Product School
Lifecycle messaging and brand repositioning for a global education company.
My focus was strengthening Product School’s brand voice and delivering consistent, conversion-focused copy across the customer journey. I worked across lifecycle email, website messaging and conversion campaigns to engage prospects, students and alumni while supporting Product School’s shift from a B2C to B2B brand.
Role
Lifecycle Marketing Copywriter
Focus
Email · Website Messaging · Landing Pages · Campaigns
Scope
2023–2025
Over two years, I led the lifecycle team to move from campaign-by-campaign copy to a consistent brand voice that held up across email, web and landing pages.
Lifecycle email marketing
Turning lifecycle messaging into measurable revenue.
I wrote targeted lifecycle and promotional campaigns across multiple audience segments, balancing conversion-focused messaging with the needs of prospects, students and alumni.
Brand repositioning & website messaging
Repositioning the brand for a new audience.
As Product School shifted its focus from individual learners to enterprise clients, I led the rewrite of the homepage and website messaging to align the brand with its new audience, value proposition and business objectives.
Landing pages & campaign messaging
Creating conversion-focused messaging across campaigns.
I developed landing page and campaign copy for multiple product offerings and promotions, connecting email messaging with the destination experience to create more cohesive conversion journeys.