Chegg

Chegg is an edtech brand designed to help students learn with step-by-step solutions and 24/7 support from real subject-matter experts. Geared towards college students, Chegg offers monthly subscriptions with AI-supported homework tools. The brand differentiates itself with an extra layer of support: the option to send questions to real experts for verified solutions. Students can learn with confidence with Chegg.

Work:

Created brand messaging for the $12M Spring Rush campaign, “Get a grip on college with Chegg”. Oversaw UX copy for major product launches like Solution Scout, and product updates. Launched the brand’s first-ever mascot, Ace the octopus, by developing voice and positioning guidelines and a character persona. Managed team of 5 copywriters and led Creative Marketing team alongside ACD of Design.

2025 Spring Rush Campaign: Get a grip on college with Chegg

Created brand messaging and oversaw the execution of campaign assets across all channels. Also wrote script for two CTV campaign ads with Creative Director that saw unprecedented success for awareness.

Creative Director: Nina Smith. ACD of Design: Claire Fraze. Production agency: Unentitled. Copywriters, designers and our marketing partners!

Oversaw UX copy For Product Launches and Updates

I managed the UX copy for our major product launches and product updates in 2025. This included the Solution Scout product launch, updates to Practice homework tools, and more. This meant I guided copywriters to break down complex edtech tools into easy-to-understand user flows. I edited the copy for the customer journey, collaborating with the product teams and UX designers. Then after the UX was set, I directed copy for content across all marketing channels. Below you’ll see copy in user flows for our Practice tools which also include practice questions and flashcards, followed by part of the Solution Scout user flow. Can happily share marketing materials upon request.

Launched Brand Mascot, Ace The Octopus

Developed brand voice and persona guidelines for the company’s first-ever mascot, Ace the octopus. In order to connect directly with students and make our product feel more personable, we launched a mascot and introduced her in the Spring Rush campaign. Ace was a physical manifestation of the brand in the form of an orange cephalopod. I created a strategic persona guide that dictated how Ace fit into the brand’s architecture. a.k.a. how she sounded, where and how she showed up in the marketing funnel, and how she supported students.

Below is a snippet from the persona guide, but the full guide delves into placement across social, site and more, plus do’s and don’ts on how to use her.