As a senior copywriter, I touched all facets of the brand—from weekly CRM sends and shopper marketing to in-store display and omnichannel service launches. Big box retail boot camp taught me discipline and the importance of setting creative and content trends versus staying complacent with those in the wild.
Skinfatuation X Hair Heroes
Skincare we’re obsessed with, haircare faves that save the day—each month we told a new story about them, mixing digital merchandising with educational moments.
Weekly CRM
Leveraging a series of rotating templates and service lines, I partnered with a rotating cast of designers to ideate themes and stories around 4-5 emails per week. Often current or topical events inspired my storytelling to drive interest and open rates.
Shopper Marketing
Ulta Beauty’s shopper mailers were part of our always-on book of business. I penned quippy callouts and headlines for some thematic sends, including fragrance mailers and the annual Gorgeous Hair Event.
The Salon
From writing service to editorial copy, I helped support the customer and in-house business needs for The Salon at Ulta Beauty. In partnering and interviewing key members and stylists of the team, we created both in-store collateral and seasonal lookbooks.
Buy Online, Pick Up In Store
Before the pandemic, buying online and picking up in-store was only in its infancy. I led the creation of omnichannel messaging at all touchpoints—in-store, digital, CRM, and in the app. The goal was to be clear, communicative, and easy to understand while maintaining the breezy and approachable tone of the Ulta Beauty brand voice.
UBC Marvel Collection
When Ulta Beauty teamed with Marvel’s Avengers to release a marvel-lous makeup collection, I responded to the call. The result? Powerful copy and super-charged sales (and helping contribute to the company’s 8.5% net sale increase overall from 2018 to 2019).