Instacart

Copy Lead, 2023-2025

Fellow creatives: Beebe Xia, June Lee Ferriere, Grace Cha, Robert Paige

At Instacart, I co-led 8 Growth creatives alongside June Ferriere, and specialized in CRM growth, crafting impactful emails, audio and banner ads, and push campaigns that were incentive-led and drove conversion. My work spanned the Instacart brand, CPGs, retailers, and other brands, ensuring each message was infused with a unique brand personality while achieving tangible results. I also streamlined and improved the creative and collaborative process for our team.

Named Ad Age’s 2025 In-House Agency of the Year

Halloween’s “The Summoning”

Radio ad / ads / email

We’ve always been fascinated by the thinning of the veil at Halloween and all the potential that connecting with the beyond brings. And summoning has culturally always been done in 3s — Beetlejuice, Bloody Mary, Candyman... So, what if we served up a ghoulish treat? Get the best local candy, costumes, and decor by summoning Instacart, Instacart, Instacart...

Campaign concept & execution.

Food GIFS

BlueTriton
Midnight Munchie Push
Wegmans, New Jersey Regional
Summer Tweet
OLIPOP
PetSmart Push
Wegmans Regional Case Study
Wegmans Regional Push
Sephora

As Senior Editor for Instacart's CRM Growth Team, I approved copy for a dynamic team that crafted compelling & personalized content for CPG magnates to engage our customers. Focused on driving user retention and acquisition, innovative strategies optimized email campaigns, push notifications, and in-app messaging. In 2023, refreshing the email creative — highlighting retailer logo, and calling out the customer’s name — brought a staggering 102% lift in CTR and +6% increase in same-day order rate.