Work

RAdisson Hotels americas

When I got the opportunity to combine my passions for travel and copywriting, I jumped at the chance. I knew I would love writing to inspire others to travel and researching destinations around the world. I didn’t know I would learn so much, especially about tailoring messaging for omnichannel campaigns and unique brand voices. Leading copy strategy and creation for multiple B2C and B2B 360-marketing campaigns gave me extensive experience refining messages by audience and channel while maintaining a consistent brand voice and campaign hierarchy. Writing for numerous brands under a larger umbrella brand was a deep dive into the subtleties between distinct-yet-connected brand voices.

The tile shop

Initially, I wasn’t sure if my previous experience in retail would translate to The Tile Shop. How similar is tile to clothes, electronics, and makeup? It turns out, very! Marketing copywriting is all about presenting a lifestyle to customers. Writing about tile is writing about interior design, dream homes, and the life one aspires to live. Learning, adapting to, and defining a voice for this new customer segment has taught me so much about the value of a clear point of view.

kohl’s

My seven years at Kohl’s gave me the opportunity to deeply understand the company’s customers and its brand voice. Working on a wide variety of deliverables, including geotargeted mobile notifications, landing pages, direct mail, and personalization initiatives, exposed me to nuances between customer personas and messaging strategies. When I settled into my role as social media copywriter, I became an expert in creating copy targeted to specific channels with demographics, sales goals, and engagement in mind.

what would kate do?

What started as a fun hobby writing about a frivolous interest (OK, maybe it’s a little more than frivolous to me) turned into a valuable learning experience. Understanding strategy, independently researching and concepting topics, and creating entertaining yet sales-driven content were all part of this freelance role.