Leading a team of content creators, designers, food stylists, and photographers, I edited and produced recipe booklets like this to be included within each meal kit order.
The themes for these meal kits were determined after analyzing data trends, which were then prioritized in our content roadmap.
In preparation for Handpick's launch with a major German grocery retailer, I managed the localization process by working with German-English linguists and ensured our content was culturally appropriate for the new market.
The localization process included: tracking data points to better understand what recipes would perform well in the German market, testing ingredients from the German grocery retailer, localizing recipe measurements and instructions to European standards while preserving the Handpick voice and tone. And because the lengthy German translations typically "broke" the design templates, I worked with our UX designer to update the design.
In this stop-motion video, I worked with Handpick's founder, photography team, and food stylist to show our meal kits in action. We started with a storyboard that mapped out the flow and then shot a series of photos which all came together in this short video.
At Handpick, I was responsible for all UI copy as well as daily content curation. In addition to this, I maintained the ingredient taxonomy that powered Handpick's ingredient pairing engine.
This email was sent to members of StubHub's Top Seller community, who are to maintain certain metrics to stay in the program. Because this email is meant to be somewhat of a "warning" email for top sellers who weren't quite hitting their numbers, I wanted to communicate the program requirements, present an opportunity to fix the issue, reiterate the benefits of the program, and finally, offer a way to help.
As Handpick's only Content Strategist, I worked closely with the Director of Marketing to write and design email announcements, tutorials, and newsletters. Above are samples of a product launch announcement and an email blast that announced the sunsetting of one a product.
