Copy Direction
I lead a team of copywriters who create messaging for all email comms supporting brands and trade merchants like Nike, Tory Burch, lululemon, Bed Bath & Beyond, and Ulta Beauty to name a few. The success of each email is measured on a weekly basis. I lead the strategic messaging ideation, pivots and optimizations based on insights provided by cross-functional partners in marketing and CRM.
Trade Comms
Similarly, the writers on my team create messaging for all lifecycle email comms that are triggered by shopping/customer behaviors. The success of each email is measured on a weekly basis. I lead the strategic messaging frameworks, pivots and optimizations based on insights provided by cross-functional partners in marketing and CRM.
Lifecycle Comms
We’ve got the shopper browsing in-app and on the website…now what? Together with the lead merchant, I give direction on category and banner copy and content, with the goal of engaging and converting a captive scroller. The success of each banner, content module and asset is measured on a weekly basis. I lead the strategic messaging framework, pivots and optimizations based on insights provided by cross-functional partners in marketing and site/app merchandising.
Shop Content
Omni-channel comms in support of product launches and new product features? Check and check. I lead product copy direction for the site, app and email comms, and work in close partnership with product marketers to optimize copy and content for engagement, adoption and conversion.
Product
Editorial for Afterpay is an affiliate-marketing channel that produces maximum impact with minimal lift. The creative is usually templated, with products selected according to their popularity within a given shopping vertical. And their impact? Between 275,000-350,000 USD in monthly GMV, thanks to the cross-functional support of promoting the editorials in emails, site and app content. I lead the copywriters in content strategy and copy for all campaign-led and quick-turn editorials.
Editorial
Brand marketing campaigns reflect cultural moments like Pride or Mother’s Day, or brand-proud events like unique sales and promos centering around themes the brand feels passionately about. I direct the messaging around the owned and operated channels of email, push notifications, app, and site, and balance the brand-proud quality of the messaging with product-moving, hard-hitting copy.
Brand