The New York Times Wirecutter
As Wirecutter’s first (and only) copywriter, I led the development of impactful brand campaigns, launched new content franchises, and crafted compelling product and UX copy. I also created and enforced our verbal brand guidelines, ensuring consistency across all our communications.
Amazon Prime Day
Everyone loves a good deal, right? The problem is most deals aren’t really deals at all — especially during events like Amazon’s Prime Day. So how do you know if that deal is really a deal — or just a dud? Wirecutter can help.
Sleep Week
President’s Day often brings an influx of sleep-related sales and products. Don’t snooze on them.
Evergreen Campaign
An evergreen brand awareness campaign that runs regularly in The New York Times print and audio.
Holiday 2023
Some people are impossible to shop for. But with Wirecutter’s help, you can please the persnickety, amaze the minimalist, and even find something for your dog (who won’t share her gift list no matter how many times you ask).
Print pieces ran in The New York Times print editions.
Make A Plan: Moving
To launch Wirecutter’s first franchise, Make A Plan: Moving, we created a brand new landing page alongside a digital campaign.
Explore the landing page: https://www.nytimes.com/wirecutter/make-a-plan/moving/
Branded press packaging
We created press packaging featuring bright brand colors and punchy headlines to send to influencers, fans, contest winners, and more.
Paid Acquisition: Brand Awareness
An evergreen paid acquisition campaign that focuses on driving awareness and new user growth through digital display.
“The Recommendation” email campaign
We created an email campaign to drive newsletter growth to Wirecutter’s premier newsletter, The Recommendation. Each send happens in a specific part of the year, highlighting seasonal themes like enjoying summer, scoring Prime Day deals, or shopping for holiday gifts.
