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PORTFOLIO

RACHAEL SNEED

Creative Strategist

I study how people think, feel, and make decisions. Using these behavioral insights, I shape creative strategy, messaging, and narratives that actually resonates.

With 10 years of marketing and media production experience, my work sits at the intersection of human behavior and effective storytelling, uncovering why audiences engage, what earns their trust, and how qualitative research drives the creative decisions that move people.

✳︎

Currently pursuing a master's in psychology to deepen the behavioral foundation behind this work.

✳︎ Currently pursuing a master's in psychology to deepen the behavioral foundation behind this work.

Case Studies

The case studies below show how insight informs strategic content decisions. Each project moves from observation to clear direction, turning understanding into action and measurable business outcomes.

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CASE 01:
HOW FRAMING A SAAS PRODUCT’S MESSAGING ENABLED GO-TO-MARKET STRATEGY

A study on how clear product messaging helped external teams sell and market complex SaaS features by translating internal product work into customer-ready language.

Blurred interior of a room with a chair, a lamp, and a mirror, with text stating "Be More At Bain" and a website link, along with Bain & Company's logo.

CASE 02:
HOW CANDIDATE UNDERSTANDING RESHAPED A GLOBAL EMPLOYER NARRATIVE

A study on how a unified employer message was designed to support global consistency while remaining usable across regions. The work identified gaps in storytelling and shaped a cohesive, human-centered message that could scale without losing local nuance.

Logo for 'Beyond The Bio' with red stylized clock and red speech bubble.

CASE 03:
HOW MIXED METHOD INSIGHTS AND STORYTELLING DROVE PODCAST GROWTH

A study about how audience behavior, performance signals, and interpretive analysis were used to understand listener engagement and guide editorial decisions for a top ranked management consulting podcast.

A person filming with a professional video camera on a tripod in a small room, wearing headphones and jeans with ripped knees.

CASE 04:
HOW VIEWER INSIGHTS SHAPED AND AUDIENCE-LED VIDEO SERIES TO DRIVE WEBSITE TRAFFIC

A study on how audience insight and thoughtful framing shaped a web-first video series that increased traffic and opened new advertising opportunities.