Marketing

Marketing

I collaborate with marketers, designers, and video teams from functional performance marketing to aspirational storytelling.

Video and tv

Role: Scripts, story assembly, on-set production

I wrote and produced a variety of videos including broadcast tv, pre-roll ads, success stories, and YouTube channel content. I also worked on set with directors, actors, sound and lighting technicians, and our production team. Our “How do YOU say Udemy?” spot was the best-performing Udemy ad ever, beating out expensive agency creative.

Our founder and success stories were incredibly gratifying to work on. Our founder’s wife cried when she saw this video. John the Singer inspired us to never stop learning, even in advanced age. This is what it’s all about.

Integrated marketing

Role: Copywriter, strategic partner

I’ve concepted, crafted, and written hundreds of integrated marketing campaigns including key e-commerce moments, live events, and much more. Campaigns at Udemy typically include assets for onsite, email, mobile app, tv, video, organic and paid social, paid search, and affiliates in 12 languages. Want to discuss this in more detail? I’ll show you even more examples, explain how I collaborate with designers, handle localization, and what other considerations I make to deliver the best work possible.

We can’t always sacrifice clarity, but sometimes there are opportunities to pair copy in a clever way with the topic or visuals.

We can also pair inspiring, yet practical communications with relatable models that grab the learner’s attention through eye contact and tone of voice.

Representation matters. You may not be able to represent everyone in a single communication, but our strategy is to balance it overall with adaptations by region. We got really positive feedback in focus groups that people saw themselves in our marketing and appreciated the effort. It’s what you do when your mission is improving lives through learning.

Email is still an important part of any marketing plan. Although marketers can often look at it as a numbers game, it's our job as creatives to think about how we can capture attention in a crowded inbox, offer value in the content, and motivate the audience to take action.

Organic social is an effective way to express your brand free from product limitations or ad budgets. I regularly meet with our social team to understand past performance, learn about trends, and brainstorm new ideas.

Personalized marketing

Role: Copywriter + content designer

One of our larger company initiatives was to build personalized marketing messaging into the product since it’s all about delivering the right message to the right person at the the right time. I worked with a designer and marketing manager to create targeted messaging for 25+ moments like wishlists, learning reminders, and course completion.

Many of the moments were around engagement. I focused on light-hearted messaging that inspired people to take action. We also set up a design system that paired copy with spot illustrations for these action-oriented moments that would be difficult to communicate through photography. We reserved photography visuals for more aspirational communications.

Product marketing

Role: Copywriter, strategic partner

One of the more recent product launches I supported was CarPlay for the Udemy iOS app. I helped develop strategic communications for email, mobile push notifications, and in-app messaging.

For email, instead of simply announcing the feature, we tried to connect with the audience through a relatable moment while still touting the benefits of the feature.