Sam Columna’s portfolio

Sam Columna is a copywriter and content writer from Aurora, Colorado. Scroll down for a small selection of her work.

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My Total Retirement welcome campaign refresh

Client: Empower

My Total Retirement (MTR) is a managed account product and a core offering from Empower, with over $80 billion in assets and 1.2 million participants. As part of Empower’s rebrand, I helped lead a refresh of the MTR welcome email campaign, which is automatically sent to new participants.

Key contributions:

  • Rewrote email content to feature clearer language, stronger headlines, and more prominent calls-to-action

  • Crafted new subject lines and preheaders that significantly improved engagement

  • Collaborated with designers to incorporate updated imagery and iconography

  • Achieved improved performance across nearly all metrics; challenger emails outperformed the previous versions in both open and click rates

Carbonhelix’s new website

Client: Carbonhelix (via 21 Degrees West)

Carbonhelix, a U.S.-based cybersecurity firm, needed a full website overhaul as part of a brand refresh. I partnered with the agency 21 Degrees West to craft new web copy that communicates the breadth of Carbonhelix’s services with clarity and confidence.

What I did:

  • Led discovery conversations with leadership and sales teams to deeply understand offerings and audience

  • Wrote sitewide content ranging from high-level brand philosophy to detailed product breakdowns

  • Developed a voice that’s professional and knowledgeable, yet approachable and free of technical jargon

Empower’s investment tenets

Client: Empower

To align with Empower’s evolving investment philosophy, I worked directly with the Chief Investment Strategist to define and articulate a new set of core investment principles. These tenets are now used across Empower’s branded investment communications.

Deliverables included:

  • Translated complex financial concepts into three clear, accessible tenets

  • Created both short-form and in-depth versions to support different content formats

  • Provided naming, structure, and positioning that speaks to both new investors and seasoned professionals

  • The tenets now feature in monthly newsletters and core investment marketing materials

Thanks for your time!

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