WORK

 

I’m a marketing strategist who helps brands scale profitably by connecting strategy to execution. I work with leaders and their teams to shape brand positioning, product messaging, and e-commerce strategy — and work hands-on to bring it to life, from Amazon optimization to conversion-focussed content.

If you’re interested in working together, please reach out.

 

AMAZON MARKETING & SALES

Wins: Grew Amazon sales from $0 to 7 figures+ in 1 year. Awarded Amazon’s Choice badge. Made it to #1 on Amazon’s Hot New Releases for hair dryers. Sold out in product 2 weeks post launch.

What I did: Launched and managed Amazon US, Canada, and Australia marketplaces for Bellissima Italia Hair Tools. Led new product launch, marketing, and sales of Bellissima Italia hair tools the DF1 5000 and Supreme Curly Hair Dryer .

Responsibilities: As the Amazon Brand Manager, I am responsible for growing the Amazon business in multiple markets. Tasks included: content strategy, FBA setup, Amazon Brand Store merchandising, promotions, Amazon Advertising and paid marketing.

 

BRAND MESSAGING | COPYWRITING

Developed brand messaging guidelines & copy for Donni, a made-in-Los Angeles luxury fashion brand. I crafted brand messaging guidelines and wrote copy for hero SKUs and the About page to differentiate Donni from competitors in the market and educate about the special fabrics used in their women’s ready-to-wear collection.

 

CONVERSION RATE OPTIMIZATION

Developed CRO content strategy for Bellissima Hair Tools Shopify website. Optimized home page, collections, and PDP pages and lead copywriting to boost conversion rate through revised brand messaging, design and development of creative assets. Also wrote copy for all FAQ and support pages.

 

SEO BLOG WRITING | DTC

Drove organic discovery through the development of long-from SEO-based product guide and lifestyle blogs for ISLE Surf and Paddleboards. Examples include “Best Places to Kayak in the World,” “How to Set Up Your Kayak” and “Nature: Where Wellness Roams.” See all posts.

 

BRAND TONE OF VOICE & COPYWRITING | AMAZON | DTC

Developed brand tone of voice guidelines and wrote website homepage copy for Energy Bytes, the first instant energy gummy powered by caffeine and vitamins. Crafted content strategy for wholesale pitch deck. Developed CRO-focussed Amazon copy and provided 1-1 coaching to list product for FBA shipping on Amazon UK.

 

COPYWRITING

Copywriting for Mrs. Alice - a luxury British home goods Brand. I developed product copy for hundreds of SKUs for key seasonal launches: Spring, Lake Como, Coronation, Christmas. Copy conveys the brand’s British heritage and tone of voice, luxury appeal, and aspirational lifestyle.

 

AMAZON CONTENT STRATEGY

Led content strategy overhaul for award-winning DTC brands Meridian (grooming) and Lumin (men’s skincare) in Amazon North America, Europe and UK. Conducted competitor analysis and SEO research to reposition products, write product listings and develop A+ content to boost e-commerce sales. Also localized product positioning, brand messaging and content for German and French markets.

 

BRAND POSITIONING | COPYWRITING

Led brand positioning and copywriting for launch of new brand Pure Body Health’s on Shopify. Developed home page content, brand messaging, mission and copy for 15+ products.

 

AMAZON NEW PRODUCT LAUNCH STRATEGY

Led new product launches for Meridian and Lumin in Amazon North America, Europe and UK. Conducted competitor and price analysis, SEO research, wrote product listings, briefed creative and executed promotions to generate 5 star reviews, e-commerce sales and boost bestseller rankings.

 

NEW PRODUCT LAUNCH | CPG

Led 2021 launch of Kellogg’s Frosted Flakes Year of the Tiger Lunar New Year Cereal nationwide at all major grocery retailers (Walmart, Costco, Loblaws, Sobeys, etc.). Featured in Grocery Business.

What I did: project managed the launch of special edition version of Frosted Flakes. Pitched senior leadership to approve the idea, worked cross-functionally with sales to boost velocity at key retailers, and managed creative development of limited edition packaging.

Wins: Won Best in Class Brand Marketing Limited Edition Packaging at the 2023 PAC Global Awards.

 

BRAND LAUNCH & CAMPAIGN MANAGEMENT |

Led “MADE”, the 2019 national brand launch and social content strategy for Canadian film, TV and gaming industries. Debuted brand during the 2019 Toronto International Film Festival, featuring an ad narrated by Christopher Plummer. Featured in Strategy magazine.