WORDS THAT
move
PEOPLE.
I turn what makes your brand different into emails, websites, and campaigns that give people a reason to buy.
A human behind the words.
A strategy behind every one.
MAKE IT HUMAN. ✳ MAKE IT MATTER. ✳ MAKE IT CLICK. ✳ MAKE IT SELL. ✳
01 / SELECTED WORK
A few good reasons
to keep scrolling.
Ideas out in the
real world.
WiO SmartFoods
01 / BRAND MESSAGING + CAMPAIGN
Good food. A better story.
WIO SMARTFOODS / AMAZON PPC + CREATIVE
From the ad
to the shelf.
Hands-on ownership of advertising, storefront design, A+ content, and product imagery.
5.49× ROAS | $55.1K Ad-attributed sales
SELECTED EMAIL / WIO SMARTFOODS
A new crunch.
An inside invitation.
A VIP product launch, written to make loyalty members feel first in line.
7.75% click rate
02 / WHAT I BRING TO THE TABLE
Big-picture thinking.
Every-word attention.
You have a product worth talking about. I help find the message, build the story, and carry it from the first ad to the next purchase.
✳
Email strategy & copy
Welcome flows, abandoned-cart sequences, launches, and campaigns that sound like your brand and give readers a reason to come back.
Websites & landing pages
Clear positioning, persuasive product pages, and a path from “what is this?” to “this is for me.”
Ads & creative campaigns
Audience research, campaign concepts, and copy for paid and organic channels. A strong idea, built to travel.
Brand messaging
A distinct voice and a useful story: what you do, why it matters, and why someone should choose you.
03 / THE HUMAN
Hi, I'm Sebastian.
I’m a marketer and conversion copywriter who likes getting to the bottom of what makes people care, click, and buy.My work spans ecommerce, healthy food, grocery, hospitality, and real estate. I connect customer research with creative ideas, then turn those ideas into copy people can actually use.Off the clock? Tech nerd. Gamer. Bookworm. Cat person. Still thinking about a better headline, probably.More of my story on LinkedIn
Certifications
If you care about them, here you go. If you don't, you can ignore. Either way, you can rely on years of experience writing for ecomm to make your business grow.
GOT SOMETHING GOOD GOING?
Let's make
some noise.
Tell me about your brand, your challenge, and what you want to happen next.
Website and Email Copy
About Page
Product Page
Educational Email
Social Media
WIO SMARTFOODS / EMAIL COPYWRITING
A new crunch.
An inside invitation.
A product launch email that puts loyalty members first, with early access to WiO’s Crunchy Peanut Butter.
Format: Product launch email
Audience: Loyal customers
Contribution: Copywriting
The numbers behind the work
April-June
$55,094
Ad-attributed sales
5.49×
ROAS
$147,747.20
Total sales
Storefront Design
The homepage introduces the range through food imagery, category navigation, and featured products. The baked goods page narrows the journey to breads, tortillas, croissants, and other familiar foods, with product groupings and serving ideas.
A CLOSER LOOK AT THE MUFFIN
The cinnamon muffin A+ content moves from a product introduction to benefits, comparison, ingredients, and usage occasions. Alternating food imagery and short sections create a structured product story.The layout gives each topic its own space, making the content easy to scan while keeping the muffin visually central.
Give each image
a job to do.
The image set covers product appearance, taste and texture, customer review messaging, product details, and comparison. Each image tackles a different part of the product story.
ADVERTISING + CREATIVE
Need someone who can
work across both?
WIO SMARTFOODS / EMAIL COPYWRITING
A new crunch.
An inside invitation.
A product launch email that puts loyalty members first, with early access to WiO’s Crunchy Peanut Butter.
Format: Product launch email
Audience: Loyal customers
Contribution: Copywriting
61.27%
Open Rate
7.75%
Click rate
$556.44
Revenue
Launching a new flavor
The email introduces a new crunchy variation to customers already familiar with WiO. Early access gives loyalty members a reason to pay attention.
A CLOSER LOOK AT THE COPY
Lead with the news.
“Crunchy Peanut Butter is Here”
The opening names the product and announces its arrival immediately. The reader can understand the message before reading the body copy.
Give the audience a reason to care.
“You get early access!”
The message identifies a specific benefit of being a loyalty member. It frames the launch as an invitation for an existing customer relationship.
Give the audience a reason to care.
Connect familiar and new.
The introduction links the new crunchy texture to a formula the audience already knows. It explains the change without asking readers to learn the brand from scratch.
Different messages.
More of the work.
3.46M
Total Impressions
45%
Increase in Organic Traffic
59%
Increase in Revenue
Project Background
WiO SmartFoods is a healthy, science-based food company that focuses on helping people enjoy delicious food without sacrificing their health. The campaign consists of positioning the company as a better alternative to high-calorie food without sacrificing taste.
Creative Process
We created a contrast campaign across different social media platforms and updated the product pages to talk about the calorie, carb, and fat differences between the same food from different companies.
Next Project
Dinastia Distribution
Project Background
Dinastia Distribution is an online grocery store based in Maracaibo, Venezuela. They were selling through word-of-mouth and had to receive every order through text messages.They wanted to make placing an order easier for the customer and reach a bigger audience with an online presence.
Creative Process
We created a new e-commerce website using Wix with a new landing page, product descriptions, and email automation.We did customer research to understand customers' difficulties when going to a grocery store. I wrote the website copy, SEO-optimized product descriptions, and automated email sequences for welcoming customers and abandoning the cart.
Final Results
With a refreshed brand personality, Dinastia Distribution's new website was a hit – it doubled its sales within the first month.Moreover, the tone of voice's success was expanded into social media, email, and POS.
Next Project
Driver Loan
10.7%
Click Rate
+121%
Application Submission
12%
Conversion Rate
Project Background
Driver Loan is a loan company for Uber and DoorDash drivers. Driverloan wanted to reopen its services but needed to change its website and marketing strategy. We worked together to attract customers using the following channels:• Email Marketing.• Sales page with Google Ads.• Create a chatbot for drip campaigns and customer service• Lead magnet with a six-email marketing automation campaign.
Creative Process
I researched the audience from scratch to understand them better and create a message that would resonate with the audience. After completing the research, I wrote and designed the sales page, created a lead magnet with an email automation sequence, created a Facebook chatbot drip campaign, and wrote an email marketing campaign to reach previous customers.The email marketing campaign alone increased the number of applications received by 121%.
SALES PAGE + CAMPAIGN
Need someone who can work across both?
Project Background
This is an advertising campaign concept I created. It forced me to do extra research because I don't eat Doritos and needed to find a way to make them appetizing.
Tastiness at last
The advertising campaign is to introduce the new Flamin’ Hot Cool Ranch flavor. The commercial imagines a person who is tired and does not find anything tasty until s/he tries the new Doritos. This newfound flavorlessness makes the person tired and unexcited about life. The only way out of tasteless food? Doritos Flamin’ Hot Cool Ranch, of course.
Next Project
Dollar Shave Club (Concept)
Project Background
This is an advertising campaign concept I created for Dollar Shave Club. The idea was to use their brand voice and make a funny advertising campaign about their product One Wipe Charlies.
Podcast/Radio Ad
Are you tired of feeling uncomfortable after doing #2?If you think you smell down there, you probably do. Even if you took 15 minutes with the old-school toilet paper, you might still have some left.Use One Wipe Charlies' butt wipes from Dollar Shave Club to keep your butt clean.A gentle, peppermint scent and minty tingle keep things feeling clean and fresh. It will soothe your butt and you will feel confident that you smell great after leaving the throne.Buy it now at dollarshaveclub.comOne Wipe Charlies. The #1 way to clean up after #2Your butt will thank you
Next Project
McDonald's (Concept)
Project Background
This is an advertising campaign concept I created. McDonald's is known worldwide, so I wanted to showcase what makes it a better choice than other fast-food restaurants. With McDonald's, you have a better experience.
The Way You Want it
The advertising campaign is to promote the different ways you can eat McDonald's food. The commercial imagines different scenes to show how you can eat at McDonald's when you are in a hurry, when you are on the road, when you don't want to go out, or when you want to take your time and enjoy a meal with friends or family. Either way, McDonald's is there when you want it, where you want it, and how you want it.
