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Global CEO Email to Consumers
Dinnerly Meal Kit
Throughout the pandemic, I wrote all CEO communications to customers in the brand’s three markets: Europe, Australia, US. Chief among these communications was a series of open letters providing updates on the brand’s response to various challenges presented by COVID. I both pitched the series and defined its strategy, which focused on transparency and empathy — specifically, reinforcing the brand’s pre-pandemic messaging around family and community, and sharing tangible, actionable solutions in a clear, approachable tone of voice. To execute, I worked closely with CRM, PR, business insights, customer service, procurement, and operations teams. This represents the first letter, which was met with a 99.2% approval rating among surveyed customers across all life cycle stages (leads, subscribers, lapsed).
