Grubhub

associate creative director of copy

seamless relaunch

Following Grubhub’s acquisition of Seamless in 2013, the once-distinct brands gradually converged, blurring the unique identity that had made Seamless a New York staple — its bold, quirky voice and gritty charm. In 2025, Grubhub reintroduced the iconic Seamless brand, bringing along the beloved NYC dollar-slice with it. I led the creative development of Seamless’ evolved tone of voice and an NYC Metro out-of-home campaign and integrated in-app placements. The relaunch was successful, picked up by Bloomberg, Forbes, and local influencers.

grubhub rebrand

Following Wonder’s acquisition of Grubhub in January 2025, Grubhub had a unique opportunity to shed its legacy association with its former parent company, Just Eat Takeaway. The resulting rebrand introduced a bold, modern identity to signal a new chapter. I led the copy team in defining and codifying Grubhub’s renewed tone of voice, ensuring it aligned with the brand’s vibrant new visual direction.

a/b tests of restaurant promotions

While restaurant promotions are a regular part of Grubhub’s marketing strategy, continuous optimization is key to performance. I developed creative assets for A/B testing to evaluate the impact of promotional messaging with some of Grubhub’s favorite restaurant partners. Results found that promotional messaging were more impactful for acquiring new customers.

new vertical launches

As Grubhub started to expand beyond food delivery, the brand needed a clear, consistent way to introduce new partners and offerings to consumers. I led the copy team in developing co-branded announcement assets that thoughtfully integrated external brand guidelines with Grubhub’s own. This approach enabled smoother, more successful vertical launches and significantly reduced rounds of partner feedback over time.