Dolby Access app & social media

Since joining Dolby, I've been the copy lead on the company's first app, Dolby Access, which lets users hear their games and movies in Dolby Atmos (immersive 3D sound technology). The app is one of Microsoft’s highest-rated apps and has almost 12 million installs to date.

I worked on the first version of the app's in-app copy, positioning, webpage, and App Store copy, as well as a major refresh. In 2018 I was asked to represent my Brand team on copy and creative strategy as part of a small pod to optimize Facebook creative for Dolby Access. I scheduled and drove the weekly agenda for our meetings, wrote social post copy, oversaw messaging for our external agency, brainstormed and often informed creative strategy, and wrote briefs for new iterations that would inform the video team's work.

In just a few weeks after starting, this small team brought CPC down from $4 to $1 by streamlining process and iterative creative informed by ongoing results. This pod and our methods and work has since been used as an internal case study to optimize results on other teams.