NEXTDOOR

Role: Brand Strategist + Copy Lead

The opportunity: Nextdoor had grown into a platform with over 100 million registered neighbors worldwide, but relevance, engagement, and monetization lagged. Weekly active users remained low: only 25 million logged in at least once per week and the brand’s voice and product lacked the cohesion and inspiration needed to connect deeply with neighbors, businesses, and advertisers. This was a refounding moment—a chance to solve a complex storytelling challenge: shaping a new brand narrative that could inspire action, rebuild trust, and make the platform an essential, hyper-local utility.

The solution: I helped define and elevate how Nextdoor speaks to the world—crafting a brand narrative and voice that inspires and flexes for every audience, from B2C neighbors to B2B advertisers. Partnering across brand, product, and marketing teams, I brought the voice to life across every channel and touchpoint, ensuring consistency and impact.

We launched a full-scale brand and product transformation—from voice, visual identity, and positioning to three new core product pillars:

News: Curated, locally relevant stories from 3,500+ trusted publishers, linking back to original sources to support local journalism.
Alerts: Real-time updates on traffic, weather, safety issues, and more, surfaced via an interactive alerts interface.
Faves: AI-powered local recommendations fueled by over a decade’s worth of neighborhood data, designed to surface relevant services and businesses.

The impact: Early in Q2 2025—with the platform now trading under its new ticker ‘NXDR’—user base and revenue gains signaled both engagement and monetization upside.

Why it matters: This was the largest transformation in Nextdoor’s 14-year history, turning a fragmented platform into a cohesive, inspiring ecosystem. By solving the storytelling challenge at both the brand and product levels, I helped create a voice and narrative that thrives on connection, amplifies local culture, and gives neighbors and businesses alike the confidence to grow, share, and belong.