In just over three months with the energetic, fast-paced group at DoorDash, I collaborated with the content, brand marketing, growth marketing, and acquisition teams to shape brand voice strategy and deliver clear content that spoke to its volatile gig economy worker: the Dasher.

In addition to leading Dasher comms across marketing channels, I was also tapped to write compelling content for partners and customers. Jump to Dasher Brand Guidelines, customer acquisition campaigns, DashPass x McDonald’s and customer emails.

dasher brand guidelines

To maintain consistency across emails, SMSes, push notifications, ads, in-product content, paid acquisition, and social content, I created comprehensive brand guidelines for Dashers, including copy principles, tone guidelines, best practices, and more.

This passionate, often-fickle Dasher audience relies on DoorDash to make a living, and needs a strong, empathetic voice that speaks to them, not at them.

To ensure ease of implementation across departments, I created a cheat sheet.

customer ACquisiton campaigns

Complete with emails, car wraps, and physical collateral, DoorDash Canada’s #NoHangryVotes campaign encouraged diners to 1) vote, 2) sign up for DoorDash, and 3) eat well, even and especially amidst the chaos of Election Day in Canada.

From a volume perspective, this campaign brought +38% and +21% week over week—and DoorDash Canada’s best Monday to date.

dashpass x mcdonald’s

The only thing better than McDonald’s delivered is McDonald’s delivered for free with DashPass. This campaign promoted DashPass and announced a new partnership that expanded the availability and accessibility of McDonald’s on DoorDash. An audience of 5 million saw a rotating, slot-machine-like GIF featured in all emails—and every time, it landed on a that winning DashPass x McDonald’s combo.

customer emails

To promote group orders in a variety of use cases—including Thanksgiving, football Sundays, and Daylight Saving—I worked with a designer to create a versatile email template that spoke to the ease and simplicity of letting DoorDash do the work for you.