Hi! I’m Joanna:
Seasoned writer, editor, marketer, and product manager with a passion for user-friendly digital experiences. Thanks for checking out my content portfolio.
Specialties
Marketing &
Copywriting
- Product marketing
- Content marketing
- GTM planning
- Campaign management
- Value propositions & message architecture
Editorial & Content Strategy
- Lifestyle, finance, healthcare & food writing
- Content audits
- Search engine optimization (SEO)
- Editorial calendars & CMS systems
- Recipe development
- Freelance management
UX Writing & Content Design
- Team leadership and mentoring
- Workshopping
- User research
- A/B testing
- Style guide creation
- Prototyping
Marketing Campaigns
GTM planning and copywriting
Subscription service rollout
Planned, wrote, and managed GTM launch campaign and subsequent optimizations for “Yummly Pro” subscription service, resulting in 75% growth in new signups and a 48% YOY increase in subscribers.
Selected writing
Product Marketing
Messaging architecture and sales support
Yummly Smart Thermometer
Project managed and wrote sales and marketing material for Yummly’s first physical IoT product including the overarching message framework, product detail pages (native, Amazon, Kitchenaid), in-store displays (Lowes & Home Depot), third-party sales associate training, and creative agency collaborations.
Selected assets
Content Design
Content leadership and user advocacy
Establishing the content design function
- Built and led the UX content team, codifying UX writing standards and developing a systematic approach to microcopy.
- Evangelized the role of content through lunch & learns, workshops, and process improvements, embedding writers in the product development process and collaboration tools such as Figma, Ditto, and Jira.
- Performed desk research, user interviews, and support ticket analysis to gain user insights that informed content strategy.
Selected templates
- Content modeling in Contentful CMS: templated diet hub pages
- Release notes: templated “Yum Tip” format
Editorial Writing
Content marketing and SEO
Publication: Yummly, “The Dish”
- Developed content that drove SEO growth, achieving 262% YOY increase in page views and improved user engagement.
- Created a popular monthly seasonal produce series, ranked among the site’s top 10 articles for 4+ years.
- Led content marketing efforts to increase subscription service adoption through chef profiles and strategic upsells.
Experimentation
Conversion optimization
Subscription growth
- Developed A/B tests, experiments, and user-testing prototypes to drive subscription through strategic upsell placement and messaging.
- Achieved 48% YOY growth in subscriber numbers by unlocking web conversion through a series of experiments, tripling web conversion in 2022.
Selected screens
