Résumé
Thirteen years on in-house multi-brand teams.
Hospitality and retail, brand and direct response, print and digital. Below is the web version, organized to be skimmed. The PDF is the same information in two print-ready pages.
Selected impact
- +19%Pre-arrival lifecycle email click-through, year over year, by rewriting the journey against its own performance data.
- +10%Halo campaign click-through over the same period, across a nine-market nurture program.
- +8% / +17%Email click-through and average order value at a direct-response retailer.
- 20→50%Digital share of sales at Blair between 2013 and 2015, as the company moved off catalog.
- 400+Projects delivered at Marriott Vacations Worldwide in under four years.
- 58Bylined articles currently published on hyattvacationclub.com.
- 1Registered trademark — Neat-Fit® Jeans — carried from naming through USPTO filing with legal.
Experience
2026 – presentWarren, PA · Remote
Kafferlin Strategies / CiviLink
Content Development Specialist
- Write and run content across three brands — a municipal consulting practice, a govtech SaaS product family, and a thought-leadership platform
- Rebuilt the CiviLink product-family identity system: 15 marks across four products as editable, layer-named SVGs, plus the brand guide and build documentation
- Wrote and run the social posting specification across five accounts and four platforms, holding a documented 2–3× weekly cadence
- Produce the Serve with Purpose podcast end to end — edit, audio repair, assembly, and distribution
- Built a branching resident survey instrument and its city-branded print parallel for a municipal client
- Designed and run an AI-assisted classification workflow with an explicit human review gate
- Rebuilt and migrated my own portfolio from a hosted site builder to a Git-based static deploy on Cloudflare Pages — version-controlled, $0 hosting
2022 – 2025Remote · GLŌ Creative & Delivery Services
Marriott Vacations Worldwide
Copywriter (Contract) — Hyatt Vacation Club
- One of two writers who launched Hyatt Vacation Club, a national brand assembled from the Hyatt Residence Club and Welk Resorts portfolios
- Helped develop the brand voice and copy standards published in the HVC brand book — approved lexicon, words-to-avoid list with mandated substitutions, headline typology
- Edited to the brand’s controlled vocabulary across everything it shipped and recommended substitutions as the standards tightened; wrote the alt-text standard the team wrote to
- Lifted pre-arrival lifecycle CTR 19% and halo campaign CTR 10% year over year
- Delivered 400+ projects across lifecycle email, landing pages, paid and organic digital, event campaigns, print and UX copy
- Wrote launch and campaign copy for roughly 100 integrated landing page experiences
- Held the copy function alone when my supervisor left the company, then onboarded and trained the replacement
- Partnered with legal on FTC and state disclosure compliance; wrote UX and alt-tag copy to WCAG standards
- Contract renewed quarterly for nearly four years
2013 – 2022Warren, PA
Blair (Bluestem Brands)
Copywriter
- Joined a 50-person creative department of writers, designers, producers, and in-house studio photographers
- Shaped the brand voice in menswear, which led to a move to womenswear
- Key writer on the move off catalog — digital went from 20% to 50% of sales between 2013 and 2015
- Wrote and SEO-optimized 300+ e-commerce pages annually across multiple apparel divisions
- Lifted email click-through 8% and average order value 17% through performance-driven copy
- Named Neat-Fit® Jeans and carried the mark through to registration with the legal team; ran clearance searches through TESS/USPTO
- Developed lifestyle brand voice and style guides with creative and merchandising leaders
- Mentored peers on brand voice, copyediting, and proofreading standards
Earlier
Foundation
Communications, HR, and newsroom
- Whirley-DrinkWorks! — HR Specialist, 2012–2013. Rewrote job descriptions and company policies, wrote a corporate communications plan, ran internal focus groups and debriefed executive leadership.
- Warren County Chamber of Business & Industry — Workforce Development Director, 2008–2012. Regional workforce and economic development communications.
- Times Observer — Staff Writer, 2006–2008. Daily and feature reporting on deadline, to AP style.
- American Healthcare Group — Contributing Writer, 2016–2017. Monthly B2B wellness blog for employers, schools, and older-adult communities.
Capabilities
Tools
Certification
Certified GURU Email Specialist — Certified GURU, a Constant Contact program
Attendee, GURU Conference (multiple years) · Eventastic 2026
Professional development
Association of National Advertisers — certificate courses (2024)
- The Art and Science of Brand Building
- Strategic Customer-Centric Marketing
- Developing an Effective and Inclusive Multicultural Marketing Strategy
- Creative Copywriting
ANA training
- Advanced AI Prompt Engineering (2025)
- Generative AI (2024)
- Advanced Email Marketing (2024)
- SEO for Everyone (2024)
- Brand Activations That Drive Results (2024)
- Social Media for Brand Building (2024)
Leadership Warren County · Dale Carnegie Leadership Training
Education
University of Pittsburgh
Bachelor of Arts, Public Relations · Writing minor
Cum laude · Sigma Tau Delta International English Honor Society