I arrived as a Copywriter and left as Saks.com’s inaugural Editorial Copy Director. While there, I built a team from the ground up and developed a smart, sophisticated and winking brand voice that’s still in effect today.

The 50,000-Foot View

Here, a high-level overview editorial tone and content I developed at Saks.com. From highly editorial events like The Trailblazers or Here Right Now to the updated-weekly EDITION, I created innovative content and an industry-leading brand voice that placed Saks at the forefront of digital fashion.

The Trendcaster

A monthly summary of the latest and hottest in fashion, The Trendcaster aimed to reflect what Saks was standing for right now. I developed the concept and format of this feature and worked with counterparts in design, merchandising and marketing to bring it to life each month.

EDITION #1

My proudest creative accomplishment at Saks, EDITION was an editorial “magazine” targeted towards our most highly-engaged customers. I led the development of the original concept and wrote all of the content. I was also able to use my work on EDITION as a place to experiment and evolve the brand’s voice and tone that would eventually guide my team’s copywriters in their own work.

EDITION #2

Another example from EDITION, showcasing both the tone and spirit of the Saks.com voice: Finding a better word. Developing an original way to tell a common story. Inspiring customers to shop.

Saks In Your Inbox

How do we stand out from the dozens of retailers bombarding everyone’s inboxes every day? By creating breakthrough emails that looked and felt different. I challenged my team every day to think differently about how we market our inventory. In this example, a smart and surprising headline led to an editorial subhed that told a story rather than sold a tee.

“Wordplay”

I would often challenge writers on my team with ”Wordplays”: creative prompts that encouraged new thinking. In this example, my Wordplay challenge was to write an email about weekend-wear without using phrases or sentences. The result: a real eureka moment for the writer and a truly innovative approach to how copy could be used.

Clear and Cohesive Marketing

Marketing emails aren’t always the sexiest creative, but they can still bring a brand to life in smart ways. In this example, customers who opt in to our email list receive this: an introduction to everything that Saks.com offers.

Retention Marketing

Introducing our rewards program to our most engaged customers means elevating our brand and sharing the benefits in a compelling and clear way. Here, those benefits are built around all of the firsts customers will unlock as a member of the Saks First program.