Resumé

Qualifications

Content manager and strategist, creative writer, editor, brand captain, project leader and people manager for multiple e-commerce sites, national catalogs and retail department stores

Strengths

Innovative promoter of products, detailed planner, competitive analyst, engaging business partner

Experience

Senior Writer / Creative Development, Tailored Brands, Fremont, CA – April 2014 to June 2016

• Oversaw the formalwear tux division as principle writer
• Established voice and tone of Men’s Wearhouse brand
• Wrote monthly marketing emails and site assets for Bridal
• Concepted and executed direct mail pieces for Bridal based on business needs
• Evolved the look and feel of Groomed magazine, targeted to brides and grooms
• Crafted print and online marketing pieces for Prom teens, parents and school staff
• Refreshed the look and feel of Prom with bi-annual marketing campaigns
• Collaborated with Brand, Marketing, Merchandising, Digital, Print Production teams
• Partnered with outside marketing firms to gain insight into our teen audience
• Finalized work with proofreader and translation team for consistency

Content Manager, Walmart.com, San Bruno, CA – June 2013 to February 2014

• Launched Food & Entertaining (15 main landing pages plus seasonal pages)
• Worked closely with designers and developers to create, enhance and maintain wireframe and pages
• Pitched stories, themes and ideas to Marketing and Merchandising partners
• Sourced and featured content from national sponsors (Campbell’s, General Mills, Pillsbury, Smucker’s)
• Maintained editorial calendar that aligned with company’s seasonal highlights and promotions
• Built articles, slideshows, recipes and videos using various Content Management Systems
• Elevated company’s top-selling products by featuring them in articles and other content pieces
• Promoted content through Walmart social teams (Facebook, Twitter, moms-like-you bloggers)
• Tracked metrics (search terms, visits, pathing, time spent and revenue) through Omniture
• Worked with business partners Olapic and Outbrain to drive social engagement to the site
• Managed Associate Content Managers and team of writers, editors and designers

Associate Content Manager, Walmart.com, San Bruno, CA – September 2012 to June 2013

• Hired, on-boarded and trained three contract writers; managed one full-time writer
• Helped decrease bounce on item pages through A/B testing and site analytics
• Improved workplace efficiency by helping create and build SEO writing tool
• Directed more customers to the site by improving quality of content through SEO
• Restructured item-page copy of apparel items; added SEO-rich content to more than 3,000 items
• Increased sales (25% YOY) of school uniforms through optimized copy and improved search

Assistant Content Manager, Walmart.com, San Bruno, CA – June 2009 to September 2012

• Implemented content standards for item pages by creating over 1,000 style guides
• Facilitated meetings with executives from Levi Strauss, Hanes, Nickelodeon, Graco and Rubbermaid
• Launched Empowering Women Together program; wrote vendor bios and oversaw copy standards

Copywriter, Walmart.com, San Bruno, CA – October 2007 to June 2009

• Wrote product copy for Baby, Home, Home Improvement and Sports departments
• Wrote headlines and body copy for POVs, shelf pages and brand pages
• Presented campaign concepts and creative direction to senior-level managers

Senior Writer & Editor, Cost Plus World Market, Oakland, CA – October 2005 to October 2007

• Broadened product count and increased customer signup to meet aggressive sales goals
• Improved the site’s selling potential with evolvement of homepage and landing pages
• Instituted new navigational menu for more customer-friendly shopping experience
• Wrote and designed gourmet food and beverage micro sites
• Targeted specific markets to promote special wine offers through emails and newsletters
• Highlighted company’s commitment to world causes with stories of eco-friendly products
• Directed customers to stores for grand openings and special events
• Supervised and edited the work of contract content writers and photographers

Senior Writer & Food Editor, Cooking.com, Santa Monica, CA – April 1999 to October 2005

• Excelled in broad scope of writing assignments from online to print media for award-winning startup
• Expanded lines of merchandise to over 12,000 products and 1,000 brands
• Implemented weekly changeout of five home pages, departmental shops and production collections
• Created menus and wrote weekly Editor’s Picks from recipe database
• Partnered with associates at Cooking Light magazine, America’s Test Kitchen and Starbucks 
• Developed newsletters, catalogs, contests, promotional material, website banners and articles
• Collaborated with Merchandising, Marketing, Design and Customer Service departments
• Assisted chef and food stylists at company photo shoots

Education

Bachelor of Arts in Advertising and Marketing

Texas Tech University, Texas

Activities & Interests

Fashion blog creator and photographer: stileunicoblog.com

Park steward, project organizer, fundraiser and volunteer for Oakland Parks and Recreation