Summary
Enthusiastic KPI-driven marketer with 20 years of experience in copywriting, creative and communications. Influential manager inspiring teams to produce smarter, stronger campaigns.
Experience
FOUR HANDS, Austin, TX
Associate Content Director, 6/2021 – present
• Manage and mentor brand creative team members.
• Onboard team members onto new tools and processes to create a more scalable, efficient organization.
• Collaborate with designers, writers, photographers and video team to produce compelling creative across paid media, local billboards, social, email, web and print.
• Drive the quality of work through ideation sessions, thoroughly reviewing creative briefs, deep diving with stakeholders and product design team, while anticipating and providing feedback before presenting our team’s work.
• Oversaw and implemented a company-wide rebrand through content audits and creative reviews.
• Created and implemented Brand Voice Workshops to improve company-wide communications.
• Refined and documented the creative review process in anticipation of building our brand creative and project management team.
• Built a team of freelance copywriters to allow our in-house writing team to focus on larger projects and initiatives contributing to their growth.
• Launched creative content for paid media channel in late 2022, from banner ads to sponsored articles. Provided consistent brand narrative and campaign stories to increase brand awareness and grow customer leads resulting in over 58 million paid media impressions across magazines, web, radio and podcasts, 3,400 trackable new customer applications and 2X YOY increase in organic search and web traffic.
• Responsible for elevating the quality of creative throughout email channel for three different lines of business resulting in +51% growth in list size as of 2024 and +82% YOY revenue growth to $1.46M for first half of 2024.
• Oversaw launch of a new customer-friendly website in 2023 (content audit, procuring new copy, content and images) resulting in +113% YOY increase in website sessions.
ORACLE, New York, NY & Austin, TX
Associate Creative Director / Senior Art Director, 8/2018 – 6/2021
• Managed cross-channel marketing and communications roadmap along with all branded materials for promotion across email, internal and external blogs, Slack and LinkedIn.
• Produced weekly Communication Tips newsletter with steady unique open rate of 60%+.
• Designed and hosted 8 storytelling workshops to improve 160+ attendees’ skills (up to the VP level) in shaping and sharing their stories for stronger, more engaging presentations and sales pitches.
• Developed 25+ courses with SMEs designed to achieve business objectives (~1K attendees).
• Partnered with 4 cross-functional teams to concept and produce engaging sales decks, RFPs and marketing campaigns generating a 25% increase in winning sales deals.
• Managed in-house and client-facing projects with a focus on prioritization, process and planning.
• Mentored and advocated for 7 copywriters, assigning projects that match their skills and aspirations.
• Catapult All-Star Award Winner 2018
Copy Director / Content Strategist, 7/2016 – 10/2018
• Leveraged analytics, audience data, research strategy, SEO, industry trends, and competitive analysis to increase sales and engagement across 3 key accounts.
• Provided content strategy for Harley-Davidson which led to 28% increase in unique open rate, 33% increase in unique click-through-rate and 20% decrease in unsubscribes in just 6 months.
• Led the strategy and redesign of The Ritz-Carlton monthly newsletter resulting in 121% increase in clicks (YOY) and 25% increase in overall click-to-open rate YOY.
• Planned content and messaging for Comcast’s Winter Olympics campaign of 15 customer-facing emails; achieved 78% lift in opens and ~1M subscribers engaging with 5+ emails.
• Built and led a team of 5 content strategists across 5 B2C accounts.
• Horizon Interactive Award 2017 (Gold) – The Ritz-Carlton client
Senior Copywriter, 8/2013 – 6/2016
• Promoted best practices in digital marketing, copywriting and content strategy for 11 clients.
• Wrote and edited copy for digital campaigns across 30 B2C accounts covering apparel, automotive, toys, insurance, tech and travel.
FREELANCE, San Francisco, CA & New York, NY
Marketing Copywriter, 5/2011 – 8/2013
• Wrote hard-hitting on-brand copy for Victoria’s Secret PINK, Ann Taylor, YouSendIt and Intuit following the AP Stylebook, Chicago Manual of Style and respective client brand style guides.
• Concepted cross-channel promotional campaigns across web, catalog, email, mobile app, social media, videos, blog posts, print / in-store collateral, packaging and press releases.
WILLIAMS-SONOMA / POTTERY BARN, San Francisco, CA
Editor / Copywriter, 5/2006 – 5/2011
• Managed 4 copywriters to generate seasonal campaign ideas, SEO-driven copy, plus all cross-channel editorial and marketing content for Pottery Barn Kids and PBteen brands.
• Successfully launched and defined the voice of Pottery Barn’s newest brand, PBdorm.
Education & Certifications
University of Washington, Certificate in Storytelling & Content Strategy, 9/2015
Texas A&M University, Bachelor of Arts, Journalism, College Station, TX, 12/2002
Volunteer Experience
Board Member, Forklift Danceworks, 12/23 – Present
• Build awareness to increase attendance and raise funds for this Austin-based non-profit whose mission is to create connection, joy and community through performances featuring our city’s essential workers who keep our community running.
Travis County Precinct Chair, 1/2020 – present
• Grew list of precinct volunteers by 88% in only 3 months.
• Educate, manage and deploy 50+ volunteers to organize and distribute voting literature and yard signs throughout our precinct’s 4 neighborhoods.
Beto O’Rourke 2018 Senate Campaign – Newsletter Editor, 1/2018 – 11/2018
• Produced and marketed the weekly grassroots Texans for Beto newsletter via Facebook, Instagram and Twitter.
• Planned content, wrote copy, sourced images and videos, and published via Mailchimp.
• Developed 10 landing pages with fact-checked articles on voter issues and voting information.
Publications
Resendez, Lizette (2019) The Write Words: 6,500 phrases, puns, idioms and expressions to help you write your headlines and copy faster.
Plus, various blog posts and contributions on email marketing best practices for Oracle Marketing Cloud.