Search to Sold • Awareness to Acquisition • Campaigns to Conversions... •
Search to Sold • Awareness to Acquisition • Campaigns to Conversions... •
0 to 5,000 in 6 Months
While working with Mattel on B2B catalog copy as a freelancer, a one-off request for Amazon product copy blossomed into a company-wide initiative. Over the next year, I led development of the eCom copy strategy and workflow process to produce digital retailer product descriptions for 5,000+ items/PDPs annually. Mattel Brands include toys for Barbie, Hot Wheels, UNO card games, and more. The work was considered Gold Standard by Amazon and shared with other companies to help guide their copy development. Over time, I built and led a copy team to handle the ever-evolving workload, while continuing to adapt the process to accommodate new retailer requirements and cross-functional collaboration. As of January 7, 2026, Mattel has 55 of 100 of the top-selling dolls on Amazon. See them all here or click on the image.
Branding for Landing
To ensure consistent voice, tone, and messaging, I’ve contributed to larger campaigns providing copy for landing pages, such as this mini store for the Mattel Enchantimals doll brand.
More Ways Than One
Need different formats and messaging to complete a customer journey or meet differing retailer requirements? I’ve created templates and written copy for the same product across multiple platforms. Here, you can compare copy created for the 2026 Barbie Lunar New Year doll on the mass retailer Walmart PDP (where the doll is sold out) and the collector-focused Mattel Creations site.
Not So Basic
Launched in 2025, the You Create Barbie Basics doll line made Time magazine’s list of the 2025 Best Inventions in the Toy and Play category and was named a finalist for the Toy Foundation’s Creative Toy of the Year award. With multiple offerings, multiple forms of copy were developed encompassing single dolls and kits, different retailer sites, and different needs, including eCom, packaging, instructions, and more.
