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

  • 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. 

  • 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

  • Created Runa’s first set of positioning documents including a value proposition, target personas, key pain points, key differentiators, and more.

  • 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

  • Worked with product and customer teams to deliver a monthly update to the customer base about new brands added to the Runa catalog.

  • Worked with the product team to write the user journey for a new self-service version of the Runa product.