Led the development of eBay’s “Real Sellers” initiative – shifting seller acquisition from generic promotion to content built on real seller experiences.
We replaced broad messaging with a structured content approach that mapped real stories to key moments in the seller journey.
We built a cross-channel content system using real seller stories – mapping content to key moments in the seller journey, from first-time listing through power selling.
The challenge was less about creating content and more about building a system that could scale across a wide range of seller types, behaviors, and entry points into the platform.
This included targeted frameworks for specific segments and life moments, connecting eBay selling to situations like moving, decluttering, or earning additional income.
Built a cross-channel content system across email, social, display, and landing pages – supporting personalized messaging based on seller behavior and intent.
The program increased new seller signups and listings by replacing generic messaging with content grounded in real experiences – making the value of selling on eBay more clear and actionable.
