New Lifestyle Store Signage
Artfully blended a story on comforting tea with an experience offer and CTA to purchase that tied back to the navigation headline (Find Comfort in Tea).
"Be the heroine of your life, not the victim." —Nora Ephron
I AM: Creative. Ambitious. Inquisitive.
I pursued my passion for writing at the University of Iowa where I double majored in Journalism & Mass Communication and English in order to cultivate a balanced, marketable repertoire of both technical and creative skills. I graduated in 2010 With Distinction and in the top 10 percent of the School of Journalism. Within the English Department, I participated in the Creative Writing Track, the #1 Ranked Undergraduate Creative Writing Program by College Magazine.
I started my career in Merchandising at Target where I developed an enthusiasm for retail and branding. Three years in, I combined that interest with my inherent passion for (and education in) the written word by becoming a copywriter for a lifestyle brand—a position I actively sought by creating a blog to demonstrate expertise when my current position was unrelated to writing. I’m driven by a desire to connect with people through narrative and am energized by the ever-evolving cycle of commerce.
In the future, I hope to expand my expertise in multichannel content strategy and social media while maintaining a focus on editorial writing, branding and product-focused copy.
Artfully blended a story on comforting tea with an experience offer and CTA to purchase that tied back to the navigation headline (Find Comfort in Tea).
Crafted story for new APAC shampure™ formula that was less conditioning and less heavy on hair, with a stronger aroma, to focus on the positive.
Aspirational copy (left side of PDP) to support LTO gifts that leads with a big-picture/lifestyle incentive while balancing the details of the particular product and the specific words and characteristics tied to its franchise.
Crafted headline, subhead and quote introducing Aveda's new hair color technique to the global trade market. Written to be both straightforward and understandable, yet intriguing—and accessible to professionals. Adjusted copy for Asia-Pacific version.
Took the initiative to write creative, engaging copy that established customer relevance and purchase incentive for Marketing-determined promotions.
Developed concept and creative copy for this content test email that illustrated how Gettington products could deliver an aspirational summer worthy of the rich and famous.
Used upcoming holiday to push grill promotion
Conversational selling copy that capitalized on popular culture "Movember" trend, but described products as year-round essentials to drive sales.
Creative lifestyle copy for Pinterest that capitalized on Gettington's easy monthly payments branding to promote an easy recipe customers will also love.
Wove seasonal emotional copy into traditional features/benefits selling copy. Implemented the style call-out that highlights trend/design inspiration that was previously not communicated to customer to increase both customer engagement with the spread and Lands' End's credibility as a retailer.
Knowing focus of the book was new Linen Bedding, wrote a cover line that gives a deeper reason to buy than just refreshing your bed with new sheets for the new season. Line implies that your bed and night's rest sets the tone for the entire day—and this Linen will set you on the right track.
Editorial copy introducing the most stylish swim short of the season while explaining how to wear it (driving fashion without pushing him too far out of comfort zone).
Objective to show breadth of spring footwear assortment and demonstrate versatile, yet distinct, end uses of each style. Illustration of my ability to edit product info down to the key elements (less space in catalog than online) and make it easy to compare styles in relation to each other.
Tailored whole-house brand message ("jeans for every body") to the men's market with a focus on fit and the very personal nature of jeans.
Determined headline strategy for the 10-page Christmas Shop: a "to-do list" for the holiday season. Took initiative to create unifying story in the first place in an effort to drive sales. Demonstrates my ability to see the big picture/determine concepts as well as execute the details.
e-commerce product copy—example of writing for a specific audience (here: Mom shopping for kid).
e-commerce product copy—example of adjusting tone for specific audience.
Pitched and wrote blog story that was experiential and "shareable" on social media, helping push the brand further into the social media sphere. Rather than just describe the features and benefits of the picnic basket, the post suggested food themes and destinations around each colorway.
Blog story that highlights the season's Bass shoe partnership and key styles. Demonstrates research skills and ability to write longer form copy without losing the ring of good writing.
Writing from an emotional, seasonally-relevant perspective to drive sales on a product that was in the catalog every month.
Concepted and wrote swimwear focus copy and corresponding cover line
Wrote creative copy for Men's version of Performance e-catalog without direction on content/tone/message.
I'm always curious enough to click on those Best Places to Live lists that circulate around the web every year. My generation is pretty mobile, and while I love the Midwest, those lists do make me consider relocating to bigger and better.
Blog series focused on getting healthy in the new year, highlighting new activewear line.
A side-by-side comparison of the swim short assortment: helping him easily identify "his" pair.
Incorporated styling guidance into traditional features/benefits copy.
Weddings call for champagne, and it's sometimes worth going to brunch just for a Bloody Mary. But there are times when only a brew will do (and here in Wisconsin, that's most times). Planted prominently on a hilltop in the rolling countryside of the southern part of the state is the New Glarus Brewery, best known for Spotted Cow.
Dealbreakers. They can be serious: smoking, picking fights with your sister, picking his nose in public. And they can be superficial: thinning hair at twenty-five, wearing New Balances with a suit, wearing socks with sandals. My mom accepted a second date with my dad in the mid-'80s despite the fact that he wore corduroys in July.
Marketing the sophisticated new prints from a "wear to work" angle.
I shop almost exclusively online. Even if there's a store right around the corner, I prefer to cruise bestsellers and new arrivals via my laptop. That cruising includes an annual jeans purchase (or two). Though I'll admit making a decision digitally isn't always the easiest choice.
Wrote back cover feature copy for the Sherpa Fleece Throw, which performed twice as well as other throw spreads in the book.
Added occasion labels to each bag in an effort to help customer understand the sizes in relation to each other (and why purchasing multiples would be advantageous).