Brand positioning & strategy
Developing messaging frameworks that position products across channels, audiences, and stages of growth.
Case study
Repositioning a spam blocker as a digital security essential
Robokiller, traditionally recognized as a spam call and text blocker, launched a personal data protection service. The brand needed a broader narrative that connected scam prevention, privacy, and digital safety into a unified consumer protection story.
I played a central role in shaping the campaign narrative and cross-channel messaging that supported the repositioning effort across web, PR, and creative assets.
My role: Campaign strategy, positioning, narrative development, content direction, and cross-channel execution.
-
Robokiller’s new personal data protection service enabled users to remove sensitive information from data broker websites frequently exploited by scammers, expanding the product beyond its spam-blocking functionality.
-
Reposition the brand from a spam blocker to a broader digital security platform
Execute a cross-channel campaign spanning web, PR, motion, and static creatives
Connect with audiences increasingly concerned about privacy and online exposure
-
I helped shape the campaign narrative around digital vulnerability and personal privacy, ensuring messaging remained consistent across platforms.
Defined messaging tied to privacy concerns and scam exposure
Collaborated across creative and marketing teams to maintain positioning consistency
Helped translate technical product functionality into consumer-facing value propositions
-
30,000 installs in the first 15 weeks
25% conversion rate
50% increase in customer lifetime value
Established Robokiller as a broader digital safety and privacy brand
