Lifecycle Messaging

I owned all content and communication strategy at BeMe. Below are examples of how I developed data-driven messaging frameworks and editorial content calendars to drive impact.

App & Socials Editorial Strategy

High-level views of editorial campaigns, what they aim to highlight, and the channels where the primary messaging was delivered. Campaign themes were influenced by both calendar-aware and culturally relevant events in teens' lives that intersected with mental health & well-being. The channels they were marketed across were selected based on forecasted engagement, resource bandwidth, and campaign depth.

Messaging Framework

I developed a data-driven and public health-backed framework to communicate with our diverse teen audience across channels (including: push notifications, SMS, email, in-app and web copy, product surfaces, socials captions, and content writing)

After testing cycles and iterations, I established a "Best Practices" guide for user communication practices at BeMe. These Best Practices and Messaging Framework tables were grounded in user insights and allowed us to communicate with our teen user base about both the product and mental health more broadly in effective ways.

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