wayfair/joss & main
while at joss & main, wayfair’s home decor flash site, i executed acquisition and retention marketing copy and engaged our 2MM+ members daily with inspirational benefit & buy copy. acted as frontline editor for 48 weekly sales events, and concepted themed events that generated $500K+ in revenue.
branding + product
spearheaded cross-team project to create joss & main brand book to establish voice and visual guidelines. teamed with the art director and product manager on plume magazine – branding, naming, and nav. worked with marketing and product team to develop joss gold, our free shipping program, and joss loves moodboard (because the joss woman doesn’t just like her home decor, she loves it.)
Created Joss & Main Brand Book to establish voice and visual guidelines. Consistency - and clarity - is key when there are 50+ cooks in the kitchen.
Teamed with Art Director and Product Manager on Plume e-mag - branding, naming, and nav.
Worked with marketing team to develop Joss Gold, our free shipping program. Named it then worked copy for all site touches.
The assignment? The internal Joss idea board. The branded name? LOVES. Because Joss customers don't like this stuff, they LOVE it.
marketing + site content
partnered cross-team to redesign jossandmain.com, the first since its initial launch. acted as lead copywriter on high-touch partnerships with various conde nast titles. a large part of my job was creating white label brand names for daily events and creating engaging names for internally curated events – like the day of holiday color palettes shown here. contributed to social media status updates and postcard campaigns.
Worked with Art Director to redesign JossAndMain.com. Put a face - and story - on About Us sections
One of several events we created in conjunction with Conde Nast titles
Created engaging names for Day of Holiday Color Palettes & all on- & off-site marketing copy
Facebook Postcard campaign allowed for more youthful, pithy voice
event concepts
one of the best things about joss & main was the all-hands, many-hats ethos. the buyers and curators kept running list of event ideas open to the team, and among the dozens i concepted were shakespeare’s midsummer night’s dream (gorgeously curated by the curator team) and james bond (to coincide with ‘skyfall’ movie launch. this rare masculine-focused shop was one of joss & main’s best performing curator events.) as an avid tv viewer, i also suggested an ode to downton abbey – or english manor home as we named it. another favorite shown here, the colorwheel series, had legs for days with infinite color combos.
Shakespeare's Midsummer Night's Dream comes alive with this concept I proposed to our Curator team
I pitched this James Bond event to coincide with Skyfall launch. One of Joss & Main's best performing Curator events to date.
Concepted English Manor Home event, an ode to Downton Abbey
I proposed the Colorwheel series to our Curator team. Legs for miles with infinite color combos (10+ to date).
lead writer/event intros
lead writer for branded, high-touch partner, celebrity-curated, and internally curated events. wrote subject lines, event intros (shown here), and product descriptions. zigzagging across a variety of niche design styles and thousands products, all while maintaining the ‘joss lovely’ voice.
Lead writer on Newport Gilded Age event
Lead writer on Lucky magazine event
Lead writer on Christy of London event
Lead writer on Architectural Digest event