Marketing & Brand Strategy
Marketing Lead for a nonprofit cooperative. Spearheaded a complete rebrand, built and shipped all content — newsletters, blogs, product copy, user and organisational documentation — with zero ad spend. All growth organic.
Bread Cooperative is a nonprofit cooperative building tools for community-driven finance. I joined as Marketing Lead during a pivotal transition: the organisation was rebranding from Breadchain to Bread Cooperative, and every piece of public-facing language needed to change with it.
Brand & Identity
A four-year-old brand needed new messaging for its next stage of growth. I started with interviews and user journey research, then rebuilt the messaging tenets, brand voice, and cornerstone manifesto from the ground up. The goal was to translate a technically complex product into language that reaches people outside its existing community. The rebrand announcement was the final piece of that work.
Explainer & Product Copy
The cooperative ships product updates regularly, and each one needs copy that educates and excites without defaulting to jargon.
"From Venmo to Onchain Solidarity in 60 Seconds" was the announcement for a major UI/UX upgrade. The approach was to describe outcomes and advantages without technical language — stating what changed for the user, not what changed under the hood.
"How To Participate in the Bread Solidarity Fund" was instructional copy for a multi-step onboarding process. I wrote for someone encountering every concept for the first time. Clear sequencing, zero assumed knowledge, no shortcuts.
Newsletters & Blogs
I write and ship the cooperative's regular newsletters and blog content. This covers governance updates, product launches, community recaps, and ecosystem context. The challenge is writing for an audience that spans deeply technical members and people who are new to the space entirely. Every piece has to work for both without patronising one or losing the other.
Technical Documentation
The cooperative's entire documentation library — both user-facing and organisational — underwent a wholesale rewrite under my lead. This wasn't cosmetic editing. The existing docs were outdated, inconsistent in tone, and structured around internal logic rather than user needs. I rebuilt them from scratch: new information architecture, new voice, new onboarding flows. The goal was documentation that someone could follow without needing to ask a community member for help.
The Constraint
There is no marketing budget. No paid acquisition, no ad spend, no sponsored content. Every person who finds Bread Cooperative finds it through the content I produce — blogs, newsletters, social, documentation. All growth is organic, which means every piece of writing has to do real work. There's nowhere to hide behind distribution.
