Streamlining direct response without sacrificing brand integrity
Historically, the Brand Team owned concepting, writing, and design for most member engagement campaigns. To streamline this process, we developed a comprehensive campaign toolkit, including writing and design templates, that enabled teams to self-serve, test, and iterate more efficiently. I partnered with our talented copywriters to create the Oscar Writing Guide for Direct Response, merging our tone guidelines with performance-driven best practices and AI tips. On the design side, we introduced a suite of modular email templates and a curated image library to support a range of use cases.

As a result, campaign development time dropped from two weeks to two days for 90% of emails. The new system accelerated testing, improved efficiency, and preserved a high standard of brand and member experience.