Join the flock.
The Ask.
Peacock brought me in to strengthen Peacock.com—the primary entry point for new subscribers—with a clear objective:
Drive sign-ups for Peacock Premium, the paid, ad-supported tier.
The Challenge.
Peacock’s content slate was constantly shifting: live sports, theatrical releases, and Peacock Originals rotated in and out weekly.
The site reflected that chaos.
Instead of telling a cohesive story, Peacock.com felt like a rotating content carousel: fragmented, inconsistent, and light on persuasive detail. High-intent visitors needed clarity:
What’s on right now?
Why does it matter?
Why is it worth paying for?
We weren’t just marketing shows… we were marketing urgency.
The Insight.
Users don’t enter a streaming ecosystem in one place.
They arrive through multiple entry points—homepage highlights, sports schedules, SEO-driven FAQs, even chatbot responses.
If those touchpoints aren’t aligned, conversion friction increases.
The opportunity wasn’t to rewrite one page.
It was to synchronize the narrative across the entire acquisition funnel.
My Solution.
Our audit revealed three high-impact conversion surfaces:
“New & Noteworthy” homepage rail—spotlighting major premieres
Sports landing pages—season-specific hubs with schedules and highlights
FAQs, Help Center, and Chatbot—high-intent spaces answering pricing, access, and premiere questions
I owned all three tracks concurrently and aligned them around tentpole moments.
For example: If a major MLB matchup was streaming, it appeared:
As a featured tile in New & Noteworthy
As a fully built-out sports landing page with schedule context
Within FAQs and chatbot responses anticipating subscription questions
Every update worked in concert.
This required close cross-functional collaboration:
Programming for homepage content
Sports Marketing for seasonal campaigns
SEO for high-intent query optimization
I became the connective tissue between teams—translating programming calendars into persuasive, on-brand messaging across surfaces.
Beyond alignment, the work demanded tonal precision.
Peacock’s voice is playful, but never flippant. Bold, but not chaotic.
I served as a day-to-day steward of that voice, calibrating copy across dynamic content environments. From subtle wordplay to carefully placed pop-culture references (at one point, our FAQs contained a few RHoNY Easter eggs following our Bravo integration), I ensured the brand felt cohesive, intentional, and unmistakably Peacock.
Yes, I also developed an internal barometer for exactly how many peacock puns were too many.
(It’s fewer than you think.)
My Impact.
By aligning content across key acquisition surfaces:
The site became clearer, more urgent, and more conversion-focused
High-intent visitors encountered consistent messaging regardless of entry point
Tentpole premieres and live sports moments translated into stronger subscription momentum
More importantly, Peacock.com evolved from a content index into a coordinated acquisition engine.
