Jean Hannah Edelstein

Drawing on insights around the opportunity in the furniture category, we reimagined Etsy as a brand to compete with Design Within Reach, ABC Carpet & Home, and Restoration Hardware.

A brand awareness campaign designed to bring Etsy to top of mind for German shoppers who value craftmanship, durability, and emotional connection to the pieces they choose to furnish their homes.

Shot remotely during the Covid lockdown, this collaboration with Sarah Sherman Samuel leveraged her huge audience to showcase pieces by Etsy designers in her home.

The 2020 holiday season promised to be…unusual. We developed a TV campaign that captured the emotional moment and showed how Etsy could help people make the season meaningful.

Responding to the urgent need to support Etsy sellers during the pandemic, we created this spot in 10 days from start to finish.

Q1 2020 TV campaign that repurposed footage shot for a previous Spring campaign, shown on broadcast and digital in the US, focusing on showcasing the broad range of products on Etsy, how they fit into people’s lives, and how shopping on Etsy means finding special things that reflect who you are. Picked for the Facebook Video Ad Leaderboard for December 2019.

Q4 2019 TV campaign — Etsy’s first-ever holiday season campaign, with a flight of six separate spots, shown on broadcast and digital in the US and the UK. Focused on showing the breadth of products as well as how buying gifts on Etsy signifies special thought on behalf of the giver. Helped drive an earnings surprise for the quarter of 47%.

Q4 2019 digital campaign, drawing down the funnel from our TV campaign, we told the stories of three sellers whose products were featured in the TV spots, proving our claim that the things you buy on Etsy are made by real people. The most-viewed video outperformed our previous IGTV record by 122%.

During Etsy’s 2018 brand refresh, I co-lead the overhaul of tone of voice, participating in numerous focus groups and working closely with our branding agency to make fresh and impactful guidelines for our brand language, in alignment with our updated visual design. I then lead rollout of the guide across the company with key stakeholders through a series of workshops.

In collaboration with the CRM and design teams, I redesigned the content strategy for the Etsy Success newsletter, a weekly communication with 2.7 million sellers, as well as writing the company’s first-ever email marketing content guidelines.

In 2018 Etsy increased the fees we charged sellers from 3.5% to 5%, while also launching the Etsy Plus feature package, which gave sellers enhanced products for a monthly fee. These represented major changes for Etsy Sellers and I was tasked with leading the marketing communications campaign strategy and execution for the announcement and ongoing comms across all of our digital channels, including video, a landing page, email, the Etsy blog, podcast, newsletters, and social comms.

Anticipating negative sentiment from sellers, we leaned into messaging around how Etsy has always supported the people who sell on the platform, and the results were even better than we’d hoped: low attrition, positive seller sentiment, and skyrocketing stock prices.

Working with our investor relations team, I wrote and directed blog posts, videos, and emails on behalf of our CEO and CPO, targeted at Etsy sellers.

For the 2017 Holiday campaign I was the lead writer across below the line marketing channels including landing pages, emails, banners, performance channels, audio ads and emails, driving millions of conversion to Premium subscriptions.

I also worked on assets for the PR team, to thank external partners, and even made stickers to celebrate the campaign internally.

In the summer of 2017, I was the lead writer across a number of marketing channels for the Premium evergreen upsell campaign, including audio ads, performance units, and email. 

Working in collaboration with product marketing team and Grow, an external agency, I consulted on the creative development of the new onboarding series, overseeing the copywriter and giving detailed feedback on design to ensure that it met brand specifications.

Writing email, performance and experiential assets for this subscription bundle targeted at students who love content and don't love spending a lot of money.

Writing the emails that announce the biggest releases of the year to millions of the world's biggest music fans.

Working with the UK consumer marketing team, CRM, and analytics, we developed an email series designed to re-excite and reactive folks who'd stopped using Spotify. Learnings from this successful campaign are now being applied to Always On strategies.

I wrote style guide templates and approve all creative for Fans First email campaigns. 

As a consultant at Kickstarter, I worked on a number of owned-channel comms initiatives, focused on highlighting the work of key creators. I developed the content strategy, conducted in-depth interviews and data analysis, and built the communications in Medium and other social channels.

Amino is a healthcare startup that helps people make better, and more affordable, choices about their care. In the winter of 2016, I wrote explanatory content about different health specialties to help users make informed decisions — and help Amino win at SEO.

TransferWise was big in the UK but small in the US. I wrote and creative directed a series of digital videos to help them introduce their foreign exchange product to a skeptical American audience.

As the first member of SoundCloud's brand team on the ground in New York in 2014, I worked closely with the Head of Sales to set up communications around initial offerings to advertising:

— Developed narrative and wrote content and collateral for pitch decks and other ad product collateral.

— Managed RFPs and engagement of agency of record for audio ads.

— Wrote and produced pilot audio ads for the SoundCloud brand.

— Launched an in-house creative team to work with brands on the platform.

At SXSW in 2013, SoundCloud launched its first product for advertisers: enhanced Pro Partner profiles. I was the lead content strategist for the launch, working across naming, messaging narratives, the website, live event design, social channel programming, and other collateral to get brands and agencies excited about the potential for reaching audiences on SoundCloud. 

Working with external partners and designers, I developed campaign assets for product integrations with brands including Sonos and Twitter.

The launch of On SoundCloud in the late summer of 2014 was the first time ads were fully integrated into the listening experience — and the first time that artists could start making money directly from the platform. I developed the messaging strategy and managed copywriters who produced all of the marketing assets and user resources. I also worked closely with the PR team to develop the external communications narrative, writing talking points for the C-Suite that became the backbone of coverage in a number of Tier 1 outlets, including the New York Times.

Leading a team of designers and a creative developer, working in close collaboration with SoundCloud's People team, I lead a redesign of SoundCloud's employer brand in 2015. A rebuilt recruitment site was at the heart of the project, but we also activated the new brand across social channels, interviews and onboarding. In addition, I implemented an employee engagement strategy to ensure that the team felt that the brand reflected their experience at SoundCloud. 

As SoundCloud's first copywriter, I was in charge of writing all UX product copy from 2012-2015, encompassing many updates and changes, including an all-new iPhone app, refreshed stats, and web redesign.

I wrote SoundCloud's first tone of voice guide: my aim was to embody the brand's focus on creativity and community, and its truly global audience. This work spanned everything: brand campaigns, product features, blog posts, owned social channels — even the signs in the offices.