Tracy S. Daniels

Academic Partnerships | Dallas, Texas

Copywriter | July 2014 – present

• Write content for landing pages, emails and digital pop-up banners, as well as Facebook, Twitter and LinkedIn ads. Primary "QC" (quality control) contact to proofread campaign assets before internal review and university review.

 

 

JCPenney Corporate | Plano, Texas

Series of creative roles in various divisions of this retail leader.

 

Advertising Copy Manager, Digital Copy Hub | Oct. 2011 – June 2014

• Recognized by peers as the “Freshest Voice” in the Copy Hub for innovative, highly creative copy.

• Authored multiple product presentations for jcpenney.com (Women’s, Children’s, Jewelry and Salon divisions); pushed to elevate the creativity and overall quality of copy.

• Developed brand profiles for internal company use; developed and proofed copy for in-store signage; wrote copy for special projects.

• Created product presentation video scripts for jcp.com.

 

Advertising Copy Manager, Enterprise-Wide Promotions Team |

Nov. 2009 – Oct. 2011

• Led team of two copywriters, managing the copy aspect of JCP rewards and salon publications and special projects (assorted direct mail pieces, store posters, bounce-back cards, postcards, internal web ads, magazine, newspaper, diversity and program book ads). Concepted with art directors for effective, creative solutions to internal clients’ requests.

• Resourceful approach to researching events and organizations to ensure ad theme matched corporate goals.

• Collaborated with internal divisions to meet stringent deadlines and ensure postal regulations were met.

• Selected from 600 candidates to win “Associate of the Month,” Feb. 2011.

 

Advertising Copy Manager, Preprints | Jan. 2006 – Nov. 2009

• Managed a writer, collaborated with art directors and merchandisers to create weekly newspaper inserts.

• Worked to ensure clarity, accuracy and brand consistency—and that legalities were met.

• Completed up to four variations of assigned preprints to meet specific regional needs.

 

Staffmark, exclusively for JCPenney

Freelance Copy Manager & Writer | Jan. 2005 – Jan. 2006

• Wrote, edited and proofed copy for various company publications; heavy focus on direct mail jewelry. Asked to go on staff after one year.

 

Additional experience with JCP includes:

Advertising Style Director, Catalog Home Division | March 1991 – July 1998

• Directed fashion aspect of Catalog home photography. Worked with art directors, layout artists, merchandisers and photography studios to create fashionable settings/presentations to sell JCP merchandise.

• Wrote the copy for a booklet that accompanied “Room to Room,” a home decorating video JCP sold nationally.