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. This involves collaborating and communicating strategically with teams across our organization to bring the most effective 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. The emails below were sent to our current client list at that time and link to blog posts I've authored. Both 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 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. |
