General Copywriting, Concept Copywriting, Website Copywriting, Copyediting, Technical Editing, Blog Writing, Email Writing, Creative Concepting, Presentation Creation, Collaborating.
Brand Writing and Copywriting interests: diet and health, fitness, lifestyle, beauty, family, fashion, travel, music history, mixed-use developments, and more.
After transferring from Western Carolina University, Dana attended UNC Wilmington to finish her B.A. in English, concentrating on Professional Writing. She then immersed herself in a series of creative writing and technical editing classes, molding her into the detailed, passionate writer and editor she is today.
With a career spanning over a decade, Dana started her career at Lowe's Home Improvement. This made her an expert at researching technical details of everything from air paint sprayers and power tools, to jigsaws and cordless power drills. She also edited and updated the Lowe's Home Improvement Brand Guidelines and created product- and division-specific copy guides during this four-year role.
During Dana's college years, she was a freelancer who wrote various articles for Sephora and Ulta beauty products. With a passion for hair and makeup, Dana loves writing introductions and how-tos for new products. She becomes an expert at everything she's tasked to write for, ensuring her reliability and accuracy.
By working with a variety of food and beverage clients across the spectrum, Dana has been able to master the art of incorporating menu specialties into scripts and copy while telling a captivating story that also highlights an outstanding atmosphere and memorable experience with loved ones readers will want to experience immediately.
By working for Lowe's Home Improvement with dozens of vendors focused on environmentally-friendly construction, Dana has learned the importance of capturing those features in copy and telling the larger story of carbon footprints. Whether it's biodegradable packaging or an eco-friendly style of processing, Dana loves to learn about these eco-friendly advances while passionately communicating the advantages to an audience.
A reformed Paleo dieter, Dana has done her research on the best herbal and health supplements. Whether you want to reduce inflammation with ginger and turmeric, enhance skin and hair with collagen powder, or promote better digestion with chia seeds, Dana will passionately explain how your product can improve health.
As a self-proclaimed fashionista, Dana not only loves discovering old and new pieces, but also sharing that love on social media. An advocate for sustainable fashion, Dana has made it her mission outside of work to promote green fashion practices that include donation, clothing swaps, buying secondhand items, or investing in newer fashion companies that deliver fair wages and work environments.
A self-labeled workout junkie, Dana loves learning the latest workout techniques and effectively communicating them to others. Whether it's a high-intensity interval training circuit, outdoor running promo, power pilates class, weight-lifting session, or a general exercise ad, Dana has the background and passion to tell your fitness story clearly and concisely.
Having worked on dozens of lifestyle brochures and catalogs, Dana is an expert in telling the luxurious lifestyle stories of all things on a budget, high-end, and everything in between, including exclusive multi-slide vinyl patio doors, trending and curated window treatment and furniture collections, upscale dining and beverage, sophisticated mixed-use developments, and more.
A seasoned chef with a professional chef for a twin, Dana's love for cooking and thirst for culinary knowledge translates perfectly to written form. She can discuss cooking techniques and various cuisines with ease, encouraging the reader to whip up whatever meal or cocktail is on the menu with easy, concise step-by-step instructions.
As someone who has studied nutrition closely, Dana can confidently discuss and write about any diet, from gluten-free and dairy-free to vegan and paleo. Whether you want to discuss prenatal nutrition or nutrition for those who are immunocompromised, Dana can help actively engage the right audience and encourage them to explore your product, punctuated with the appropriate learn more or shop now CTAs.
Having worked for Equitable Financial Services, now known as Equitable Holdings, Inc. Dana became an expert in the insurance and financial communication field through thorough review of brochures, eAds, landing pages, emails, newsletters, internal letters, and more. This allowed her to become familiar with industry terms and best practices while enforcing the editorial style guide she co-authored with her colleague.
Having worked for Equitable Financial Services, now known as Equitable Holdings, Inc. Dana became an expert in the insurance and financial communication field through thorough review of brochures, eAds, landing pages, emails, newsletters, internal letters, and more. This allowed her to become familiar with industry terms and best practices while enforcing the editorial style guide she co-authored with my colleague.
Throughout her career, Dana has enjoyed working on dozens of brochures for a variety of clients, including those in the home improvement, fine dining, financial services, and real estate industries. Dana begins by researching the company's brand and mission statement before reviewing existing assets. This ensures consistency in tone, as well as cohesion across the website.
As an expert in digital marketing strategic and tactical applications, Dana has honed the craft of creating content with catchy headlines, body copy, and CTAs that fully capture the brand, product capabilities, and align with the imagery. This creates the best user experience and memorable campaigns fondly remembered by audiences.
With a background in writing and editing for a financial services company, Dana has worked with various marketing teams to create case studies that highlight the benefits of different plans and kinds of coverage. This experience has helped her master the unbiased voice necessary to create compelling content focused on facts.
As part of an elite marketing agency, Dana has experience working on campaigns and promotions that deliver direct mail to clients and B2B, with focuses mainly on membership signups and sweepstakes giveaways. This includes initial promotional emails, follow-up and reminder emails, as well as last-chance emails to promote better engagement and sales.
Partnering with an unrivaled marketing agency, Dana has worked on hundreds of digitally driven campaigns that encourage consumers to buy specific products, participate in a sale or giveaway, or to simply sign up for exclusive access and membership. By collaborating closely with digital designers, Dana is able to create copy that best serves the space, with an appropriate text-to-design ratio and captivating headers and body copy.
As part of her extensive freelance career, Dana has helped dozens of wide-ranging clients establish their brand identity and personal bios. Dana holds a strong belief that a relatable, approachable biography can better connect clients with their audience, so they can discover more ways to drive engagement while elevating customer experiences.
With a background that includes working for Fortune 50 companies, Dana has honed her advertorial writing skills, promoting everything from toilets and bathtubs to high-end living and luxurious window treatments. Past clients include LEVOLOR, Lowe's Home Improvement, Cornerstone Building Brands, Protect A Deck, Advanced Surface Solutions, GPS Air, ROCKWOOL, and more.
Many of the clients Dana has worked with request website, newsletter, and email content together across a longer-term deadline. This helps create a consistent brand voice and identity to ensure alignment across all digital and printed uses, and helps her learn what works best in terms of engagement and memorability.
By working with an elite marketing agency, Dana has been tasked with creating an array of different email copy, from limited-time promotional content and newsletter signups to sale reminders and coupon giveaways. Dana has a keen eye for catchy, thought-provoking headlines that encourage the reader to learn (and read) more.
As an experienced creative concepter, Dana has worked closely with senior designers and creative directors to create unique, ownable concepts that can be exercised across a variety of digital and print platforms. Presentations begin with initial concepting before going through internal review and approval prior to client edits and approval.
A proud part of an elite marketing agency, most of Dana's work focuses on social ads, with copy for everything from video scripts, GIFS, and reels to carousels, static posts, and stories. This can often help clients learn which keywords perform best to promote better engagement and increased sales.
With a background firmly rooted in copywriting for Fortune 50 companies, leaders in financial services, and elite marketing agencies, Dana is skilled at creating captivating copy that translates well from desktop to mobile apps. This promotes copy that inspires intrigue and curiosity without getting too verbose, while also taking scrolling into account.
Dana has worked on a variety of client projects that include voiceover scripts and audio ads with paid talent. With food and beverage clients determined to get their message and promotions heard in a short time frame, Dana is able to deliver on a tall order consisting of catchy, concise copy that's memorable within a strict time limit.
Beginning her post-collegiate career as a product content marketing specialist and digital copywriter for Lowe's Home Improvement, Dana has made it her mission to thoroughly research products and those of competitors to ensure the most captivating and accurate product reviews. This allows readers to get an authentic feel for the product while learning the pros and cons.
Starting her post-collegiate career as a digital copywriter for Lowe's Home Improvement, product descriptions laid the strong foundation for Dana's copywriting career. Having written everything from marketing copy to bullet points for patio furniture, power tools, window treatments, and home decor, much of Dana's work can be found on lowes.com
Dana has written dozens of simple and complex video and audio scripts for a plethora of well-known clients, including Lowe's Home Improvement, LEVOLOR, Bonefish Grill, Kobalt, CRAFTSMAN, ROCKWOOL, and more. By working with the production and studio teams, Dana has learned to hone the art of script writing that includes taking beauty and in-use shots into account.