Brand positioning & strategy

Developing narrative frameworks that position products across channels, audiences, and stages of growth.

Case study:

Repositioning a spam blocker as a digital security essential

Following the launch of a personal data protection service, Robokiller 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 traditional 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 audience 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

Web content

Built a landing page to clearly communicate the new service and drive conversions, modeling it on proven frameworks
Published blog content educating users on data privacy, positioning Robokiller as a trusted authority in digital security