I'm Melissa, a copywriter and content strategist.

From food and recipes to toys and collectibles (and many things in between), I've spent my career in consumer-focused spaces. No matter the industry, connecting with customers starts with speaking their language—that's where I come in.

I've developed data-backed digital content strategies for beloved brands like Transformers, Peppa Pig, and Play-Doh. I've done full branding and re-branding exercises for properties new and old. I've synthesized research, science, and insights into actionable tactics that become tangible touchpoints like websites, video scripts, and eCommerce copy that converts. Highly targeted, omni-channel messaging ensures a seamless and delightful customer experience and sustainable business growth.

Projects

eCommerce Strategy

Actionable visual, copy, and SEO tactics for Transformers product pages, fine-tuned to speak to our two distinct online audiences: parents and fans.

Omnichannel content-led conversion

Identified opportunities for the brand to expand reach and create a more holistic, content-driven experience for fans.

Strategies in action

eCommerce Strategy

Actionable visual, copy, and SEO tactics for cohesive and shopper-friendly product pages for all Hasbro preschool brands. Post-implementation, traffic increased 14%.

Sub-category strategy for electronic dolls

Focused tactics for specialized assets to help shoppers clearly understand differentiated features and benefits of electronic dolls.

Brand campaign for Kid Confidence

Deep dive into campaign tagline and tone options. Three different parent-targeted approaches based on three interpretations of “kid confidence”—to tug at heartstrings, get a laugh, or elicit a nostalgic knowing smile.

Strategies in action

eCommerce strategy

Actionable visual, copy, and SEO tactics to accompany a large scale re-brand, including introduction of several new product lines. Streamlined and maximized ROI for asset creation across all segments. Post-implementation, sales increased 10%.

Strategies in action

A cross-brand initiative to create fun-first educational toys for preschoolers. (No longer in production.)

Website

Developed site map and described the philosophy, benefits, and learning areas in an approachable way. Well-Rounded Child

eCommerce strategy

Actionable tactics that maximized consistency for consumer recognition. Focus on approachable explanations of high-level concepts and brand-neutral tone.

Strategy in action

Peppa Pig Peppa's Alphabet Case

Some other high-impact projects I've worked on at Hasbro:

Brand Positioning

Ground-up, foundational development of brand purpose, positioning, and values to differentiate upcoming franchise property. Included plenty of concrete, omnichannel activations to organically create a lifestyle brand.

Direct channel site audit

Identified insights-based opportunities for improvement in UX and copy, incorporating competitive analysis and quantifying the potential impact of each change.

Developed and executed editorial vision for cookbooks, including: