Senior Copywriter, 2022
ABOUT FOXTROT: Foxtrot is an elevated convenience store and cafe where I was the senior copywriter. Founded in Chicago, it expanded to 20+ stores across the US with a native app supporting online shopping, pickup and delivery.
THE CHALLENGE: Expand brand storytelling and unify the Foxtrot voice across online and in-store marketing.
Leverage the relationship between small makers curated on Foxtrot’s shelves to support up and coming brands, garner interest and shop-ability across Foxtrot’s omnichannel sales platforms in-app and in-store.
ROLE: Hone the overall brand voice and tone, lead season campaign ideation, highlight small makers and new product storytelling:
Oversee messaging for in-app creative and in-store signage
Manage one junior copywriter responsible for product copy
Email campaigns: Seasonal campaigns, new product awareness, membership and CRM.
Storyboard and VO scripting for marketing and Foxtrot brand videos
DESIGN PARTNER: Caroline Litchfield
CREATIVE DIRECTOR : Rob Schellenberg
PHOTO: Garret Sweet
Foxtrot Brand Video
I wrote and workshopped the storyboard and VO scripting
“Our Story” Foxtrotco.com Brand Page
I wrote the story and developed the page layout with a designer on my team to create a branded, ‘Our Story’ page for Foxtrot.
Foxtrot Membership Program
Program development and messaging of Foxtrot’s Membership, a loyalty program with the goal of prioritizing, encouraging, and rewarding in-app behavior from consumers.
Includes unique members-only collab products like this Foxtrot x Longman & Eagle Bourbon. I co-directed and produced content, piloted the drone for aerial shots, and wrote all copy.
Summer Campaign & Influencer Partnerships
I developed a Summer Campaign that included engaging, editorial-style digital content, interactive in-store print assets in collaboration with Chicago-based makers like Comercio Popular and food people like Jonathan Zaragoza and Jim Graziano.
