The 2024 election divisive—and a delicate moment for WSJ. So when we kicked off their election campaign, we segmented messaging into three distinct audiences. It wasn’t just namedropping issues. It was also validating each group’s place in the race and how they wanted to experience its coverage. In just six weeks, I led copy development across more than 1,300 creative assets spanning every channel. We moved in real time, with five waves of creative optimization that flexed to what was working. The payoff? 1.1B impressions, the app’s single highest order day ever, and WSJ’s best-performing Election Week on record.