Joelle Smith
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From online banking experiences to dog food bags, I love crafting content that engages and helps people.

PNC Bank

I craft content for 3 core experiences within PNC's online banking platform. I collaborate closely with the security and authentication team made up of experience designers, agile development and product team members. My goal is to deliver content that's intuitive and empowers customers. 

I'm constantly fine-tuning my approach to optimizing user flows – providing recommendations that encompass business partners' objectives while always keeping that customer goal top of mind. 

PetSmart 

As a copywriter, I brainstormed, edited and optimized copy for pet food, toys, waste care, habitats and more. I partnered with designers, product developers, brand managers, legal and quality assurance partners to bring the most compelling story to life on packaging.

Larger projects included co-leading content creation for new brands like Full Cheeks and Wiggles & Wags Bake Shop (which won a packaging award), brand refreshes like Authority and All Living Things bird habitats and Simply Nourish's Fresh Market product line. 
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Spectrum Veterinary

As a marketing associate, I developed digital campaigns for veterinarians and pet parents about our lab that diagnosed and treated dogs, cats and horses for allergies
Monthly Newsletters


Background: I developed the emails below to send to our client lists.  These campaigns received above-average open rates. 
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Subject Line: Are the FDA's new grain-free warnings concerning you?
Preview Text: We understand the incoming findings can make treating patients with food sensitivities tricky. We're here to help navigate.
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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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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.

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.
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Mrs. Claus doesn’t just walk the reindeer to get her steps in — she also keeps a steady lifting regime ?? to cut her risk of a slew of health conditions like diabetes, stroke, and heart disease! Click the link in our bio for some of her favorite moves. And check back to see what else Mrs. Claus does to stay healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 14, 2017 at 7:17am PST

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Yoga doesn’t just give Mrs. Claus the strength to help load gifts into Santa’s sleigh. Those moves also keep her memory sharp, so she can remember if you’re on the naughty or nice list this year. ?? Find out more about yoga’s cognitive benefits via the link in our bio! And stay tuned for more ways Mrs. Claus stays healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 17, 2017 at 11:05am PST

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The holidays are a hectic time—and no one knows that better than Mrs. Claus herself. That’s why she takes time out for self-care, like drawing a bubble bath and reading the latest issue of Prevention. Want a copy of your own? Check out the link in our bio! And check back to see more ways Mrs. Claus stays healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 20, 2017 at 10:44am PST


​Each month, I showcased the latest issue of the magazine on Instagram, teasing feature stories.
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Our January issue is on newsstands now! □ This month we busted some major myths about germs (for starters, washing your hands with cool water actually eliminates the same amount of bacteria as hot water □ ). We also investigated how safe your cosmetics, hair care products, and other personal items are — grab a copy today to see what we uncovered. And tap the link in our bio to subscribe!

A post shared by Prevention (@preventionmag) on Dec 21, 2017 at 3:16pm PST

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Our latest issue is out on newsstands now! Inside you’ll discover 20 of the most fascinating medical breakthroughs of 2017. (Spoiler: One involves regenerating body parts!) Plus, we’ve got you covered with 4 super-thoughtful DIY gift ideas. □ Grab your copy of the December issue and spread the holiday cheer.

A post shared by Prevention (@preventionmag) on Nov 20, 2017 at 8:57am PST

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Our latest issue is on newsstands today! □ This month we put some interesting antisnoring devices like chinstraps and nasal dilators to the test. (The one that worked best might surprise you.) And, we find out once and for all if strength training is truly better than cardio when it comes to losing weight… find the answer in the November issue!

A post shared by Prevention (@preventionmag) on Oct 30, 2017 at 12:34pm PDT


To foster engagement, I designed with these survey and poll-style posts.
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Might be a tough call. □□‍♀️

A post shared by Prevention (@preventionmag) on Oct 24, 2017 at 6:39am PDT

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The great debate. ?

A post shared by Prevention (@preventionmag) on Oct 28, 2017 at 1:19pm PDT

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What are your NYE plans? ✨

A post shared by Prevention (@preventionmag) on Dec 31, 2017 at 3:10pm PST


​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. 
4 Guys Who Actually Achieved Their New Year’s Resolutions Tell You How They Did It
5 Nasty Skin Conditions You Can Pick Up At the Gym
You Could Be Wasting $300 a Year With This Gas Station Mistake
How to Lose Your Gut, According to 6 Regular Guys
What to Do to Make Sure Your Car Survives the Rest Of Winter
Researchers Put the 5-Second Rule To the Test. Here’s What Happened

CBS Evening News & CBS Pittsburgh

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. 
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