Weave compelling storytelling throughout email, print, site, and social copy that evolved to align with several brand refreshes, market analysis, and customer segmentation. Conceive and present campaign concepts, manifestos, and messaging banks to partners and external stakeholders to ensure writers in all channels struck a consistent tone down funnel. Wrote scripts for a Kris Jenner collab. Defined and published best practice guidelines for direct mail marketing copy. Digital copy was crafted with SEO in mind.
GRAD 2023 CAMPAIGN: Created concepts, manifestos, headlines, and subcopy that come to life in print, email, web, and social media and provided campaign-specific guidance to fellow writers. Copy was fine-tuned to incorporate market research findings, while keeping in brand direction into account.
Grad 2023 Direct Mail Catalog
Grad 2023 Campaign Landing Page
Grad 2023 Campaign App Takeover
Grad 2023 Campaign Email
Grad 2023 Campaign Email
CATALOGS: Work closely with designers and art directors to craft engaging, educational copy that encourages customers to personalize and purchase stationery, home decor, photo books, and gifts (click the cover to take a closer look)
Welcome winter and all its traditions with a festive catalog full of customizable cards, gifts, and more.
$36M revenue
10% increase YoY
(design: Katelyn McDonough)
Lean into all things spring with a shopable mini catalog full of custom products to give mom, dad, travelers, pet lovers, and more. The piece aimed to convert loyal card buyers into gift buyers.
$730K revenue YoY
(design: Kelsey Splinter)
'Tis the season for chic greetings with stylish cards from Shutterfly’s elevated sister brand. Copy highlights luxe upgrades and additional services.
$1M in incremental revenue
(design: Sam Onken)
STORYBOARDING & SCRIPTWRITING | SHUTTERFLY x KRIS JENNER: Teamed up with Katelyn McDonough, Merritt Bambrick, and Sam Onken to create and pitch several concepts for a holiday partnership with influential momager, Kris Jenner. The campaign included tv, web, app, and radio/podcast content. (Creative Director: Maddy Hague)
Performance: ROAS $13.11 in-platform, +70% vs Q4 Meta campaign average, 6.5x above the channel benchmark of $2
EMAILS:
Promo, educational, and editorial CRM content tailored to align with overarching campaigns and inspire customers to learn, browse, and buy.
PROMO PRINT CARDS:
Clever mailers that simultaneously masquerade as real greetings, showcase product quality, and offer an incentive
OVERSIZED POSTCARDS:
Experimented with copy length, messaging priority simplification, and TOV for a series of direct mail pieces in a can’t-miss 11.5” x 5.75” size
