Drove Editorial Voice and Content Strategy for Semi-Private Jet Startup Aero

As editorial strategist and senior copywriter at Aero, a semi-private jet startup from Uber co-founder Garrett Camp, I partnered with product, design, and CX teams to drive brand awareness and engagement. Throughout 2021, I helped evolve and refine Aero’s unique brand voice (“effortless and elevated”) by crafting copy and content across multiple digital channels:

  • Website - created guest-centered content experiences, including travel guides for Aero destinations (Geneva, Milan, London, Nice, Los Cabos, Las Vegas, Aspen, Sun Valley, Jackson Hole). Wrote all copy for Aero.com/eu and Aero.com/na.

  • Social Media - partnered with TribeX digital agency to produce content for organic and paid social. Organic social posts can be viewed on Instagram, Facebook, and LinkedIn (from April through December, 2021).

  • Email - conceived, wrote, produced, and delivered weekly marketing emails via HubSpot. Partnered with CRM lead to segment audiences, streamline delivery, and optimize conversion.

  • Advertising - crafted copy for digital and print ads and wrote long-form sponsored stories, both solus and in partnership.

Created a Social Media Content Strategy and Playbook for Suerte Tequila

Working with On Ideas, a creative marketing agency based in Florida, I developed a social media content strategy and playbook for Suerte Tequila. Part of a digital media campaign to increase brand awareness and sales, my deliverable included a detailed multi-channel content strategy, creative examples illustrating new content themes, copy and community management guidelines, and more.

The content strategy revolved around sparking authentic emotional moments and building conversations between the burgeoning spirits brand and its consumers, distributors, and retailers. New content aligned with this strategy can be viewed on Suerte’s Instagram handle (starting from around May 2021).

Produced B2B Content Across Every Travel Vertical for SkiftX Creative Studio

SkiftX.png

Helping the travel industry chart a path toward recovery, I facilitated Skift’s sales team in the development of strategic program ideas for airlines, hotels, destinations, corporate travel advisors, travel tech companies, and many other travel verticals. Working with SkiftX Creative Studio, I was tasked with conceiving, designing, producing, and launching everything from trend-focused research reports to videos, article series, and mini-sites — all kinds of strategic content aimed at achieving numerous client goals: building awareness, driving thought leadership, and acquiring qualified leads.

I produced around 35 articles, starting at the strategy/concepting phase with clients through interviewing, researching, and writing/editing. Highlights include thought-leadership and advice-based stories for Accor, Appnovation, Destination Canada, CrowdRiff, Expedia, Facebook, Hilton Luxury Group, and Livn.

At Skift Global Forum, the company’s flagship global conference on the business of travel, I moderated virtual brand talks with CrowdRiff, Criteo, and Destination Canada.

Crafted Dynamic Content for an Innovative Healthcare Company’s New Website

Chapters Health Home Page.png

Working with On Ideas, a creative marketing agency based in Florida, I led content strategy, development, production and implementation for the redesign of ChaptersHealth.org, the website for one of Florida’s largest end-of-life healthcare companies. This four-month project involved overseeing an exhaustive content audit, extensive stakeholder interviews, and new content for approximately 120 web pages.

Wrote News Stories and Profiles for the Global Content Lab at Johnson & Johnson

Led Customer-Focused Content Strategy and Production for a Redesigned IrvingOil.com

Screen Shot 2019-07-22 at 10.33.39 AM.png

Working with key stakeholders at Irving Oil, an energy company based in New Brunswick, Canada, Frei Agency helped craft a customer-focused content strategy for the company’s redesigned website, IrvingOil.com, which launched in May 2019. Frei Agency also wrote and helped refine almost all of the copy that appears on the new site: Pages about the company’s Big Stop Restaurants and Bark Parks, stories about their environmental initiatives and commitment to diversity, strong value propositions and CTAs that appear on their home energy pages, and much more. All copy was written to align with the brand’s “informed enthusiast” voice.

Developed Multichannel Content Workstreams for Irving Oil, an Energy Company in New Brunswick, Canada

One story expressed in multiple channels and formats to reach the right audience at the right time.

One story expressed in multiple channels and formats to reach the right audience at the right time.

Frei Agency helped Irving Oil develop a multichannel approach to content planning, aligning the content objectives of the new website with the objectives of the company’s social media channels in order to deepen engagement, tell a more complete brand story, and provide a relevant “next step” to Irving Oil’s target customers.

Modeled as an agile content engine, with a "report once, publish everywhere" approach to content creation, the planning approach was unified around a comprehensive content ecosystem that considered all active Irving channels: Facebook, Instagram, LinkedIn, Twitter, and IrvingOil.com, with recommendations on new channel opportunities and Influencers.

Forged an Emotional Connection Between AAA Auto Club Group and Its Members Through Custom Video

While working as Creative Director at Pace, a brand storytelling agency based in Greensboro, NC, I helped conceive and execute several videos for AAA Auto Club Group, all designed to stir emotion and drive AAA members to action:

These videos were part of a multi-channel approach to content that I oversaw for AAA Auto Club Group while I worked at Pace, from 2012 to 2017.

Conceived and Produced Immersive Multimedia Experiences for Four Seasons Hotels & Resorts

Maldives for Four Seasons.png

While working as Creative Director at Pace, a brand storytelling agency based in Greensboro, NC, I produced, wrote and edited a series of Extraordinary Experiences designed to position Four Seasons Hotels & Resorts as an access point for incredible destination experiences:

These experiences were part of a larger multi-channel content program that I managed during my time at Pace, from 2012 to 2017.