Content & Copy
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Content Examples
Below are select examples of content and copy initiatives that I helped bring to life. I have influenced the content development process in a variety of ways: I’ve worked with sponsors to develop and distribute content for a brand partnership, have overseen earned, owned, and paid media, have partnered closely with Art Directors to create campaigns, have curated content for experiential marketing pop ups, have interviewed subjects on camera and have been deeply involved in the editing process to approve final cuts. I can develop and execute a content plan that speaks to specific audiences, lifecycles, goals, as well as budgets. I maintain a scalability mindset which has allowed me to maximize creative impact while driving efficiency and cost savings. The majority of the below visual examples were created in partnership with photographers, graphic designers, videographers, and agencies.
At CFDA I created and launched a robust network of freelance artists to provide digital coverage across key events such as NYFW, NYFW: Mens, and NYFW: Bridal. I managed distribution of all digital content across our channel ecosystem, developing creative ways to drive engagement, and ensuring that content was aligned with all editorial coverage for the website. In some instances where we had little budget but still had to get the job done, I stood in as photographer, a skill I honed many years ago. The above is an example of a photograph I took during NYFW. Coming up with creative solutions continues to be a strength.
I have experience overseeing the creation and strategic distribution of content for a variety of brand partners including Planned Parenthood, LIFEWTR, Cadillac, Amazon Fashion, Vogue, Nordstrom, and DHL. From outlining shotclists and creating briefs for graphic designers, to managing all digital channels, including website UX, to drive visibility towards high priority sponsors, I have a broad and dynamic range of experience planning and executing contractual contract solutions.
At Compass I oversaw the planning and execution of affinity day campaigns. I developed robust briefs, defining everything from creative vision, competitive and comparative audits, relevant data, metrics for success, specs, and production timelines. I have extensive experience providing creative teams with actionable feedback when it comes to design. For these campaigns, I wrote all copy, including final headlines that aligned with the campaign direction and tone. The above visual is from the Compass 2022 Pride Campaign which I oversaw. It garnered the highest level of engagement for Pride content in company history.
At Compass I oversaw all content that powered their proprietary tech and products. When it came to their agent marketing tool, I shifted content goals from abundance based and launched a lifecycle campaign strategy. In the first 6 months of pivoting to a lifecycle campaign strategy we launched 20+ B2B2C campaigns. I wrote and approved headlines and campaign copy and partnered closely with design on final creative.
For the 2017 CFDA Fashion Awards, I partnered with Condé Nast to develop a suite of promotional content. I worked to finalize all celebrity casting, oversaw photoshoots, final asset distribution, and tracked all engagement metrics. I oversaw all live event content and coverage, acting as co-executive producer on the first ever livestream of the CFDA Awards. (Click text in bold for livestream recording.)
I partnered with Vogue to develop promotional content for the 2017 CFDA/Vogue Fashion Fund, including live coverage of the finale runway show at Chateau Marmont. I curated a suite of content initiatives such as long form editorial coverage, designer interviews, and email marketing, working closely with photographers to finalize selects. I collaborated with key publishing partners, such as Vogue, to ensure streamlined coverage.
At CFDA I oversaw all long form editorial content published on the website, and was responsible for curating all associated visuals for the article and associated promotion. The image above (Stacey Bendet, photographed by Tory Rust) was from a photoshoot I organized to accompany a new editorial series that I launched. In addition to outlining the strategy for new brand editorial, overseeing creative collaborators, and developing digital marketing plan to drive measurable engagement, I often wrote all article copy as well.
During the initial hyper growth stage at Compass, I worked closely with design and expansion teams to oversee all final creative for national paid advertising initiatives, including print ads, OOH, and digital media. I approved final creative and worked closely with Creative Directors on design approach and photography.
To promote new Compass initiatives, I developed video concepts and worked closely with production, design, and video agencies to bring those concepts to life. From being on set and interviewing subjects, to writing scripts and helping to decide on final cuts, I have helped launched several long form videos to creatively drive awareness to high priority programs. The video featured above is one that I helped to create for Agent as CEO.
I’ve helped develop promotional content for a variety of Compass products, leveraging agent testimonials, key metrics, and tech demos. The above example is from a suite of videos that I helped create to highlight the impact of Compass tools. This footage was also used in relation to Compass IPO. As a member of the IPO creative team, I oversaw all agent interviews, messaging, and collaborated on final cuts for the roadshow video.
I partnered with a senior Art Director to develop the concept, messaging, and final creative for the first ever Compass Product Marketing campaign. This campaign was used to internally promote the value of Compass products. It was optimized by C-Suite leadership, PMMs, and regional teams across a variety of channels.
At Compass, I often worked directly with agents to help create national level media to promote the Compass brand. These projects required me to run several interview sessions with subjects, and provide all prep (including key talking points and messaging strategy) to our creative team. I would ensure that we were strategizing b-roll footage to be scaled for future projects, working closely with production to outline shot lists and locations. The creative strategy used for the agent testimonial video featured above was eventually scaled into a larger video production style guide and distributed nationally. In addition to outlining key sections and writing all copy for this guide, I developed a plan to promote this guide as a key national resource to internal teams.
I partnered with Nasdaq on a video collaboration that highlighted the Compass culture and vision. In addition to working with production to oversee the shoot, I partnered with Nasdaq’s creative team to outline shot lists, social cuts, b-roll, and final messaging. I developed and executed a multi-channel optimization strategy to drive video engagement. Collaborating with agency & brand partners on content goals is an area that I have extensive experience in.
Partnering closely with our growth team, I developed a suite of email marketing and digital ad content to drive demand generation. I oversaw all webinar promotional messaging, strategizing a targeted narrative approach and writing email copy. I partnered closely with design to bring creative concepts to life. The above is an example of digital ad creative that I wrote by leveraging available testimonial stats, and which helped drive high webinar engagement.
At CFDA I worked with creative directors and production teams to develop a vision for experiential marketing events. In addition to helping curate content for the experiential space, I oversaw all targeted promotion and editorial coverage. The above is an image from Retail Lab, a CFDA initiative in partnership with Cadillac, which I helped promote through a multi-level content strategy.
