Supported year-round copywriting and creative strategy for high-volume paid media campaigns in collaboration with Team Win Studios.

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“I’d like to give you many flowers because your copy got really good, really fast. It’s totally in their brand voice, and I appreciate the amount of work that went into making this thing cook. They are going to love it.”

Copy & Creative Strategy

  • Delivered thousands of headlines, captions, and CTA sets across Meta, LinkedIn, Reddit, YouTube, and Google, optimized for static, carousel, video, and display formats
  • Developed platform-specific messaging for diverse business cohorts, including VSBs, SMBs, and mid-market leaders like founders, CMOs, hiring managers, and department heads
  • Concepted full-funnel messaging tailored to role, segment, and platform—anchored in themes like quality freelance talent, cost-efficiency, hiring speed, convenience, and smart AI adoption
  • Wrote tailored campaigns for Meet the Moment (MTM) initiatives—focused on freelancer flexibility during economic uncertainty
  • Developed offer-led messaging for tariff-related campaigns—emphasizing budget flexibility and Upwork’s $200 new client credit
  • Supported creative testing with smart, punchy, modular copy that could flex by segment or platform

Platform-Specific Execution

  • Meta (Facebook & Instagram): Scroll-stopping captions with character-constrained, urgency-driven CTAs; carousel copy and short-form video ads focused on outcomes and emotional tone
  • LinkedIn: 150-character B2B captions with job-role-specific targeting, emphasizing strategic outcomes and efficiency
  • Reddit: Conversational, feed-native ad copy using Reddit-style phrasing and logic-driven calls to action
  • Google Search & Display: SEO-driven ad sets with multiple headline variants optimized for hiring-related queries; display creative mapped to funnel stage and budget sensitivity

YouTube (OLV)

Metadata optimization (SEO titles, character descriptions, and CTAs) for short video spots.

Nadya Okamoto | @NadyaOkamotoOfficial

Andrew Rea | @babishculinaryuniverse

Jack Mancuso | @CHEFCUSO

Alexandra Lourdes | @alexandra_lourdes

Alex Mazhukhin | @MrBuildIt

Affiliate + Email

Crafted offer-driven messaging for new client promotions, affiliate partner outreach, and follow-up sequences (under NDA).

Additional Notes

Some work, including specific newsletter placements, affiliate marketing emails, and sponsored content, is under NDA and cannot be publicly shared here. But here is one that I wrote for Harvard Business Review.

How Flexible Hiring Models Are Redefining Workforce Resilience - SPONSOR CONTENT FROM UPWORK
Sponsor content from Upwork.
Harvard Business Review