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 as well as by local influencers.

grubhub rebrand

Following Wonder’s acquisition of Grubhub in January 2025, Grubhub had a unique opportunity to shed its legacy association with former parent company Just Eat Takeaway. The resulting rebrand introduced a bold, modern identity to signal a new chapter. I led the 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.

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 creative 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.