The Home Depot
The Home Depot’s internal creative marketing department has been my home base for the last 5.5 years. Here, I own copy over multiple departments for the print ad, write OLA copy for heros, banner ads, SEO blocks, offers and disclaimers for print and online. I also work on special projects in partnership with organizations such as ESPN College Game Day and the U.S. Coastguard.
My job involves juggling multiple projects, managing a lot of data, and working with different teams cross-channel to create a communication bridge between design, merchandising, copy and art direction, all while keeping our brand voice consistent. I work hard to ensure we are adhering to copy guidelines, brand standards and legal regulations and requirements.
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Stein Mart
E-Commerce
For 5.5 years, I managed the fashion-based product copy for Stein Mart's e-commerce site. Writing product copy can be tricky, and knowing your target market is key. Our goal was to engage consumers between ages 35-65, while still appealing to a younger audience. The assignment was to illustrate the garment, indicating silhouettes, textures and designs that would allow the reader to imagine what the piece looks like even without an image in front of them.
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Maximizing SEO was a focused concern for Stein Mart, so having well-versed knowledge of trends, keyword searches and SEO for the market was paramount to our success. As a result, we saw Stein Mart's e-commerce business steadily grow over 40% with the implementation of proper SEO.
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Trend Reports
Harmon Group has specialized in, and mastered, advertising for the jewelry industry for over 30 years. For 6 of those years, I wrote B2B trend reports, keeping our clients informed on current fashion trends relating to the jewelry industry, using my background in fashion design and merchandising to accurately predict trend fluctuations and forecast future market trends. The assignment was to communicate trend forecasting to clients in a way that felt editorial.
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