Agency: Wunderman Health · Client: Nicorette (GSK) · Role: Senior Writer

A 12-week, three-times-weekly CRM program for Nicorette's MyQuit smoking-cessation platform, written in partnership with an addiction psychologist to ground every send in real relapse and craving research. The cadence was strategic, not just scheduled: emails ran twice daily in week one, when craving intensity and drop-off risk are highest, then tapered as physical withdrawal eased and habit change took over. Every send was personalized across three product lines — patch, lozenge, and mini lozenge — and had to carry FDA-regulated dosing and efficacy claims without losing a human, encouraging voice.