Insurance isn’t as boring as you think it is. As Creative Studio & Copy Lead at digital insurance provider Getsafe, I’ve was tasked with helping them redefine what it means to “do insurance”, both figuratively and literally. As I built the brand positioning in the run-up to their first-ever brand book, one of the essential questions I looked at was: How do we get Millennials and Gen Z to understand that a small, low-cost, consistent action now can mean an amazing amount of security in the face of an uncertain future? As lead of their in-house creative studio, I saw their brand and creative marketing team through a time of deep change—pivoting from brand to performance and growth marketing with a lean staff where every effort had to count towards future results.
Along with familiar territory in owning brand voice and tone, scaling communications operations, and providing top-notch quality assurance across both English and German markets, I’m tasked with owning and project managing the creative and executional processes that result in marketing, brand, OpEx, and compliance campaigns. It was my first time working in this highly regulated industry, which highlighted some unique challenges that had solutions in effective customer communication and experience. Want more? Check out this case study on how my team exceeded their goal and secured revenue despite a tough situation.