Marketing creative, curriculum, and educational games: work that sharpened the instincts I bring to every product.
The challenge was making something inherently dry — commas — feel playful and worth coming back to, in a catalog of 44 competing games.
Designed the game from the ground up: spec, mechanics, and all instructional copy
Leaned into a quirky, whimsical content voice to make even the driest rules feel like a game worth playing
Managed a small team of contract writers to scale production
50K+ monthly users. Ranked 4th out of 44 for positive user feedback.
Built a Common Core-aligned Language Arts skill library spanning grades 3–12 — from spec to finished content.
Authored specs and content for several flagship skills, including comparing literary illustrations, classifying logical fallacies, and correcting errors in everyday use
Managed a team of 12 writers and editors to scale production across grade levels
Wrote all prompts, explanations, and instructional language
Adopted as a core ELA offering across IXL’s full grade 3–12 curriculum.
A seasonal campaign to drive awareness and adoption of Messenger Communities among students at the start of the school year. Built around Reels visibility, feature education, and peak seasonal intent.
Conceptualized and wrote all campaign content: copy, captions, and CTAs across placements
Co-created storyboard and creative direction with the marketing team
Signed off on final design and coordinated localization across markets
Reached users at scale through Meta’s global distribution channels. Note: I was also the content designer for the product itself.
Elevate needed paid creative that could perform on TikTok and Instagram without feeling like an ad, so I made the app itself the star.
Pitched the concept: leveraging existing in-app content as the creative hook
Wrote all copy variations
Collaborated with Growth Marketing and an external agency, iterating based on performance data and platform metrics
ROAS improved from 70% to 130%.