CV

Experience

2019-Present
Art Director, Lead Copywriter
Areaware

Led a comprehensive brand refresh and website redesign, defining a convivial and engaging brand voice that aligned visual and verbal identity across all brand touchpoints
Partnered with Brand Growth, Product Development, and Design teams to translate business goals into compelling copy and storytelling, contributing to 29.3% growth in DTC sales since 2021
Created and authored emails with open rates that increased from 30.5% to 65.1% over five years, outperforming industry benchmarks
Identified customer pain points to develop strategic messaging campaigns, including ‘No Taskrabbit Necessary’ for a flat-packed furniture line that achieved 6.75x ROAS and 3.21% CTR, the longest-running top performer in its category
Identified cultural trends and translated them into creative campaigns, like conceptualizing a digital butter sculpture exhibition that promoted new products while working within tight budget constraints
Created copy across all channels—web, product launches, email, paid and organic social—maintaining brand consistency while optimizing for SEO and conversion
Wrote scripts for social series that grew TikTok audience to 20K+ in the first year, demonstrating ability to adapt brand voice for emerging platforms and audiences
Authored personality-driven product descriptions that balanced brand storytelling with commercial objectives, turning product features into compelling narratives

03 2025
Freelance Graphic Designer, Copywriter
Redding Homes

Designed brand idendity and voice for Austin-based contractor and designer

11-12 2024
Freelance Copywriter
Harry’s

Wrote copy for five DTC email and SMS campaigns, highlighting a brand collaboration and bestselling products

09 2018-03 2019
Freelance Copywriter, E-Comm Consultant
B SIDE Jeans

Defined a clear and consistent brand voice, improving customer trust and brand affinity
Developed and implemented writing standards and guidelines to ensure a cohesive experience across all brand interactions
Collaborated with founders to support product launches and activations, contributing to the brand’s market presence

09 2018
Freelance Art Director, Photographer
Cyril Studio

Photographed the brand’s Spring/Summer collection lookbook
Sourced model and location

01-06 2018
Content Manager, Photographer
Hesperios

Enhanced brand engagement by producing beautiful content, including photography and written narratives, for the brand blog, email newsletter, and printed materials
Refined and embodied the brand’s voice through strategic copywriting, effectively communicating with the brand audience
Wrote product descriptions for web, capturing the textures and styles of the Hesperios knitwear line

08 2017
Freelance Photographer
Varanev

Photographed the inaugural collection lookbook

03 2017
Freelance Photographer
The Line

Photographed the exibition Georgia O’Keeffe: Living Modern at the Brooklyn Museum for the brand’s blog, email, and social

09 2015-12 2017
The Day Journal Editor & Social Media Director
The Day/Ira Lippke Studios

Wrote and edited engaging content for The Day Journal, strengthening connections with future customers and reinforcing brand identity
Conducted interviews with real brides that highlighted the brand’s dedication to its customers and their relationships
Authored an expert how-to article as a contributing writer published on InsideWeddings.com
Managed social media content and strategy, resulting in a 300% increase in organic Instagram followers within a two-year period

Skills

Education

Creative strategy
Cultural trend identification
Brand positioning
Customer insight analysis
Cross-functional collaboration
Campaign conceptualization
Brand voice development
Community building
Content optimization

Copywriting
Art direction
Photography
Graphic design
Brand storytelling
Email marketing
Social media strategy
SEO optimization
Content creation
Project management

Figma
Adobe Creative Suite Klaviyo
Mail Chimp
Attentive
Sprout Social
Shopify

2014
Photography
Bellevue College

Graduated with High Distinction
Member of Phi Theta Kappa Honor Society

©2025 Alyson Redding

New York, New York

ALYSON S. REDDING