Hi! I’m Stephanie (she/her), a first-generation creative from Queens. I live on the beach in NYC and daydream about adopting a dog.

Whether building a brand’s voice, putting up a play, scripting a short, or having a great conversation, I am on a mission to connect with others authentically—through stories.

View my resume

Experience:

Content Strategy

  • The ask:

    Develop messaging and tone for our Affiliates/Influencer Program, a niche group of specialized creatives/ Emphasize Etsy’s value while inspiring content.

    The work:

    Copy lead—established narrative “World of Neverending Creativity”, developed copy tone, and messaging guidance internally + externally.

    Executed refreshed language, best practices, and newsletter.

    More than +10% y/y newsletter open rate in 2022.

  • The ask:

    Multiple refreshes to better reflect our creative strategy, voice, and design.

    The work:

    Copy lead—update the series in partnership with the design team, refining the new-buyer voice to ladder up to the brand.

    Streamline the buyer journey through each email and the series overall. Pair and create product marketing content (e.g., download the app—> order emails).

    Initial refresh: More than +75% y/y GMS.

Onsite / Product

  • The ask:

    The Etsy Design Awards is our annual global awards program, honoring the work of sellers worldwide in multiple categories.

    The microsite's goal is to function as a separate hub that guides sellers in submitting to be considered for the Etsy Design Awards. It also raises awareness that Etsy and EDA are for sellers at any stage in their journey.

    The work:

    Copy lead: partner with marketing and design partners to craft copy/content within a structurally sound hierarchy.

    Tell the story of the Etsy Design Awards without overwhelming sellers, dispensing information systematically and compellingly.

    Received the highest number of entries in 2023, +27% over the goal and +32% YoY.

  • The ask:

    Develop warm, branded copy to encourage downloads and promote app features, including Augmented Reality, Etsy Lens, Explore, and Sales Events.

    The work:

    Copy lead—marketing messaging for and in the Etsy App, including:

    App Stores / Onboarding screens / In-app marketing / Push notifications / Relevant emails / Relevant onsite copy

    Initial refresh launch: more than a +2% lift in global app downloads.

    App Flash Sale launch: Over $6M in annualized sitewide GMS.

CRM

  • The ask:

    Create a batch of evergreen, conversational copy for IDE marketing emails. Cohesive, fresh messaging regardless of segmented layouts, especially due to repetitive usage.

    The work:

    Copy lead—drafted strategically aligned messaging for IDE launch.

    Initial launch: More than +20% lift in attributed GMS y/y

    Consistent overperformance in weekly testing.

  • The ask:

    Draft copy and develop content for high performance in lifecycle, transactional, and marketing emails, one of Etsy’s most important channels.

    The work:

    Develop copy and content based on brand strategy, tone, and Rights to Win.

    20-45% open rate in ‘22 for marketing emails

    Copy lead—abandoned notifications campaign series

    Initial launch: More than $10M in site-wide incremental GMS.

Brand Voice

  • The ask:

    Turn the newly created brand refresh into tangible work and guidelines. Ensure that new copy seamlessly integrates into channels with opportunities to test impact and adjust as needed.

    The work:

    Copy lead—over the course of a year, collaborated heavily across brand, product, and strategy to iterate and develop an exhaustive set of brand guidelines, both technically sound and aspirational.

    The content included strategy, visual design elements, writing style, accessibility and international, product components, and resource toolkits.

    Once launched, presented to different teams in the company, offering copy feedback, guidance, and insight into creative choices.

  • The ask:

    Copy support for design studio/frequent collaborator, By Hart, to develop Week&—Hearst’s new digital-first initiative—from scratch.

    The work:

    Brainstormed and crafted brand mission, values, naming system, campaign work, and video strategy. Drafted brand copy guidelines.

    Additional By Hart partnerships included Kindra (Brand development) and Fab (Brand refresh).

Video Strategy

  • The ask:

    Create a cross-channel Influencer campaign for John Legend’s Creator Collab Launches, featuring home, gifts, and style items co-designed with Black and women Etsy sellers. Increase awareness of Etsy for H&L, acquire new buyers, and drive frequency among existing buyers.

    The work:

    Copy lead—Created narrative “Feel Right at Home With John” through his collection, inspired by his life and tastes. Partnered with Design to write, shoot, and produce video and photo assets across paid social, organic, email, PR, and onsite.

  • The ask:

    The Etsy Design Awards, our annual global program, recognizes sellers for excellence in craft across multiple categories, while showcasing incredible items to buyers.

    The work:

    Copy lead—for 2023, brainstormed and executed narrative “The Joy of Craft”, through both buyer and seller channels. Composed interview questions for the Grand Prize Award Winner and partnered with Brand to shoot video and photo.

Script / Long Form