Hi, I’m Kristin

COPYWRITER, STORYTELLER

I HAVE A WAY WITH WORDS, LET ME WRITE SOME FOR YOU.

Experience

VICTORIA’S SECRET, COPY MANAGER

October 2022 - Present

As the lead copywriter for Victoria’s Secret Beauty, I've played a pivotal role in driving innovation within the brand, particularly in the realm of clean beauty. Working closely with cross-functional teams, I've spearheaded initiatives to introduce new skincare, haircare, and intimate care products to the Victoria’s Secret lineup. My collaboration with Legal and Regulatory teams ensured that our product claims and benefits were accurately communicated to our audience. Crafting compelling copy for Victoria's Secret Body Mists and Fine Fragrances has been a cornerstone of my role, aiming to captivate and engage customers. Additionally, my partnership with packaging design has been instrumental in creating copy that resonates with new audiences, attracting them to the brand. Managing a team of two direct reports in the VS Beauty space, we've collectively focused on enhancing product descriptions, mists, and fine fragrances, contributing to the overall success and growth of Victoria’s Secret Beauty.

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JVN, SENIOR COPYWRITER

August 2021 - October 2022
Hired as the first copywriter for JVN, I was instrumental in developing and coining our brand voice, merging Jonathan Van Ness's punchy, lively tone with hair education and a "Come As You Are" message. I played a key role in launching the entire company from the ground up, defining its voice, message, mission, and manifesto. Throughout my tenure, I wrote all Marketing Emails, Social Media content, E-commerce listings, Visual Merchandising materials, and Product Copy. Additionally, I conceptualized and crafted the copy for all new product launches and 360 campaigns, ensuring consistency and resonance across all platforms.

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VICTORIA’S SECRET PINK, COPYWRITER

June 2019 - August 2021

As the Lead Email Copywriter for VS PINK, I specialized in crafting cheeky and creative copy tailored for Victoria's Secret's collegiate brand. My efforts significantly boosted email performance, driving incremental sales by increasing click and open rates. I played a pivotal role in evolving the brand voice to embrace gender neutrality, notably through initiatives like the PINK For All Collection. Collaborating closely with the marketing team, I contributed to the conception of the Make Your Move Fest, a Mental Health Month initiative showcasing Gen Z voices, and hosting Mental Health awareness panels. Additionally, I led the copywriting efforts for a tonal rebrand of the PINK Card, Victoria's Secret's credit card program.

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ANN TAYLOR, COPYWRITER

November 2018 - June 2019

As the lead writer for Social Media Copy, Direct Mail, and In-Store Signage, I held a central role in shaping various aspects of our brand communication. A key focus was on reworking the brand voice for in-store signage, ensuring consistency and resonance with our audience. Collaborating closely with the design team, I contributed to the creation of engaging promotional emails and media copy that effectively captured attention and drove action. Additionally, I took on the responsibility of naming new core styles, fabrications, and product lines, aligning them with our brand identity and market positioning. Working hand in hand with the Social Media team, I crafted compelling Instagram posts and Stories, enhancing customer engagement and fostering a stronger connection with our audience.

SKILLS

Editorial Copy
Packaging Copy
Campaign and Concept
Visual Merchandising Copy
Fashion & Beauty Industry Copy
Promotional Copy
Social Media Copy
Digital and Print Advertising