The Work

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The Work 〰️

pANERA bREAD

Brand Creative Leadership, Lifecycle & Loyalty, Campaign Strategy

Served as Senior Manager of Brand Creative on a six-month maternity leave cover, overseeing copy across channels and leading messaging for key initiatives, including the launch of MyPanera 2.0, the brand’s reimagined loyalty program.

Scope

Oversight of copy across email, CRM, and promotional campaigns
Leadership across menu launches and national campaign moments
Messaging development for the national rollout of MyPanera 2.0 loyalty program
Management and direction of copy across high-volume, cross-functional workstreams

Approach

Balanced brand voice with performance at scale, ensuring consistency, clarity, and appetite appeal across every touchpoint. Partnered closely with cross-functional teams to translate complex offers and program updates into messaging that feels simple, compelling, and easy to act on.

Selected Work

Integrated campaign for frozen and iced coffee launches across email, POP, and drive-thru
Email campaigns supporting product launches and seasonal menu moments
Points lifecycle email series driving reward redemption and engagement
Loyalty and promotional campaigns supporting MyPanera engagement and retention

Impact

Led copy across a high-volume, national brand ecosystem during a pivotal transition period, supporting the successful rollout of a major loyalty program while maintaining consistency, clarity, and performance across channels.

Rewards Program Series: MyPanera Days

A multi-touch campaign across email and app for MyPanera Days, combining daily offer urgency with a cohesive seasonal story to drive sign-ups, engagement, and repeat orders.

Loyalty Week Teaser

App Takeover Modal

App Order Confirmation

Banner

App Messaging: Day 1

App Messaging: Week-long Offer

App Messaging: Daily Offer

App Messaging: Daily Offer

Member Email: Day 1

Member Email: Day 5

Email Series: Rewards Points Reminder

Developed a multi-touch lifecycle series driving points redemption and repeat engagement. Combined timely urgency with clear, reward-led messaging to move members from awareness to action.

Developed a multi-touch lifecycle series driving points redemption and repeat engaAd hoc lifecycle emails designed to drive redemption by pairing clear value with craveable menu highlights—turning points into immediate, easy-to-use rewards.

Email Series: Monthly Points Redemption

Led campaign messaging for the national launch of Panera’s frozen and flavored iced coffee lineup across email and in-store. Balanced bold, craveable language with clear value to drive trial and seasonal engagement.