During my first few years at Apple, I worked primarily as a Senior Writer on the Seasonal Interactive team. We were responsible for campaigns ranging from holidays, back to school, and other product moments. For each project, we developed an overarching campaign theme and expanded it to Email/CRM, landing pages, and digital banners both externally and across Apple.com.

We used metrics from previous performance to inform CTA placements, page lengths,
and other KPIs to help us improve growth with each new campaign.