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Feed (formerly known as Popcorn) is where I got to do a little of everything I love. From 2022 to 2023 in San Francisco, I spent my days finding creators who actually fit the brand, then walking them through everything from the first conversation to contracts, briefs, and launch day.
I also ran Feed’s social presence across every major platform, guided creators as they made UGC and organic content that felt like the brand without sounding like an ad, and wrote the tiny, high-stakes words that show up in inboxes and on lock screens: emails and push notifications, each one trying to earn a click.
INFLUENCER MARKETING
— PROJECT NAME
Influencer Marketing Program & Campaigns
— CLIENT
Feed (Popcorn)
— ROLE
Influencer Strategy
Creator Sourcing + Vetting Contracts + Relationship Management
Campaign Briefs
Performance Reporting
— DATE
2022 – 2023
Good influencer marketing looks effortless. It is not.
I built and ran Feed (Popcorn) influencer campaigns end to end: finding creators who actually fit the brand's values and audience, vetting them, onboarding them, and handling the contracts and deliverables that keep partnerships from turning into group chats gone wrong. I wrote the campaign briefs and content guidelines that gave creators enough structure to stay on brand and enough freedom to sound like themselves.
When the content went live, I tracked performance, dug into the metrics, and turned what the numbers said into sharper strategy for the next round.
PUSH NOTIFICATIONS
HALF A SECOND
That's how long a push notification gets. I wrote many of them for Feed (Popcorn), each one built to stop a thumb mid-scroll and get the tap.
— PROJECT NAME
Push Notifications
— CLIENT
Feed (Popcorn)
— ROLE
Push Notification Copy
Lifecycle Messaging
Promotional Campaigns
— DATE
2022 – 2023
A push notification gets one line and about half a second. No pressure.
I wrote push notifications for Feed (Popcorn), each one built to stop a thumb mid-scroll and earn the tap. The job was urgency without being annoying: clear enough to understand at a glance, playful enough to sound like the brand, and specific enough (a deadline, a code, a reason) to make acting feel obvious.
Small space, same standards as everything else I write.
HEAD OF SOCIAL (AND THE INBOX)
— PROJECT NAME
Social Media + Email Marketing
— CLIENT
Popcorn (Feed)
— ROLE
Social Strategy
Content Calendars
Community Management
Email Copywriting
UGC Direction
— DATE
2022 – 2023
While the creator program ran, I headed up Popcorn’s own social media + email marketing campaigns: building the strategy, planning the content calendars, writing and scheduling posts across every major platform, and keeping an eye on the community to spot what was working and where to grow next. I also guided creators as they made UGC and organic content, so the brand’s feed and its creator partnerships finally sounded like they came from the same place.
Then there was the inbox. I wrote tons of emails for Popcorn, from subject line to sign-off, each one built to earn the open and give readers a real reason to click. Same voice as the feed, just a little more room to talk.
SKILLS
END-TO-END CAMPAIGNS
CREATOR RELATIONSHIPS
CONTRACTS + DELIVERABLES
BRIEFS + GUIDELINES
PERFORMANCE ANALYTICS
SOCIAL STRATEGY
EMAIL + PUSH COPY