Senior Copywriter User Experience

MICHELLE WINSCHUH

SUMMARY

Experienced copywriter with over a decade of success crafting high-performing written assets for consumer brands. Skilled at collaborating cross-functionally to deliver impactful content, with a deep understanding of DTC strategies. Expert in distilling complex ideas and data into clear, engaging, and persuasive copy that resonates with diverse audiences.

PROFESSIONAL EXPERIENCE

EDUCATION

Led the creation of distinctive brand voices for renowned names like Robert Mondavi Winery, Booker Wines, and Gary Vaynerchuk’s Empathy Wines, driving engagement and brand recognition across all channels.

Developed clear, cohesive brand messaging that drove conversion, engagement, and retention across diverse consumer touchpoints, including campaigns, ads, websites, SMS, print, and more. Enhanced user experience by delivering intuitive content that drove interaction and supported seamless navigation for both web and mobile interfaces.

Collaborated cross-functionally with brand managers, art directors, photographers, and graphic designers to align creative content with strategic goals and ensure the successful execution of creative projects. Senior Copywriter, Constellation Brands July 2022-August 2024 Freelance Copywriter, Boston Consulting Group

Conceptualized and wrote creative case study copy, distributed internally to showcase successful projects and drive knowledge sharing across the company.

Teamed with internal and external partners on cross-functional initiatives such as internal company emails, Apple Podcasts, blog and LinkedIn posts, ensuring consistent brand voice and engagement. Aug 2020 - July 2022

Senior Copywriter, Rebecca Minkoff

Led end-to-end campaign development, from creative positioning and ideation to final messaging, ensuring cohesive, impactful communication across all channels. Collaborated cross-functionally with product managers, producers, marketers, and designers to create content and strategies for product launches and promotions. Served as the editorial lead for the 2019 Fall launch of Little Minkoff, spearheading the brand’s first-ever children’s clothing line.

Developed and executed all messaging across email, website, product detail pages (PDP), paid ads, and in- store experiences, elevating and maintaining a consistent brand voice. Feb 2020 - Jan 2021

Bachelor of Communications

Monmouth University

314 Pavonia Avenue, Jersey City, NJ • 201-***-**** • ****************@*****.*** www.michellepoteralacopywriter.com

Copy Associate, Theory April 2017-July 2019

Wrote SEO-optimized copy to increase organic traffic and search engine rankings for men’s and women’s apparel, shoes, and accessories.

Led the email, website, and naming for the launch of Theory 2.0, the DTC ready-to-wear line geared toward working millennials.

Partnered with marketers, merchandisers, and graphic designers to bring brand initiatives to life. Size & Fit Copywriter, YOOX Net-A-Porter Group Sept 2013-April 2017 Delivered precise and detailed sizing information to help customers find the ideal fit, increasing customer satisfaction, driving sales, and reducing return rates. Attended model castings to search for new talent to meet business needs and provided accurate measurements and comprehensive notes to share with company stakeholders. Collaborated on set with stylists, models, and photographers to ensure accurate product representation in terms of size, fit, and styling for e-commerce and marketing materials.