I led copy for Sweetgreen’s refreshed welcome and early-tenure email journey, redefining how the brand introduces itself to new subscribers while driving first and repeat purchase. Partnering closely with CRM strategy and design, I helped shape a narrative arc that moved from brand story to menu education, app adoption, and reward-driven re-engagement.

I developed the messaging framework, headlines, and modular content system across touchpoints—balancing mission-led storytelling with clear performance goals like daypart adoption and churn prevention. The result was a more cohesive, personalized onboarding experience that connected brand and behavior from the first email forward.