Liz MacDonald | Copywriter

POP CULTURE EDITORIALS 

Concepted, pitched and created original content for multiple culture channels, primarily trending fashion, art, and books. Curated, edited, and uploaded all images as well as copy to Wordpress, approximately 15 deliverables per week. 

PROMOTIONAL SITE ASSETS & EMAILS 

I’ve created Clinique content for product launches and support, promotional discounts, offers, and events. All iterated across multiple site assets, email sends, retailer platforms, and formats.

PAID SOCIAL ASSETS

I’ve created many scroll-stopping social headlines and posts for Clinique product promotions, offers, and events.

LONGFORM EDITORIALS FOR SUMMER TRAVEL MICROSITE 

When Clinique wanted to take ownership of summer,  the solution was the Summer in Clinique travel microsite. I interviewed locals from cities all over the world to create a series of insider summer travel tip editorials.  

PACKAGING & PRINT COLLATERAL 

My partnership with Clinique started with print—everything from national ads to packaging, product inserts, and in-store signage. 

CHUBBY STICK PROMOTIONAL APP

Promotional content with a light and interactive tone, while also delivering clear direction and strategic messaging.  

PROMOTIONAL ASSETS & EMAIL 

Created attention-getting headlines and engaging site copy to promote service features and highlight programming. Generated weekly HBO GO / MAX GO promotional emails; curated programming and created all promotional copy for monthly HBO GO movie collections; iterated headlines and promotional content across multiple platforms and affiliate sites. 

SITE EXPERIENCE

I was one of two HBO GO/MAX GO creative development team copywriters, on call from initial development through a first-to-market launch. We created all functional site copy, problem-solving for ux needs like authentication and parental controls, and established copy conventions and strategy across multiple platforms and environments. 

SITE REBRAND

Refreshed all site content, from launch page taglines and product descriptions to education content, including a new men's skincare editorial blog series. The resulting site better communicated the Lab Series commitment to effective skincare created specifically for men.

BRAND LAUNCH

Created a comprehensive identity to place this category-changing brand squarely in the luxury market, including a complete website redesign, national ads, product naming and descriptions, branded content editorials, and full-line product support collateral. 

INFLUENCER DESIGN COMPETITION CAMPAIGN 

Concept, development, and execution for interactive designer outreach to to promote the Spark Modern Fires product line and spotlight its minimalist, design-forward offerings.

BRAND IDENTITY

Created a brand identity to set Cor Botanicals apart as a contemporary aromatherapy offering, more Brooklyn than Bohemian. The company name and tagline give Cor a modern edge and convey multiple on-strategy meanings, including a play on the founder's name.  

SITE REBRANDING

This award-winning design firm needed a website to position them as a leading authority while maintaining an approachable voice for potential new clients. I distilled the firm's design philosophy into engaging snippets of editorial content in keeping with the elevated tone of the Amy Hirsch aesthetic. 

SITE CONTENT & PROMOTIONAL EMAIL

Created copy to communicate this platform's benefits with a soft take on the big data angle. Crafted messaging to keep the voice light and engaging while still delivering the relevant facts. Copy included a website refresh, online B2B, and a series of persona emails. 

Created promotional packaging and print collateral for Donna Karan's luxury fragrance, skin care and home accessory brand. 

LAUNCH SUPPORT & RETAIL PROMOTIONS

Created taglines and promotional copy for Ann Taylor fragrance, Destination. Launched LOFT fragrance, bath and body line, including product names, taglines and support copy. Retail support for LOFT including national ads and sales kit content through multiple seasons. 

AVEDA MAGAZINE

Created longform content for branded magazine supporting the AVEDA mission of environmental leadership and personal responsibility. Developed a series of Aveda editorials with informative, engaging content to connect that dots between beauty, well-being and environmental responsibility.