Carmen Marcel-Almodovar
San Francisco,CA
Summary
Editorial manager, writer, and content strategist with eight years of experience in the Fashion, Beauty, and Lifestyle industries. Experienced in encouraging brand loyalty and connecting with trend-motivated consumers. Adept in managing editorial teams and schedules. Most recent experience includes managing omnichannel copywriting and editing in a fast-paced corporate environment.
Overview
8
8
years of professional experience
Work History
Editorial Manager
Banana Republic, Gap
08.2021 - Current
- Acted as an interim director leading and overseeing the Editorial team
- Guided the creation and development of all copy touchpoints for site, email, store, print, packaging, and out-of-home assets and collateral—focusing on women's categories and messaging
- Partnered with marketing, project management/production, and creative to fine-tune the process for creative brainstorming and conception
- Led promo and loyalty content messaging for the Banana Republic sector of the Gap Inc. Rewards Member Credit Card Program
- Established copywriter assessment material, candidate screenings, and interviews
- Aligned content creation and messaging with EU/UK and localization counterparts for consistency amongst international brand markets
- Served as primary editor and contributor of the Banana Republic “Journal” blog
- Worked closely with Chief Brand Officer, art and creative directors on overall content strategy and conceptualization for big idea initiatives, including the brand relaunch
- Developed copy direction and execution of special projects and brand partnerships, including overall concept and creative direction
- Collaborated with product copywriter on the development of category-specific copy (PDP) and naming conventions based on SEO and brand narratives
Senior Copywriter
Banana Republic, Gap
06.2020 - 08.2021
- Concepted, created, and edited copy for the women's apparel across the site, email channels, store signs, print mailers, and out-of-home assets
- Partnered with Public Relations and Communications teams on customer-facing projects and activations that are culturally relevant
- Editorial contributor on social accounts, including conceptualizing franchises for storytelling and providing creative content strategy
- Customized brand message to reach and capture target audience interest and drive engagement
- Applied SEO keywords into content creation to increase search result rankings
- Worked with accessibility departments to establish ALT text initiative
- Played an instrumental role in creative planning and review sessions, working with design, marketing, and production teams to elevate the quality of content
- Incorporated regulatory compliance requirements into packaging copy, confirming content met with legal and sustainability guidelines
Copywriter
Sephora
09.2018 - 12.2019
- Interpreted creative direction and adapted points from creative briefs into persuasive copy concepts
- Drafted scripts for all internal and external training videos including brand focus, technique, and product videos
- Ensured copy was clear and concise to streamline multiple content sources for cohesive storytelling
- Developed UI/UX content for mobile and web interfaces
- Worked cross-functionally with internal branding, marketing and design teams
- Produced omnichannel content for loyalty programs, credit card program and brand-sponsored beauty classes
- Initiated creation of Education Department copy style guide referencing grammatical, phrasing and treatment procedures and processes
- Reconstructed digital and onsite onboarding material to improve end-user experience
- Copy edited all content generated by SMEs and Instructional Designers for learning curricula
- Wrote copy for blended learning curricula, job aids, assessment tools and eLearning modules
Copy Editor
The RealReal
06.2017 - 08.2018
- Edited content daily for women's fashion and accessory product descriptions to ensure the accuracy and consistency of brand voice
- Oversaw and managed a team of seventy copywriters with a production of six thousand units daily
- Orchestrated and maintained internal resources such as copywriting styling guides and educational assets
- Created and supervised the development of search engine optimization averaging a 10% increase in traffic monthly
- Initiated reconstruction of an internal copywriting interface to automatize copy standards and business-critical material
- Organized and conducted onboarding material, presentations, and one-on-one training
- Led multiple fashion and accessory projects amongst cross-functional teams
Product Copywriter
The RealReal
05.2016 - 06.2017
- Produced and edited product copy material for 100+ fashion and beauty descriptions daily
- Merchandised products adhering to market trends and sell-through rates
- Organized competitive pricing strategies based on market analysis
- Exceeded daily personal goals while maintaining copy standards and low return rates
Education
Bachelor of Science - Fashion Marketing & Management
Art Institute of California- San Francisco
San Francisco, CA06.2014
Skills
Written Communication
Content Strategy & Curation
Copy Creation & Management
Editing & Proofreading
Organic & Paid Social Media Writing
UI/UX & SEO Writing
Brand Development
Team Management
Product Copywriting
Script Writing
Timeline
Editorial Manager
Banana Republic, Gap
08.2021 - Current
Senior Copywriter
Banana Republic, Gap
06.2020 - 08.2021
Copywriter
Sephora
09.2018 - 12.2019
Copy Editor
The RealReal
06.2017 - 08.2018
Product Copywriter
The RealReal
05.2016 - 06.2017
Bachelor of Science - Fashion Marketing & Management
Art Institute of California- San Francisco
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