Best known for its flagship podcast “Pod Save America,” Crooked has verticals across media, political action, and ecommerce. Curious about the interaction between each, I consulted for the brand’s ecommerce and political action teams between election cycles in 2021-22. 

I built and implemented an email strategy for the Crooked Store that leveraged customers’ parasocial relationships with the network’s podcast hosts to increase channel revenue by 60% YoY. 

Crooked's podcasts and political action arm effectively function as the majority of the Crooked Store's marketing funnel. Recognizing this, we utilized customers revealed preferences across verticals to structure audience segmentation, core email automations, and the ecommerce campaign calendar to deliver relevant content that increased channel efficiency even as we scaled output.

As Crooked’s political action arm, Vote Save America (VSA) contributed to Democratic victories in the 2018 and 2020 elections. Following the 2020 Presidential campaign, the team wanted to retool their email and media strategy in an evolving political climate to sustain success.

I advised VSA on their email infrastructure and media strategy in preparation for the 2022 midterm election cycle. Based on their objectives, I recommended that VSA move to a more capable email platform, and assisted with the migration to and set up on their new provider. 

Coupled with tactical advice on audience segmentation, lead generation, email automations and campaign strategy, these changes contributed to 40% list growth, millions in campaign contributions, and the activation of thousands of volunteers to help secure victory in the midterms.