my work
I specialize in partnering with consumer brands dedicated to making a meaningful impact on peoples’ lives, whether through innovative products, purpose-driven initiatives, or transformative experiences.
Check out some of my past projects below!
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As a co-founder of Sanctuary, I was lucky enough to be involved from day one as I envisioned its future and became a steward of its spirit. To secure Sanctuary’s spot as a disruptor of the mystical services industry, I used a number of methodologies from brand positioning, competitive analyses, market research, trend forecasting, and good old fashioned intuition. After a successful proof of concept for paid astrology readings, we launched the Sanctuary app in 2018.
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As VP of Operations, I not only oversaw creative operations but also built out the advisory network of 50+ astrologers. Using design thinking, CX mapping, and developing onboarding and training processes for the advisors, I ensured that the app reflected Sanctuary’s values with every interaction.
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From 2015 to 2020, I developed Sanctuary’s content strategy and oversaw all creative—from product to social. The content is approachable, educational (for the “cosmically curious”), lets you in on the jokes, and strives to leave audiences feeling better than they did before engaging with it. The success of Sanctuary’s engaged community and content led to the 2022 release of their book, “What’s Your Sign? A Guide to Astrology for the Cosmically Curious.”
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My biggest lesson from building this audience (now at 1.6M strong on Instagram)? When creative teams care about the work they’re doing, and having fun behind the scenes, the rest of the world can tell. Real, authentic interactions are irreplaceable when it comes to community-building.
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“In Emily, you’ll find a rare gem: an active listener with impeccable taste. Her ability to elevate brands is exceptional." - Ross Clark, CEO
"Working together is delightful every time. She has a keen eye for what makes brands tick across many industries." - Haley Houseman, Creative Director
Lover
The Lover App is the first sexual therapy app approved for the FDA’s Safer Technologies Program, offering virtual courses and coaching.
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Lover’s mission was easy to get behind. As the company’s co-founder, Dr. Britney Blair told me, “The world would be a better place if everyone had a great sex life.” From 2020-2021, I worked with the team at Lover to help them redefine their brand and uncover the right organic growth strategy to reach people who want their mojo back.
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People will get onboard with your product when they’re empowered with information. That was the basis of my content strategy for Lover, which highlighted statistics from scientific studies (just Google “the pleasure gap”), how the therapeutic methods of the app could really improve people’s lives with UGC strategies, influencer marketing, and branded giveaways. This subject matter also demanded some levity, and of course, fun!
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It’s hard to be a sexual wellness brand on social and marketing platforms. If you plan to write about “seggs,” account suspension, shadowbanning, and similar mishaps happen on a regular basis. To combat censorship, I formed relationships with 40+ brand partners and influencers in this industry, where we initiated an engagement circle to support collective cross-promotions. I also brought experiences off of social and into live virtual workshops and panels with sex therapists, authors, and influencers.
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"Working with Emily transformed my idea of leadership in the workplace. She was calm and clear under pressure, transparent at all times, and not only valued my skills but also fostered an environment that nurtured growth. Her expertise in copywriting and strategy coupled with her intuitive management style made our work together both successful and memorable and has absolutely raised the bar for my collaborations going forward." - Ryan Yates, writer and sexual wellness consultant
STARDUST
Featured as a top free “App of the Day,” Stardust is a period-tracker and hormone health app that connects users’ cycles to the cycles of nature.
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The Stardust brand was solidified as a cult favorite when it launched around 2019. I knew I wanted to be a part of it after finding out that they had already managed to grow their users into six figure numbers — solely through word of mouth! As a strategist on this project, I helped them incorporate their brand values into new features on the app with content creation, content design, and a new content strategy for their social platforms. The result was a new witchy world centered around the product.
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Stardust wanted to add more information to their app about hormones, phases of the menstrual cycle, phases of the moon, symptom tracking and explanations, and much more. Along with this, we wanted to reflect a more inclusive product by removing gendered language. I wrote the new copy, did the research to back up scientific information with medical studies and trustworthy sources, and then worked as a content designer to incorporate the new content smoothly into the product. Then, I designed a new content strategy to showcase this information on social media so that audiences could see how great this app is!
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"She's a creative mind reader – she instantly got our vision and knew how to turn my ideas into realities. It’s rare to find someone who is such a unique blend of creative content, product, partnerships, and management skills, but she was our swiss army knife who could do it all.”
- Rachel Moranis, CEO
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