My 6-month e-commerce gig in Georgia-Pacific’s GP PRO division was so successful, it was extended for over two years! GP PRO is Georgia-Pacific’s commercial division that handles B2B sales of restroom and foodservice products. I was hired for a test project, writing product description content for about 400 SKUs. The content was delivered to distributors for use on their websites, to help ensure accuracy and maintain consistency in GP PRO’s product presentation. The initial test was so successful, the project was expanded to include all GP PRO SKUs. Later, when GP PRO decided to add e-commerce to their own website, they planned to repurpose my content for use on gppro.com, as well. In addition to writing the product description pages, I also edited the weekly GP PRO News email, wrote phone scripts and emails for the virtual sales team, wrote sell sheets, video scripts and other marketing materials, and was the team writer for GP PRO’s small business channel.
I always love an opportunity to write fashion copy and it was great fun to learn the “Chico’s voice” and apply it to over 400 of their e-commerce SKUs in about a month. I’ve written hundreds of e-commerce SKUs for Chico’s sister company, Soma, as well.
Chico’s infuses their unique brand personality throughout their website—even down to the product details. Soma focuses on the fit, shaping and comfort features in their garments. For both brands, I was able to quickly get up to speed with their formatting and voice to make my copy consistent with their internal writers’ work, helping them meet their copy deadlines.
Fun video projects make any day feel like a holiday! Creating storylines, scripts and video direction to introduce Michaels’ new Lemax product offerings for Christmas and Halloween always gets me in the holiday spirit.
SVP Worldwide, the world’s largest consumer sewing machine company, joined forces with ClosetMaid to create Inspira Studio furniture for sewing enthusiasts. I served as account director and copywriter for the launch campaign, which included materials for both dealers and end-users. These examples show how the copy flows through all media, including print collateral, in-store displays and signage, magazine ads, website, social media and videos.
I was the account director and copywriter for a complete rebranding for JSI Store Fixtures, a company that designs and manufactures displays for grocery stores. The project included a new website (click here to view the entire website), stationery, sell sheets and more. I also wrote the script for a fun video to introduce JSI’s foam pocket pad, an innovative product they invented that makes it easy for anyone to create beautiful produce displays.
Balducci's Food Lovers Markets and Kings Food Markets are two brands of grocery stores owned by the same company. I wrote seasonal ads for regional magazines, beautifully promoting their foods and events. I also wrote monthly 5-panel “My Balducci’s” newsletters that were sent to Balducci’s Gourmet Rewards Club members. The newsletters showcased seasonal catering offerings, new products and recipes to inspire Balducci’s best customers.
I was hired by Capital Lighting Fixture Company to write product descriptions for their entire line of lighting fixtures and decorative mirrors. The project included copy for over 2,000 items, as well as descriptions for each of their product collections. My copy was used on capitallightingfixture.com, as well as on some of their product spec sheets.
My first e-commerce copywriting client was SteinMart, a national retail chain that offers fashion apparel, accessories and home décor at great prices. I continue to write e-commerce content for Stein Mart. In the past, I’ve also had opportunities to write copy for Stein Mart grand openings, an investor brand book (which introduced prospective investors to the Stein Mart Brand), holiday videos and print pieces.
Mohawk Home needed a series of videos to describe major rug categories on retailer websites. The Luxe Rug video, shown here, was one of several of these videos that provided an overview to the qualities and construction details of each rug variety. In addition to the video scripts, I also wrote and edited copy for annual product catalogs, press releases and other marketing materials for Mohawk Home’s Karastan and American Rug Craftsmen brands.
