I believe in conversational, accessible, human-first creative.

In addition to internal brand strategy guides, large-scale launches and campaigns, and content development, I’ve also reached all kinds of humans across all kinds of short-form touch points for all kinds of industries. Think designer fashion, skincare and beauty, sustainability, big and little tech, weddings, and more.

This means we’ve probably already met because I’ve been all up in your inbox, product pages, social feed, and fave mall for well over a decade now. But let’s make it official.

With the fine folks at Studio Marylou, I took on creative refinement exercises and campaigns for this Gen Z, Earth-conscious, genderful leisurewear brand. Our main goal was to leverage fashion as a mode for celebrating the expansiveness of bodies and gender expression, de-stigmatizing mental health struggles, and advocating for the planet.

Despite limited resources, we overhauled regular creative assets (emails, social, etc.) and revamped the homepage with a playful yet simple aesthetic and colloquial—but not too contrived—voice.

I cut my teeth as a beauty and skincare product copywriter and then a multi-dept. marketing copywriter before becoming a senior creative for Nordstrom’s in-house agency and editorial team. In addition to strategizing big ideas and leading content development for massive special projects like Pop-In@Nordstrom shops, I also owned all omni-channel copy for high-profile Designer Collections and Weddings content.

Over time and across departments, I made meaningful connections with my creative, business, and merchandising partners, making brand evolution collaborative and impactful. E.g., I was able to frictionlessly reevaluate, test, and optimize the Designer email platform to create engaging, converting editorial content with a revamped, more conversational tone. The result? A 21% increase in YOY demand and a Nordstrom All Star award.

Below is a sweet lil selection of short-form work from my time on the Nordstrom marketing floor, some of which still hits me square in my big nostalgic heart. Please zoom in to enlarge.

Looking for something longer? See a few long-form email examples here.

I partnered with The House of LR&C leadership and the exceptional Studio Marylou design agency to prep, launch, and evolve LITA by Ciara, a sustainability-focused fashion line co-created with Ciara.

I was the sole copy consultant in a high-octane race to the finish line, poring over prelim research and origin stories to cultivate LITA’s elevated yet conversational voice, articulate the planet- and people-first ethos in an accessible way, and build out the initial UX with minimal dev resources. Our goal was to ensure the experience felt like the product: easy yet luxe, minimalist yet approachable.

To that end, post launch, came extensive editorial-device and template explorations, A/B testing, and continual brand-identity refinement via external assets, brand books, and partner resources (e.g., lookbooks, product guides), because sometimes you gotta fly the plane while you’re building it, am I right?

Please zoom to enlarge.

I worked closely with Good Man Brand’s leadership team and several different design partners to reimagine, simplify, and refine the brand. We honed as we went, leveraging each new season and sale to polish the creative direction and execution, as well as explore editorial franchises, templates, and approaches.

In addition to internal brand strategy work for Microsoft store (a multi-billion dollar business for the tech giant), like developing new editorial guidelines for the fresh-off-the-press brand book, I also oversaw the work of junior writers, established new editorial tone tenets, and created new templates for—and reviewed the execution of—the critical holiday campaign to ensure voice alignment.

The new holiday gift guide needed to remain within existing site architecture, but we pushed the experience as far as possible with custom motion graphics, a friendlier tone, and thoughtfully simplified modules.

Our fresh approach to Microsoft’s storied but staid holiday gift guides helped drive revenue by increasing user engagement and time spent on page.

Snippets of the the holiday campaign (written by Keith Chaffee-Ellis) and a copy refinement exercise below.