The world of 23andMe

Over the course of my time at 23andMe, I contributed to a range of impactful campaigns and initiatives spanning user acquisition, upsell and upgrades, brand repositioning toward a more health-focused narrative, and user engagement. These projects showcased my ability to simplify complex ideas, collaborate across teams, and deliver messaging that resonated with diverse audiences. Each of these projects reflects my ability to craft clear, engaging, and impactful copy while balancing strategic goals and creative storytelling.

Health Condition Landing Pages

The Health Condition Landing Pages focused on educating users about 23andMe’s genetic insights into major health conditions such as heart health, diabetes, cancer, and Alzheimer’s disease. Each condition had a dedicated page designed to highlight the value of 23andMe+ Premium compared to the Ancestry + Health service, addressing a known challenge where users struggled to differentiate between the two offerings. These pages also served as a test to gauge interest in a "shop by condition" approach, exploring how users engaged with condition-specific information.

As the lead copywriter, I crafted accessible, engaging content that clearly communicated the benefits of genetic insights for each condition. Collaborating with design, product, and insights teams, I ensured the messaging addressed user confusion and reinforced 23andMe+ Premium as the superior, more comprehensive option. The project balanced scientific accuracy with customer-centric storytelling, featuring targeted CTAs and resources to drive engagement and conversion.

Homepage shop menu linking out to five 23andMe+ Premium health landing pages. See far right.

Historical Matches

The Historical Matches campaign introduced the first new ancestry feature in years, exclusively available to 23andMe+ subscribers. This feature allowed users to uncover their historical and ancient relatives, exploring their link to the past through DNA connections to individuals from hundreds or even thousands of years ago.

As the copywriter, I crafted compelling messaging that highlighted the ease of exploring family history and the unique value of connecting with the past. The campaign was highly successful, driving significant upgrades from both Ancestry Service and Health + Ancestry Service customers. It also validated that users are willing to pay more for deeper, exclusive ancestry insights, inspiring the development and promotion of the Records & Archives feature.

Homepage hero for the launch of Historical Matches

Engagement launch email

Paid carousel ad

Upsell/upgrade email

Additional Projects

A collection of other campaigns, projects and features that included website assets, social media content, promotional emails, and product copy updates.

The Biological Age feature, part of 23andMe’s Total Health offering, provides users with insights into how their body is aging compared to their chronological age. Using data from biannual blood tests, this feature empowers users to monitor key biomarkers, track changes over time, and take actionable steps to optimize their health and potentially reverse signs of aging.

Carousel post/ad

 
 
 

Organic IG Story

Paid Story

The Labor Day campaign was a limited-time promotional effort designed to drive kit sales during the holiday. Focused on creating a sense of urgency and value, the campaign featured clear and compelling copy to highlight 30% off your entire purchase and the unique benefits of 23andMe’s health and ancestry kits. I collaborated with marketing and design teams to craft attention-grabbing headlines and actionable messaging across email, web, and paid media channels.

 

Social stories for each service

 
 
 

Amazon assets with strict limitations.

 

Copy speaking to general audiene

 

Copy speaking to “bunker builders”

For Amazon Prime Day, I developed dynamic marketing assets designed to maximize engagement and drive sales during one of the year’s largest shopping events. These assets spanned digital ads, social media posts, and email campaigns, all tailored to highlight exclusive deals and create a sense of urgency. Focusing on clear, actionable messaging, I collaborated with design and marketing teams to craft content that resonated with diverse audiences. Character limits and limitations were always a bit restricting with Amazon.

Prime Day lead up

Prime Day launch

Prime Day launch

For Valentine’s Day, I created engaging marketing assets aimed at driving sales and increasing brand visibility during the holiday. These included social media content, email campaigns, and digital ads that tied heartwarming messaging to health-focused themes, encouraging customers to celebrate love by prioritizing their well-being.

Homepage Valentine’s promo

Social post

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