FOSSIL GROUP
SENIOR COPYWRITER
01/2019-Present | Dallas, Texas | Hybrid
SKAGEN DENMARK (Brand)
• Lead copy development for global campaigns, product launches, and brand initiatives.
• Collaborate with Senior Art Director partner to lead photo and video shoots for Skagen's global campaigns (2023, 2024, 2025) from concept to completion. Responsibilities include conceptualizing and storyboarding campaigns, casting models, hiring photographers and videographers, art directing on-set talent, writing copy, providing creative feedback during post-production, and directing music selection.
• Present seasonal omnichannel concepts and creative solutions to Presidents, Vice Presidents, and Directors, aligning with and enhancing brand strategy.
• Produce copy for web, paid media, email (promotional and non-promotional), video, wholesale, seasonal standards guides, and packaging.
• Oversee the @SkagenDenmark Instagram and Facebook accounts by guiding development, structuring the content calendar, and publishing content.
• Craft campaign messaging for brand collaborations with Finn Juhl, Jean-Michel Basquiat, Soulland, Baum und Pferdgarten, Helmstedt, DJ Kygo, Pantone, and Jeremyville.
• Spearheaded storytelling for global cultural moments (Pride Month, Earth Day).
• Collaborate with cross-functional teams—including integrated marketing, social media, CRM, public relations, merchandising, and product development, to ensure consistent channel storytelling.
FOSSIL GROUP
• Developed brand voice guideline decks to train the Talkoot AI writer to generate on-brand, product-rich copy for brands such as Skagen Denmark, Diesel, Kate Spade New York, Armani Exchange, Emporio Armani, and Tory Burch.
• Senior Editor overseeing Talkoot’s AI-generated e-commerce product copy, ensuring an organic tone that aligns with the brand standards and voices of Fossil, Skagen Denmark, and Michele.
LICENSED BRAND WORK
• Write global press kits, press releases, seasonal standards guides, and marketing messages for Diesel, Kate Spade New York, Armani Exchange, PUMA, and Tory Burch.
NEIMAN MARCUS GROUP
SENIOR COPYWRITER
11/2006-12/2018 | Dallas, Texas | On-site
- Authored advertising materials for high-profile publications, including Vogue, Elle Decor, W Magazine, and Harper’s Bazaar; crafted specialty mailers; managed the in-house publication The Book; and directed email campaigns.
- Co-developed, launched and served as editor-in-chief of the quarterly broadsheet Seen @ NM for three years.
- Creative directed a multi-location photoshoot in Los Angeles with award-winning filmmaker Lauren Greenfield.
- Interviewed designers, celebrities, beauty brand founders, and influencers, producing long and short-form storytelling that enriched content and engaged readers.
- Collaborated with photo art directors to create visual and verbal storytelling concepts for division-specific, editorial-driven mailers across various categories, including footwear, beauty, jewelry, home décor, and men’s fashion.
- Led the branding and voice development for the Neiman Marcus app, overseeing all aspects of its launch and collateral creation.
- Directed the 30th-anniversary rebrand and campaign for the InCircle customer loyalty program, significantly enhancing brand recognition and customer engagement.
- Partnered with the visual team to ensure in-store messaging aligned with media collateral, maintaining brand consistency across all physical and digital platforms.