Turn emails into revenue.

The Ask.

Mailchimp was running into a problem familiar to any fast-growing platform: some of its most valuable customers were starting to look elsewhere.

Advanced marketers and growing businesses were leaving for competitors that seemed better suited to their increasingly sophisticated needs.

The question wasn’t whether Mailchimp could do the job.

It was whether we were telling the story in a way that made that obvious.

I was brought in to help reposition Mailchimp from an email marketing tool into something more ambitious: a platform built to help businesses solve complex growth problems.

The Challenge.

Mailchimp’s website had traditionally organized its story around features.

But advanced buyers don’t really buy features.

They buy outcomes.

They’re not asking, “What does this tool do?”

They’re asking:

Can this help me fix my retention problem?

Can it close the attribution gap?

Can it make my increasingly complicated marketing stack easier to manage?

The challenge was to make Mailchimp feel more sophisticated without alienating the audience that had made the brand successful in the first place.

The Insight.

Research, A/B testing, and competitive analysis pointed to a clear opportunity:

Pages organized around solutions—not individual tools—converted significantly better.

That made sense.

The more sophisticated the buyer, the less interested they are in a feature tour. They want to understand how the pieces come together to solve a problem they already have.

So the story needed to change.

Instead of asking, “What can Mailchimp do?”

We needed to start with, “What are you trying to accomplish?”

My Solution.

We reorganized Mailchimp’s strongest capabilities into 14 solution-based categories, each built around a distinct advanced marketing need.

Rather than simply listing functionality, every page followed a more outcome-oriented narrative:

• Define the business challenge

• Position Mailchimp as the solution

• Show how multiple capabilities work together

• Connect those capabilities back to a tangible business outcome

I led content discovery and narrative development, built page architectures around buyer psychology, and partnered closely with Product Marketing, Design, and Marketing stakeholders to make sure the story matched the substance.

Then I wrote the complete copy for each solution page.

Every page had the same underlying job: change the reader’s perception of what Mailchimp could be.

My Impact.

After launch, the new solution pages drove:

• A significant lift in purchase intent

• Increased activation among advanced users

• A stronger connection between Mailchimp’s capabilities and business outcomes

But the bigger shift was strategic.

We moved the narrative from “email platform” to “growth platform.”

By organizing the product around the problems customers were trying to solve—not the features we wanted to sell—we were finally meeting advanced marketers at the level they were already thinking.

The product hadn’t suddenly become more sophisticated.

We simply started telling that story better.