" Isabel's creativity, dedication, and professionalism were outstanding. She helped us as if it were her own brand." - 5-Star Review
10+ years of work experience in the US from F500 (i.e., PepsiCo) to Start-Ups & Digitally-Native Brands (i.e., Rent the Runway). Ex-consultant at an innovation boutique firm.
Out of all my work experiences, I have really enjoyed my work with agile, smaller teams in the corporate world as well as SMBs (i.e., family-run, friends starting a small business, and local dry cleaners, restaurants, beauty services in my neighborhoods) for freelance work.
I firmly believe that no matter how much promotion, addition of services / content, brilliance of design, if the product / service is not clear and users are left with a lengthy process to understand, differentiate, enroll, transact, or engage, then these aforementioned efforts can be rendered useless.
I specialize in clarity of communications, end-to-end user experience, branding, product differentiation, and incorporating customer reviews into the product / service. Let’s work together to dive into each part of your business’ funnel.
4 TYPES OF OFFERINGS:
📣 ACQUISITION:
1️⃣ Copywriting: Copywriting of your entire social, white papers, blogs, website / in-store experience, menu of offerings, FAQs, “How it Works,” receipts, product listings, transactional / marketing emails, storytelling for brand history, customer service / associate talking points, tracking results of copy changes
2️⃣ Experiential Events & Offer Strategy: Launching experiential, fun, immersive events; partnership strategy, market research, offer / promotional strategy (i.e., discounts, free trials), competitor differentiation of your product / service and what that means for all your channels (i.e., website, social media pages, etc.)
📣 ENGAGEMENT:
3️⃣ End-to-End User Experience: Auditing of the entire end-to-end experience with 10+ page report on action plans from how customers hear about the product / service to how you follow up with the customer post-transaction (i.e., ratings and reviews)
📣 RETENTION:
4️⃣ Growing Your Customer Reviews – Quantity & Rating: Increasing your customer ratings by X%, adding a feedback loop to respond to customers, incentivizing others to write a review
Regardless of which option, we will work together to 1) streamline, 2) clarify, 3) dissect, 4) differentiate, and 5) launch all copy across channels.
EXAMPLE:
Here is an example of (3) Engagement template. We work together to either focus on one part of the funnel (pre-transaction, transaction, or post-transaction) or work across all parts of the funnel. Work can include mapping, assessing, drafting, measuring, or changing depending on need.
I. Pre-Transaction: How does one hear about the business?
II. Transaction: How does one engage with the business?
- Homepage: Header, CTA, “How it Works”, storytelling on product / service, value proposition, footer
- Discovery & Selection: Filters, product page, standardization, FAQs
- (In-store only): Associate talking points, menu of offerings, grouping / naming of product and product comparisons, naming and branding of offerings
- Checkout: Purchase page, transactional emails, order confirmation, shipping confirmation, receipts, post-service care
III. Post-Transaction: How does one hear from the business following completion of sale?
- Ratings & reviews: Yelp, Google Maps, Word of Mouth & Referrals
- Membership / subscription plans
- User experience across devices (desktop, mobile, mobile web, tablet, in-store)
If you’re unsure on exact output, we can chat through your needs and form a proposal. Before I begin any project, we list the project plan to ensure clarity and clear outcomes.
PAST PROJECTS:
For a $22B subscription business:
- Finalized offer strategy based on tests on 1, 3, and 6 month free trials for subscription as well as % / $ off discounts
For a $150M retailer:
- Drafted marketing and transactional emails to customers, vendors, agencies
- Responded to all Instagram comments and built templates for responses
For a Series E retailer:
- Mapped out, wrote, and tracked welcome series email campaign
For a local beauty shop:
- Drafted post-service care for customer
- Created product names and menu of offerings (product categories)
For a local dry cleaners:
- Increased product reviews from 3.8 to 4.5 out of 5 in 3 months
- Edited all copy, customer messaging, and FAQs on all user-facing assets
For a food blogger:
- Finalized keywords for acquisition (Instagram, Facebook, Website, SEO)
- Rewrote value proposition, list of offerings and differentiation in a highly competitive and saturated market
For a $65B consumer business:
- Drafted training decks, white papers, and internal communications tailoring for 5 regional leads
📣 I have a BA in Economics & Communications from Boston College and an MBA from INSEAD Singapore/France, which is ranked #2 in Financial Times’ Best Business Schools in the World.