The task

Primary writer for AT&T’s biggest seasonal campaigns, including Black Friday, Holiday, and Back to School. These flagship initiatives are critical revenue drivers during peak shopping periods and demand high-impact, customer-first copy from start to finish. I take broad marketing direction and shape it into sharp, conversion-minded digital content across att.com, including:

• Multi-tab gift guides tailored to diverse audiences and campaign phases

• Sitewide placements, from hero banners to promotional modules and gift finder promos

• In-app shop tiles featured throughout the AT&T mobile app

The outcome

Drove click-through rates up to 9% across gift guides, site modules, and in-app placements, with consistent year-over-year engagement gains. Helped position seasonal campaigns as high-performing, best-in-class retail experiences that support AT&T’s most critical revenue moments.