At Inno Supps, a fast-scaling DTC health supplement brand, I served as the central creative production link between the e-Commerce Marketing Director, paid media teams, and external channel partners. 

My primary contribution was building a repeatable research-to-execution content framework that governed messaging across ads, emails, landing pages, SMS campaigns, and upsell funnels simultaneously. I developed and maintained message consistency standards, including core hooks, tone guidelines, and angle hierarchies, so that every asset across the funnel spoke from the same strategic foundation.

My workflow began with structured Voice of Customer (VOC) analysis and competitor funnel audits to surface audience insights, which I then translated into three to five tested sales angles per product before any copy was written. I also researched clinically backed ingredient and their Unique Mechanisms of Action (UMA), including cascara sagrada and aloe vera, and converted complex science into accessible, conversion-optimized language. 

All work moved through a stage-gated production process covering insights, angle development, asset briefing, execution, and A/B validation, ensuring every piece of creative met performance standards before scaling:

1. Research & Insights

• Conducted customer interviews & VOC analysis to refine audience pain points (Sample)

• Audited competitor funnels to identify high-performing offer structures (Sample)

• Researched clinically backed ingredients (e.g., Inno Cleanse’s cascara sagrada, aloe vera) to position unique mechanisms of action (Sample)

2. Content Standards & Strategy Development

• Built 3–5 sales angles per product, testing emotional vs. functional positioning (Sample)

• Selected central hooks to maintain message consistency across funnel assets.

  • Sample of value-based email 

  • Sample of direct-response email

3. Execution & Measurement

• Wrote landing page copy that improved funnel CVR by +18% for Inno Cleanse (Sample)

• Developed SMS campaigns (welcome, browse/cart/checkout abandonment) that increased open rates by +33% and click-through by +19%.

  • Sample of welcome series

  • Sample of abandoned cart flow

• Produced email flows that introduced new sales angles to customers (Sample)

• Created upsell flows (e.g., Trim Biome GLP-1) that boosted attach rates by +8% and raised AOV.

• Helped scale paid campaigns with copy variations that reduced CPA ~11% across Meta Ads.

• Increased email-driven revenue by 23% YoY through optimized flows and campaign launches.