As an emerging brand coming onto the scene of a monopolized market, afterglow needed to increase brand awareness in a unique way. Fundamentally, they wanted to dig deep in order to discover what their ideal customer was truly looking for in the erotic space.
A solid verbal strategy would be required in order to successfully drive marketing messages to the target consumer. I established the brand voice from day one; ensuring to align the brand presence with mission, vision, & long-term goals. A connection was soon found between afterglow’s own mission + values to that of a traditional wellness company. Through a continual understanding of this target consumer, I honed in on positioning pleasure as a form of wellness practice. This identity work was crucial in setting afterglow up for success in launch phase and beyond. As the voice creator, I have the final say on all copy-related projects - ranging from ad campaigns to pitch decks.
After setting up that key brand identity through brand voice, I moved simultaneously into the Content Director position. In this role, I am in charge of the planning, strategizing, & execution coordination for both marketing & site content; essentially bridging the gap between creative and strategic marketing. Through this, I am able to show how each internal decision ladders up into the consumer-facing narrative. This involves email marketing strategy, managing contributors & partnerships, web content strategy, and more.
Brand Voice Specialist
Brand Voice Creation
B2C & B2B Copy Direction
Site Content Management
Email Marketing Lead