Twin Health | Senior Copywriter, Member Growth Content
Turning complex healthcare into clear, human messaging that moves people to act.
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*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 activations in Q1 2026 and a company-record 4,882 activations in March.
Conversion optimization and testing produced measurable improvements across the funnel, including:
32.8% open rates on re-engagement email
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
I also led audience-specific copy strategy for Walmart's truck-driver 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 the work as a high-volume creative executor 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.
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.