No matter what anybody tells you, words and ideas can change the world.
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No matter what anybody tells you, words and ideas can change the world. 〰️
Lead brand creative and develop 360-degree go-to-market brand-led campaigns.
Successfully orchestrating the brand's pivot from DTC-only to a multi-channel, multi-category brand. Develop high-profile, culturally impactful creative. Notably, her concept and execution of Seed’s viral billboard commenting on the censorship of Molly Baz.
Senior Creative Directior, Senior Brand Leader, Brand Strategy, Campaign Development, for all Owned, Earned, and Paid Channels
Seed
Notably, she has defined the Glossier Tone of Voice, codifying a 200+ page brand book outlining Glossier’s identity and nuanced brand guidelines across all products, verticals, and channels. This document is the source of truth for all internal teams and is used to brief all external creative agency partners on how to translate the brand for global markets.
While not initially under her purview, Caitlin also wrote a process recommendation that resulted in a 360 relaunch of the entire CRM + Retention function at Glossier. After the recommendation was improved, she worked collaboratively with the Executive Leadership, Commercial, and Marketing teams to oversee project scope and implementation: developing new lifecycle flows, segmentation, content franchises, messaging hierarchy, ESP migration, and link tracking. Worked collaboratively with internal and external design partners to develop new templates that increase brand equity + perception across channels, and increase revenue. These efforts have seen (and maintained) a 400% increase in revenue attribution WoW.
Creative Direction, Executive Brand Strategy, Product Naming, CRM + Performance Marketing Strategy, GTM Copy Strategy, Global E-Commerce Launch, Global Retail Launches
Owned E-Commerce + Retail Copy, Wholesale Partner E-Commerce + Retail Copy, OOH Activation Copy, Packaging Copy, Display Copy, Legal + Regulatory Copy Strategy, and much, much more!
As Director of Copy at Glossier, Caitlin leads the entire copy function, responsible for all copy + copy strategy across all verticals, channels, and markets.
A contributing member of the Senior Creative Leadership Team, she works in collaboration with Art, Design, and Marketing teams to bring campaigns and activations to life, helping to develop their identity and the most effective go-to-market strategy.
Glossier
Director of Copy
Glossier STRETCH x WNBA
As the first and exclusive beauty partner of the WNBA, Glossier teamed up with their partners on a groundbreaking beauty campaign for the launch of Glossier’s first-ever complexion products: 32 shades of Stretch Fluid Foundation and Stretch Balm Concealer to flex with any skin tone.
Caitlin’s goal for this campaign was to highlight the benefits and features of the formulas, through the lens of the female experience. Because no woman is just one thing, they Stretch between different versions of themselves throughout the day, every day.
Similarly, our skin is not facing one set of circumstances, which is why we created 89% skincare-based formulas with proprietary mineral pigments that fuse to your skin, stretching to match with any skin tone, and developed to last all day without flaking or caking.
Glossier STRETCH x WNBA Campaign
Creative Direction: Brand Campaign, Product Campaign, WNBA Partner Campaign
Copywriting + Brand Strategy: Product Naming, Taglines, Campaign Video Scripts, OOH Wildpostings, MTA Video Ads, Times Square Godzilla, Retail Displays + Activations, Wholesale Displays + Activation (Sephora) Education Content, E-Commerce, CRM, Performance, and Influencer Marketing
Realms of You, by Glosser. Shot by Henry Bourne for British Vogue, November 2023
Realms of You, by Glosser. Shot by Henry Bourne for British Vogue, November 2023
Realms of You, by Glosser. Shot by Henry Bourne for British Vogue, November 2023
Realms of You, by Glosser. Shot by Henry Bourne for British Vogue, November 2023
Realms of You, by Glosser. Shot by Henry Bourne for British Vogue, November 2023
STRETCH Wildpostings
STRETCH Godzilla
STRETCH Print Zine
STRETCH Print Zine
STRETCH Print Zine
STRETCH Print Zine
E-Commerce PDP Ingredient Highlights
E-Commerce PDP Clinical Claims
She collaborated with the Otherland team to launch their Carefree 90s Collection.
Providing copy for all website, email, and social campaign assets—along with naming and scent notes.
Copywriting, Campaign Strategy, CRM Strategy
Otherland
Selected Writing Samples
As Content Director, she was responsible for the full scope of content across all channels—while managing copy, SEO, and social teams.
She defined the K Health tone-of-voice and developed an internal Brand Style Guide to codify copy across all channels.
Content Strategy, Creative Direction, Brand Strategy, Product Naming, Copywriting, Editing, CRM Strategy, Thought Leadership
K Health
Selected Writing Samples
Kenneth Todd Nelson on Beating Breast Cancer and What All Men Should Know
As a pre-launch founding team member, she helped bring arfa Inc. to market—a company founded with the goal of developing new beauty and personal care brands, based on the real-life needs of real-life people.
As Copy Director for arfa, she oversaw the development and launch of their first two personal care brands, HIKI: a genderless, full-body sweat brand, and State Of: a beauty brand aimed at menopausal bodies.
Creative Direction, Brand Strategy, Brand/Product Naming, Content Strategy, Campaign Development, Copywriting, Editing
arfa, Inc.
She oversaw all aspects of content, brand development and social media at HIKI,
a unisex vegan sweat brand.
Brand Strategy, Editorial, Marketing
She developed the brand identity and positioning for State Of, a beauty and skincare brand aimed at menopausal women.
Brand Strategy, Editorial, Marketing
She redesigned Five O’Clock Magazine, Harry’s native content publication, from overseeing design of CMS and front-end UI to overhauling editorial positioning and content.
Selected Writing Samples
Jonathan Van Ness Is Full of Surprises
Sarah Deragon and The Exploration of Identity
Branding Strategy, Editorial
Harry’s
She built The Journal, Shinola’s native content publication, from overseeing design of CMS and front-end UI to overhauling editorial positioning and content.
Cultivated the Shinola brand voice, oversaw all content execution, and owned all consumer-facing copy across channels
Branding Strategy, Editorial
Selected Writing Samples
Shinola: Introducing The Black Blizzard Email
Shinola
Selected Clients
