I’m Eddie – a writer and brand strategist. I currently work at Strava as a creative lead.

Think Spotify Wrapped, but Strava (fun fact: Year In Sport came first). For this edition, I concepted and wrote the in-app experience, all of the CRM comms, and a brand film. I've written Year In Sport for three years (2022–2024) and now oversee the writer who has taken it over.

When Strava saw an opportunity to go mass market, a new brand voice helped make it happen. This project built a fresh tone of voice with broader appeal, and internal writers, agencies, and freelancers now use these guidelines across all comms. I was the lead writer on Strava’s new verbal identity, and I now review other writers’ work against the guidelines.

Strava needed a voice that sounded native to social, with Gen Z as the audience that would drive its growth. I was brought in to support that goal, helping double Strava’s Instagram following and triple its TikTok following. I modernized the brand’s voice, made Strava more culturally relevant, and created its highest-performing posts.

I concepted and wrote Strava's most successful paid media campaign: "Proof of Life." It reframed Strava for everyday movers and drove an 85% increase in app downloads, a 2.56x increase in click-through rate, and a 15% lift in ad recall among Gen Z and Millennials. TikTok even featured it as a case study on its website.

Dark mode was Strava’s most requested feature for years, and users asked for it under every announcement until it effectively became a meme. Strava was late, so I came up with a way to own it: a mean tweets video starring its CEO, using humor and accountability. It was a hit on social and at Camp Strava, where dark mode launched in person.