LONG STORY SHORT

Senior copywriter and creative strategist with 20+ years of experience shaping brand voice, concepting integrated campaigns, and creating compelling content for fashion, beauty, home, luxury, lifestyle and retail brands, including Fossil, Crate and Barrel, Knoll, and Bloomingdale’s. Proven ability to translate brand strategy into compelling, conversion-minded storytelling across digital, social, email, e-commerce, paid media, print and packaging. Equally comfortable dreaming up big ideas and leading creative direction, collaborating with designers and marketers, or obsessing over the perfect headline.

EXPERTISE

Copywriting · Creative Strategy · Brand Voice · Campaign Concepting · Integrated Marketing · Content Strategy · Editorial Direction · E-commerce · Product Storytelling · Team Leadership · Creative Collaboration · SEO · Naming · Generative AI

EXPERIENCE

FOSSIL | Greater Chicago Area, Remote

Global Senior Copywriter | 2022–Present

  • Lead copywriting and creative concepting for global seasonal campaigns, product launches, and collaborations for the Fossil brand

  • Develop distinctive, style-driven storytelling for premium accessories, including watches, leather goods, and jewelry

  • Partner with creative, marketing, merchandising, and business teams to bring campaigns to life across web, email, paid media, SMS, social, and retail

  • Develop global product and brand content at scale while maintaining a cohesive, elevated voice across customer touchpoints

  • Support high-profile collaborations including Disney, Barbie, Marvel, and Minecraft.

  • Leverage generative AI tools to increase efficiency in high-volume e-commerce content development while maintaining editorial quality and brand standards.

WALMART | Greater Chicago Area, Remote

Copy Manager | 2022
Senior Copywriter | 2021–2022

  • Led content strategy and copy development across fashion, beauty, entertainment, technology, sporting goods, home, outdoor living, and gift registry

  • Managed and mentored a team of writers producing high-volume omni-channel content across paid social, e-commerce, email, push, and other digital channels.

  • Concepted seasonal and enterprise campaigns in partnership with creative and marketing teams, including storytelling and photo direction.

  • Collaborated with major entertainment licensees including Netflix and NBC Universal on co-branded campaigns supporting theatrical releases and product launches.

  • Edited and elevated copy to strengthen brand voice, clarity, accuracy, and creative impact.

  • Balanced brand storytelling, customer engagement, and commercial objectives within a fast-paced global retail organization.

SAM’S CLUB | Greater Chicago Area, Remote

Content Manager / Senior Copywriter | 2019–2021

  • Developed strategic, conversion-focused content designed to grow membership and connect customers with better value across home, food, fashion, health, technology, and lifestyle categories

  • Concepted and executed integrated campaigns across digital and print, from initial creative strategy through final copy

  • Directed copy development with external creative agency partners, ensuring editorial quality, brand consistency, and alignment with business objectives

  • Served as a senior editorial voice, editing writers, allocating resources, and elevating creative standards across the content team

  • Contributed storytelling and creative direction to company Diversity, Equity & Inclusion initiatives

MEDLINE INDUSTRIES | Northfield, IL

Creative Lead | 2018–2019
Senior Copywriter | 2017–2018

  • Led writers and designers in developing B2B and B2C marketing content for a multibillion-dollar healthcare organization.

  • Developed brand storytelling across digital, advertising, sales collateral, and other marketing channels.

  • Translated complex products and services into clear, approachable messaging for business and consumer audiences.

  • Contributed to product and brand naming, including development of trademarked names.

CRATE AND BARREL | Northbrook, IL

Copywriter | 2011–2017

  • Created trend-forward brand and product storytelling across e-commerce, social, catalog, packaging, direct mail, retail, and advertising

  • Served as lead writer for the Wedding Registry program and developed content for Credit Card and Designer Trade programs

  • Contributed creative concepts and copy to seasonal campaigns and integrated marketing initiatives

  • Collaborated with designers, marketers, merchants, and business partners to create cohesive brand experiences

H2O PLUS BEAUTY | Chicago, IL

Senior Copywriter | 2008–2011

  • Developed brand and product storytelling across packaging, product naming, SEO, e-commerce, email, advertising, direct mail, and promotional campaigns

  • Played a key creative role in a company rebrand, including refreshed brand voice, tagline, and company story.

  • Partnered with regulatory counsel on compliance and trademark viability

CONSUMERS DIGEST MAGAZINE | Deerfield, IL

Associate Editor | 2007–2008

  • Wrote and directed editorial departments covering retail, travel, health, and technology

  • Managed junior writers and interns while maintaining editorial standards and voice

BLOOMINGDALE’S | New York, NY

Copywriter | 2005–2007

  • Created style-driven copy for leading fashion, beauty, and home brands across digital, direct mail, national advertorials, and in-store campaigns

FREELANCE CLIENTS

Knoll · Amsale New York · La Blanca Swimwear · Lana Jewelry · HauteCarat Lab Diamonds · FORM50 Fitness · Tricoci Salon & Spa · Wells Fargo · New York Magazine

Develop brand voice, creative concepts, campaigns, product storytelling, e-commerce content, SEO, email, social, advertising, and editorial content

EDUCATION

NORTHWESTERN UNIVERSITY | MEDILL SCHOOL OF JOURNALISM
M.S., Magazine Publishing

WESTERN MICHIGAN UNIVERSITY
B.A., Journalism / Public Relations