Mercari
A C2C marketplace where anyone can buy and sell just about anything. As Creative & Brand Senior Editor, I owned brand voice including copy across marketing/CRM – everything from landing pages to email campaigns, annual reports, notifications, newsletters, app store optimization, and blogs. I also managed the launch of the company’s first rewards program.
Later, I joined the UX team and lent my expertise on content hierarchy, information architecture, content ideation, and UX copy.
I led the company through a full rebrand, geared for a Gen Z audience. Here's a sampling of the fresh copy and visuals for ads, landing pages, and modals from the brand guide I developed – including the descriptive text.
When Mercari became the first US resale marketplace to offer zero selling fees, I crafted this landing page copy which drove a significant increase in new sellers and items for sale.
Downloads of the Mercari app had stagnated. Enter this optimized app store copy, mixed with visuals from digital sticker packs I'd had designed. The update drove a 22% increase in app downloads.
Turns out, packing and shipping can be confusing. I conceptualized and crafted this handy how-to guide for the Help Center, which drove a significant decrease in CX tickets.
Along with the brand refresh came more relatable copy for modals like this. "Nice finds" became "Hyperfixations." "Shoes" became "Kicks." And pickle socks? Why not.
I did a complete overhaul of the blog, including introducing snackable, SEO-friendly lifestyle content that converted readers to buyers.