Rethinking eBay’s seller CRM strategy: Human-first, strategy-led.
Role:
Copywriter, strategist
Rethinking eBay’s seller CRM strategy: Human-first, strategy-led.
The challenge:
eBay’s small-to-medium business sellers are the backbone of the platform—but for too long, our communications with them lacked the editorial clarity and brand consistency they deserved. While eBay’s consumer-facing brand had evolved, seller-facing content remained fragmented, overly technical, and product-centric. I was given the challenge to lead a transformation to a scalable, omnichannel content strategy that could bring voice, cohesion, and a more human storytelling approach to eBay’s seller comms—beginning with the quarterly Seller Update and culminating in a reimagined Seller Center homepage.
The solution:
To solve for this challenge, I led the strategy and execution for a new seller content framework—one rooted in storytelling, brand alignment, and scalability. This meant shifting away from siloed, transactional updates toward a thematic, omnichannel model that informs, inspires, and connects.
My work began by aligning cross-functional partners across Brand, Design, CRM, and Product on a shared editorial vision. I created a compelling strategic narrative and mockups to gain buy-in—demonstrating how we could weave product and regulatory updates into thematic, story-led messaging that resonated across markets and channels.
Key contributions included:
Editorial strategy & guidelines: Partnered with our Creative Director to define new editorial standards, balancing human tone with technical clarity. I led team-wide training sessions and mentoring to bring internal content into alignment.
Content architecture: Collaborated closely with visual design teams to structure a homepage that could serve as a centralized hub for all seller comms—from product launches and regulatory updates to CRM campaigns and news stories.
Omnichannel storytelling: Framed Seller Update not as a standalone communication, but as a key content engine feeding an ecosystem of messaging, including email, in-product messaging, and Seller Center.
Future-ready systems: Designed content workflows and messaging structures to support future AI integration, dynamic personalization, and scalable governance.
While the final homepage execution was modest, the foundational work established a scalable framework and strategic vision that positioned eBay’s seller comms for long-term impact. More importantly, it reframed how internal teams think about content: not as a box to check, but as a story to tell—with sellers at the center.
The solution:
To solve for this challenge, I led the strategy and execution for a new seller content framework—one rooted in storytelling, brand alignment, and scalability. This meant shifting away from siloed, transactional updates toward a thematic, omnichannel model that informs, inspires, and connects.
My work began by aligning cross-functional partners across Brand, Design, CRM, and Product on a shared editorial vision. I created a compelling strategic narrative and mockups to gain buy-in—demonstrating how we could weave product and regulatory updates into thematic, story-led messaging that resonated across markets and channels.
Key contributions included:
Editorial strategy & guidelines: Partnered with our Creative Director to define new editorial standards, balancing human tone with technical clarity. I led team-wide training sessions and mentoring to bring internal content into alignment.
Content architecture: Collaborated closely with visual design teams to structure a homepage that could serve as a centralized hub for all seller comms—from product launches and regulatory updates to CRM campaigns and news stories.
Omnichannel storytelling: Framed Seller Update not as a standalone communication, but as a key content engine feeding an ecosystem of messaging, including email, in-product messaging, and Seller Center.
Future-ready systems: Designed content workflows and messaging structures to support future AI integration, dynamic personalization, and scalable governance.
While the final homepage execution was modest, the foundational work established a scalable framework and strategic vision that positioned eBay’s seller comms for long-term impact. More importantly, it reframed how internal teams think about content: not as a box to check, but as a story to tell—with sellers at the center.
The solution:
To solve for this challenge, I led the strategy and execution for a new seller content framework—one rooted in storytelling, brand alignment, and scalability. This meant shifting away from siloed, transactional updates toward a thematic, omnichannel model that informs, inspires, and connects.
My work began by aligning cross-functional partners across Brand, Design, CRM, and Product on a shared editorial vision. I created a compelling strategic narrative and mockups to gain buy-in—demonstrating how we could weave product and regulatory updates into thematic, story-led messaging that resonated across markets and channels.
Key contributions included:
Editorial strategy & guidelines: Partnered with our Creative Director to define new editorial standards, balancing human tone with technical clarity. I led team-wide training sessions and mentoring to bring internal content into alignment.
Content architecture: Collaborated closely with visual design teams to structure a homepage that could serve as a centralized hub for all seller comms—from product launches and regulatory updates to CRM campaigns and news stories.
Omnichannel storytelling: Framed Seller Update not as a standalone communication, but as a key content engine feeding an ecosystem of messaging, including email, in-product messaging, and Seller Center.
Future-ready systems: Designed content workflows and messaging structures to support future AI integration, dynamic personalization, and scalable governance.
While the final homepage execution was modest, the foundational work established a scalable framework and strategic vision that positioned eBay’s seller comms for long-term impact. More importantly, it reframed how internal teams think about content: not as a box to check, but as a story to tell—with sellers at the center.
