The task

Lead copywriter for the annual Apple launch on att.com, one of AT&T’s most high profile and strategic initiatives, where I:

• Translated Apple’s marketing toolkits and AT&T offer guides into clear, on-brand copy

• Led a team of writers and implemented efficient workflows to meet aggressive launch milestones

• Created content for the homepage takeover, on-site modules, offer components, comparison tables, and in-app shop tiles

The outcome

Consistently secured first to market status and delivered year over year growth in preorders, driving a 14 percent lift during the most recent launch by producing cohesive, launch ready content across att.com. Each launch raised the bar for clarity, tone, and brand consistency, setting internal benchmarks and reinforcing att.com as a best in class digital experience.