CREATIVE PORTFOLIO
As Lead Copywriter for LinkedIn's Learning Experience Design Creative (LXDC) team, I specialized in translating complex language into digestible content to resonate on a human level with internal audiences of over 18,000 across 5 continents. I worked cross-functionally with our Sales Enablement, Marketing Solutions, and Product Design teams to achieve a shared, successful vision, interpreting creative briefs to develop and see strategic concepts through to execution.
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My contributions to internal training program rebrands and executive-level enablement journeys influenced over $1 million in new revenue avenues for LinkedIn as a whole.
Acknowledgements, Recommendations, Reviews, and Awards
LinkedIn Project Samples
DDU, better known as Data Driven University, is one of LinkedIn's most effective and successful internal, developmental learning journeys, empowering professional breakthroughs for over a decade. I was tasked to rebrand the program and craft a voice and tone that connected with the target audience on a deeper level, going beyond fact to ignite feeling.
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This promotional marketing video, for which I wrote, voiced, and produced in collaboration with LXDC, was the foundation of the brand's relaunch along with a complete revamping of its SharePoint site.
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I also developed the brand's first slogan to solidify the rebrand, collaborating with our lead creative designer to establish a logo that embodied the new direction, while simultaneously partnering with our instructional designer to build out the user experience by implementing the new language and content I established.
inFRONTS is an internal, global conference intended to empower and excite LinkedIn's sales force to promote LinkedIn as a new, cutting-edge video platform to advertisers at NewFronts, the world's largest digital content marketplace committed to creating valuable partnerships between brands and native digital content.
Stakeholders from LinkedIn Marketing Solutions commissioned me as Lead Copywriter, in partnership with our creative team, to rebrand the conference, formerly titled "Internal NewFronts." The name was causing confusion on a global scale, leading individuals to mistake "Internal NewFronts" for the actual NewFronts event.
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Since the intent of the internal conference is to inspire LinkedIn's sales force to view itself as on the cusp of tomorrow and ahead of the technological curve thanks to video, inFRONTS: Get inFront of the Future, was born. Seeing as how the event did not have an official tagline or logo prior to our contribution, this was a significant step in the right direction for the conference's appeal to be reinvigorated in addition to the futuristic aspirational theme I developed.
Taking advantage of LinkedIn's "in"abbreviation paired with an ode to the world-renowned NewFronts, I implemented a creative approach that motivated attendees go beyond the future, leaving their competition in the present.
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Occurring in New York, Sydney, and Dublin over the course of a week, the event was a phenomenal success. I was also privileged to write and produced the marketing video that opened the event ahead of the Marketing VP's keynote and aired in each city around the world.
The Learning Experience and Design team is a resource for all of LinkedIn's internal needs among a variety of stakeholders. However, since we can't be everything to everyone all at once, we developed a resource center for stakeholders to be able to find assets to satisfy their needs when they need resources fast.
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I was tasked with branding the platform that would host this content. From developing the name, [In] House, to crafting the introductory copy for the landing page, I added value through clear language that efficiently painted a picture of the platform's purpose and what stakeholders could expect.