Understance, 2024-Present
Misc. Ads, Web, Email & Blog
At Understance, I balanced technical accuracy with empathetic, approachable language, aligning with brand voice and customer needs.
I curated copy to suit consumer behaviors across platforms, collaborated with graphic designers to ensure a clean visual layout, and implemented SEO keywords as needed.
Google Ads
I worked on visual ad text and Google Ads copy.
Year to date, our Small Band, Big Cup ad performed the highest with a 218 152 conversion value and 5.48 ROAS.
Our highest performing event of 2025 was our Mother's Day campaign which ran for 2 months, with a 35 570 conversion value and 6.58 ROAS.
Small Band, Big Cup
Small Band, Big Cup
Mother's Day
Mother's Day
Web Content
I wrote product page descriptions and other copy, working with the product team to ensure information was correct, updated, and concise.
I refined the text for a clean layout and optimized our site for SEO.
By the end of 2025, we amassed 206 000 unique customers, 90 000 returning customers, and $13M annual sales.
Collection Page
Product Compare Tool
Product Page
Front Page Banner (Seasonal)
Emails
I sent emails at least twice a week, ensuring accurate, clear information was presented to our customers.
I segmented our audience based on bra size and needs, separating first-time customers from returning customers and tailoring messages and recommendations accordingly.
Sending to over 600 000 active profiles, I achieved an average open rate of 50% and increased email-attributed conversions by 80% compared to the previous year.
Educational
Product Launch
Collection Highlight
Blog Writing
I published new content and updated older posts, collaborating with the Director for blog ideas and revisions.
I researched keywords and optimized our blogs for SEO, with our “Best Bras for Short People” and “Best Bras for Side Support” posts ranking first and second respectively on Google.
Customers occasionally leave comments on our posts, sharing their appreciation and citing the content as useful, detailed, and easy-to-read.
Best Bras for Shorter People
“Finding the right bra is hard. Here are our best bras for shorter people that suit petite frames and solve common fit issues.”
Fitting Room Diaries: Entry #16
“Sarah wears 34K and has very projected, full-all-around breasts. Discover how she found her perfect fit. (It wasn’t what she expected!)"
What Determines Breast Shape?
“Different breast shapes need different things. Learn what determines breast shape and discover bras that fit you best.”
The Ultimate Guide to Understance Underwear
"Here's everything you need to know about Understance underwear: styles, fabrics, fit, and more.”