Brand & GTM Strategy
At Fancy, I helped evolve a bold consumer brand into a polished B2B presence — without losing its personality. I built the content foundation: editorial guidelines, homepage copy, partner-facing messaging, paid ads, and App Store copy, all designed to scale a consistent
Fancy.com Homepage
I led the content refresh for Fancy's homepage, rewriting copy for clarity and flow, optimizing headlines and CTAs for conversion, and keeping the brand's cheeky tone intact throughout.
Fancy B2B Partnerships Page
For Fancy's B2B partnerships page, I translated a playful consumer voice into professional messaging that still had personality — writing targeted copy for each partner type that balanced wit with credibility.
Fancy Editorial Guidelines
I built Fancy's first editorial guidelines from scratch: a full brand voice and writing guide covering B2C and B2B voice principles, grammar and style rules, naming conventions, and audience-specific boilerplates. It's now the source of truth for anyone writing on behalf of the brand.
Fancy Paid Ads: B2B Campaign Strategy
I built Fancy's B2B paid ads program from the ground up, developing campaign structure, audiences, and all ad copy across brand awareness, prospecting, and retargeting. The goal: make a complex product feel simple and worth a click in seconds.
Fancy App Store Submission
I wrote and optimized Fancy's App Store listing — front-facing copy that communicated the app's value in the brand's playful voice, plus backend keyword optimization for App Store SEO. I also collaborated on the visual assets to keep copy and design cohesive.
