Grubhub

associate creative director of copy

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.

AMAZON PRIME & GRUBHUB+ partnership

Grubhub teamed up with Amazon Prime to offer Prime members free Grubhub+, with benefits like $0 delivery fees, credit back on pickup orders, and exclusive deals. However, most members didn’t know about their benefit. To change that, we created a playful, attention-grabbing spot to spread the word. After launch, I led voiceover revisions that helped increase top-of-mind awareness by 4 percentage points in key markets.

CAMPUS SIGNAGE

This campaign was designed to boost awareness of Grubhub and Grubhub+ among college students. That’s because students have access to a school-affiliated account, but few are aware of its benefits. I led copy to focused on delivering fun, attention-grabbing lines that not only resonated with this younger audience, but clearly explained what’s in it for them.

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.