Versatile storyteller with a strategic mind and an eye for good design. Crafts content and UX copy that drives results, influences customer behavior, and elevates the brand experience. Flexible creative who thrives in fast-paced environments, whether mentoring a team or contributing independently. Leverages AI to amplify brand voice and accelerate content creation.
Expertise
• Editorial content strategy (campaigns, brand positioning, voice)
• Copywriting (web, UX, email, social, digital ads, video, catalog, packaging)
• AI-accelerated workflows
• Creative leadership in data-driven spaces
Senior Brand Writer, Redfin (acquired by Rocket Companies) | January 2025 to Present
• Craft clear, persuasive copy to position Redfin as a go-to guide for finding or financing a home.
• Translate complex or technical terms into relatable language that inspires customer trust and action.
• Deliver messaging for marketing campaigns, paid and organic social, apps, video scripts, and lead-gen efforts.
• Work with Marketing, Design, Product, and Legal teams to ensure content is compliant and on-brand.
• Redirect project briefs when needed to better align with creative strategy and performance goals.
• AI training: Leverage Gemini’s custom gems to codify Redfin’s voice and apply consistency across assets.
• AI integration: Build project-specific GPT workflows to accelerate content development and evaluate ad variants for creative efficiency.
Key Achievements
• First 3 months: Redefined the Redfin voice and developed new brand guidelines with team leads.
• First 6 months: Shipped a fast-turn rebrand of Redfin’s print and digital marketing post-acquisition, realigning 100+ assets to Rocket’s messaging, copy styles, and design systems in 30 days.
Freelance Brand Writer | May 2024 to January 2025
• Provided copywriting and content strategy for retail and lifestyle brands.
• Projects included web and social content, UX and product copy, editorial storytelling, and branding guidelines.
Editorial Director, Pottery Barn | June 2021 to April 2024
• Partnered with executive and cross-functional leaders on marketing direction for iconic $3B+ brand.
• Developed execution of omni-channel storytelling strategy across site, email, social, catalog.
• Directed editorial calendar, voice, and messaging for integrated marketing campaigns.
• Led 12 writers and worked closely with multidisciplinary designers on cross-channel execution.
• Scaled the team from 3 to 13 writers in my first year, developing talent across distinct copy functions.
• Head writer on seasonal catalogs (8 per year).
Key Achievements
• Relaunched marketing for key growth categories: trade and design services, registry, and sustainability.
• Established editorial voice for entry into accessible design market.
• Helped launch new PB app.
• Developed editorial toolkits to align seasonal brand messaging and streamline campaign execution.
• Led messaging for monthly site updates, 20+ emails per week, and 1100+ product pages per season.
• Part of marketing team that delivered record revenue for the company: $3.2B (FY23) and $3.5B (FY22).
VP Brand Content, Serena & Lily | August 2019 to June 2021
• Worked closely with CEO and executive team to align creative strategies with business priorities.
• Developed seasonal omni-channel content strategy and editorial calendar with sr. marketing leaders.
• Shaped creative execution across channels to meet KPIs (engagement, conversion, growth, loyalty).
• Steered editorial voice and tone to deliver the brand vision.
• Directed storytelling for omni-channel campaigns (site, email, social, catalog, stores).
• Led the work and daily operations of Creative Department (print and digital).
• Coached and mentored writers and designers.
Key Achievements
• Provided brand and team leadership while continuing to write for high-profile campaigns.
• Consistently high growth in demand, revenue, and awareness YOY for 7 years.
• Site revenue growth of 67% from FY19 to FY20.
• Email revenue +57% from FY19 to FY20.
• Email sends higher but open rates +40% and CTRs +30% in FY20.
• Developed content roadmap for integrated brand campaigns to drive business growth.
Copy & Production Director, Serena & Lily | April 2012 to August 2019
• Served as Chief of Staff to the Creative VP; led daily operations of Creative Dept.
• Partnered with Creative VP to shape content for site, emails, catalog, social, stores, PR, ads.
• Directed seasonal storytelling, and oversaw brand voice and tone.
• Head writer and content editor for catalogs, site, editorial features, and emails.
• Reviewed project briefs to identify creative opportunities and align messaging with marketing strategy.
• Led a team of in-house and freelance writers and designers.
• Managed catalog production calendars and workflows.
Content Development Director, RH | July 2010 to March 2012
• Worked with the Brand Copy VP to provide copy for catalog, packaging, and trade marketing materials.
• Lead writer for Ecomm, email marketing, and sales collateral.
• Developed instructive product information guides to improve the customer shopping experience.
• Maintained brand copy style guide.
Senior Copy Manager, RH | December 2006 to July 2010
• Directed daily copy operations for all RH catalogs (Home, Outdoor/Garden, Baby & Child).
• Built new copy team and catalog production workflows to scale from 8-10 catalogs per year to 40.
• Led catalog teams through redesigns, working with Design, Production, and Copy to establish new brand guidelines.
• Collaborated with cross-functional partners across the organization to meet brand goals.
• Supervised the work of copy editors and production assistants.
• Managed staffing and production schedules.
ADDITIONAL WORK Held in-house design and production roles at various branding agencies (clients included Visa, Pottery Barn, and other retailers). Wrote web, catalog, and marketing copy for Williams-Sonoma, Inc., See’s Candies, Boudin, W Hotels.
TOOLS AI: Claude, Gemini, ChatGPT • Collaboration: Figma, Slack, Asana, Airtable, Monday.com, Google Workspace, Microsoft Office
EDUCATION BFA in Creative Writing, University of British Columbia
CONTACT annap.payawal@gmail.com | 415.350.4487