I took on the role of copywriter lead on Zendesk’s biggest global marketing campaigns. This is where we create brands within the brand by turning creative briefs, in-depth research, and high-level concepts into engaging—original—executions that support the mother brand.
It’s like brand inception—and it works. We’ve managed to create brand recognition around our unique narratives and art direction that build off each other year-over-year.
CX Maturity 2021
Running a business can be overwhelming. That's a fact. And keeping up with customer needs is even harder—regardless of where your CX stands. It’s important to know where you rank, where you're at risk of falling behind, and what you need to do to accelerate your position. Copy lead, responsible for tone, narrative, video, organic social, emails, event registration, and global newsletter promotion.
This is just a snippet of the work. We hit 143% of our target goal for report downloads, including +173% YoY for SMB and +92% YoY for Commercial + Enterprise companies. Social media reach was 1.1M people, that’s +120% QoQ. And 1.8k social impressions, that’s +38% QoQ.
News you can use
What’s New (<- check out the page) is where Zendesk showcases their latest and greatest. It’s important to stay on theme and keep the narrative consistent with our live campaigns—like CX Maturity. I do a lot of that and serve as copy lead responsible for web, emails, quarterly newsletter, and event registration assets.
Here’s how we get people interested. This is the What’s New newsletter—a new email template for this campaign that I helped implement. Trust me, it looks prettier in your inbox.
And it paid off. In 2021 we increased pipeline from What’s New +121% YoY, bookings +98% YoY, event registration +233% YoY, and attendance +208% YoY.
Fresh off the press
I’ve owned the copy and content of the Zendesk global newsletter since I started my role. It’s the one-stop-shop for announcements, launches, and a prime space to showcase the Zendesk Brand.
