Role: Global Copy Lead
Selling a foldable beach chair didn’t need hype or glitter—it needed meaning. We focused on the “why,” crafting narratives around the moments customers would enjoy using the chair. By shifting from over-glamorizing to relatable intent, we sold not just products but the very reason one would bring them home.

The Impact
During this ~1.5 million USD association, wachieved exponential campaign engagemen, higher ad click-through rates, and increased site and app visits. Delivered ~300 featured products and ~500 creative assets, consistently meeting business needs with strategic storytelling at scale.