Dena O’Neal
Senior Copywriter and eCommerce Content Strategist
(678) 793-5272 | [email protected]
EXPERIENCE
CreativeDrive, Atlanta — Senior Manager, Content QA AUGUST 2017 – MARCH 2020
Lead content strategy for new agency offering focused on optimized eCommerce content development for brands and retailers.
Oversee creation and implementation of eCommerce content strategy including SEO optimized base copy, fully-featured enhanced content, graphics, video, and other rich media on top retailers including Amazon and Walmart. Clients included The Home Depot, Georgia-Pacific (Dixie, Vanity Fair, Brawny, Quilted Northern), Hasbro, Hersheys, TravelPro, Libbey, Chico’s, and more.
Managed content team for the Walmart Connected Content Partner program which helped overseas suppliers create best-in-class, high scoring item page content on Walmart.com.
Newell Brands, Atlanta — Content Manager, Global eCommerce JANUARY 2015 – AUGUST 2017
Hired, trained and managed team of four copywriters creating eCommerce product content for Newell Brands, including Graco, Baby Jogger, Paper Mate, Sharpie, Prismacolor, Expo, Mr. Sketch, Elmer’s, X-acto, Dymo, Levolor, Goody, Calphalon, Rubbermaid, Rubbermaid Commercial Products, Lenox, and Irwin.
Created optimal content experience on major retailers (Amazon.com, Walmart.com, Target.com, BedBathandBeyond.com, HomeDepot.com,Macys.com, BabiesRUs.com, Staples.com, and more), with engaging and SEO optimized product detail page content, landing page content, Amazon A+ content, and syndicated Webcollage enhanced content.
Contributed to launch of enterprise Product Information Management system, helping to establish content workflow and governance, audit existing content, and fill gaps.
Managed outside agency content work, ensuring all deliverables met content standards for internal stakeholders and retailers.
Developed UX content strategy and content for D2C brand sites, including navigation, filtering and facets, landing pages, and comparison guides. Wrote and SEO optimized 800+ SKUs for calphalon.com relaunch.
Led special digital projects including the Calphalon Product Adviser app for Macy’s Herald Square store, the Levolor Blinds and Shades Product Adviser kiosk for Lowe’s, and copywriting and SEO optimization for the launch of the Paper Mate InkJoy website.
Newell Rubbermaid, Atlanta —Content Strategist, eCommerce OCTOBER 2014 – DECEMBER 2014
Developed and implemented best practice standards for Newell Brands online product content across all of our brands.
Wrote new item content and optimized existing content across major retailers (Amazon.com, Walmart.com, Target.com, BedBathandBeyond.com, HomeDepot.com, Macys.com, BabiesRUs.com, Staples.com, and more).
Boosted online sales with robust and optimized product detail page content, best in class enhanced content (Amazon A+ and Webcollage), and strategic selection of digital assets.
Newell Rubbermaid, Atlanta — Copywriter, Brand Activation MARCH 2013 – OCTOBER 2014
Writing across all consumer touch points for our Home Solutions brands: Calphalon cookware, Goody hair accessories and Levolor blinds and shades.
Omni-channel and digital projects included packaging copy, in-store signage and merchandising displays, brand guidelines, email content and strategy, video scripts, and product catalogs, as well as website content including product detail page copy, home page banners, promotional banners, landing pages, long-form articles, comparison guides, and more.
Newell Rubbermaid, Atlanta — Copywriter, Calphalon FEBRUARY 2011 – MARCH 2013
Handled broad range of responsibilities as in-house copywriter to support new product launches and existing product commercialization.
Writing and creative projects included copy and taglines for packaging, brand voice and style guidelines, technical use & care packaging inserts, video scripts, translation management and more.
Collaborated with graphic design on in-store promotional materials and visual merchandising displays for retailers including Macy’s, Williams-Sonoma and Bed, Bath & Beyond.
Digital deliverables included weekly home page banners, cooking technique articles, email content, and more, as well as SKU level product copy designed to increase conversion on calphalon.com.
Big Red Rooster, Atlanta — Information Designer at The Home Depot AUGUST 2010 – FEBRUARY 2011
Developed engaging in-store shopper experiences through point-of-purchase product education, signage, and other visual merchandising collateral as part of The Home Depot’s onsite in-store shopper marketing agency.
Aquent, Atlanta — Contract Copywriter at The Home Depot FEBRUARY 2010 – AUGUST 2010
Worked onsite to create on-brand copy for national and regional advertising circulars, including cover stories, special event pages, headlines and product selling content.
Freelance, Atlanta — Copywriter JUNE 1998 – AUGUST 2010
Retail catalog writer for clients including Macy’s, Bloomingdale’s, Home Depot, Frontgate, Grandin Road, Rich’s/Lazarus/Goldsmith’s, and more. Chosen as sole writer for 120+ page Home Depot Direct print catalogs, produced quarterly.
Macy’s, Atlanta — Copywriter MAY 2008 – MAY 2009
Copywriter for Macy’s Central print catalogs and newspaper inserts, focused on Men’s, Juniors, and Children’s categories. Special projects include appointment as sole writer for Christmas 2008 gift catalog.
3 Score, Atlanta — Copywriter JANUARY 1997 – JUNE 1998
Copywriter for large retail advertising agency, producing premium fashion, home and promotional print catalogs for major clients including Bloomingdale’s, The Bon Marche, Rich’s/Lazarus/Goldsmith’s, Dayton’s/Hudson’s/Marshall Field’s, Business Incentives, the Tog Shop, Russell Athletic, and more.
Vericom, Norcross — Copywriter / Assistant Production Manager MARCH 1994 – JANUARY 1997
Woodward & Lothrop, Washington DC — Copywriter FEBRUARY 1993 – AUGUST 1993
Macy’s, Atlanta — Copywriter JULY 1990 – MARCH 1992
Belk, Savannah / Atlanta — Copywriter SEPTEMBER 1988 – JUNE 1990
EDUCATION
University of Georgia, Athens — Bachelor of Arts in Journalism JUNE 1988
Major: Advertising. Minor: Photography/Psychology.
SKILLS
+ Copywriting & Creative Direction
+ eCommerce Content Strategy
+ Product Information
+ Management
+ Website Copy, Blogs and Articles
+ SEO Optimization
+ Brand Voice and Positioning
+ Digital Marketing
+ Editorial Planning
NOTABLE PROJECTS
Calphalon Relaunch
calphalon.com
Calphalon & Macy’s Product Advisor
macys.calphalon.com
Levolor Relaunch
levolor.com
Levolor Product Advisor
levolor.com/advisor
PaperMate InkJoy Launch
inkjoy.papermate.com