Groupon
When daily deal sites ruled the world.
What a time to be alive…at Groupon! In 2010, I joined the fast-growing deal site as one of its first 50 deal writers—a significant milestone considering the editorial momentum the team was building. During my tenure, I transitioned from the editorial team to brand marketing, starting as a copywriter and later stepping up to senior writer. From crafting one-off digital assets to conceptualizing multi-channel campaigns, I had the freedom to express every creative idea in the exciting, ever-evolving world of Groupon.
A large part of my role involved concepting seasonal retail campaigns. By collaborating in an agency-style, art/copy team dynamic, we presented unique campaign directions to our business partners that drove big returns.
Key takeaway
Mother’s Day campaign generated approximately
$100m in revenue
driven by a strategic focus on personalization and addressing specific consumer spending needs.
Mother’s day
In 2017, we invited moms from across the universe to unite and celebrate the strength of their shared bond—no matter the distance. "All Aboard the Mothership" came to life through elegant illustrations, heartfelt moments and otherworldly copy.
Staff picks
When the Groupon Getaways travel merchandising team wanted to spotlight a curated collection of staff-picked travel deals, we let our creativity soar. We crafted mini-campaigns filled with punchy copy, postcard-worthy moments, and one sage piece of travel advice (can you find it?).
Key takeaway
"Postcard Hard," generated approximately
$10m in revenue
attracting customers seeking unique getaway options and the authenticity of employee recommendations.
Things to do
My lead designer and I were tasked with creating a targeted promotional campaign featuring unique deals in Groupon’s “Things to Do” category. Given the starting theme of “Find your Fun,” we set out to create a memorable and ownable identity that had everyone raising their hands.
Need to know
“Funcatular Fest,” generated approximately
$16m in revenue
in its week-long run, while the tagline “Look life, no hands!” captured the exuberance of trying new things, made possible with Groupon’s affordable deals.
Other works
