Lead, and sole, writer for MetaMask sports coverage. Penned +200 World Cup 2026 push and in-app product placements, directly resulting in a +600% increase in prediction market trades. Wrote all World Cup campaigns, partnership placements, paid ads, and trading competition copy, working in collaboration with Global Head of Creative and senior designers.
It’s coming home… (ETA: Chat. It did not, in fact, come home.)
Before the World Cup, I was already fluent in football. My job was finding the balance between voice, knowledge, and prediction markets—shaping copy, brand positioning, and strategy in real-time based on performance. And, ensuring we didn’t say the words ‘World Cup’ where not legally permitted. If you know the ™ woes, you know.
Working with a senior counterpart on the growth team, we covered every aspect of the tournament as it happened, shipping 200+ iterations of product copy for banners and notifications. A few successful favorites…
LFGooooooooooooal
Trade everything World Cup in real-time across 104 matches
Grudge match
Kane’s England seek revenge on Croatia for 2018
A win is forever
Friendship is temporary… Mexico ❤️ South Korea until kickoff
Messi
That’s it, that’s all you need to know
