Laura White

DIGITAL EXPERIENCE

Copywriter Team Lead for Sears.com
• Conduct keyword research and write SEO friendly copy for Whirlpool branded appliances
• Write compelling taglines and descriptions that highlight performance features
• Work closely with the account team to ensure jobs remain on schedule and within budget
• Manage workloads and assign tasks to other writers as necessary
• Review all copy prior to client approval

Content Manager for Shop Your Way
• Write unique content for Sears’ social media channel for Whirlpool, KitchenAid, and Maytag, while adhering to standards and voice for each brand
• Use analytical tools to determine which posts consumers are responding to and outline action plans for the client based on results
• Significantly growing the Maytag following, with an increase of new followers by 650%
over the past nine months

PRINT EXPERIENCE
• Write key features and research specifications for appliances featured in Sears’ associate-facing Merchandise List Books
• Write copy for hype flyers and other promotional materials as assigned
• Conduct final reviews for production jobs to ensure copy and printer codes are error free
• Train and mentor newly hired copywriters and evaluate their performance

• Wrote advertising copy and headlines for catalog pages, web banners, printed ads,
and e-mail campaigns
• Entered new and updated existing catalog copy in Pindar database
• Worked with merchandisers and marketing personnel to ensure high-quality copy in catalogs and consistency
• Made page corrections in QuarkXpress

• Trained new proofreaders in QuarkXpress and Pindar database
• Proofread catalog pages for adherence to OfficeMax style guidelines and corrected grammatical errors
• Assisted copywriters with projects during high-volume periods