Unapologetic self-expression through fine jewelry and piercings
As Editorial Content Manager and Sr. Copywriter at Signet Jewelers, I led content development and messaging for the company’s Gen Z-focused style brands, creating engaging storytelling across email, social, web, print and paid media.
From leading full-funnel marketing campaigns to shaping always-on content strategies, I translated our brand voice into compelling stories that resonated with audiences and delivered results. I collaborated closely with creative, product, and eComm teams to ensure every piece of content—from conception to launch—felt fresh, on-brand, and impossible to ignore.
The results
Recent projects
BANTER TOGETHER
Our influencer-forward holiday campaign for FY23 focused on stories about holiday tradition, gifting, and togetherness in a fresh, social-first way.
The Message
Great things happen when amazing people get together. We are CONFIDENT. We are BOLD. We are our TRUE SELVES. This is a holiday celebration of individuality, friendship, self-expression, and family. A celebration that Banter is always at the center of. LET’S BANTER TOGETHER.
Role: Sr. Copywriter
Scope: Campaign Concepting, Brand Alignment, Talent Briefing, Omni-Channel Messaging, Proofing & Editing
UNWELL + BANTER
We teamed up with Call Her Daddy host, Alex Cooper, to pierce and party with her 2024 Unwell Tour guests.
At select tour stops, Banter hosted piercing activations, inviting guests to get pierced before or after the show.
Showgoers could choose from a curated selection of jewelry and styles that reflected the tour’s southwest vibes—a way to mark the moment, creating a tangible memory tied to the experience.
Role: Editorial Content Manager
Scope: Concepting, Content Strategy, Trend Forecasting, Briefing, Content Creation, Event Messaging, Content Analysis
By The Numbers
Strong CTR (29.7%) while maintaining a low CPC of $0.15
Strong performance continued after the tour ended with conversion ROAS as high as $43.02 on Meta
Shared by @ALEXANDRACOOPER Alex Cooper Instagram Stories to her 2.3M followers
TIERRA WHACK X BANTER
To launch our jewelry collab with Grammy-nominated Tierra Whack, we released a colorful content series on YouTube where Whack and a couple mischievous puppets take over as Creative Director to design her collection.
Role: Sr. Copywriter
Scope: Concepting, Scriptwriting, Omni-Channel Messaging, Proofing & Editing
IT GETS BETTER + BANTER
We’ve proudly partnered with It Gets Better for the last 4 years, raising over $100,000 YTD to support queer youth.
By donating a portion of our piercing revenue each June, we uplift, empower, and connect lesbian, gay, bisexual, transgender, and queer youth around the globe. Our brand values go hand-in-hand with IGB’s mission, which we highlight on your social channels while giving back to the community.
Role: Editorial Content Manager
Scope: Concepting, Campaign Strategy, Talent Management, Brand Alignment, Omni-Channel Messaging, Proofing & Editing
Tierra meets Banter.