Product Copywriting & Strategy

Audience

B2B

B2C

B2B2C

Brands

Pandora/SiriusXM

Title Nine

FFG

Title Nine: Product Copywriter / Copy Manager

When I joined Title Nine, there was no real product copy system in place.

Instead there were a handful of people writing in many different Google Docs, racing against launch deadlines and trying to keep the brand voice consistent.

Copy was constantly misplaced, behind schedule, or tone deaf.

So I built the system from the ground up.

I moved the team into a digital product management platform,
and created our first-ever end-to-end product copy process—from brief to QA to launch. I wrote training materials, led company-wide onboarding, and made sure every team—from e-comm to merchants—was set up for success.

Along the way, I brought new life to the copy itself.

I revitalized our naming and product copy with irreverent messaging designed to resonate with a younger audience—without losing the brand’s bold, unapologetic core.

I also raised the bar on SEO, established formal QA templates for print and digital, and proofed every product name and description to make sure everything launched with tight, on-brand copy.

The image shows a pair of colorful ankle socks called the "Iliad Socks," with bullet points describing how they are best for running, along with their fabric content. The description reads, "We named these the Iliad because they're here for your Achilles in the long run, but our love for them is sure to span more than ten years. Yes, they're uniquely built with an Achilles tab that keeps the back from slipping down into our shoes, but there are a lot of other reasons why these socks are epic: they also boast mesh breathability zones, Shred Shield, and seamless construction for improved comfort and durability in the toe region. Plus, a dialed-in performance and women-specific fit. To wax poetic, we're looking forward to every run feeling like our hero's journey. By Smartwool."

Print Fabric Story for Catalog

More Work

Skills Sharpened

🔍 Product Research

Reviewed product specs, materials, features, and use cases
Interviewed designers, merchandisers, and engineers
Tested the product when possible
Researched competitor / partner positioning and language

✍️ Synthesis & Storytelling

Wrote product titles, descriptions, and bullet points for web and print
Translated technical details into benefits and real-life value
Aligned the details with our irrevernt and bold brand voice, adjusting depending on our approach over different channels

🧠 Brand Voice & Strategy

Maintained a consistent tone across nearly a hundred products per launch, with multiple launches per year
Tailored messaging on different channels
Developed product copy guidelines for internal and external writers

🛠️ Cross-functional Collaboration

Worked with manufacturing, merchandising, e-commerce, design, and marketing teams to align on product launches, features, timelines, and messaging goals
Trained stakeholders in the use of our new system, and navigated their feedback and approval
Thereby ensured product details were always accurate and up to date

🔎 SEO & Discoverability

Wrote meta descriptions, keywords, and alt text
Adjusted SEO in page footers and across our ecommerce platform for maximum impact

✅ QA & Final Reviews

Proofread all copy for grammar, clarity, and tone
Double-checked SKUs, specs, and compliance info
Handled emergency rewrites for products that suddenly changed or were added late

For more on my time at Title Nine and my success as their Copy Manager, check out my Mini Portfolio.

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