What began as a contract/freelance position turned into a full-time role as a Senior Writer for Phoebe at The Standard, an established insurance company. They work with The Standard to 1) reach messaging alignment across various departments, 2) distill complex topics, such as Absence Management and Disability insurance, into digestible content, 3) write dynamic copy empowering employers to provide employees with the tools to protect their finances, and 4) grow their social media presence.

Phoebe took on an especially larger role in the company’s social media presence, transitioning them away from Twitter/X and Facebook, due to low traction and legal complexities. They refocused The Standard’s efforts to LinkedIn, leveraging a decent following and understanding of company products to increase brand awareness and engagement.

After Phoebe took over social media strategy and content creation, The Standard’s LinkedIn audience grew by 57.2% and engagement by 23.2%. They implemented several post categories, including employee spotlights, which had the most engagement. By humanizing an otherwise dull and complex industry, the marketer created a space where the company could lift up marginalized voices and highlight the contributions of its employees. Phoebe also introduced consistent video content, which, in under a year, resulted in video views growing by 366.8%.