PetSmart & Recent Work
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As a copywriter for PetSmart, I brainstorm, edit and optimize copy for pet food, hardgoods and specialty packaging. My day-to-day involves collaborating and communicating strategically with teams across our organization to bring the most compelling story to life on pack. Some brands I work with include Authority, All Living Things and Thrive.
Shortly before joining PetSmart, I also wrote a freelance story for Brooklyn Bedding about how popular diets can affect your sleep. |
Spectrum VeterinarySpectrum Veterinary is a state-of-the-art lab that diagnoses and treats dogs, cats and horses for allergies. As a marketing associate at the lab, I expanded my Adobe Suite capabilities generating gifs, graphics, landing pages and videos for various email and social campaigns.
For instance, I worked with the sales team to test and develop mobile-friendly co-branded promotional videos distributed to clinics to promote our services to pet parents. I developed the emails below to send to our client lists. Both messages link to blog posts I authored. These campaigns received above-average open rates.
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Subject Line: Pollen season might be getting longer.
Preview Text: A new study analyzed two decades worth of pollen and temperature data – examining the length and potential severity of the season. |
Subject Line: Could your patient's Christmas tree be housing offending allergens?
Preview Text: That tree may be delivering more than holiday cheer. A study from Upstate Medical University investigated. |
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Utilizing previous performance data, I raised the lab's existing Facebook page likes by 9%. I also established the brand's Instagram account and honed our content strategy based on incoming performance data. Below is a sampling of posts I curated/designed and wrote.
Prevention Magazine
I planned and executed our social calendar, scheduling 40+ posts daily to Facebook and Twitter crafted in the brand's distinct voice. To track our progress, I wrote weekly reports identifying the type of content our audience was gravitating towards. These reports helped inform the team’s content development and social strategy.
For the holidays, I collaborated with an illustrator and other editors to develop a "Mrs. Claus" franchise. In the series, we characterized Mrs. Claus as our ultimate reader – taking a proactive approach to her health by exercising, meditating and practicing self-care
For the holidays, I collaborated with an illustrator and other editors to develop a "Mrs. Claus" franchise. In the series, we characterized Mrs. Claus as our ultimate reader – taking a proactive approach to her health by exercising, meditating and practicing self-care
Each month, I showcased the latest issue of the magazine on Instagram, teasing feature stories.
To foster engagement, I designed with these survey and poll-style posts.
Men's Health Magazine
At the world's largest men's magazine, I translated cutting-edge research into everyday language that improved our reader’s lives. By monitoring various content analytics platforms, I crafted stories that piqued our audience’s curiosity and were targeted to their interests.
CBS Evening News & CBS Pittsburgh
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I received the Ambrosio Award in the summer of 2015 and was able to pursue an internship with CBS News in New York City. Interning with the “CBS Evening News,” I learned what constitutes a feature story with life and meaning.
While fielding more than 20 story pitches per week, I helped Steve Hartman’s “On the Road” team produce impactful human-interest pieces. I reviewed each incoming pitch, seeking an intriguing character through which we could tell a story about a larger truth in American life. Although Mr. Hartman’s pieces are unique to his series, I learned the parameters through which his news segments are told. I also wrote a story for CBSnews.com featuring a subject from Mr. Hartman's segment. Check out the piece. |
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I scripted teasers, introductions and closings for about 20 segments on their morning talk show, Pittsburgh Today Live, and live-tweeted dozens of segments. During that time, I also combed local websites for leads. I pitched a story to the station’s news director and, with her blessing, was assigned a videographer. From there, I interviewed, wrote and helped edit a feature about kitten season. When the segment went to air, it was the leading story on the evening news. |