About Sarah
As a copywriter and editor with degree in public relations and a background in both AP and SEO style and web development, I love taking on job opportunities that keep my day-to-day diverse.
I have a passion for learning new skills and using them to help small businesses achieve their marketing goals on a shoestring budget.
I worked in the Marketing department at McCoy's Building Supply for more than seven years covering everything from SEO-rich web copywriting and employee newsletters to public relations and event planning.
Over the years, I’ve done everything from guest blogging to designing and setting up a website from scratch. I regularly respond to customer comments and questions on social media and generate both digital and print media content.
While at McCoy’s, I earned the nickname “Eagle Eyes” for my ability to catch the smallest typos and layout errors.
How much of a word nerd am I?
- My work desk always houses a copy of Strunk and White's “The Elements of Style.”
- I refer to my AP Stylebook as my Bible.
- “Grammar Girl” is one of my favorite podcasts.
- I regularly monitor updates to the Oxford English Dictionary.
- My favorite pen color is red.
If you think I might be a good fit for your organization, please e-mail me so that we can meet and discuss.
Experience
Digital Marketing Director
Rainbow Play Systems of Texas and HOMEFIELD - The Outdoor Living Store, New Braunfels, Texas, May 2015-OCTOBER 2019
Designed and launched WordPress website, incorporating video.
Wrote and managed blog content for three websites
Managed content for three websites, creating SEO-rich web copy
Secured and optimized social pages for various platforms, including Google Maps, Google+ Pages, Facebook Business Pages, Yelp Business Listings, Houzz
Created and scheduled daily posts for Facebook and Google+ pages
Created, published and monitored Facebook Ads, Google PPC and display ads
Wrote, edited and scheduled promotional emails via Constant Contact and Infusionsoft
Managed company intranet using Sharepoint
Web Content Specialist
Liquidation Channel, Austin, Texas, October 2013 - May 2015
Generated content for 10K+ item online catalog and customer education center
Edited content produced by team members in the United States and India
Developed writing style guide and trained team members on content guidelines
Created engaging content for 16 promotional emails per month and laid out eight email per week using ExactTarget Marketing Cloud, distributed to roughly 202,000 customers
Wrote SEO-targeted web copy for three landing pages per month and edited PPC ad copy monthly
Merchandiser
RetailMeNot, Inc., Austin, Texas, May 2012 - May 2013
Managed a portfolio of 2-3 retail categories totaling $113M in annual sales with roughly 20% year over year growth
Aggregated, updated, edited and validated online coupons and deals content for publication in digital marketing channels
Optimized curated content to meet KPI forecasts and improve user experience focusing on health and beauty, automotive, and home and garden
Collaborated with Partner Management team on merchant opportunities and provided insights to help Partner Management secure new opportunities
Tracked and analyzed KPIs, and provided insights to drive Merchandising decisions
Developed category knowledge and an understanding of online couponing, shopping and retail spaces
Web Marketing Specialist
McCoy’s Building Supply, San Marcos, Texas, October 2004-April 2012
Created copy for at least 3-5 marketing emails a month, distributed to nearly 16,000 subscribers
Created SEO-rich content for website, including 2-3 entries per week for their blog, Facebook and Twitter posts, increasing unique visitor traffic 430% over a four-year period, growing from 15,000 unique visitors a month to more than 80,000 visitors
Produced an 8-10 page, bi-monthly employee newsletter, including article coordination, editing, copywriting, and layout using Photoshop and Adobe InDesign, distributed to roughly 2,000 employees
Produced quarterly employee newsletter with emphasis on training store employees, including article coordination, editing, copywriting and layout using Microsoft Word, distributed to roughly 1,850 employees
Managed private label credit card program, containing roughly 43,000 accounts with $8.83 million annual sales, answering customer questions, training employees, organizing and promoting quarterly sale events, and meeting weekly with GE Money Bank account managers to discuss the growth and maintenance of the program
Coordinated annual events, promoting farm and ranch sponsorships including the Texas High School Rodeo Association, Texas FFA, Vocational Agriculture Teachers Association of Texas; organized annual Mutton Busting at THSRA finals, wrote Sponsor Spotlight article for THSRA newsletter, coordinated displays at Texas FFA and VATAT state conventions
Wrote and distributed press releases and coordinated interviews between company CEO and media organizations
Created PowerPoint presentations for 14 best business practices seminars, presented by company CEO to the public
Graduate Instructional Assistant
Department of Mass Communication, Texas State University-San Marcos, San Marcos, Texas, August 2002-May 2004
Taught 15 students per semester for four semesters in Writing for the Mass Media, edited and graded print articles to follow AP style, lectured on advertising and public relations
Assisted more than 300 students with lab assignments using QuarkXPress, Photoshop and basic HTML Web site programming
Co-advised 19 students in National Student Advertising Competition class; helped to create $7 million campaign for VISIT FLORIDA, the official tourism bureau for the state of Florida; placed 3rd at national competition
EDUCATION
B.A. Mass Communication - Public Relations at Texas State University - San Marcos
30 hours post-graduate work toward M.A. Mass Communications
HONORS
3.44 GPA Cum Laude
Dean's List for 5 semesters
Alpha Delta Sigma Honorary Society of the American Advertising Federation (AAF)
“Substitute 'damn' every time you're inclined to write 'very;' your editor will delete it and the writing will be just as it should be.”
- Mark Twain
Portfolio
Here are just a few examples of my work...
Website Design
Built on the WordPress platform, the Rainbow Event Center website incorporates video in the main homepage banner. This site was a solo project. I edited the video, wrote the copy, set up SEO-rich tags and page descriptions, selected the images, created the layout, and published the site from beginning to end.
Email - Maintenance Reminder
This email was sent to customers who had purchased a Rainbow Play System from either HOMEFIELD or Rainbow Play Systems of Texas showrooms to remind them that it is time for product maintenance.
Copywriting - Web Startup
When KnubiSoft relaunched their website in 2015, the Ukrainian-based company enlisted my help with creating English copy.
graphic design - postcard
Full Circle Salon moved from downtown San Marcos to just outside of Wimberley, Texas. I designed a postcard that went out to a list of current salon clients and walk-ins.
Voice-over Work
While working at McCoy's Building Supply, I got to work with the advertising department in developing their on-hold messages. This included the opportunity to record the voice-over in studio.
Guest blogger
Swiss point-of-sale software developer Paymash requested several blog articles on the topic of digital marketing, including email marketing and Facebook advertising.
Newsletter Copy & Layout
At McCoy's, I wrote the bimonthly employee newsletter. I wrote and edited content for the newsletter before laying out the design with Adobe InDesign.
Email - Event Invitation
As an authorized dealer for Big Green Egg grills, HOMEFIELD and Rainbow Play Systems of Texas would occasionally host live on-site demonstrations and tasting events. This email was sent to customers who had expressed an interest in purchasing an Egg and was sent using the Constant Contact email service.
Copywriting - Product Information
Jewelry home shopping network, Liquidation Channel (ShopLC.com), launched an Education Center that included detailed articles about the various gemstones, jewelry styles and more that the company offers. I wrote more than 100 separate articles that incorporated scientific standards and popular folklore surrounding individual gemstones.
Landing Pages
As the Web Copywriter for McCoy's Building Supply, I frequently wrote text for landing pages. These landing pages would cover events, contests, sales and more. Here is a landing page I created that coordinated with a public relations event McCoy's hosted that involved replanting trees in Galveston following the devastating damage caused by 2008's Hurricane Ike.
Media Fact Sheet
As McCoy's PR representative, I wrote and maintained media kits and fact sheets for the press to refer to in their reporting.
Graphic Design - Outdoor
When San Marcos staple Williams-Sebby Vet Clinic added a pet resort and on-site dog training to their offerings, I worked with their team to create eye-catching outdoor signage.
Email - New Product launch
When Springfree Trampolines launched the first-ever digital trampoline accessory, HOMEFIELD and Rainbow Play Systems of Texas worked with the Springfree PR team to publicize the new product and market it as an upgrade for customers who had purchased a Springfree in the past.
Facebook Advertising
Facebook advertising is a cost-effective way to spread your message. In this carousel-style ad, visitors to the Rainbow Play Systems of Texas website are served up an ad that features select clearance items, redirecting them to the website.
Google Ads
Like a well written haiku, a Google Ads advertisement has to say so much with just a few words. This ad for HOMEFIELD ran on the Google Display Network and was featured on MySA.com.
Press Releases
As McCoy's Building Supply headquarters public relations representative, I frequently sent out press releases and responded to press inquiries. Below is an example of a press release I sent to news sources in McCoy's Galveston market and the resulting publication.
Press Release
Published Article
Book Editor
I edited a 72-page personal memoir written by a Central Texas middle school teacher.
Contact Sarah
If you have questions about my work in digital marketing, please feel free to contact me below.