Copywriting for BBVA

I have had the opportunity to work at BBVA since 2017 as their primary copywriter for digital marketing. In that time, I have written thousands of emails to the BBVA customer base. My goal is always simple – give honest and clear information with the reader’s financial well-being in mind.

I have learned Behavioral Economics from marketing experts and financial industry veterans. I understand human decision-making on a whole new level, and above all else, I have learned more empathy for anyone out there being marketed to, in any circumstance.

Empathy in marketing is hard-won – we all have KPIs and bottom lines to hit – but at the end of the day the long game is won by caring about your customers.