Runa is a multi-asset digital payout solution. Runa enables companies to send digital value to customers, employees, subscribers, and more.
I was the lead copywriter across brand, product, and customer marketing.
As marketing lead for the company rename and rebrand project, I worked directly with Tanj (naming agency) and MultiAdaptor (brand agency) to establish goals, timelines, and creative for the rebrand.
I also worked directly with the CEO to establish Runa’s value proposition and messaging fundamentals—most notably positioning and messaging frameworks for a complex set of potential customers.
Company rename and rebrand
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I managed the relationship with internal stakeholders and the rename agency to strategize what to change the company name to and why.
Delivered a company-wide presentation outlining why renaming WeGift to Runa will unblock a larger TAM for the business.
Ran stress tests of possible new company names and associated core messaging to guide executive stakeholders' decision-making with quantitative proof points direct from target personas.
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I acted as marketing lead for the company rebrand by managing relationships with executives and the rebrand agency.
Launched a rebrand task force and created a master spreadsheet to keep track of every material needing to be updated with the new name and brand.
Helped with copyright research to determine the legal viability of name and brand change.
Product positioning and messaging
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Created Runa’s first set of positioning documents including a value proposition, target personas, key pain points, key differentiators, and more.
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Created Runa’s first messaging frameworks that bridged the gap between the new brand and product positioning.
Delivered a company-wide presentation to clarify Runa’s value proposition with accompanying messaging materials customized for the sales, customer, and marketing teams.
Copywriting
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Worked with product and customer teams to deliver a monthly update to the customer base about new brands added to the Runa catalog.
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Worked with the product team to write the user journey for a new self-service version of the Runa product.