Briana Hernandez
Santa Rosa,CA
Summary
Successful Copywriter with 15 years experience managing marketing and brand initiatives in CPG, D2C, and retail environments. Background in working with children. Collaborates with influencers and external content creators, including contracting, supervising, and evaluating content work. Lead content strategist for email, site, and social media.
Overview
20
20
years of professional experience
Work History
Senior Copywriter
ThredUp
05.2024 - Current
- Developed 360 campaigns to support product launches and promotions
- Maintained editorial and merchandising calenders, planning marketing stories a year in advance
- Drove traffic to a high-performing company blog that bolstered SEO results
Blogger & Social Media Manager
Hot Fat Mess
05.2013 - Current
- Manage an Instagram following of over 20k, sourcing high-performing hashtags to expand reach
- Create dynamic blog content featuring styled, curated outfits for a plus-size audience
- Content strategist for TikTok and IG Reels, creating shareable content
- Partner with top fashion brands to create sponsored video content
Senior Copywriter & Content Strategist
VICI Collection
03.2023 - 10.2023
- Created high-impact messaging to support sales of clothing, shoes, and accessories for site, email, social, and paid ads, contributing to 20% increase in revenue.
- Lead the planning of 14+ emails and 70+ social posts per week across Instagram, Facebook, and TikTok while providing editorial guidance to deliver top-quality content.
- Improved click conversion rates with strategic subject line and email copy testing.
Senior Copywriter & Content Designer
Mercari
12.2021 - 10.2022
- Developed 360 marketing campaigns to support key categories (clothing, shoes, and electronics) with integrations for blog, email, social, and major media partnerships
- Managed a monthly and quarterly editorial and social media calendar while producing 2-3 blog posts per week using Webflow CMS
- Owned daily push program of 90 mobile app notifications per month over three audience segments
- Managed copy for UX features, weekly emails, monthly landing pages, and social posts for Instagram and Facebook
Freelance Copywriter
Athleta
05.2022 - 09.2022
- Lead content strategy for AthletaWell's first onboarding quiz, including answer mapping, which resulted in a 15% lift in new member activity
- Crafted email, social, and long-form content over various digital media while adhering to company-wide style guidelines
- Wrote and edited articles, web content, advertising copy, and more to support sales of activewear and shoes
Growth Copywriter
Parade
11.2021 - 01.2022
- Improved click conversion rates with strategic creation of promotional emails and SMS text messages.
- Wrote social media outreach posts on both informational and promotional topics.
- Created high-impact messaging for marketing media, contributing to increases in revenues and market share.
Senior UX Content Designer
Levi's®
09.2021 - 12.2021
- Played instrumental role in user experience planning and review sessions, working with the UX team to elevate quality of content and designs.
- Formatted copy to align with project-specific guidelines.
- Reviewed and edited final copy for accuracy and to correct grammar errors.
Senior Marketing Copywriter & UX Content Designer
HATCH
05.2021 - 09.2021
- Established Hatch's first-ever brand and style guide for all channels including social and UX
- Assisted PR Manager with corporate content calendar and brand story angles
- Worked with in-house designers to create first-class copy for retail packaging, advertising, PDPs, email, and app
- Concepted editorial, storytelling video content and scripts for product onboarding and brand campaigns
Senior Marketing & UX Copy Manager
IPSY
04.2018 - 05.2021
- Managed a team of 3-5 freelancers, including sourcing and coaching, to create retail PDP copy for thousands of health and beauty SKUs as part of our monthly sales events, which doubled in volume over 12 months
- Planned and executed all brand copy for monthly ecommerce event assets including advertising, emails, push, banners, and social media
- Ideated and executed corporate communication to evangelize IPSY's latest releases and brand developments with an emphasis on diversity
- Worked as the sole copywriter with Product team to produce UX flows and name new customer features while maintaining editorial standards
Brand Copywriter & Blog Manager
Rakuten (Formerly Ebates)
11.2014 - 05.2017
- Planned a monthly and quarterly editorial calendar while producing 2-3 blog posts per week via WordPress CMS on retail products and lifestyle with a heavy focus on clothing, shoes, and accessories.
- Managed a team of 3-5 freelance writers to produce shoppable blog content to inspire our audience
- Also worked as the sole UX copywriter for the Ebates app
- Wrote video scripts, email marketing content to list over 100,000, landing pages, etc
Site Coordinator
The Learning Curve
02.2009 - 10.2011
- Managed day-to-day operations of expanded learning program.
- Provided training, guidance and ongoing support to program staff.
- Connected and frequently communicated with students and parents regarding programs, policies, and individual needs.
Reading Tutor
The Reading Clinic, Inc. - Learning Disabilities
04.2006 - 02.2009
- Taught reading comprehension and writing tactics to improve reading and writing skills.
- Conducted assessments to determine comprehensive understanding of materials.
- Identified learning needs and implemented fun and engaging learning activities to help students advance.
- Office admin duties including data entry, filing, and greeting prospective clients.
Education
Bachelor of Science - Magazine Journalism
San Jose State University
San Jose, CASkills
- Tone and Language Variations
- Campaign Development
- Product Naming
- Script Development
- Product-Specific Writing
- Content Design
- User Research
- Content Strategy
- Journalism
- Communications
Accomplishments
- Featured in Teen Vogue, Refinery 29, Cosmopolitan, BUST Magazine, and Allure.
Software
- Figma
- Wordpress
- Webflow
- Slack
- Airtable
- Asana
- Trello
- Basecamp
- Jira
- Google Keyword Planner
Timeline
Senior Copywriter
ThredUp
05.2024 - Current
Senior Copywriter & Content Strategist
VICI Collection
03.2023 - 10.2023
Freelance Copywriter
Athleta
05.2022 - 09.2022
Senior Copywriter & Content Designer
Mercari
12.2021 - 10.2022
Growth Copywriter
Parade
11.2021 - 01.2022
Senior UX Content Designer
Levi's®
09.2021 - 12.2021
Senior Marketing Copywriter & UX Content Designer
HATCH
05.2021 - 09.2021
Senior Marketing & UX Copy Manager
IPSY
04.2018 - 05.2021
Brand Copywriter & Blog Manager
Rakuten (Formerly Ebates)
11.2014 - 05.2017
Blogger & Social Media Manager
Hot Fat Mess
05.2013 - Current
Site Coordinator
The Learning Curve
02.2009 - 10.2011
Reading Tutor
The Reading Clinic, Inc. - Learning Disabilities
04.2006 - 02.2009
Bachelor of Science - Magazine Journalism
San Jose State University