My name’s McKenzie. I’m a consumer-centric copywriter and brand strategist.
A love of language and storytelling led me to become a writer back in 2010. Since then, I’ve accrued a dynamic mix of experiences – from in-house to agency, digital to print, video to catalog. I enjoy digging into the nitty-gritty details, whizzing up for the strategic view, and all the fun along the way.
After graduating with an English degree during the peak of the recession, I went into business for myself as a freelance writer and marketer. During this time, and discovered I had a knack for finding the core of an idea and making it shine.
Eventually, I moved in-house and began working as a copywriter for the digital retailer Evine Live. The rapid-fire pace of eCommerce taught me how to be succinct, persuasive, and quick. I wrote for just about every product under the sun, from bejeweled frog rings to expandable hoses. Sometimes ridiculous, always a blast.
Next came Fiskars, a design-forward consumer packaged goods company. As their senior copywriter, I successfully launch hundreds of products, from glittery kids’ scissors to shock-absorbing sledge hammers. I honed my ability to craft powerful stories, align players, and develop solid strategy.
Eventually, I joined the international brand consultancy Greenkern in Beijing. As a brand consultant, I consolidated massive amounts of research, composed the core messages of major reports, and helped present to a high-ranking external audience. I also got to study the fascinating nuances of the modern Chinese market.
An expat no more, I now spend my days in doll land as a senior copywriter at American Girl. My focus lies mainly with product and campaign strategy, but I also get to other fun things like catalog writing and retail ideation.
Take a look around to see some of my work – and email me at email@example.com for more info.