At TextNow, it’s been my role to help the company show up clearly and confidently during a period of rapid growth and change. I’ve led creative and messaging across brand, acquisition, lifecycle, and internal communications, making sure big ideas actually land, and small details stay consistent. The work blends execution at scale with data-informed decision making, balancing performance goals with long-term brand trust. Below is a snapshot of how thoughtful creative leadership (and brilliant partners) can drive growth, alignment, and momentum.
When TextNow became the first wireless provider to offer free data, the challenge wasn’t only driving awareness. We also had to counter disbelief.
It’s Not Magic leaned into that skepticism with a playful, character-led campaign that made a too-good-to-be-true product feel instantly understandable and real. Built for CTV and scaled across paid social, UGC, display, and owned channels, the campaign proved brand storytelling could outperform traditional performance creative.
The campaign drove significant efficiency gains across acquisition and meaningfully improved brand sentiment, earning recognition as a Digiday Awards finalist for Best Product Launch Campaign.
Role: Creative Direction, Campaign Strategy
Channels: CTV, Paid Social, UGC, Display, Owned
“It’s Not Magic” CTV Video
Motion Design Product Video
CTV has become one of TextNow’s most impactful growth and brand channels—and a core driver of both user quality and awareness.
As we scaled investment, CTV emerged as a top contributor to Week-2 Primary Users (W2PU) and the #1 driver of brand awareness among our core audience. Incremental testing showed that while top-line costs fluctuated, CTV consistently delivered higher-quality users, strong downstream efficiency, and measurable lifts in awareness, message association, and ad recall—particularly among lower-income households that over-index on free ad-supported streaming platforms aligned with our product model.
Creatively, I led a hybrid production approach: high-frequency, low-cost executions to manage fatigue and iterate quickly, paired with higher-production brand spots to drive awareness and affinity around major feature launches—all informed by audience testing prior to production.
Role: Screenwriting, Creative Direction, Vendor Management
Impact: Scalable Performance + Brand Lift
“Everything is an App”
“Ads Mean Free”
“Gotta Call Mom”
“Testimonial Mashup”
“Family Tree”
Lifecycle Marketing turns utility into habit.
At TextNow, I’ve led a multi-channel lifecycle system across email, push, in-app messages, interstitials, and static + animated assets, designed to drive activation, educate users, encourage repeat behavior, and extend lifetime value. The work blends behavioral nudges with clear product education — helping users understand how to get the most value from the service while reducing friction and support needs.
Lifecycle has become a core growth lever, reinforcing trust, retention, and smarter usage over time.
Role: Creative Direction, Motion Design, Lifecycle Strategy
Formats: Email, Push, In-App, Static + Motion
At TextNow, branding starts with honesty.
I’ve led the evolution of our messaging to clearly articulate what makes TextNow different—focusing on flexibility, transparency, and real utility, rather than industry hype. This work spans positioning frameworks, tone and voice guidelines, product naming, and channel-specific messaging systems that ensure consistency without sameness.
The goal is simple: make a complex wireless product feel understandable, trustworthy, and human—everywhere it shows up.
Role: Messaging Strategy, Product Marketing, Copywriting
Social is where TextNow shows up human.
I’ve led social creative across organic and paid formats—from static and motion posts to UGC-style content—designed to reinforce brand voice, spark engagement, and support product moments. The work prioritizes clarity, relatability, and cultural relevance, helping translate complex wireless value into simple, shareable ideas.
Social plays a supporting but essential role in building trust, affinity, and momentum around major launches.
Role: Creative Direction, Ideation, Motion Design, Campaign Visual Identities
Formats: Static, Motion, UGC
“Pure Moods” 90s Informercial Spoof
“Street Interview”
Audio became a natural extension of our success in free, ad-supported TV—reaching the same audience in a more intimate, attention-light environment.
We launched a streaming audio test across platforms like Spotify, Pandora, and iHeart, pairing multiple creative styles to understand what resonated most. The channel proved highly efficient, delivering lower cost-per-registration than baseline and directly informing our decision to scale audio as a key growth channel moving into 2026.
Role: Creative Direction, Scripting, Testing Strategy
Formats: Streaming Audio (Music + Non-Music Variants), Accompanying Banner Ads
I’ve led internal creative — from hype videos to offsite themes and internal education — helping drive clarity, morale, and alignment. Multiple Product leaders have called this work essential to maintaining an optimistic, engaged culture.
“Free Essential Data” Hype Video
“TextNow Eleven” Hype Video
“All Hands on Deck” Event Announcement (P.S. – that’s my voice as the Sea Captiain!)
I’ve supported TextNow’s B2B efforts by shaping sales narratives and collateral that clearly articulate value, differentiate the product, and support more confident customer conversations.
“My Rewards” Advertiser Pitch