DTC Newsletter

Read by leaders at Coca-Cola, Nike, and Unilever, the DTC Newsletter is one of the most-read direct-to-consumer marketing publications in the industry. Think Morning Brew, but more actionable.

Challenge

DTC Newsletter was growing fast, but its editorial operation hadn't kept pace. To scale publishing frequency and maintain quality, they needed senior editorial leadership, a codified brand voice, and a writer development program — without disrupting the momentum they'd already built.

Work

From 2021 to 2023, Claire served as lead editor and communications strategist, partnering with the DTC team to build the editorial foundation needed to scale. This included developing comprehensive brand voice and tone guidelines, providing creative direction and editorial oversight across all content, and mentoring the in-house writing team to raise the overall standard of output.

Claire also wrote revenue-generating ad copy for sponsored placements, dedicated sends, and inline ads — bridging editorial and commercial needs while maintaining the reader experience.

Results

• Scaled publishing from two sends per week to five

• Grew the subscriber base by 50,000+ readers

• Improved open rates and CTR during a period of rapid publishing growth

• Built a brand voice framework still in use across the team