Brand Messaging & Positioning — IPVanish
Role:
Led a series of repositioning and messaging frameworks to align with evolving marketing direction and audience expectations. Partnered closely with the SEO and product teams to conduct opportunity audits that shaped a long-term content strategy and guided cross-channel messaging. The initiative centered on improving clarity, trust, and authority while driving sustained organic growth.
Deliverables:
Messaging framework, taglines, brand voice guide, brand persona and tone, affiliate messaging and collateral, paid media ads and landing pages, social media presence refinement.
Impact:
Strengthened brand positioning and unified marketing voice across digital, affiliate, and paid media channels. Increased SEO ranking and authority on long-tail keywords. Within the last three years, traffic grew 17%, conversion rate increased 23%, and blog search traffic increased 2,517%, supporting continued growth in organic sales.
Website Narrative & Design Overhaul — StrongVPN
Role:
Directed the rewrite of all core pages, including homepage, product, and brand story sections, to establish a cohesive narrative and refreshed brand identity. Oversaw content architecture, user experience, copywriting, and site launch to ensure the story was consistent from copy to conversion.
Deliverables:
Copy refresh, site map restructuring, content flow optimization, site design strategy, and SEO framework integration.
Impact:
Reduced bounce rate and increased time on site by improving clarity and readability. The new messaging architecture and narrative flow strengthened user engagement and conversion rates, aligning customer experience with the updated brand position.
Campaign Program Launch & Email Strategy — Club Wyndham
Role:
Developed end-to-end marketing strategy, creative direction, and campaign execution for the re-launch of a national referral program. Managed a $1 million incentive budget, created cross-channel messaging, and oversaw content design to drive owner participation and program adoption.
Deliverables:
Email campaign series, iPad brochures, print collateral, subject lines, automation workflows, and sales enablement materials.
Impact:
Achieved a 45% email open rate and measurable increases in referral participation and sales activity. Strengthened communication between owners and internal sales teams, creating a replicable campaign framework for future program launches.
Social & Launch Campaigns/Oversight — IPVanish
Role:
Directed campaign strategy from concept through execution across all key social platforms, including Facebook, Instagram, Twitter (X), YouTube, TikTok, and LinkedIn. Developed content pillars, creative direction, and publishing cadence to support launches, seasonal promotions, and awareness campaigns.
Deliverables:
Social posts, ad copy and visuals, campaign calendar, creative oversight and reporting, App Store management.
Impact:
Expanded brand visibility and engagement across organic and paid social channels. Delivered improvements in engagement rate, follower growth, and lead generation quality, strengthening IPVanish’s share of voice within a competitive SaaS market.
Let’s Build Your Next Chapter
Every project begins with a conversation about where you are, where you want to go, and the story that will get you there. Narrative Haus brings strategy, structure, and storytelling together to help brands grow with purpose and clarity.