Changing the course of cardiometabolic health

*SCROLL TO THE BOTTOM TO CHECK OUT SOME OF MY COPYWRITING WORK EXAMPLES

At Twin Health, my work sits at the intersection of copywriting, content strategy, member growth, brand, and performance marketing. I develop member-first creative designed to make complex ideas about metabolism, behavior change, technology, and clinical care feel simple, relevant, and worth acting on.

My role has grown beyond writing individual assets into shaping the systems and strategies behind them. I lead copy across lifecycle marketing, acquisition, retention, re-engagement, direct mail, SMS, in-app experiences, web, paid media, partner campaigns, educational content, and seasonal activations, while partnering closely with Brand, Growth, Product, Clinical, Design, Client Marketing, and MarTech.

The challenge

Healthcare copy has to do several things at once.

It has to make complicated science understandable without oversimplifying it. It has to motivate action without sounding like marketing. It has to feel personal across very different member populations. And it has to perform while remaining clinically responsible.

My approach is to find the clearest human truth underneath the complexity, then build messaging around the behavior we want to inspire.

What I do

I lead and contribute to:

• Lifecycle and conversion copywriting across email, direct mail, SMS, in-app, and digital experiences

• Content strategy and messaging architecture for acquisition, activation, retention, and re-engagement

• Audience segmentation and personalized messaging for employer and health-plan populations

• A/B testing and conversion optimization across subject lines, CTAs, value propositions, formats, and campaign concepts

• Brand voice and messaging development that makes clinical and technical concepts approachable and emotionally relevant

• Campaign concepts and integrated content ecosystems spanning seasonal marketing, webinars, toolkits, paid media, web, and partner communications

• Scalable content systems and modular frameworks that enable faster testing and consistent execution across audiences

• Cross-functional creative strategy with Brand, Growth, Product, Design, Clinical, MarTech, and client-facing teams

Selected impact

My strategy and copy direction contributed to one of Twin Health's strongest registration and activation periods, including 12,084 member activations in Q1 2026 and a company-record 4,882 member activations in March.

That momentum continued into Q2 2026. In June, Twin generated 19,216 registrations, 162.7% of plan and 7,408 above target. Qualified registrations also moved quickly through the funnel, with 80.9% scheduling an intake within 60 minutes.

Conversion optimization and testing produced measurable improvements across the funnel, including:

• 32.8% open rates on re-engagement emails

• 3.79% email click-through rates

• 16.7% SMS click-through rates

• +0.89 percentage-point lift in CTR from messaging optimization

• +0.33 percentage-point lift in conversions from cost-focused messaging

The work also operated at significant scale. In June, member communications reached 1.46M sends with a 98.3% delivery rate and 33.5% open rate, while home mailers accounted for 55.1% of attributed registrations, reinforcing direct mail as an important member-acquisition channel.

I also led audience-specific copy strategy for a truck-driver-specific population, helping create a new engagement approach for a difficult-to-reach audience, and developed scalable campaign systems that gave the team more room to test, learn, and optimize.

How my role evolved

I joined Twin as a high-volume creative copywriter and grew into a senior strategic partner responsible for more than the copy itself.

That evolution has included building messaging frameworks, using performance data to sharpen creative decisions, developing audience-specific strategies, improving clinical-review efficiency, creating reusable content systems, contributing to brand voice development, and proactively identifying gaps across the broader content ecosystem.

In Q2 2026, that scope expanded further into creative direction and team leadership. I helped establish and integrate Twin’s evolving B2C brand voice, shaped campaign concepts and testing strategy, and took on direct management of a Social Media Specialist and Content Writer.

The constant throughout has been the same: take something complicated, find the human truth inside it, and turn it into language people can understand, feel, and act on.

Some Work Examples:

Paid Ads (performance upon request)

• Ad 1

• Ad 2

• Ad 3

Billboard Ads

• Ad 1

• Ad 2

• Ad 3

Direct Mail Copy

• Mailer 1 (August 2026 mailer: The highest-performing to date, bringing in 9,000+ Twin registrations in 3 weeks)

• Mailer 2

• Mailer 3

• Mailer 4

Email Copy

• Email 1

• Email 2

• Email 3

• Email 4

• Email 5

• Email 6

Themed Campaign Copy

• Poster 1

• Poster 2

• Digital Screen 1

• Digital Screen 2

• Banner 1

• Banner 2

• Banner 3