Nordstrom Rack set a goal to increase their market saturation to gain parity with our competition and increase familiarity with our customer base. Thus, they’ve planned to open nearly 200 new stores over the course of five years. This initiative led to the development of an outsourcing pilot program, for which I played a key role in pioneering. I helped develop a system of templated content with variable fields, allowing it to be completed in batches with contracted agencies, thus reducing workload for several internal teams.

Our promotional system was initially developed in collaboration with the agency that helped craft our brand identity redesign. Over time, this system needed adjustment and expansion, resulting in a holistic reassessment of messaging. As part of this, it was determined this division of work could be included in our execution outsourcing pilot program, which I was instrumental in pioneering. I helped develop a templated content system with variable fields, which allowed us to field to outside agencies and reduce workload for internal teams.

The launch of a re-imagined Nordy Club (customer loyalty program) at Nordstrom Rack was a major initiative for NMG in 2025. I served as the lead copywriter on this project, which encompassed a full suite of digital, print and out-of-home assets across several phases. Strategy shifts during execution necessitated revisions with shortened timelines. Ultimately, the launch has been highly successful, with double-digit percentage increases in memberships and customer engagement.

Nordstrom NYC was the highest-profile and most-anticipated store in the company’s history. I was the lead execution writer during all phases, which began with the opening of the Men’s Store in the fall of 2018, and completed with the opening of the Nordstrom Tower store in October of 2019. Advertising for the stores was multi-phased and involved national media, culminating in the biggest opening weekend in the history of the company for the Tower opening—with over 85k customers and close to $10 million in sales.

This one-of-a-kind sale is a yearly celebration for Nordstrom, where new merchandise goes on sale for a limited time. Revenue from this sale is only eclipsed by holiday, with a marketing budget devoted to all channels. This year, I served as the digital lead execution writer for the pre-public and public portions sale. 2020 proved challenging for retail, but customers responded strongly to the merchandise offering, with online sales representing 60 percent of revenue for the event.

This new shopping concept offers the services of a full-line store without the large footprint of a mall location. Customers can pick up orders, have a consultation with a stylist or tailor, make a return, or perform other tasks in a convenient, neighborhood location. Starting on Melrose Ave. in Los Angeles, this experiment proved successful enough to now include five LA-area locations, plus two in New York City—with plans for locations in metro areas across the country. I was lead execution writer as these first locations opened to the public, working on digital, print and media pieces for pre- and post-opening.

This was one of the first multi-channel projects involving the new Strategy Team. After landing on my suggestion of using the convention of checking the time as the setup for the framing of the story, with specific activities featured through still photography and video, I worked alongside the art director for ideas to fully flesh out the storyboard, taking into consideration co-op dollars provided by vendors. Adjusting to the changing strategies from merchandising and marketing partners made this one a challenge, but the end result proved to be rewarding.

This experience came about from a request from the Home team to increase awareness of the rugs that Nordstrom carried. We created a guide to provide answers to some of the most commonly-asked questions while incorporating information provided from vendor sources.

This legendary customer loyalty program features exclusive offers and services available only to members. I served as lead digital writer, creating online content to coordinate with print materials—to elaborate on information and provide added detail for print sources, as well as crafting the usual email marketing and site content.

This campaign started as a brainstorm for a fresh approach to the back-to-school season. I suggested the today/tomorrow convention, with the idea being fleshed out more fully by the art directors with styling and props. It then evolved into a cohesive story across the site and email.

This unique project involved merchandising fine art on a digital platform and creating a showcase for the various artists' work. After researching their backgrounds, the experience included brief descriptions of each artist and their aesthetic, with a more robust description of their biography appearing on the product pages.

This series of emails stemmed from the idea of the New Additions project, giving more space for background information and interesting tidbits about established brands.