• Launched new credit card with Capital One as sole writer, driving 8.8x the number of projected member applications in the first week & exceeding card activations by 200%

• Crafted and evolved a distinctive cobrand voice to set campaigns apart from BJ’s parent brand

• Wrote cobrand style guide utilized by in-house team and external partners for brand consistency

• Shaped consumer research panel process by developing creative testing and prompts

Honed a clear, consistent and compelling voice so CVS customers could find what they need, feel confident in their product and service selections, and build trust in the brand.

Channels included interior and exterior environmental design, branding, architectural elements (wayfinding, store signage, décor and digital technologies), print brochures, web content pages, UX assets, and enterprise brand, product and service naming.

• Co-led voice for CVS HealthHUB and CVS Beauty store experience pilots, exceeded 2018-2019 sales goals and received national news coverage (CNBC, USA Today, NPR), which led to a national rollout of both store formats

• Struck a balance between creative ideas, customer-friendly experiences, brand standards, business strategy, and feedback from marketing, legal, clinical, supplier and proofing teams

• Translated marketing briefs into creative concepts that were clear, conversational and human

• Thought outside the “copy box” to offer strategic and creative solutions that improved the internal team’s process and the overall customer experience

• Partnered with senior writers on key brand initiatives, and peer-reviewed work for accuracy and consistency

• Confidently presented work to marketing and creative team leaders and peers, speaking to messaging structures, concepts and brand alignment

• Onboarded, trained and mentored new copywriters, regularly providing guidance and feedback

• Co-led writing workshops on CVS Health voice, tone and style for 500+ content creators

• Influenced enterprise copy direction as a member of the Editorial Review Board

Copy lead on a mix of beauty and loyalty & personalization initiatives. Channels included email, web, UX, social, store signage, print, radio, OARs, and naming for brands, products and services.

• Led content development for Tier 1 omni-channel campaigns, delivering on strategic insights while upholding creative tenets and brand standards

• Partnered with external agencies on tone, branding consistency and digital environment testing

• Presented innovative concepts to senior-level partners and at marketing dept. meetings

• Created marketing dept. peer recognition program

• Initiated company’s first-ever voice & tone guide, published in partnership with enterprise brand director

Projects included email, web, direct mail and OARs for ExtraCare, the leading loyalty program in the country with over 70 million active members.

• Led all messaging for company’s first 1:1 personalization efforts

• Created compelling, human-centric campaigns uniquely tailored to 10 customer segments

• Directly contributed to $40MM+ in sales and $8.5MM in margin with over 400 email campaigns sent in 2015

• Executed 10–15 emails per week in cross-functional team to reduce job cycle time by 50-70%

• Collaborated with marketing, production and analytics teams (McKinsey, Opera) to develop business strategies while co-working in a unique, open workplace "war room" environment

• Trained copywriters and marketing managers on email module builds, coding and data map file releases

• Ensured all copy incorporated legal, supplier, proofing and enterprise updates

Projects included email, web, direct mail, brochures, store signage, print ads, radio, packaging, and naming for brands, products and services.

• Developed brand story copy and campaigns that met or exceeded strategic goals

• Established and maintained brand standards and integrity by creating a clear, consistent voice

• Collaborated with designers, creative managers, account services, business partners and legal from kickoff to completion

• Launched and owned all packaging and collateral materials for Nuance Salma Hayek brand