Local Marketing teams knew what they wanted to promote.
None of them knew how to say it—or that teams three states over were writing the same email briefs from scratch.
As Lyft rolled out a brand redesign, I took the initiative to develop a resource guide with modular email templates that gave teams a flexible, on-brand starting point.
By streamlining the copywriting process, we could scale local marketing and ship on-brand emails with much quicker turnarounds.
The creative resource bank does double duty: it's an onboarding tool for new local marketers, copywriters, and designers, and a self-serve guide for experienced team members.
All local teams had to do was define the ask, choose a template, and generate the promo code (if needed).
And if they didn't know where to start, they could browse the templates for ideas.
