Robokiller, originally known for blocking spam calls and texts, evolved into a personal data protection platform.

My role: Campaign strategy, narrative development, content oversight, design review, 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, marking a strategic expansion beyond its traditional spam-blocking capabilities.
Our cross-functional team needed to:
- Reposition the brand from a spam blocker to a comprehensive digital security suite
- Orchestrate a 360° campaign spanning content, PR, motion, and static assets
- Connect with audiences concerned about online privacy
I helped define the brand narrative, aligning creative direction and messaging to support the product’s positioning.
- Audience insight & positioning: Identified key user personas and crafted messaging that addressed rising concerns about online privacy
- Cross-functional collaboration: Partnered with copy, design, and key stakeholders to ensure narrative clarity and campaign cohesion
- 30,000 installs in the first 15 weeks
- 25% conversion rate
- 50% increase in customer lifetime value
- Successfully repositioned Robokiller as an essential online security solution

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