About Liz
The most important thing about me and my writing—I’m my own best customer. Creating great copy for products I believe in makes me happy, and I’m a HUGE fan of all things beauty. New innovations, heritage icons or viral TikTok discoveries… I’m there for each and every one. I stand by my holy grail products, but I like to stay on-trend and a step ahead of the next big thing.
I have a strong track record of success creating 360 content for leading luxury brands in beauty, as well as retail, digital media, and design. I can turn out polished omni-channel content, but I'm also a process nerd who loves a good site audit and optimizing copy for clarity, consistent content strategy, and conversion.
Hope to work with you soon!
EXPERIENCE
[all work below is contract freelance unless specified as a staff role]
11/2024 – present: ESTÉE LAUDER Senior Copywriter, In-house Creative Agency
• CLINIQUE Concept and create omni-channel content, including 12 to 16 monthly ecommerce offer programs, each including multiple site assets, paid social static and video storytelling, and each offer program averaging 10 unique emails; PDP copy optimization for Amazon storefront launch
• Omni-channel content across additional owned brands (Estée Lauder, Jo Malone, La Mer, Tom Ford Beauty, Aveda, Origins, Bumble and Bumble, Bobbi Brown, Lab Series for Men) including site assets, email, paid social, visual merchandising, influencer mailers
• Organic SEO, strategy optimization, and FAQs for La Mer, Jo Malone, Clinique, TooFaced, Tom Ford Beauty, Origins; multi-brand optimization resulting in: a first-time green ELC overall health score, a +14% YoY gain and +5% gain above key competitors; full brand line La Mer and Jo Malone PDP optimizations for Sephora and Ulta
• Manager/lead for multiple freelance copywriters; point of contact for brands and project managers
11/2021 – 11/2024: BLOOMINGDALES Staff Senior Ecommerce Copywriter Managed Bloomingdale's Cheshire Studio copy team; developed improved copy standards and workflow for luxury categories; initiated targeted product copy enhancements for optimal site experience; strategized, oversaw and executed copy in a demanding, volume-driven work environment
12/2018 – 11/2021: BLOOMINGDALES Staff Ecommerce Copywriter 2020 Bloomingdale's Outstanding Performance Award; managed pilot program copy team; initiated and implemented multiple workflow improvements, standards updates, and content strategies for improved site experience; created effective process innovations cutting revenue loss; established regular site audits for owned ecommerce categories; see 2015 for additional responsibilities
2018: BLOOMINGDALES Full-time Contract Ecommerce Copywriter (see 2015) / LINHERR HOLLINGSWORTH INTERIORS / TELEGRAPHIC BRANDS
2017: BLOOMINGDALES (see 2015) / CLINIQUE (see 2011-2013) / PROVOKR.COM Content Editor for arts, culture and entertainment site; planned, managed, edited content for all channels; created longform editorial content for arts and literature trends and events
2016: BLOOMINGDALES (see 2015) / CLINIQUE (see 2011-2013) /A&E NETWORKS Online programming promotions; story summaries / LAB SERIES SKINCARE FOR MEN (see 2015) / NATIONAL CHARITY LEAGUE Website content refresh
2015: BLOOMINGDALES Original Pilot Team Copywriter Recruited for pilot program established to improve ecommerce content production, site experience and workflow; CLINIQUE (see 2011-2013) / ESTEE LAUDER CO. VENTURES/FLIRT! Brand concept and identity; taglines; promotional copy; brand identity page / LAB SERIES SKINCARE FOR MEN Site rebranding; product descriptions; branded editorial content; merchandising copy; education online content; packaging; video scripts; sell kits
2014: CLINIQUE (see 2011-2013) / LELA ANALYTICS Branding; website development; promotional content; promotional email / AMY HIRSCH INTERIOR DESIGN Brand identity; promotional and editorial website content; national ad series / COR BOTANICALS Full launch brand identity and naming; product naming and development; website development
2011 to 2013: CLINIQUE Online product and offer promotions; retailer ad units; visual merchandising; promotional email; promotional app content; paid social; sell kits, packaging
HBO GO + MAX GO (3/2007 to 8/2011) Development Team Copywriter One of two team copywriters from development through first-to-market launch; created all functional site copy for HBO GO/MAX GO through initial dev, beta and launch sites; promotional content including site assets, weekly programming emails, and affiliate marketing requests; curated and named monthly movie collections; developed standards, conventions, and strategy for HBO GO/MAX GO websites and mobile app retrofits; developed and managed metadata standards
2006 to 2011: SPARK MODERN FIRES Full launch brand identity, including site development and launch, product positioning and naming, social media strategy national print ads, press releases, branded editorials, full product line support collateral
1998 to 2001: ANN TAYLOR / ANN TAYLOR LOFT / BIOTHERM COSMETICS Led fragrance and products launches, including naming, packaging, national ads, direct mail, and product collateral
1996 to 1998: THE DONNA KARAN BEAUTY COMPANY Full line launch support, including naming, packaging, product collateral
1997: AVEDA Product promotions and naming; AVEDA MAGAZINE concept development and launch, including longform editorial content
1995 to 2001: CLINIQUE National print ads; product launches; visual merchandising; special event and national gift program naming, packaging, and promotional collateral
SKILLS
+ Ecommerce Content Creation—Promotional Assets to PDPs
+ Integrated Omni-Channel Promotional Copy
+ CRM—Marketing Email, Paid Social MMS, SMS & Video
+ Visual Merchandising —Signage, Display & POS Collateral
+ AI Prompt Writing & Brand Voice Training
+ Organic SEO Optimization–PDPs, MPPs & FAQs
+ Longform Editorial Content
+ Content Strategy, Management & Workflow
+ Promotional App Content—Strategy, Development & Execution
+ Website Auditing & Versioning
+ Metadata Standards & Management
+ Website & Product Development
+ Naming & Brand Identity
+ Packaging & Merchandising
+ Print—National Advertising to Promotional Collateral
+ Figma, Adobe XD, Excel, Slack, Wrike, Trello, InDesign, WordPress, Shopify, SEMrush, Markdown, JSON
EDUCATION
Boston College, B.A. History/Philosophy
Coursework at: NYU Institute of Fine Arts (art history); Columbia University (art history); Rhode Island School of Design (studio art)
References and additional work samples available on request