THE BRIEFING
Helping Human Connection Outpace Compliance
The impact: over 757,000 opens and 44,000 clicks delivered in specialized markets.
Client: Solstice Benefits (a UnitedHealthcare company)
Role: Senior Marketing Copywriter & Content Lead
Scope: Content strategy, B2B/B2C positioning, lead segmentation, and cross-functional sprint leadership
Channels: Lifecycle email, regional digital ads, executive messaging, and operational content frameworks
Snapshot: Regulation doesn’t have to mean robotic. Working with Solstice, I helped bridge the gap between heavy industry legal requirements and real user needs by translating complex insurance jargon into clear, benefit-driven narratives that actually move the needle.
The Creative Pivot
STEP 1: THE BLUEPRINT
Success meant rethinking the entire roadmap. I audited existing workflows to find high-value segments, then turned compliance hurdles into opportunities for clarity. By mapping copy variations to specific member pain points, we replaced generic blasts with high-intent, targeted messaging.
LEGACY
Static, jargon-heavy notices that felt like homework, leading to high drop-offs during enrollment.
VIBE
Warm, benefit-first email flows using dynamic copy tailored to who the member is and where they live.
CAMPAIGN IN FOCUS
Active Member Lifecycle Messaging
Tactics behind the narrative
- The Hook: I led with savings-focused subject lines to cut through inbox noise. The Clarity: We broke down complex tiers into five simple, relatable value pillars. The Action: I swapped out technical sign-offs for a single, warm call-to-action that directed members to exactly what they needed to do.
Work type: Educational lifecycle series | Subject line: You could save $300+ on dental care this year | Preview: Head to your portal to see how easy it is to manage your dental plan and start saving today.
STEP 2: THE PROCESS
Once the strategy was set, I transformed our delivery by re-engineering our monthly Sprints. This brought legal, creative, and operations into one collaborative flow, allowing us to scale high-quality content across every digital touchpoint without losing our voice.
01
Agile Sprints: Bridging the gap between the creative vision and compliance standards.
02
Brand Scalability: Using optimization tools to keep every message consistent and human.
The result? Real engagement that built lasting trust.
757K+
Total Email Opens
Driven by a focus on acquisition and retention-based copy.
44K+
Member Engagement
Clicks achieved through streamlined, end-to-end content cycles.
Scalable Systems
Optimized delivery tools to ensure every brand touchpoint felt personal at a massive scale.