• Lead a team of high-performing copywriters in creating, launching and maintaining Target’s $30-billion portfolio of 45+ owned brands.

• Define the Target voice and ensure brand consistency across channels and teams.

• Collaborate across teams to create brand and multi-channel experiences that deliver on strategic goals, build guest engagement and ultimately, increase sales.

• Mentor writers and foster an inclusive and innovative culture.

• Led copy development for the redesign of Target’s flagship home brand, Threshold, including a 1,500+ product launch and complex naming and category strategies totaling $2 billion in new guest conversion and total sales potential.

• Led brand identity, copy strategy and packaging development for Brightroom, Target’s first owned brand in the storage and space–one of the top 10 fastest growing private brands in 2022.

• Led brand identity, copy strategy and packaging development for Mondo Llama, Target’s first arts and crafts owned brand–one of the top 10 fastest growing private brands in 2022.

• Led a first-of-its-kind global partnership model with Bangalore copywriting to support significant growth in Target’s owned brand portfolio.

• Mentored BIPOC creatives and businesses through Target Takeoff, The BrandLab and pro bono volunteer opportunities.

• Led brand naming, packaging and digital launch of Hearth & Hand with Magnolia, an exclusive partnership with Chip & Joanna Gaines. In 2023, the brand surpassed $1 billion in lifetime sales.

• Wrote copy for Target’s owned brands in home, food and beverage, apparel and essentials categories, including product naming, flavor and scent naming, fabric naming and key product features.

• Worked with legal and vendor partners to ensure all copy met regulatory and labeling standards.

• Collaborated with internal stakeholders to write, edit and publish Target’s daily internal newsletter to an audience of 28,000+ employees.

• Pitched and wrote editorial content that increased employee understanding of key company initiatives.

• Ensured consistency of voice across channels.

• Wrote copy for Room & Board website, catalogs, email campaigns, in-store promotions and events.

• Interviewed artisan partners and created editorial content and product copy that improved consumer understanding of key product features.

• Optimized digital content and SEO strategies.

• Wrote copy for promotional and email campaigns, product pages, and static and interactive web content.

• Partnered with business and creative teams to deliver successful user purchase flows and apps in an agile environment, including usability and QA testing.

• Partnered with vendor clients to produce interactive product catalogs across multiple categories, including furniture, appliances and electronics.

• Wrote product copy that highlighted key product features, enhanced consumer’s understanding of brand and increased intent to purchase.

• Managed client website analytics reports, evaluated site performance and produced SEO-based content that closely aligned with client business and marketing goals

• Served as primary copywriter for flagship brand, ResortsandLodges.com.

• Worked with internal and external stakeholders to produce results-driven, web-based property listings, interactive marketing campaigns, feature editorials and expert blogs, with an emphasis on Search Engine Optimization (SEO),

• Developed content for weekly Top 10 editorial features, travel guides, expert blogs and travel itineraries.

• Produced sales collateral, client marketing materials, technical materials and content style guides for internal and external use.

• Appointed to internal corporate steering committee.

• Reported on and wrote news, feature, education, lifestyle, city government and related articles for weekly publish in eight local community news publications.

• Provided promotional copy for editorial advertisements spotlighting local businesses and community organizations.