Chegg

Role: Copy Manager / Senior Copywriter
Focus: Editorial strategy, lifecycle messaging, brand voice ownership

✨ Overview

Chegg’s Perks emails were more than just announcements—they were a lifestyle invitation. As a lead in the copy function, I drove the editorial vision behind campaigns that celebrated student downtime while aligning with brand tone and product goals.

🧠 Editorial Strategy

• Designed copy pillars around seasonal context (e.g., semester wrap-up, summer ease)

• Maintained tone consistency through a relaxed yet clever voice rooted in empathy

• Built creative briefs that merged product messaging with editorial storytelling

• Defined messaging architecture for multiple partner promos (e.g., DoorDash, Tinder, Calm)

🤝 Cross-Functional Leadership

• Collaborated closely with brand design and lifecycle marketing to sequence messaging across multiple touchpoints

• Guided junior writers in adapting voice across product tiers (Study vs. Study Pack)

• Partnered with analytics to measure performance and identify storytelling opportunities

💥 Results

• Boosted engagement by anchoring offers in student lifestyle relevance

• Achieved up to a 20% lift in open rates through emotionally driven subject lines

• Helped refine Chegg’s broader lifecycle voice through these learnings

✍️ Editorial Takeaway

This campaign is an example of how thoughtful editorial direction can infuse brand warmth into performance-driven email. It was my role to connect tone, timing, and user mindset—turning a simple perks message into a meaningful, resonant experience.