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.
These days he leads content strategy, creative direction, and launches cool products — while always putting the customer first.
See some of my previous work, below. Or, if you want to learn about the values that drive my thinking, learn more here.
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.
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.
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.
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.
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.
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.
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.
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).