For Chipotle CRM, I was the sole copywriter across a high volume of email creative spanning product drops, cultural moments, rewards pushes, and seasonal campaigns. Each project began with a brief from the CRM and marketing teams outlining business goals, audience segments, and performance targets. From there, I led ideation—developing multiple strategic territories rooted in Chipotle’s voice and the specific behavior we were driving.

While I owned copy from concept through final polish, the work was deeply collaborative. I partnered closely with designers to shape layout, hierarchy, and punch-up moments in real time—ensuring the visual and verbal storytelling felt integrated, not sequential. Throughout the process, I presented concepts to the ECD and collaborated with Chipotle’s internal CRM creative team, incorporating feedback while protecting the clarity, tone, and strategic intent of the work.

The result: emails that balanced brand personality with performance, delivering on both cultural relevance and conversion goals.