Served as copy lead across major initiatives at Yahoo, including the launch of Yahoo Scout, the company’s new AI-powered search engine. Led product and launch messaging across CRM, in-product experiences, metadata, pop-ups, and performance placements, shaping a clear, human voice for an emerging AI platform. Ongoing responsibilities included lifecycle and trigger-based emails, high-velocity performance copy, and platform messaging designed to drive engagement and discovery across Yahoo’s ecosystem, as well as campaign work on Bracket Mayhem, Yahoo’s flagship sports engagement moment.
Planner by Yahoo Mail
As the copy lead on Yahoo Mail, I developed the positioning and owned all campaign copy for Planner, a feature that turns everyday emails into organized tasks and events. Featuring Cardi B, the campaign translated Planner’s utility into a clear promise: less inbox overwhelm and one place to stay on top of what matters. The work outperformed category benchmarks across every KPI, including a 35-point lift in favorability, 31-point lift in aided awareness, and 33-point lift in recommendation, while becoming Yahoo’s most-shared and most-commented post of the year.
Yahoo Scout
Served as copy lead across major initiatives at Yahoo, including the launch of Yahoo Scout, the company’s new AI-powered search engine. Led product and launch messaging across CRM, in-product experiences, metadata, pop-ups, and performance placements, shaping a clear, human voice for an emerging AI platform.
Yahoo Sports
Led creative direction and messaging strategy across Yahoo Sports’ marquee Fantasy campaigns, including Bracket Mayhem, Fantasy Football, and the launch of College Fantasy Football. Partnered across creative, product, and marketing to build integrated campaign narratives spanning CRM, paid, native, and in-product placements.
Grounded in audience insights and performance goals, the work simplified complex product experiences, strengthened Yahoo Fantasy’s voice, and created cohesive consumer journeys designed to drive participation and growth. College Fantasy Football became a meaningful acquisition driver, with College Fantasy players accounting for 40% of new Yahoo Fantasy sign-ups.
Yahoo Games
Supported the launch of Yahoo Games' Mini Crossword, collaborating with cross-functional teams to develop the creative messaging strategy for a new daily gameplay experience. The work centered on crafting consumer-first storytelling that simplified product value, strengthened brand voice, and encouraged repeat engagement.
By translating audience insights into intuitive, approachable creative, the campaign helped introduce the Mini Crossword as a fresh, daily destination within the Yahoo Games ecosystem.
Yahoo Events: NewFronts
Developed and shaped sizzle assets for Yahoo NewFronts, bringing clarity and creativity to high-profile B2B storytelling
Yahoo Weather
As copy lead for Yahoo Weather’s campaign featuring Kyle Cooke, I shaped the messaging strategy and creative narrative, turning an everyday utility product into a culturally relevant, social-first launch. I guided the copy across campaign touchpoints, balancing product clarity with personality and shareability. The work generated 2.5M+ views and 92K engagements, becoming Yahoo’s No. 2 most-shared and most-commented post of the year.
