Led the development and execution of the "Real Sellers Initiative," transforming eBay's seller acquisition strategy through authentic storytelling that connected with potential sellers at every stage of their journey.
My team's approach moved eBay beyond generic promotional messages to feature genuine seller experiences, creating aspirational yet relatable content that demonstrated the practical and emotional benefits of selling on the platform.
To meet this challenge, we created a comprehensive cross-channel content strategy that leveraged the real words and photos of successful eBay sellers, strategically mapping their stories to specific phases of the seller's journey from first-time listing to power selling.
Taking our approach further, we developed targeted campaign frameworks for specific seller segments, including triggered campaigns for life events like "New Moms" and "Moving" that connected eBay selling to relevant moments when decluttering and earning extra income would be most compelling.
Developed an integrated content ecosystem that maintained consistency across email, social media, display advertising, and landing pages while personalizing messaging based on buyer behavior and potential seller motivations.
Through this strategic initiative, we helped eBay significantly increase new seller signups and listings by establishing authentic connections with potential sellers. Our work transformed generic promotional messages into compelling personal narratives that provided both emotional inspiration and practical guidance, creating a more engaging and effective seller acquisition program.
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