Zola built an emotional connection with couples through its commitment to outstanding customer service. The company developed a devoted community and adopted selfless, couples-first positioning, becoming the couple’s champion.

As the torchbearer for Zola’s brand voice, I established and grew Zola’s copy team into a critical function in the organization. Together, we covered all marketing and UX communications, including the development and launches of Invites + Paper, Honeymoons, Wedding Boutique, Zola Home, Wedding Albums, and Vendor Marketplace across our site, five-star app, and marketing channels. In every interaction, we always looked for ways to humanize Zola, making the service feel like an honorary member of a couple’s wedding party, with a keen eye on brevity.

I also helped craft “Melissa,” the lead couple’s advisor, in partnership with the real-life delightful woman and lifecycle marketing. While she did not actually send emails and app messages at all hours of the day and night, some users genuinely believed she did. Eventually this service became key to Zola’s differentiation with automated emails complementing a human team who served as a judgment-free zone for couples needing a final set of eyes on their save the dates, help picking plates, even quick vent sessions.