Résumé
Thirteen years, working 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 on one page.
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
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
- Wrote the inclusive-language audit that revised the brand’s controlled vocabulary, and 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, facilitated 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