Good Eggs Content 2.0
A rebrand in early 2017 forced us to reimagine our content program in the context of our new value prop: the simplest way to feed your family well, all week long. I co-led the development of a content strategy that would give texture to this brand promise and serve to delight, inspire, and inform our core customer base of young working mothers. I led the launch of the program, managed a team of contributors, and oversaw content production.
Brand and Content Partnerships
Partnered with a series of Bay Area food luminaries to craft the menu for a week of dinner kits each month and collaborate on one-off products. I worked with the partners to draft editorial and culinary strategies, produced photo and video shoots, and oversaw interviews and promotion for each partnership.
I led copy and assisted with editorial strategy and art direction for all direct mail campaigns, which emerged as our most successful growth levers to date. Additionally evaluated other print opportunities and formalized editorial concepts for e-cookbooks and other lead magnets.
A selection of my favorite infographics, lifestyle shots, and videos I produced with my team.