Baby & Parenting Copywriting

Macy's Baby Registry was (wait for it) a long labor of love. I pitched the idea early on in my tenure and saw through all elements of its conception.

As lead copywriter I was responsible for defining the voice of Baby Registry, and taking on all its earliest assets, from sub banners to a Welcome Box for expectant parents. My team was also responsible for building dedicated educational guides for new parents because, well, babies don't come with a manual. It was my task to write, research and optimize each page so they were SEO strong and easily comprehensible for a potentially overwhelmed parent-to-be.