Creative Content & Brand Strategy

Directing and creating digital first creative content across campaigns, launches, and long-term brand initiatives translating strategy into assets that perform across every channel and touchpoint.

Companies

Cole-Parmer, Sears Holdings

My Role

Creative Content Lead

Channels

Digital, email, web, social, video, print

47K

Incremental sales from a single content led campaign

+50%

SEO impressions via content architecture overhaul

7 sites

Brand consistent content across 4 languages

The Work

Direction and creation of digital first creative content and strategy across two major roles. Translating brand strategy into ads, content, pages, and widgets for campaigns, launches, long-term site pages, promotional content, and business initiatives.

My Approach

Partner with dotted line designers, agencies, FEDs, the email team, and Marketing to create and ensure creative consistency across all touchpoints building scalable content for both global and local use.

Cross functional creative work spanning digital, print, email, and web

Cole-Parmer / Antylia Scientific

Creative lead across a global digital portfolio

Taking on a lead architect role of shared creative service across Antylia’s suite of seven websites, I art directed my designer and led the team’s strategy for each site’s design project planning. Every campaign, product launch, and brand initiative ran through me, from brief through delivery.

A content led AOV campaign, I developed combining copy, landing pages, cross sell messaging, and email creative generated 47K in incremental sales from May 2023 to February 2024.

Led all creative content for campaigns, product launches, and evergreen brand initiatives across digital, social, web, email, video, and paid media
Translated brand strategy into impactful creative assets and copy reflecting the brand’s science based authority and tone of voice
Built scalable content frameworks, campaign toolkits, and asset packages used across global and regional digital properties
Managed agency and vendor relationships for campaign and content production, from brief through final delivery
Increased SEO impressions 50% through structured content architecture, optimized templates, and keyword aligned copy strategy
Managed multilingual content publishing across English, French, German, and Spanish channels

Sears Holdings / mygofer.com

National scale campaign management

At Sears in mygofer.com, I managed creation of site ads, email, print, landing pages, and led homepage and email calendars. I managed relationships with internal and external design agencies, directed dotted line designers with partial workloads, and directed agencies on print, email, and interactive landing page designs at national scale.

Led creative content production for national holiday campaigns, delivering email, print, interactive landing pages, and digital asset packages on tight deadlines
Managed weekly content calendars, promotional campaigns, and email editorial schedules across homepage and digital channels
Coordinated creative assets across marketing, merchandising, and design teams at national scale

Key Skills

What this work required

Owning direction of content and placement to tell consistent brand and product stories
Balancing creative judgment with operational rigor across multiple concurrent projects
Creating scalable content systems across digital channels and multilingual sites
Leading creative workflows from concept to completion with agency and internal partners
Mapping customer journeys and creating assets and processes to address pain points
Writing requirements and leading kickoff meetings to move projects from concept to delivery