Summary
Enthusiastic KPI-driven marketer with 15+ years of experience in copywriting, creative and communications. Influential manager inspiring teams to produce smarter, stronger campaigns.
Experience
ORACLE, New York, NY & Austin, TX
Associate Creative Director / Senior Art Director, 8/2018 – present
• Lead a team of copywriters and designers to build award-winning digital marketing campaigns with a focus on copy, creative, strategy and engagement.
• 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.
• Designed and hosted 10 internal storytelling workshops to improve attendees’ skills (up to the VP level) in shaping and sharing their stories for stronger, more engaging presentations and sales pitches.
• Mentored and advocated for 7 copywriters, assigning projects that matched their skills, interests and career 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
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.