Good Inside
Good Inside is a parenting platform founded by clinical psychologist and New York Times bestselling author Dr. Becky Kennedy. What started as an essential parenting resource during the pandemic grew into a place where parents can find guidance and support from pregnancy through high school graduation—and every moment in between.
I lead copy across email and paid acquisition to launches, partnerships, landing pages, and growth. Shaping messaging for a parent audience, balancing expertise and authority with warmth, humor, and that IYKYK energy that is the parenting experience.
Brand development
Much like the families on the platform, Good Inside was growing, too. We expanded into the tween and teen years, and then into pregnancy and early parenthood, creating new ways to support parents through very different stages. I helped shape the voice, tone, and messaging for both—figuring out what should feel distinctly Good Inside and what needed to feel different for each new audience.
Lifecycle and marketing emails
Emails are a key connection point for Good Inside—an opportunity to show up as a resource, a gentle reminder, or a little encouragement after a long day. I'm responsible for copy across all member and non-member emails. Two of my favorites are a Father's Day email and the final email in our cancellation flow. The first lets me tap into my experience as a new dad; the second highlights something I find rare: an email to a customer who's about to churn that still leads with warmth and support. It's a small example of the strength of the Good Inside brand—and a reminder that goodbye doesn't have to be forever.
Social media
Good Inside was created on social media, and it remains one of our most engaged channels. As a contributor to social content, here are some of my favorites: social ads targeting dads, a celebration of our Amazon Registry partnership, and different approaches to promoting our parenting workshops.
