Why me?
I’m glad you asked.
For as long as I can remember, people have always told me, "You ask so many questions. Why do you need to know so many details?"
I used to view my curiosity as a flaw. Now, I see it as the single most powerful driver of creative ideas and pioneering solutions.
That genuine curiosity is what led me to marketing. I became fascinated by why people make purchasing decisions when there are endless options, and more importantly, why they stay.
What I’ve learned over 10+ years as a marketer is this: Acquisition gets people in the door. But it’s the journey after—the intentional onboarding, the human-centered messaging, and the moments that matter—that determines LTV and turns a first-time interaction into a lifelong brand advocate.
That is where I thrive.
I architect strategies and communication systems that show up at exactly the right moment, speak to the right need, and build relationships designed to last.
Real connection happens when your message meets people where they are, and supports them in becoming who they want to be.
I've spent the past decade helping brands retain, engage, and grow their most valuable asset: their customers.
This includes focused strategic messaging and lifecycle work for companies like Calm, the #1 meditation app, where I supported product marketing, lifecycle, and editorial.
Most recently, I spent four years freelancing while living overseas in Barcelona, partnering with brands to shape integrated marketing strategies that drive engagement and retention.
Now back in the US, I am excited to bring this strategic expertise to mission-driven brands through strategic projects, consulting partnerships, or in-house roles.
Brand Messaging Architecture
I translate core brand positioning into a clear, cohesive communication system across all customer touchpoints. This involves defining the brand voice, establishing a scalable messaging hierarchy, and ensuring every word—from web copy to product messaging—is intentional and designed to build trust and drive value.
My areas of expertise
Lifecycle & Retention Strategy Ownership
I design and own the end-to-end customer journey, setting strategic frameworks that move people from first touch to long-term loyalty. Every stage is assigned a clear purpose and KPI focused on maximizing engagement, strengthening retention, and driving measurable Lifetime Value (LTV).
Integrated Strategy Alignment
I bridge brand, product, and growth teams to establish cohesive, strategic alignment across all functional partners. My work ensures that all marketing efforts—from top-of-funnel campaigns to retention messaging—operate under one powerful, unified narrative, eliminating silos and maximizing impact across the customer lifecycle.
My working style.
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"Elena gave voice to our brand and vision with email marketing and copy support. Her copy always captured our mission and showed a really thoughtful understanding of our customers' needs and pain points. She was also great to work with — reliable, proactive, and detail oriented. I feel fortunate to have Elena as part of our freelancer network for Canopy Sleep as we continue to grow."
Steve Regan, Founder of Canopy Sleep
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"Elena is exceptionally skilled at marketing. Throughout our time together, she consistently demonstrated a commitment to detail and an impressive ability to meet every deadline, no matter how tight. Her expertise really came through in the development of a creative nurture sequence and a launch campaign that truly captured our brand’s tone and identity. Elena’s strategic approach to marketing has created many foundations in our company that we will use to build further marketing campaigns in the coming years. It was a pleasure working with and getting to know Elena. I’m sure she will bring the same level of excellence and innovation to every project she undertakes."
Jill, Founder of Spirit Daughter
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"I am so appreciative of the work Elena did with my business. The email marketing plan helped us to see a huge increase in sales in the second half of the year. Also thanks to Elena, I also learned skills that helped me accurately predict my income (my numbers were SO CLOSE to what I expected at the end of 2023) which made me so much more clear about how to reach my new 2024 goals. All that to say I'm so happy I took the leap and started working with Elena! It had a positive ripple effect on so many areas of my business."
Violet Kind, Founder of Fly Fusion
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"I worked with Elena for more than a year in my role as Product Marketing Lead at Calm. Elena's ideas, messaging and copy anchored some of the most impactful work of my time there, stretching across project types (e.g. product announcements, in-app engagement, discount promos) and channels (e.g. email, push notifs, blog, landing pages). She's talented, but embraces a growth mindset. She's professional, but a joy to work with daily. And I appreciate her for helping me scale the impact of the product marketing function by eagerly taking on the most challenging of writing assignments at a time when more was demanded from a consumer marketing team that was only getting smaller in size."
Gregory Paige, Former Product Marketing Lead at Calm
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“I was working with Elena for a little over a year. Elena outperformed any other copywriter and brand strategist I hired before. She worked on investor decks, advertising, product marketing, packaging, retail spots, and more. At every step of the process, Elena worked alongside the team, listened to their feedback and corrected accordingly. Elena has the rare attribute of being dedicated and professional at any corner of her work which is the sole reason I will continue working with her and highly recommend others to do as well.”
Guy Bar, CEO/CMO of HYGEAR
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"Elena is someone who invests greatly in her own growth and development with dedication, vulnerability and authenticity. She has great self awareness and seeks to connect with those who support her evolution and marketing knowledge. Three women in my network have gone on to work with Elena and have been nothing short of being incredibly impressed with her strategic delivery. She has a great ability to drive and communicate strategies that lead to business results. Anyone who gets the opportunity to work with Elena will be beyond grateful to have such a sweet soul on their team. She also naturally helps to level up those around her which does wonders for team morale and drive!"
Holly Philips, Founder of For Digital Sakes
