At Inno Supps, a fast-scaling DTC health supplement brand, I served as the lead copywriter responsible for persuasive, conversion-optimized messaging across ads, emails, landing pages, funnels, and upsells. Working with the e-Commerce Marketing Director, I built a repeatable research-to-execution workflow that drove measurable revenue impact.

My Workflow:

1. Research & Insights

• Conducted customer interviews & VOC analysis to refine audience pain points.

  • Example

• Audited competitor funnels to identify high-performing offer structures.

  • Example

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

  • Example

2. Strategy Development

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

  • Example

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

  • Value-based email example

  • Direct-response email example

3. Copy Execution

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

  • Example 1

  • Example 2

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

  • Welcome series example

  • Abandoned cart example

• Produced email flows that introduced new sales angles to customers. 

  • Returning customer example

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

Key Impacts

• 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.

• Supported Inno Cleanse campaign in achieving six-figure monthly revenue ($350K+ range), with copy performance validated through A/B testing.