Versatile storyteller with a strategic mind and an eye for good design. Crafts content that influences customer behavior, driving results while elevating the brand experience. Flexible creative who thrives in fast-paced environments, whether contributing independently or leading copy teams, projects, and campaigns from digital to print.
Expertise Copywriting (website, email, paid and organic social, digital ads, video, catalog, packaging, marketing brochures) • Content Strategy (concept development, integrated campaigns, brand positioning, voice, copy standards) • Project Management • Team Leadership • Cross-Functional Collaboration
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.
• Guided creative briefs to ensure projects aligned with business objectives and seasonal priorities.
• Led 12 writers and worked closely with multidisciplinary designers on cross-channel execution.
• 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 new entry into accessible design market.
• Helped launch new PB app.
• Developed editorial toolkits to align seasonal messaging with business objectives.
• 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).
• Head editorial writer and content editor for the brand.
• Reviewed project briefs for creative and marketing opportunities.
• Coached and mentored writers and designers.
Key Achievements
• 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. (print and digital).
• Developed omni-channel content strategy and editorial calendar with senior marketing leaders.
• 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 for creative and marketing opportunities.
• 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.
• Oversaw copy and production for product guides.
• Maintained brand copy style guide.
Sr. 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 production teams through brand redesigns, working with Design, Production, and Copy teams to establish new production guidelines and layout templates.
• 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.
• Maintained creative brand guidelines for Copy and Production teams.
ADDITIONAL WORK Held past roles in graphic design and production (both in-house and freelance) for packaging, catalog, and branding projects. Freelance work has included copywriting for Williams-Sonoma Inc, RedEnvelope, Boudin, Visa, and W Hotels.
TOOLS Figma, ProofHQ, Asana, monday, Airtable, Microsoft Suite, Google Workspace.
EDUCATION BFA in Creative Writing | University of British Columbia
CONTACT annap.payawal@gmail.com | 415.350.4487