Summary
Enthusiastic KPI-driven marketer with 20 years of experience in creative and marketing strategy. Influential manager inspiring teams to produce smarter, stronger campaigns.
Experience
FOUR HANDS, Austin, TX
Associate Content Director, 6/2021 – present
• Creative lead for our new Hospitality line of business, building creative toolkit, launching new landing pages, concepting Look Books, and building infrastructure to generate and build customer case studies.
• Built and deployed two custom AI agents in Microsoft Copilot: one for high-volume product copy (500+ SKUs per season) and one for designer-voice storytelling. I also onboarded the full copy team to integrate AI into our creative workflow.
• Oversaw company-wide rebrand during a period of hyper-growth, ensuring consistent market-facing storytelling across all touchpoints.
• Refined and documented 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 content for paid media channel in 2022, from banner ads to sponsored articles with brand narrative and campaign stories to build brand awareness and grow customer leads.
• Elevated creative quality throughout email for three 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.
• Assisted in launch of a new user-friendly website in 2023 (content audit, procuring new copy, content and images) resulting in +113% YOY increase in website sessions.
• Onboard team members onto new tools and processes to create a more scalable, efficient organization.
• Direct integrated brand campaigns across paid, social and web, blending strategic thinking with creative judgment to deliver a 2X YOY increase in organic search traffic. Partner with cross-functional leadership to ensure brand positioning drives measurable growth and deepens customer relationships.
• Drive quality of work through ideation sessions, reviewing creative briefs, deep dives w/ stakeholders and design team, while anticipating and providing feedback before presenting our team’s work.
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
Cornell University, Marketing in AI Certificate, 9/2025
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.