At DoorDash, I served as Senior Copywriter, working across paid social, CTV, email, and direct mail to drive acquisition, re-engagement, and conversion at scale. Every channel had its own rhythm, and my job was to meet users there: thumb-stopping on Instagram, unskippable on CTV, personal in the inbox.

I approached each campaign with a channel-first mindset. A sponsored post that lands on Reddit would flop on Meta. What works on TikTok falls flat in a subject line. Across all of it, the voice stayed unmistakably DoorDash — helpful, human, and never too serious.

I worked closely with designers, growth marketers, and cross-functional stakeholders to make sure the messaging didn't just fit the brief — it fit the moment.

The 4 O'Clock Feeling

One of my favorite projects was a six-part re-engagement email series targeting lapsed users — people who hadn't ordered in 90+ days. Instead of leading with a promo or a generic "we miss you," we leaned into something more honest: the specific, universal dread of 4pm when you realize you have no plan for dinner and zero desire to make one.

We gave that feeling a name. We built a voice around it. And we let DoorDash be the answer without ever having to say it out loud.

The series opened with empathy, escalated with personality, and closed with a frictionless path back to ordering. Subject lines and creative were tested across variants to identify what resonated — tone, urgency, offer framing — and the results informed how we approached re-engagement copy going forward.

The campaign drove a 34% lift in reactivation rate among the lapsed segment, with email #2 consistently outperforming on click-to-open across variants.

Across Channels

Beyond email, I wrote and iterated on paid social creative across Meta, Instagram, TikTok, and Reddit — each with distinct audiences, formats, and conversion behaviors. I ran multivariate tests on ad creative, using wins and misses alike to sharpen copy and feed back into the broader growth strategy.

On CTV, I scripted commercials that had to earn attention in the first three seconds and hold it without the safety net of a swipe-up. Direct mail demanded a different discipline entirely — economy of language, clarity of offer, and a reason to not throw it away.

Throughout, I experimented with AI as an accelerator — pressure-testing angles, generating variants at speed, and sharpening the brief before the real work began. 

Paid social CTR improved 18% QoQ across key acquisition campaigns, driven by creative iteration and tighter copy-to-visual integration with the design team.