I have extensive experience leading copy strategy and execution for both acquisition and retention channels. My ability to blend creativity with strategic insights ensures scalable, results-driven copy that resonates with audiences across multiple channels.

Growth Copy Initiatives and Results: - Working closely with strategists and paid media teams to create targeted ads, landing pages, and video assets that drive conversions and engagement. - Key Avg Metrics: - CTR: 3% - CVR: 5% - CAC: $30 - 50-100% above baseline

Retention Copy Initiatives and Results: - Lead copy + strategy for both email + SMS channels -  I partnered on building out the SMS program from $0 to $5M in monthly revenue. - Executed high-performing email copy with 50%+ open rates, 3–5% CTRs, and generating an average of $3mm+ revenue per month.

"Us vs. Them" Value Proposition Framework To better showcase key differentiators across various touchpoints, Scott developed an "Us vs. Them" copy framework that clearly and succinctly highlighted brand value props. This versatile messaging approach was applied across landing pages, emails, ads, and content, effectively reinforcing the brand's competitive edge while driving engagement and conversions. The framework proved adaptable across multiple products and marketing channels, becoming a go-to format for high-impact messaging.

SMS Campaign Optimization With limited availability in the SMS send calendar (1-2 slots per month), Scott developed a strategic framework to maximize engagement and revenue. He identified key audience cohorts—lapsed (re-engagement), engaged (conversion), and brand-focused (entertainment)—and created evergreen, goal-driven sends that could be deployed as needed. This approach resulted in a 50%+ CTR and $10-20K in additional revenue, while also establishing a replicable format for future campaigns.

CTA Testing for Landing Pages & Emails Scott led ongoing CTA testing to determine the most effective messaging across landing pages and emails. By developing structured test parameters, he experimented with variations such as general vs. specific (e.g., "Shop Now" vs. "Shop Discounted Bundles") and action-oriented vs. generic (e.g., "Save 20% Now" vs. "Shop Now"). While some improvements in CTR and revenue were observed, key learnings emerged—particularly that CTA variations in email often lacked statistical significance, helping to refine future testing priorities.