85% merchant activation rate during one of the biggest platform migrations in food delivery history

 

When Uber acquired Postmates, thousands of restaurant partners needed to understand why they should stick around for the ride. My job? Create messaging that felt less like "please update your account" and more like "welcome to the neighborhood." I built the entire voice and tone framework for Merchant from scratch, then scaled it across campaigns, sales materials, and every touchpoint where restaurants met our brand.

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The secret sauce wasn't clever wordplay—it was understanding that behind every "merchant activation" was a real person trying to keep their business alive during a pandemic. So I wrote like it mattered. Because it did.