Anika Haag: Senior Copywriter in Costa Mesa, CA

-Write creative, technical, and customer-friendly marketing copy for consumer product companies in various industries, including action sports, women’s fashion, retail and food. -Experience includes writing copy for ecommerce product descriptions, catalogs, SEO web content, email newsletters, taglines, slogans, scripts, press releases, product packaging, POP, marketing/advertising creative, social media platforms and other marketing collateral.

- Act as the voice of the Hurley brand, developing copy for every department need, including hangtags, catalogs, emails, billboards and in-store windows and displays. - Work crossfunctionally with key stakeholders in product, digital, social, retail and design to deliver creative, informed, accurate and persuasive copy. - Tasked with developing the general Hurley brand copy style guide and establishing the Hurley Women sub-brand voice, tone and style for the new women’s line launch. - Collaborate directly with the Creative Director, Brand Communications Manager and marketing leaders on all major company initiatives and creative concepting.

-Spearhead the creation and execution of communications across all platforms, delivering against the strategic goals of the organization and business needs of all projects. -Partner with key stakeholders to develop successful messaging and concepts for go-to-market plans across all Incipio Group brands (Incipio, Incase, Tavik, Braven and Griffin Technology) and licensing partnerships (Under Armour, kate spade New York, Rebecca Minkoff, Rifle Paper Co.). -Establish and implement a strong, distinct brand voice and style for each Incipio Group brand and licensing partner to ensure unique, cohesive messaging and brand positioning. -Lead copy direction across all organizational needs including, but not limited to, marketing campaigns, product catalogs, web content, video, product packaging, sales collateral, product and technology naming, consumer guides, technical instruction manuals, and advertising and social media campaigns. -Collaborate directly with the Global Creative Director, Art Directors, Marketing Director and other department leaders on all major company initiatives and creative concepting. -Work closely with creative services team to lead project kickoffs, execute projects on time, identify inefficiencies and grow productivity. -Proofread all copy across entire organization. -In the process of creating and implementing the company’s first official copy style guide. -Mentor and manage a Copywriter; help develop their skill set and prioritize project workflow as well as edit their work.

-Act as the unique, distinct brand voice for Urban Decay through marketing, ecommerce, educational and social media copy (both creative and technical). -Manage and write all copy for Urban Decay’s global digital campaigns and domestic ecommerce website, UrbanDecay.com. Copy needs include seasonal creative asset guidelines, marketing emails, homepage content, on-site promotional assets, blog posts, product descriptions, YouTube video descriptions, display ads and Facebook ads. -Digital responsibilities also include SEO writing, CRM-specific messaging and branding for new online programs, like Urban Decay’s customer loyalty rewards program, product subscription service and product customization feature. -Write printed collateral copy to support the brand campaigns of various departments, including training documents, tutorials, marketing promotions, in-store posters and postcards, blogger mailers, and a variety of collateral (invite, signs, menus, gifts, etc.) for Retail/PR events.

-Wrote all marketing copy for the company’s two fashion brands, Wet Seal and Arden B, that effectively captured the two distinct brand voices targeted to different audiences. -Copy requests included ecommerce product descriptions and titles, consumer emails, fashion look books, in-store POP, ads, website features, static web pages, and creative fashion trend names. -Under tight deadlines, worked directly with the creative team and the VP of Marketing to brainstorm copy ideas inspired by existing visual assets and current fashion trends, and provided the team with copy options for review and implementation. -In a one-week time frame, assisted the ecommerce team in significantly decreasing its online product activation from an eight-day process into a 24-hour turnover by efficiently writing creative product descriptions based on product samples.

-Created and implemented new copy content, format and style for DC’s e-commerce website, creating more consumer-friendly, engaging and SEO-influenced product pages. -As the brand “voice,” wrote all product descriptions and brand copy that effectively communicated with DC’s target audiences through multiple platforms, including product catalogs, brand/e-commerce website, social media, press releases and marketing/advertising creative. -Transformed technical product information for DC’s multiple categories into easily-understandable, direct-to-consumer copy for use on the brand’s website, advertising/marketing/PR content, product packaging, social media platforms and email newsletters. -Brainstormed and developed copy for brand marketing campaigns with the creative department and category director. -Rewrote and edited existing product copy to unify the brand’s messaging across all categories and platforms.

-Wrote and edited all seasonal catalog and ecommerce product descriptions and marketing messaging for etnies’ collection of footwear and apparel across all brand categories and sports. -Developed and wrote all brand copy and messaging for use in media outreach, marketing collateral and etnies’ ecommerce site, including news releases, social media content, media pitches, one sheets, blog posts, product pages, video scripts and website video features. -Regularly collaborated with etnies’ marketing team in developing creative marketing campaigns to actively intrigue and engage the brand’s various target audiences. -Created, executed and managed etnies’ yearly PR plans, which included: brand key initiative campaigns; coordinating media and consumer events launching new products, collaborations, films or athletes; facilitating media stories and interviews with company executives, athletes and celebrities; media pitching; managing a six-figure budget.

-Worked with PR Manager to create, execute and manage etnies’ yearly PR plans, which generally included: Brand key initiative campaigns; Coordinating media and consumer events launching new products, collaborations, films or athletes; Facilitating media stories and interviews with company executives, athletes and celebrities; Media pitching; Planning and facilitating media tours and product previews; Coordinating product placement in online and print magazines and in film or TV spots; Media correspondence at trade shows; and maintaining relationships with endemic action sports, trade and other lifestyle media. -Collaborated with a three person PR team to create and execute the PR plan for etnies’ largest key initiative of 2011, the Buy a Shoe, Plant a Tree program, which achieved top-tier global media exposure in 179 print, online and broadcast outlets and exceeded the sales goal of more than 35,000 pairs of shoes sold for the cause-driven campaign.