ZenBusiness
Real Stories Drive Success
Role: Brand strategist, Creative Director, Copy, and sole top-of-funnel writer following the departure of senior brand leadership
When I joined ZenBusiness, the brand was transactional, leaning heavily on illustrations. The real, compelling stories of the small business owners using the products — and the entrepreneurs building the company — were invisible. I uncovered and celebrated the stories that gave the brand life, connecting the narrative of business ownership within the company to customer-facing touch points from the website and PR campaigns to social media and our AI assistant.
Results
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45M+ Impressions
Distilled the brand's promise into the tagline: Business is Complicated, We Make It Easy, garnering 45M+ impressions
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1.2M Views
Wrote the company’s first How It Works video concisely explaining the service, and Mark Cuban’s 3 Critical Steps, which garnered 1.2M views on YouTube
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Award Winning
Identified customer service as the key brand differentiator, and with PR collaboration, the company won a 2024 Silver Stevie award.
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Org-Wide Adoption
Buyer personas were adopted org-wide, guiding videos that generated millions of views, and becoming the strategic foundation for messaging.
Strategy &
Leadership
Developed brand framework, voice, and content strategy, giving the company a distinct personality and differentiating from competitors.
Created the company's first buyer personas.
Wrote vendor best practices for content creators and affiliates, ensuring brand consistency
Wrote an educational philosophy to guide webinar series
AI Branding
Role: Writer - Naming, Messaging, Voice, Script
Named the AI chatbot, developed its positioning and tagline, and wrote the commercial script
Voice & Copy
Role: Writer - Positioning, Script
Sole top-of-funnel writer for messaging, video scripts, connected TV, podcast ads, and high-value website pages
Wrote the company’s first “How it Works” video featured on the home page, YouTube, and social.
Watch on ZenBusiness YouTube
Blog Editorial Direction
Elevated the blog from SEO-focused to editorial strategy with brand voice, customer stories, and trend pieces. Wrote the number-one converting blog post.
Before
After
Video Series
Created video series including real customer interviews, thought leadership segments, and AI-generated videos targeted to buyer personas for distribution across paid and organic distribution channels.
Re-positioned Mark Cuban from spokesperson to inspiring entrepreneur by writing scripts, interviews, and social series.
