Max Irzhak

Associate Creative Director / Copywriter / Content Strategist

Writing was always a passion for Max. But sitting down in a fuzzy knit sweater, typewriter on one side, Scotch glass on the other, never quite made the list. So instead of writing a novel, he decided to be the voice of brands. A copywriter was born.

Now he leads content strategy, UX copy, creates digital experiences, and launches cool products — while always putting the customer first.

DIRECTV NOW (product launch)

Responsibilities (Lead Writer | Content Strategist):
Developed all the messaging for the launch of the first streaming platform from AT&T: marketing landing pages, UX (purchase flows, checkout screens, account management, in-app notifications), emails, co-branded experiences, app store copy, style guides.
Guided content strategy and led the writing team responsible for placements across ATT.com, DIRECTVNOW.com, and the full AT&T ecosystem.

Results: Reached end-of-year acquisition targets on launch night! Hit 1 million subscribers in 12 months; 2 million by year 2.

AT&T digital redesign

Responsibilities (Lead Writer | Content Strategist): Spearheaded the transformation of AT&T messaging across all digital channels. Developed tone/voice identity, copy standards, content strategy, design systems, navigational nomenclature, style guides, and new marketing experiences across ATT.com.

Led a 10-person writing team and partnered with engineering, marketing, product, and legal to bring our designs and concepts to life.

Results: The new cross-channel experience provided a human tone, simple messaging hierarchy, and fluid designs that quickly understood customers and solved their needs at every turn.

AT&T Ready to Go (product launch)

To deliver the latest AT&T devices to our customers (even faster), we launched AT&T Ready to Go.

Responsibilities (Lead Writer | Content Strategist): I led the creative charge by developing the identity, marketing page, tagline, video script, transactional emails, in-app messaging, app store copy, native banners, press release, and placements across ATT.com.

Sports Illustrated

DIRECTV NOW partnered with Sports Illustrated for an exclusive behind-the-scenes look at the last 10 years.

Responsibilities (Lead Writer): Created a full landing page experience in under 7 days, giving fans access to photoshoots, interviews, and gated content. Developed an email campaign and a full page ad in Sports Illustrated magazine to complete the journey.

NFL Sunday Ticket

When it comes to football, die-hard fans know there's only one place to stream all the action: NFL Sunday Ticket!

Responsibilities (Senior Copywriter): From upper-funnel contact, to lower-funnel checkout, we held their hand every step of the way with timely in-app notifications, clean landing pages, and user-friendly checkout flows.

WatchTV (product launch)

Following the successful launch of DIRECTV NOW, I was tasked with leading the marketing messaging and UX copy for the newest streaming product from AT&T: WatchTV.

Responsibilities (Lead Writer | Content Strategist): Developed copy across landing pages, UX flows, app stores, email campaigns. Led a writing team to support marketing placements across ATT.com and DIRECTV.com.

Results: Transparent messaging, cross-functional collaboration, and a customer-first content strategy led to landing page traffic spiking by 58% WoW and bounce rates dropping 27% WoW.

Fullscreen

Responsibilities (Lead Writer | Content Strategist): When AT&T partnered with Fullscreen to offer unlimited data to their millennial audience, we create a tonal and visual style that seamlessly blended the 2 brands.

Unlimited wireless plans (product launch)

When you combine unlimited data with the best names in entertainment, you get 2 amazing wireless plans from AT&T.

Responsibilities (Lead Writer | Messaging Strategist):
Created landing pages, UX copy (checkout flow, product messaging, account management), app store descriptions, transactional emails.
Led writing team on promotional placements across ATT.com and DIRECTV.com and worked with legal, product, and design teams to launch and support a successful rollout.

Mercedes-Benz USA

Responsibilities (Lead Copywriter): Launched the flagship line of compact vans for Mercedes-Benz. Conceptualized and executed our first social media campaign for a national truck show. Led the messaging across all owned and paid marketing touchpoints.

Responsibilities (Senior Copywriter): Supported the Mercedes-Benz luxury line, Sprinter Van lineup, and Smart Car brands across MBUSA.com, MBvans.com, direct mail, in-dealership marketing, print (Fast Company + Inc Magazines).

Garden City Hotel

Responsibilities (Senior Copywriter): Led statewide advertising campaign for a new bridal package (digital, print, social, OOH). Increased traffic led to wedding revenue jump of 30%.

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