Copy Manager/Sr. Creative Copywriter
SUSAN LEAGUE
Phone:-
Email:-Website: susanleague.com
Linked in: https://www.linkedin.com/in/susanleague
Highly skilled and results-driven Copy Manager/Sr. Copywriter, adept at crafting compelling content, developing
brand narratives, and driving successful marketing initiatives. Proficient in leading and mentoring teams. Seeking
to leverage my expertise in copywriting and marketing to deliver exceptional results for a dynamic organization.
Demonstrated competencies include:
Creative Copywriting
✓ Creative Concepting
✓ Brand Storytelling
✓ Email Marketing
✓ Audio/Video Scriptwriting
✓ Team Leadership
Optimization
✓ SEO/EEAT Content
✓ Digital Marketing
✓ Personalization At Scale email
✓ Enhanced SKU Content
✓ Articles and Education
PROFESSIONAL EXPERIENCE
CONTRACT COPY CONSULTANT/WRITER
8/2023 – Present
Provide copy consulting and copywriting services. Clients include Publicis Groupe CA, AMN Healthcare, Martha
Stewart CBD/Canopy Growth, SEO Enablement, The Cat Café and others.
SIGNET JEWELERS| Dallas, TX
2010 - 2023
Signet is the world’s largest retailer of diamond jewelry, with brands including Zales, Kay, Jared, Peoples (CA), Blue
Nile and James Allen.
Manager, Creative Copywriting & Optimization | 2/2020 – 8/2023
Promoted and assumed leadership of the Zales, Outlet and Peoples copy team. Charged with streamlining the SKU
content creation process, as well as hiring and training new writers to work on increased copy needs, including
Marketing, eCommerce, Digital Advertising and Social Media content.
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Brand voice authority for very different and distinct BVPs, ensuring brand consistency across all marketing
channels.
Developed content for omnichannel brand communication, including eComm, digital marketing, paid and
organic social, audio/radio, OLV and marketing collateral.
Collaborated with channel and brand partners to build messaging architecture, ensuring campaigns are
focused and consistent.
Crafted engaging email content for Dallas portfolio brands, leading to increased click-through rates and
customer engagement.
Lead and coached a team of five writers, fostering a collaborative and creative work environment and
achieving exceptional content quality.
Authored scripts for a series of 2022 holiday radio advertisements, resulting in nearly $8 million in incremental
revenue within targeted markets for that period.
Created copy for the Personalization at Scale Fashion and Bridal teams, developing targeted emails based on
detailed customer segments, including marital status, past purchase, gender, age, income, and more, resulting
in more than $4 million in incremental income through July 2023.
Developed enhanced brand storytelling and customer engagement for major brand launches including
Celebration 185, Kleinfeld x Zales Lab Created Diamonds, Zales x Rocksbox Jewelry Rental, and others.
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Concepted, developed, implemented, and managed the project to transition all SKUs from paragraph
descriptions to concise bulleted lists, designed to reduce customer cognitive load. Once trained, SKU writers
were able to increase productivity by +/- 25%, getting more SKUs to the site faster.
Lead Copywriter, eCommerce and Marketing | 08/2013 – 02/2020
Promoted to Lead Copywriter for both Marketing and eCommerce covering the Zales, Zales Outlet, Gordons and
Peoples Jewellers brands.
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Developed unique SEO content for rebrand/replatform of the Zales. Zales Outlet, Gordons and Peoples
Jewellers websites, optimizing performance and user interface.
Created library of optimized articles for all sites, including educational information, how-to’s, gift guides and
more.
Conceptualized and executed brand narratives, taglines, and other marketing content for major Signet
initiatives, including new product collections and partnerships.
Crafted engaging email content for Dallas portfolio brands, leading to increased click-through rates and
customer engagement.
Trained and supervised SKU copywriters.
Copywriter, eCommerce | 2/2010 – 8/2013
Hired as a contractor to create SKU and educational content for launch of the Piercing Pagoda website. Postlaunch, brought on as full time SKU copy and email content writer.
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Wrote SKU copy for over 15K unique SKUs, as well as basic educational articles and content, for launch of the
Piercing Pagoda website launch.
Post launch, hired as sole SKU/Website copywriter for Zales, Outlet, Gordons, Peoples and Pagoda brands.
Created email copy for all brands.
Self-Employed Freelance Creative Copywriter/SEO/Marketing/Social Media
2008 - 2022
Provide copy and creative on a contract basis to select clients, including BeautiControl, Mardel Christian Stores,
The Case Studio, Mary Kay Cosmetics and others.
Marketing/Social Media Manager, PrintPlace.com
Senior Copywriter, Pier 1 Imports
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Senior Copywriter, The Bombay Company
EDUCATION | CERTIFICATIONS | TRAINING
Michigan State University, English, Business Management
West Shore Community College, General Business
Gemological Institute of America, Accredited Jewelry Professional
Linked In Learning, multiple courses
American Marketing Association (AMA), multiple courses
Toastmasters International, Competent Communicator status
2002 – 2008
