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EXPERIENCE

2021-2024

TJX

  • Wrote campaign concept for Homesense that delivered on the brand’s meaningful role; wrote manifesto to set the tone for cross-channel executions; Results: ownable idea applied to brand DNA and across platforms (social, radio, and OOH) to drive
    brand awareness and provide agency with reference deck for future rebranding

  • Created “wrappers” for paid social video units (IG/FB/PIN); templated ideas that allowed the creative team
    to apply any briefed key message and/or category to a unit, ensuring fast turnarounds for expedited timelines

  • Launched HomeGoods.com; worked with creative director and marketing VPs to write and edit welcome- and transactional-email suites, informational pages (social responsibility, our company, etc.) to build credibility on new platform, and key assets for homepage, landing, and interior pages to ensure consumer-centric UX drove conversion and retention

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2018-2021

shoes.com

  • Created and managed editorial site, a shoppable blog titled, “Shoe Talk,” offering personalized, curated stories (2-4/week)  for core and prospective consumers; achieved conversion rates of up to 20% and steady month-over-month growth

  • Partnered with external agency (Creatively) to concept and develop integrated seasonal brand campaign decks, notably Spring/Summer ‘19; Results: persuaded and inspired shoppers with a cohesive brand message/look & feel used across all channels

  • Traveled for on-location photo shoots to execute campaign, ensure photography aligned with seasonal storytelling, and to capture content for editorial site, including interviews with CDs, photographers, stylists, and content creators

2015-2018

Stide Rite

  • Rebranded Stride Rite and striderite.com; shifted brand voice from the Gen-X to Millennial consumer, oversaw continuity in messaging; partnered with design and development to rebuild website with engaging, educational messaging;
    Result: built consumer trust among acquisition base and maintained brand loyalty

  • Created high-visibility video content; wrote concepts and scripts with a focus on education and inspiration around product collections; worked with videographers to edit final cuts; videos aired on Time Square digital billboards

2012-2015

Rue La La

  • Wrote on a multi-level team of copywriters and editors in the women’s fashion and home categories; produced content including editorial articles, event titles, emails, and buzz-generating social posts that aligned with market analytics and user experience studies.

  • Partnered with top brands including Benjamin Moore, Trulia, Waterford, and The Company Store on dedicated projects; contributed to pitch and presentation meetings.

  • Collaborated with event production, graphic design, and technology teams to create boutiques that met and exceeded sales plans of $300,000 with first-day visitor ratings of over $10,000.

  • Developed and executed mobile push notification plan with the marketing team that delivered in increasing mobile sales; by Q4 2014, 60% of company sales were made via the mobile app, an unprecedented achievement at the time.

2011-2012

J.Jill

  • Crafted clear product stories with attention-grabbing headlines on a writing team of four.  

  • Evolved brand identity by re-directing consumers to the web via email, catalog, social media, and in-store advertising.  

  • Partnered with merchants and apparel designers to position new collections in memorable ways for consumers.

FREELANCE CLIENTS

Joss & Main

Perigold

EF Education First

WGA Insure Blog

Time Out

Boston Common Magazine

SCHOOL

BOSTON UNIVERSITY

BS, Journalism, English

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