GSK (Consumer Healthcare | Multi-Brand DTC Campaigns)
Brands: Advil, Emergen-C, Pronamel, Sensodyne, and Voltaren
Contributed direct-to-consumer email and social copywriting across multiple GSK brands, including Advil, Emergen-C, Pronamel, Sensodyne, and Voltaren. Developed ongoing lifecycle, welcome, promotional, and seasonal campaigns tailored to each brand’s audience, tone, and regulatory requirements.
Projects ranged from high-performing subject line/pre-header testing for Advil Dual Action and Voltaren, to quiz-driven lifecycle journeys for Emergen-C, to loyalty and education-based campaigns for Pronamel and Sensodyne. Content regularly tied product benefits to real-life seasonal moments (holiday travel, New Year resolutions, Dental Hygiene Month, stress awareness), balancing ADA-compliant claims with engaging, consumer-friendly storytelling.
Worked closely with brand, legal, and marketing teams to ensure accuracy while optimizing for performance metrics such as open rate and click-through rate.
Deliverables: DTC email campaigns (welcome, lifecycle, promotional, seasonal), subject line and header A/B testing, organic social copy, product education messaging, coupon-driven campaigns, loyalty communications.
Impact:
- Improved engagement through performance-driven subject line and header testing across multiple brands.
- Strengthened lifecycle marketing journeys with quiz-based personalization and welcome series strategy.
- Supported consumer education and brand loyalty through consistent, compliant messaging across five major healthcare brands.
- Delivered ongoing monthly campaigns aligned to KPI benchmarks for open rate and click-through performance.
Work Samples
Emergen-C Welcome Email
Emergen-C November Email