📱 Project: TikTok Launch & Voice Development (Chegg)

Role: Copy Manager
Overview: Launched and managed Chegg’s entry into TikTok, building a brand voice that was witty, Gen Z-savvy, and aligned with the brand’s educational tone.

Highlights:

• Developed TikTok playbook and content framework

• Grew organic reach by 300% in 6 months

• Oversaw team producing video scripts, captions, and creative hooks

• Ensured all content reflected brand tone, equity, and relevance

💼 Campaign: Student Stories (Chegg)

Role: Senior Copywriter & Campaign Lead
Overview: Concepted and led “Student Stories,” a brand storytelling campaign celebrating real students using Chegg. We featured diverse voices across email, blog, and video to increase relatability and brand warmth.

Highlights:

• Led creative from pitch through post-production

• Partnered with design and video teams

• Helped boost email CTRs by 22%

• Championed inclusive language and representation in all scripts and copy

💼 Other Campaigns: Chegg Study & Chegg Textbooks