Stash
August 2021-December 2022
While at Stash I was primarily responsible for producing copy for paid media. I was the sole copywriter on the paid media team and worked cross-functionally with partners in design, video, marketing, and compliance. I disseminated briefs and determined creative direction for each quarter’s planned projects, and produced multiple variants for each video and display ad so that creative could be effectively tested.
I also worked on organic social where I was responsible for producing both on-image and caption copy for platforms including Twitter, Instagram, LinkedIn, and Facebook. I worked with the social team to plan the social calendar and determine social strategy each month, anchoring our posts around pertinent holidays and financial events i.e. tax season, with additional content pertaining to Stash products providing the remaining posts for the month.
During major campaign moments I wrote copy for a variety of other deliverables such as email, in-app messages, push notifications, and SMS. While my assistance here was mostly leveraged during major campaigns, I also produced copy for these types of deliverables on an ad hoc basis.
Finally, I was responsible for editing the work of other members of the copy team, and provided the final set of eyes for most copy that went live across the site and social platforms.
WTF is an ETF?
Paid Media
This video was produced as a piece of educational content for Stash customers for paid media channels. The purpose of this video was to further educate Stashers about the history of ETFs and the benefits of investing in them. I was responsible for writing the script for this video.
Organic Social
Stash primarily used its Twitter feed to promote semi-regular Stash Stock Parties, during which Stash customers could earn free stock as a perk of their subscription. Twitter was the primary social driver for this initiative. Additionally, many posts produced for Instagram were edited and made character count compliant to repost on the Stash twitter feed.
Organic Social
The social team met each month to collectively plan the following month’s social calendar. Prior to these meetings I would brainstorm ideas that I then presented during these sessions. Once a preliminary calendar had been landed on, an additional meeting was set up during which time design, video, and copy would align on creative direction for each of these posts. I then produced both on-image and caption copy, as well as copy that was leveraged on influencer accounts—both scripts for their IG stories, and captions for their in-feed posts.
AAPI Month
For AAPI Heritage Month, Stash highlighted employees of AAPI descent with profiles that went live over the course of the month. Each respondent completed a set of interview questions, which I then interwove into LinkedIn posts designed to highlight the company’s DE&I initiatives.
Employee Spotlight
As a recruitment tool, a set of profiles of employees at Stash were completed and published on LinkedIn. The goal was to highlight the benefits of working at Stash such as the remote-first environment, flexible PTO, etc. Respondents were interviewed, and I wrote the caption copy and selected which quote (if any) to feature as the on-image copy.
Organic Social
This is a selection of posts I wrote for LinkedIn while I was working on organic social at Stash. I wrote both on-image and caption copy for these posts. Content included linking articles on Learn (Stash’s education resource), highlighting c-suite new hires, informing followers of webinars and other financial news provided by Stash, and showcasing the positives of working for the company.
Halloween Campaign
To celebrate Halloween 2022, Stash launched a new eight hour-long format for its Stash Stock Parties. This involved the production of a variety of deliverables across social, site, the app, and email. I was responsible for producing copy for the email campaign, as well as in-app messages, and push notifications that were sent on a schedule over the course of the event.
Display Ads
Paid Media
These are a sampling of display ads produced during my time working on the paid media team. For each brief, 2-3 copy variants were ultimately landed on and then paired with different designs and/or motion. I produced at minimum 7-8 options for each project, which were then refined by both compliance and marketing. Once they were aligned I worked directly with design to ensure copy fit within what that team was projecting for each ad.
Video
Paid Media
For each brief provided by marketing typically two video types were requested—one UGC and one animated. 2-3 copy variants were provided for each video type. After being briefed by marketing, copy and video met to discuss creative direction for each brief. Once that had been aligned on, copy was produced. Copy would then be edited by both marketing and compliance, and final scripts, graphics and voiceover copy would be provided to the video team subject to any further edits they had.