Role:​​

Lead CRM Copywriter

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Brands: 

Zales, Zales Outlet, & Banter by Piercing Pagoda

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Challenge:

In a flooded inbox, you aren't just competing with other brands.

Signet owns the jewelry market; the consumer owns the 'Delete’ button.​

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Insight:

A subject line isn’t a label. It’s a lure. If copy feels like a transaction, it’s trash.

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Idea:

Skim-proof storytelling. We treated CRM as a high-velocity narrative ecosystem where every line, from $10k diamonds to $45 charms, had to earn its place.

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Execution:

• Directed distinct identities for Zales, Zales Outlet, and Banter.

• Delivered 30–50 integrated executions weekly across email and SMS.

• Developed end-to-end segmented journeys for a $7B retail portfolio.

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Impact:

• Scaled Vault Rewards to 5.2M members in 2025.

• Delivered high-converting copy for the world’s largest diamond retailer.