my gm rewards
senior copywriter

lead writer for general motors' loyalty and credit card division. end-to-end digital campaigns. ad hoc promotions. monthly and quarterly newsletters and statements. organic and paid online ads. radio spots. commercials. working closely with strategy and using data and machine learning, i craft copy for highly segmented audiences that's personalized to each reader.

the relaunch
creative direction | copywriting | strategy

general motors proudly debuted their revamped rewards program in early 2022. as the lead writer for this years-long overhaul, my work covered a myriad of areas: concepting launch and post-launch campaigns. creative direction, script writing, and casting for videos. writing all the copy (of course). leading the rest of our awesome team of writers. i know a sh*t ton about consumer-loyalty behaviors now.