Debbie Shankar Portfolio: Content Strategy & Copywriting
Here’s a selection of projects in content marketing, journalism, product, and campaigns that show my approach as a fractional content strategist & marketing lead.
From Fintech copywriting to SEO & AI-optimised content, each piece reflects my focus on strategy, clarity, and building stories that help brands grow.
My career journey
My Story
My Approach
My Approach
With 10+ years across digital marketing, content, and communications, I’ve worked with brands in B2C, B2B, fintech, journalism, and SaaS to shape content that informs, engages, and builds trust. As a content strategist, content marketing consultant and ex-journalist, I blend data-driven insight with creative storytelling – asking the right questions, understanding audiences deeply, and translating complex ideas into clear, meaningful narratives across SEO, marketing campaigns, product messaging, and editorial content.
My Approach
My Approach
My Approach
My work is guided by three core principles: strategy-led thinking, where every project begins with context around what your audience needs, what your business wants to achieve, and where content can make the greatest impact. Then, an audience-first mindset, grounded in understanding real motivations, challenges, and the value your brand can bring. Lastly, narrative clarity, where I transform complex financial ideas into simple, yet compelling stories that build trust and inspire action.
My Skills
My Approach
My Skills
- Content Marketing Strategy
- Product Marketing
- Product Copywriter
- Fintech & Finance Copywriter
- Marketing Campaign Strategy
- Content Creation
- Go-to-Market Strategy
- Editorial Content Specialist
- UX Copywriting & Research
- SEO & AI-Optimisation
- AI-optimised Content Writer
- Brand Storytelling
- Email Marketing Content
Case Study 1: Editorial & Newsroom Strategy (Lendi Group)
Challenge
Challenge
Challenge
Lendi Group needed a content approach that went deeper than generic guides. The goal was to build trust, humanise brokers, and establish the brand as a credible voice in the mortgage industry.
Approach
Challenge
Challenge
I launched the company’s first internal newsroom, shaping an editorial direction grounded in expert interviews, SEO insights, and real customer stories. Using my journalism background, I put brokers at the centre of the narrative, turning them into thought leaders, not just contributors.
This included:
➞ Topic ideation and strategic content planning
➞ Expert interviews and customer-centred storytelling
➞ SEO-aligned editorial structure
➞ Clear, relevant calls to action
➞ A consistent, authentic voice for the brand
Results
Challenge
Results
➞ 30% rise in web traffic
➞ 35% lift in organic leads
➞ Stronger broker visibility and personal branding
➞ Editorial content that customers trusted and acted on.
What this showcases:
Editorial strategy | SEO storytelling | Journalism | Narrative development | Customer insight
Case Study 2: Go-to-market Product Launch & Email Journey
Challenge
Challenge
Challenge
Lendi launched its first property-buying service, requiring clear messaging, a digestible journey, and a brand identity that felt supportive, modern, and trustworthy.
Approach
Challenge
Challenge
I led the strategy, content direction, and execution for the full Go-to-Market launch. This included naming the product, mapping the customer journey, developing email flows, and collaborating closely with sales to ensure accuracy and alignment.
Key components included:
➞ Product messaging & naming
➞ GTM content and launch framework
➞ Welcome + onboarding email series
➞ Cross-functional alignment with sales
➞ Branded design assets, images, and GIFs
➞ Template creation and Salesforce integration
Results
Challenge
Results
➞ Clear, engaging customer communication.
➞ Strong activation rates from simplified messaging.
➞ A cohesive brand presence for a new service.
➞ A repeatable framework for future product launches.
What this showcases:
Email marketing | Product storytelling | GTM strategy | Journey design | Collaboration
Case Study 3: AI-Driven Campaign & Content Roadmap
Challenge
Challenge
Challenge
An 8-week national competition needed to launch across 220 stores, website, social channels, and internal teams — with just three weeks to prepare, I needed to create both the messaging and the entire omni-channel content plan.
Approach
Challenge
Challenge
Built a clear, AI-driven 8-week content plan with weekly milestones, messaging, and key tactics for the growth marketing team to use across all channels – eliminating weekly scrambles for ideas.
Key elements included:
➞ AI-assisted content workflow using Google Gemini
➞ Multi-channel messaging framework
➞ Roadmapping and cross-team coordination
➞ Rapid rollout strategy (3 weeks)
➞ Brand-aligned creative direction
Results
Challenge
Results
➞ Launched in just 3 weeks across all retail stores.
➞ 40% increase in lead volume over 3 months.
➞ Higher consistency and clarity across all assets.
➞ Scalable roadmap framework reused by teams.
What this showcases:
AI-led strategy | Campaign planning | Cross-functional leadership | Content Roadmapping | High-speed execution
Case Study 3 Example: Giveaway Assets
Case Study 4: Affiliate Marketing Campaigns
Challenge
Challenge
Challenge
It was our first time working with affiliate partners, and we had just one month to generate and convert leads – a tight window with no existing creative frameworks or proven angles to build from. Affiliates needed compelling social and email ads that could quickly capture attention, differentiate the offer, and drive meaningful results within the short campaign period.
Approach
Challenge
Challenge
I developed the full creative and messaging strategy for the affiliate campaign, crafting audience-aligned concepts designed to perform across social and email channels within a tight timeframe.
This included:
➞ Testing multiple sales angles
➞ Creating social ads and email hooks
➞ Structured A/B testing across affiliates
➞ Refining messaging using early insights
➞ Maintaining brand voice across partners
Results
Challenge
Results
➞ 25% increase in inquiries across three months.
➞ Improved creative consistency across affiliates.
➞ Stronger alignment between audience psychology and sales angles.
➞ A scalable framework for ongoing ad testing and optimisation.
What this showcases:
Affiliate marketing · Social + email ad copywriting · A/B testing · Creative strategy · Performance optimisation
Case Study 4 Example: Affiliates Social Media Ads
Case Study 5: eBooks and Infographics Serie
Challenge
Challenge
Challenge
Customers and sales teams needed helpful, easy-to-understand resources that explained technical financial terms while building trust and confidence.
Approach
Challenge
Challenge
I led the full strategy, writing, structure, and messaging for a series of financial literacy eBooks distributed in retail, email, SMS, and online.
This included:
➞ Content architecture and narrative flow
➞ Simplifying complex financial terms
➞ Full brand refresh across layout and design
➞ Bite-size content structure for readability
➞ Collaboration with design teams for accessibility
➞ Omni-channel distribution strategy
Results
Challenge
Results
➞ Strong adoption across sales teams.
➞ Clearer customer education and improved understanding.
➞ Higher trust and credibility.
➞ Resources that remained evergreen and reusable.
What this showcases:
Long-form content | Content design | Brand refresh | Customer education | Sales enablement
I build content ecosystems that grow brand trust and generate leads using strategic storytelling.
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