THE ROLE

I was a Senior Copywriter on an in-house creative team for Donna Bella Hair, a $20M+ beauty and hair-extension brand that sells to both professional stylists (B2B) and retail consumers (B2C). I helped shape and elevate the brand voice and worked with the creative team on omnichannel campaigns for evergreen products, new product launches, Black Friday campaigns, and brand collaborations.

WHAT I DID

I turned marketing strategy into campaigns and stories across the customer journey—from email and web to social, paid ads, print packaging, and video. I worked cross-functionally with lifecycle marketing, designers, photographers, videographers, and brand leadership to develop concepts, shape messaging, and bring campaigns to life while maintaining a distinctly fearless, confident, and direct brand voice. Favorite campaigns included a product launch for gray hair extensions and a campaign targeting those with postpartum hair loss where I interviewed women about their hair journeys.

BADASS RESULTS

My copywriting efforts had a direct impact on the bottom line, with results like:

• I helped drive $5–7M in annual email revenue through strategic lifecycle campaigns, compelling storytelling, and A/B-tested copy.

• An email on hair trends had a 71.8% open rate with $10k+ revenue in a single day.

• Email delivery rates in the 97-99% range. Healthy list growth and an unsubscribe rate of 0.2%.

• SMS messages generating $791k.

  I helped maintain and evolve a consistent brand voice across multiple channels and customer touchpoints, balancing creative storytelling with commercial goals.