Thesis serves Taco Bell’s CRM team—lessening the Locos® by serving data, technology, and creative in a warm, cozy tortilla.
In late 2021, I received an unexpected message—Thesis Agency reached out to see if I was interested in a Writing Lead position for their Taco Bell account. The invitation landed in my inbox just days after I indulged in Taco Bell for the first time in a decade. Fate? Maybe. I'm a sucker for serendipity. Was I interested? Hell yes!"
I easily shifted gears from the day-to-day grind of copywriting and leaned into my producing skills to become a strong creative + ops hybrid and leader for the writing team.
I navigated a fast-moving account with an abundance of style nuances and continuous process shifts with ease. The writing team worked through copy rounds 1, 2, and 3 each week to keep up with the high volume of email, app, and push communications that highlight contextual moments, deals, and loyalty journeys. I provided oversight to the writing team, mentoring and coaching writers through the work to keep the copy colorful in tone while maintaining a sharp eye to honor and elevate brand and style codes. I worked closely with the design, technology, and partner services teams to ensure the quality of work was exceptional and always delivered on time.
Writers: Olyvia Chac-Nguyen, Jeanette Castaneda, Courtney Lael, Mike Shymanski, Jacqueline Valle
Designers: Matt Bowe, Reneta Castro, Veronica Gomez, Marcela Guardian, Alex Helenius, Alex Kocher, Nathan Le