Join the flock.
The Ask.
Peacock brought me in to strengthen Peacock.com, the primary entry point for new subscribers.
The business goal was straightforward:
Get more people to sign up for Peacock Premium.
The content challenge was anything but.
The Challenge.
Peacock’s content slate was constantly moving.
Live sports. Theatrical releases. Peacock Originals. New seasons. New episodes. New reasons to subscribe—sometimes several in the same week.
The site was struggling to keep up.
Instead of telling one cohesive story, Peacock.com could feel like a content carousel moving at full speed: lots of things to look at, but not always enough context to answer the questions that actually drive a subscription decision.
Visitors needed to know:
What’s on right now?
Why should I care?
And, ultimately, why is it worth paying for?
The problem wasn’t a lack of content.
It was a lack of coordination.
The Insight.
An audit surfaced three major conversion funnels:
New & Noteworthy: the homepage rail spotlighting major premieres and tentpole content
Sports landing pages: seasonal destinations built around schedules, matchups, and highlights
FAQs, Help Center, and Chatbot: high-intent environments where users were already asking questions about pricing, access, and premieres
I owned all three tracks simultaneously and aligned them around the same major programming moments.
Take a major MLB matchup.
It could show up as a featured tile in New & Noteworthy, become the centerpiece of a dedicated sports landing page with schedule context, and appear in FAQs or chatbot responses designed to anticipate subscription questions.
The point wasn’t simply to repeat the same message.
It was to make every interaction reinforce the next one.
That required close collaboration with Programming, Sports Marketing, and SEO. I became the connective tissue between those teams, translating programming calendars and campaign priorities into persuasive, on-brand messaging across surfaces.
And because Peacock’s voice has a very particular balance, the writing had to be carefully calibrated.
Playful, but never flippant.
Bold, but not veering too far into chaos.
I served as a day-to-day steward of that voice across constantly changing content environments—from subtle wordplay to strategically deployed pop-culture references.
At one point, following the Bravo integration, even our FAQs got a few Real Housewives Easter eggs.
And yes, I developed an internal barometer for exactly how many peacock puns were too many.
(It’s fewer than you think.)
My Impact.
By connecting content across acquisition opportunities:
The site became clearer, more urgent, and more conversion-focused
High-intent visitors encountered consistent messaging regardless of where they entered
Tentpole premieres and live sports created stronger subscription momentum
More importantly, Peacock.com stopped functioning like an index of everything Peacock had to offer.
It became a coordinated acquisition engine—one where programming, SEO, marketing, and content were finally telling the same story.
