anna payawal

As head of editorial at Serena & Lily for almost a decade, I crafted language that built an emotional connection between the brand and its audience.

The catalog and launch email editorial shown here helped set the creative tone for their seasons, contributing to Serena & Lily’s most successful year in its 18-year history.

As Editorial Director and VP of Content at Serena & Lily, I steered the strategic vision and creative execution of brand emails.

My team delivered over 365 emails a year, producing thoughtful, data-driven work under tight deadlines.

In my role as chief editor for the Serena & Lily blog, I co-directed content and contributed copy, including long-form editorial features and SEO.

An integrated marketing campaign to launch a new season.

I led the creative strategy and execution of assets, developed the editorial roadmap used to amplify themes across platforms, and served as head writer.

Optimizing on the resurgence of wicker and natural materials in the design world, I pitched, wrote, and directed a campaign showcasing the breadth of Serena & Lily’s rattan collection. This feature page garnered one of the highest conversion rates for the year, while building design authority.

Part of the team that launched brick and mortar locations for Serena & Lily, I crafted emails, landing pages, blog posts, and PR collateral to market store openings across the country.  

Over several years, my team evolved the presentation of the Serena & Lily brand to the trade. We relaunched the trade website to improve the UX, developed new content for greater relevance and reach, and targeted collaborations with interior designers and influencers to build brand equity.

The objective was to create a robust site destination for a key collection. I conceived a story that celebrated the collection’s deep design heritage, while surfacing its top-performing skus.

I believe product copy should engage, elevate, and compel a purchase wherever it appears – landing page, email, or PDP.

Storytelling for an iconic American brand. As Pottery Barn’s Editorial Director for almost 3 years, I led the execution of brand messaging across channels and served as head catalog writer each season.

I was proud to guide Pottery Barn’s entry into the accessible home, redefining comfort and functionality for people with disabilities and those aging in place.

Co-directed this Women’s History Month campaign celebrating diversity and female leadership at Pottery Barn and Williams Sonoma Inc.

W Hotels / Editorial Direction + Launch Copy
Working with a fiercely talented design agency, I helped establish the brand identity and brand voice that launched W Hotels to the world. 

KQED / Editorial Concept for Annual Report My pitch: Creating the entire piece with a journalistic feel, covering the people who cover the news.

Boudin / Landing Pages for Brand Relaunch So much fun to help tell the story of San Francisco sourdough.

RH / Product Packaging For a charming novelty item.