Beebe Xia
Copywriter, content strategist, & culture conduit.
Work
Instacart, Copy Lead (Growth, Shopper, Product)
April 2021–Present
-
Concept and execute brand, product, seasonal, and other marketing campaigns
-
Partner with product teams to create go-to-market messaging strategy for new features
-
Build a cohesive brand voice and tone and execute it across cross-functional teams
Shipt, Sr. Copywriter
March 2019–April 2021
-
Lead writer across all marketing channels and communications
-
Concept and execute seasonal campaigns to drive awareness, engagement, and retention
-
Collaborate with marketing, product, social, and partners to ensure consistent brand voice
-
Write and proof all copy, social media content, presentations
Eat24 | Yelp | Grubhub, Copywriter
October 2016–August 2018
-
Copywriting and strategy for all campaigns including digital, email, print, TV, and OOH
-
Ideation and creation of social media and YouTube content
HERO Marketing, Copywriter
January 2015—November 2015
-
Clients include Kaiser Permanente, Men's Wearhouse, PLS Finance, and Kettle Chips
-
Write radio/video, email, direct mail, web, brochures, OOH, and style guides
-
Concept and strategize internal campaigns and client acquisition collateral
Education
University of San Francisco
M.F.A. Creative Writing
University of California, Berkeley
B.A. English Literature & Creative Writing
Other skills
-
Photoshop, FinalCut Pro, Wordpress, Figma, HTML
-
Mandarin Chinese
Work
Instacart – Copy Lead for Growth, Product, & Shopper Creative
● Lead a team of writers in executing 1000+ growth assets per year, from emails to digital ads.
● Create a regular A/B testing, iteration, and shareout cadence to boost engagement & revenue growth.
● Build voice & tone guides, channel strategy, & growth best practices for the shopper brand.
● Create and implement AI copywriting workflows into our process to increase efficiencies by 20%.
● Hire, train, & mentor writers and review their work, and support project management as needed.
Shipt – Sr. Copywriter & UX Writer
● Lead creative for all product launches, creating both in-app content and GTM marketing creative.
● Create UX flows for sign-up, cancellation, order progress, product discovery, & new features.
● Support major marketing initiatives like a full brand refresh and Covid-19 positioning across channels.
● Create and consult on all voice & tone guides for brand, and content frameworks for product.
Eat24 (Yelp & Grubhub) – Copywriter
● Champion the brand’s “pants-free” ethos and delight fans with unhinged emails, viral blogs, & dank memes.
● Manage editorial calendar for blog and lead A/B testing to ensure regular
● Script, cast, and create video and audio assets to use across radio, digital, and social.
HERO Marketing
● Lead copywriter for Men’s Wearhouse, Kaiser Permanente, Kettle Chips, Caviar, Okta, & Autodesk across print, digital, & OOH.
● Build and maintain brand guides for Men’s Wearhouse, Jos. A Bank, & PLS Financial.
Education
University of San Francisco
M.F.A. Creative Writing
University of California, Berkeley
B.A. English Literature & Creative Writing
Other skills
-
Photoshop, FinalCut Pro, Wordpress, Figma, HTML
-
Mandarin Chinese