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work experience

Head Copywriter + Content Strategist, Knot Standard

June 2019 - Present

New York, NY

 

  • Defining, executing, and amplifying the Knot Standard brand voice across every platform and for every  custom menswear client

  • Refreshed all copy on site, launched multiple new collections and product campaigns, led creative  direction on multiple collection and product shoots

  • Owning all copy for email, social, web, video, print, UX, magazine, B2B, internal, in-Showroom, and PR

  • Partnerships include Los Angeles Rams, Spring Place, NYCFC, Atlanta United, and Meermin Mallorca

Lead Copywriter,

TracyLocke

May 2014 - May 2019

New York, NY

 

  • Created a wide array of original copy for Johnnie Walker, Captain Morgan, Smirnoff, Guinness, Pepsi, Heineken, SONY, Anheuser-Busch, HP, BJ’s Wholesale Club, Chase, Perfetti Van Melle

  • Lead writer on a range of tentpole and shopper programs for Diageo brands including Guinness, Zacapa, Tanqueray, Smirnoff Ice, and Baileys

  • Lead writer on Kellogg's tentpole and shopper programs for Cheez-It, Pringles, and Rice Krispies Treats

  • Ideated and wrote treatments, scripts and storyboards for ongoing series of SONY vignettes

  • Created ongoing social content for the SONY brand and Sony Square NYC social channels

  • Created headlines and shopper activation ideas across the Anheuser-Busch calendar: NFL, summer, co-branded tentpole events for Budweiser and Bud Light

  • Lead writer on Heineken’s “What’s Your Play?” Twitter program during the 2015 and 2016 football playoff seasons; promotion led to a 1% lift in YoY sales during Q4 2014 (100k+ incremental cases sold)

  • Lead writer for Heineken’s BtL partnership with MLS; created original POS, digital, print and promo copy and content to connect with premium beer drinkers and millennial soccer fans in America

  • Crafted the key headline for HP’s 2014 hybrids lineup featured on brand site, in Best Buy stores, and used as “#BendTheRules” global social media campaign

  • Director of Photography and scriptwriter for a series of 12 BJ’s Facebook videos

Content Strategist, Annotary

April - October 2013

New York, NY

 

  • Collaboratively planned, developed, created and improved content

  • Provided research, insights and strategic support to help establish Annotary as a go-to research tool on the web

Copywriter - Freelance, Luminary Labs

June - July 2013

New York, NY

 

  • Researched, created and edited user-facing website, blog, and social media content to successfully launch Health Data Challenges project from initial concept

  • Fully managed CMS workflow and provided QA support

Copywriter + Community Manager,

Verdino LLC

January - October 2012

New York, NY

 

  • Collaborated with Principal Strategist on social content strategy and managed daily content creation for clients across social platforms

  • Authored a series of company blog posts

  • Compiled various competitive analyses for clients; developed standards for influencer outreach within the online tech and hip-hop communities

education

State University of New York, Fashion Institute of Technology

2011

New York, NY

 

  • Bachelor of Science in Advertising and Marketing Communications

  • Graduated summa cum laude; Dean’s List

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