Case study
myTrudy
Designing content systems for scale, experimentation, and growth
Content strategy
UX writing
Content marketing
AI automation
The challenge
When content can't keep up with a scaling product, the cracks show up in your data first, including drop-offs at key moments, confused users, and experiments that stall because there's no shared language to test against.
That was the situation at myTrudy, a job search platform using personality science and AI to match job seekers to high-fit roles. As the platform expanded quickly, content had to do a lot of hard things simultaneously: explain complex concepts like personality science and AI-driven job matching in plain language, drive action across onboarding and conversion flows, and support a growth team running rapid experiments—all without fragmenting the brand or slowing iteration.
Funnel data showed drop-offs at key moments of understanding. User feedback pointed to confusion around value and next steps. And without a unified content system, each new experiment started from scratch.
What we did
As Head of Content, I led content strategy across product and growth, partnering with product, design, engineering, and marketing to build reusable frameworks that made it faster and easier to create, test, and evolve messaging at scale.
The approach: treat content as infrastructure. Build systems that support rapid iteration, balance personalization with consistency, and prioritize clarity over cleverness.
Work spanned: messaging frameworks and language systems · onboarding and product copy · microcopy patterns · newsletter and organic content · paid ad and influencer copy · email sequences for onboarding, activation, and conversion · AI prompt systems for personalization at scale · A/B testing across product and marketing
Impact
Content became a measurable driver of acquisition, activation, and retention:
40% higher CTRs on paid campaigns
18% more conversions from trial to paid
2x organic engagement year over year
30% higher satisfaction in user scores
22% better retention across users
25% less confusion reported by users
How we got there
Onboarding flow redesign: Drop-off during the personality assessment and job matching flow was costing activations. We redesigned the language and content architecture to build momentum at each step, reducing friction and guiding users toward their first meaningful moment with the product.
Lifecycle email sequence: Built a targeted 7-day trial sequence that met users at key decision points with the right message at the right moment. The result was a measurable lift in trial-to-paid conversions.
Content marketing system: Developed brand voice guidelines and built out content for Meta and LinkedIn—both in-house and with influencers—that doubled organic engagement year over year.
AI prompt framework: Designed prompt systems that generated personalized resumes and email variations at scale while maintaining brand voice and output quality.
A/B testing: Partnered with product and engineering to systematically test messaging across landing pages and in-product touch points, creating a shared language for experimentation that accelerated iteration across teams.
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