PNC Bank

 I'm currently a senior content designer at PNC Bank.

I'm part of the security and authentication team. We maintain several highly-trafficked experiences in PNC's online banking site and mobile app. My goal, in everything I write, is to meet customer needs and business objectives.

PetSmart

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

New Brand Creation 

Background

I co-led content strategy for a new dog treats brand. Our foundation was a brand persona many are familiar with – “the fun babysitter.” The kind of babysitter kids ask for and parents trust.

Process
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  • ​Edited brand concepts from the brand team that were tested with customers
  • Co-facilitated a brand name brainstorm with partners across the organization
  • Conducted a language audit and presented on-trend communication strategy to the design team
  • Strategized with the quality assurance, product development and brand teams on treat names that captured the brand persona, reflected customer preferences and complied with regulatory guidelines
  • Trademarked the brand name, 9 treat names and a tagline with the legal team
  • Honed each treat's claims alongside product development and solidified claims’ strategy
  • Wrote tone of voice and product naming sections of the style guide

​Results
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  • ​Exceeded sales expectations in the first month
  • Helped brainstorm and clear more than 30 product names for ​core and seasonal lines
  • Won a 2021 Silver Vertex Award

New Brand Creation 

Background

I partnered with our brand team and an outside design agency to build a brand that offered everything needed to care for rabbits, guinea pigs, hamsters and other small pets.

Process
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  • ​Co-wrote 4 brand concepts using customer research alongside the brand team
  • Utilized the customer test results to co-develop a brand story with the design agency​
  • Honed a significant number of brand names down to a handful – sent to customer testing
  • Suggested and advocated for the “Full Cheeks” brand name
  • Provided ideas for how the agency could interweave text and design to engage and educate customers
  • Helped divide editing tasks amongst a 5-writer copy team and collaborated with the design agency
  • Documented, maintained and disseminated an evolving content checklist to ensure consistency while proofing
  • Presented the overall communication strategy to the design team
  • Presented the habitat communication strategy to leadership​

​Result
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  • ​Submitted packaging for over 200 products and associated materials in 3 months​

Brand Refresh

Background

I led content strategy to refresh a line of AUTHORITY dog and cat food. I worked with the brand team and design agency to hone each food’s nutritional benefits – enhancing shoppability and customer education.

Process
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  • Streamlined current claims using customer data and competitive research 
  • Build flowchart illustrating when and in what order to use new claims
  • Wove key claims into infographics alongside the designer
  • Helped divide editing tasks amongst a 5-writer copy team and the design agency
  • Documented, maintained and disseminated an evolving content checklist to ensure consistency while proofing​
  • Met tight editing deadlines for complex, content-heavy packaging, including dog food bags up to 34 lbs

Result
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  • Submitted packaging for over 130 products in 6 months​

Spectrum Veterinary

As a marketing associate, I developed digital campaigns about Spectrum's lab, which diagnosed and treated pets for allergies.

Email Newsletters

Background

I produced a monthly email newsletter for our client list of veterinary clinics, which grew while I was there from about 3,000 to 7,000 subscribers.

Process
  • Wrote, designed and produced 15 campaigns
  • Prepped and tested campaigns with HubSpot
  • Researched and pitched studies to showcase
  • Wrote or edited 10 featured blog posts and landing pages
  • Collaborated on blog posts with laboratory, marketing and sales directors
  • Tracked metrics to understand what clinics were responding to​
​
Result
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  • Increased open rates across that time by 27%​
  • Drove 1,900+ clicks to Spectrum's site and associated materials
Subject Line
 Are the FDA's new grain-free warnings concerning you?
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Preview Text
​ We understand the incoming findings can make treating patients with food sensitivities tricky. We're here to help navigate.
Subject Line
Could your patient's Christmas tree be housing offending allergens?
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Preview Text
​That tree may be delivering more than holiday cheer. A study from Upstate Medical University investigated.
Subject Line
Pollen season might be getting longer.
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​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

As a social media editor, I planned and scheduled 40+ posts a day to Facebook and Twitter. I identified the type of content our audience was gravitating towards in weekly reports for our print and digital team. They helped inform our content development and social strategy.

Instagram Franchises

Background

I helped brainstorm on-brand franchises to enhance engagement and grow our audience. 

Process
  • Re-shaped posting strategy based on performance metrics
  • ​Posted 2 - 3 videos or images a day
  • Managed 5 franchises for our feed and 3 for Stories
  • Increased engagement with poll and survey style posts
  • ​Collaborated on brand-centric franchises like this seasonal series featuring Mrs. Claus

Result
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  • Raised Instagram following by 40%+​
View this post on Instagram

The great debate. ?

A post shared by Prevention (@preventionmag) on

View this post on Instagram

What are your NYE plans? ✨

A post shared by Prevention (@preventionmag) on

Men's Health magazine

As an assistant editor, I translated research on diabetes, weight loss, nutrition and more into everyday language.

Content Creation and Promotion

Background

I pitched, reported on and promoted stories targeted to our audience's interests. 
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Process
Result
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