Katie Stout Email and Phone Number

Clients: Microsoft, Procter & Gamble, T-Mobile, REI, Ford, Amazon Pay, Vizit AI, General MillsAgency partners: VML, BBDO, Grey, UNBRKBLE, and Hale Design

I created new and different ways for people to get outside. Collaborating with Product Managers, Product Designers, and cross-discipline stakeholders, I used customer research to uncover unmet needs and test desirable, profitable solutions for REI. I began by designing, executing, and synthesizing user testing, focus groups, and surveys. Using customer insights, I designed the brand story, UX design, marketing strategy, and content for potential solutions. In partnership with product managers, designers, and developers, we tested and iterated on the solutions.The solutions required a variety of creative work including websites, apps, packaging, and physical experiences. That breadth of assets meant I might write a longform weekend guide in the same week as I developed a content strategy, UX copy, and led a brainstorm. I was able to juggle multiple projects and responsibilities while also collaborating across divisions like legal, marketing, and brand.

Over the course of five years, my consulting role evolved from a Senior Copywriter to an Experience Design Director. I applied branding and UX copywriting skills to create innovative business solutions for Ford and T-Mobile while helping to create their new design system and language. During that time, I led three copywriters to grow their writing skills and UX capabilities.

I was the copy lead, and often second-in-command to the Creative Director. I created or directed all copy for my client including packaging, print, website and digital media. Additionally, I was responsible for concepting and creating the launch and brand campaign.As the standing ACD, I worked with the clients and helped lead our creative team both internally and externally.

I was the senior writer for Procter & Gamble's beauty and salon professional brands. I used my aptitude for strategy and big thinking to develop conceptual ideas that laddered up to the brand's identity, communication idea, audience and goals. I was the copywriter for digital and social media (including SEO eCommerce, branded sites, digital marketing, email, media partnerships like Spotify). I most loved to develop social media strategies and content ideas to amplify national events and launches, and pitch on new business.

My role was divided into two worlds. On one side, I lead global social media strategy, with one direct report and multiple people around the world to work with and lead into social media. I partnered with Instagram, Pinterest, and Facebook to create content for and amplify newly released social capabilities (Instagram video, the first-ever Instagram ad, a Pinterest Fashion Hub for Fashion Week, Interactive Video).The other side of my role was focused on public relations. I created and led our U.S. fashion blogger strategy, which included managing relationships with social media influencers, style influencers and digital journalists.

I developed the international brand voice and strategy for Cole Haan's social media channels while also being the sole copywriter for our email, in-store signage, direct-to-consumer communication and branded blog posts. I organically grew our Facebook community by 20%, Instagram by 250%, Twitter by 185% in 5 months, back when you couldn't buy your way in.To help the many departments work together, I instituted and lad weekly editorial meeting for the marketing, public relations and e-commerce disciplines. I also provided social media best practices, innovation updates and content calendar for domestic and international markets.

My clients included Kraft, Gap, GE, Allstate, and the Democratic National Convention Committee. At this time, I was working in account management and building client relationships. This gave me great insight into the business side of creative work, and real empathy for AEs and Project Managers everywhere.I moved into copywriting by volunteering to be the community manager and copywriter for Kraft MiO’s Facebook, Twitter, YouTube and Instagram at its launch. I utilized social media analysis and optimization tools to increase consumer engagement, provide insight and set benchmarks for our client. Simultaneously, I managed the rebranding of the Democratic National Convention Committee for the 2012 Democratic Convention and developed brand messaging for GE healthymagination and ecomagination. Previously, I toured the country with the Jonas Brothers and Jordin Sparks as part of campaign with Allstate to warn teenagers of the dangers of texting while driving. My role was both in PR (pitching, coordinating, media interviews) and managing the experiential events we created for Allstate.

My clients were Kraft's Nabisco brands. However, I was hired to be the on-site liaison and Kraft's internal brand specialist. A very unique role, to say the least. I managed and planned digital campaigns for Ritz, Wheat Thins, and Triscuits while maintaining brand budgets and vendor relationships. It was an excellent learning opportunity to understand how such a large company operated.

Features journalist covering UK athletes and coaches. Reported on UK basketball games.