BRAND LAUNCH CAMPAIGNS & PACKAGING
editorial direction / management & hiring / email / social / SEO / branded content / UI, UX / digital app / packaging
Thrive Market
Thrive Market is a direct-to-consumer online grocery store for organic and natural products. One of the fastest-growing startups of the 2010s, the company now serves over 1.2 million happy customers. Thrive’s private label product line debuted in 2015—a huge company milestone. Today, Thrive Market Goods has grown to 600+ ethically and sustainably produced items.
My role: Editorial Director
As editorial director, I led a team of writers, editors, and producers to create multi-channel content for emails, social, blog, product pages, the app, partnerships, and more. We also conceived and executed marketing campaigns and package copy to support the launches of 100+ Thrive Market Goods products.
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Collaborators // sr. copywriter: Megan Martin, photographers: Paul Delmont & Alicia Cho, stylist & food editor: Merce Muse
My team developed up to 7 emails weekly—with recipes, tips, inspiration, and education—to drive revenue for both Thrive Market Goods and brand partners.
I oversaw the creation of on-brand, legal-approved packaging copy for 100+ Thrive Market Goods products.
My team created dozens of original creative assets per week for both in-house and partner brands.
During my tenure, blog traffic grew to 1.5M unique visits/month (from 200K) and Facebook impressions reached into the multiple millions. To get there, we made workflow improvements and optimized content for engagement, SEO, ROI, and lead conversion.