Pivoting to digital-first for AllBright

When lockdown hit in 2020, the world’s first female-only private members’ club had to pivot to a digital-first strategy.

As global head of copy, my role was to use creative copywriting and engaging content to keep members of AllBright’s new digital career network connected and inspired. I was responsible for writing, editing and signing off copy across all channels and touchpoints for the brand, from landing pages to editorial articles and CRM.

Using user insights and data to guide us at all times, this included rewriting the freshly designed AllBright website from scratch, strategically ensuring that user needs were met through each step. We also relaunched the company’s email offering, creating more than 30 newsletters for audiences in the UK, US and Aus.

I also launched EDIT, AllBright’s B2C digital magazine, to offer insightful features and interviews about the world of women and work.

Within a month of the first launch, we saw a 900% increase in membership, a 50% conversion rate from trial to member and a MoM revenue growth of more than 25%.