strategist
SEND 1:
WELCOME
SEND 2
Order sent
SEND 6:
CONTENT INTRO
ACQUISITION EMAILS
NEW LEAD FLOW
From 4 years of ad hoc acquisition email performance testing, we had concrete takeaways to inform a brief for a new cart abandon lead flow.
LED CONTENT strategy & Creative direction
SEND 1:
All | Puppies
SEND 2:
SENIORS | ALL
SEND 4:
ALL
DIGEST ARTICLES
BLOG CONTENT
Prior to hiring a dedicated Digest site content writer, I also contributed longform articles to the blog site for use across SEO purposes, lifecycle comms, and more.
WRITER, RESEARCHER
SOCIAL HIGHLIGHTS
META, instagram, x, tiktok
Some favorite social posts over the years, before everything became short form videos of people in car front seats.
Particular love for "Biting Commentary" — a New Yorker Shouts rip-off — Very Scientific Rankings recurring series, and the Glass Bowls set.
LEAD COPYWRITER
*most viewed post of all time
WILLIAMSBURG MURALS
WIlliamsburg, brooklyn
LONG LIVE DOGS