Melinda Eggert Email & Phone Number

Coppell, Texas, Us

Dallas, Tx, Us

Planned the company’s marketing content calendar, including concepting and directing content for the main story focus each month that best supported the mission, products and sales goals. Deliverables included emails, both internal and external, social across five platforms, blogs, podcasts,a monthly digital magazine, webpages and banners, paid media, texts, flyers, informational documents, videos (from short, engaging product videos designed for social platforms, to our cinematic National Conference opening videos) and more. I helped completely redesign our Catalog, looking for new ways to tell our product stories and explored ways to improve the experience. I oversaw the team of copywriters and the Associate Creative Director of Copy who worked on many of these projects. I worked with Artists and Video Editors to give creative direction on projects.

Farmers Branch, Texas, Us

Took on the role of Creative Director overseeing Art and Copy as well as working on Marketing and Content planning. Was offered the role of Creative Director or Marketing Director. Love both; I chose Marketing Director.

Farmers Branch, Texas, Us

Work on a variety of accounts, establishing voice, creating content, writing copy, creative directing and designing layouts for all-new websites, email campaigns, videos, social posts, blogs, print ads and more. Plan complete marketing calendars for companies, from strategic overview to tactical executions.

Dallas, Tx, Us

Created strategy and oversaw creative content for recently-rebranded At Home stores. Included planning marketing calendar and photo shoots, writing and designing website pages, emails, blogs, how-to's, display, social, video scripts and production, print materials and CRM. Established brand voice for Sally Beauty Supply emails, landing pages, display ads, social and CRM. Wrote TV spot for LoxaBeauty. Also worked on Smoothie King, Leap Frog, Denver Agency accounts and more. Results included increased sales and increased enrollment in loyalty program. Lead a team of four Content Planners and Copywriters.

Plano, Texas, Us

I oversaw art, copy, animators and front-end developers for Special Projects. Assignments included the all-new JCPenney Wedding, Baby and Gift Registry Program, which entailed giving the entire registry site a new voice and look, and creating an entire cadence of registry emails and a variety of display ads. Oversaw all updates to the gift-giving and gift-card digital programs, including creating a new look and a rich, animated experience for holiday—sales went from the low $100,000's to several millions in two weeks after the experience launched, and the team's art was chosen to appear in print ads, as well. The creative updates for Valentine's Day and Mother's Day had similar lifts in sales over the previous years. Led the creative look and feel for digital Black Friday, Cyber Monday and Christmas messaging, including display ads, emails, a complicated group of related landing pages—some created to live year-round to build search—from the welcome page down to the category page level. This required complicated wire-framing and extensive planning, as the pages updated over fifteen times during the course of the campaign. Digital sales for Black Friday and Cyber Monday showed double-digit increases in sales. Continued to oversee the JCP Cares philanthropy site, in-store digital video signage content and many other successful projects.

Plano, Texas, Us

Led creative direction for a digital team of Copywriters, Copy Managers, Designers, Art Directors, Developers and Animators. Team's primary function was creating animated and static display ads. This included everything from choosing the featured items to planning the copy, art and animation, across a variety of ad sizes. The ads consistently beat weekly sales plans by 15-45%, during a time when sales at JCPenney were experiencing a strong downward trend. This team also created several rich media display campaigns, including all holiday ads, which generated increased sales for Black Friday, Cyber Monday and Christmas. And our rich media creative for the new home launch generated above-plan click-through rates and sales results. Oversaw JCP Cares program, which required overseeing the team to develop a new treatment for our in-store "partner of the month" round-up program--including the later addition of being able to round-up online.Team concepted, wire-framed and created the new JCP Cares philanthropy site. Created a cohesive look-and-feel for our new kids' brands launch--respecting each brand's personality, while keeping the experience connected with the JCPenney brand. The launch exceeded sales plans. Acted as leader and project manager on concepting a highly lauded Lego Inside JCPenney plan that included virtual building tables and custom 3-D printed lego figures. Oversaw a multi-million dollar contractor budget. Creative included desktop, tablet and mobile.

Plano, Texas, Us

Requested move to digital to oversee all jcp.com copy. Lead team of ten to twelve Copy Managers and Copywriters and continued developing some of the strongest copy talent at JCPenney. Oversaw brand voice, email content, subject lines, home pages, interactive experiences, video scripts and editing, display ads, SMS texts and social media, including Facebook, Twitter, Pinterest and YouTube. Oversaw voice for the rebranding of our JCPenney Rewards loyalty program, incIuding all digital and print creative. Trained two separate display copy teams. Collaborated with Developers and Art Directors to wireframe and create an all-new JCPenney Cares website, Pennies from Heaven. Lead concepting with Art Manager to create new digital experiences, emails and landing pages to engage the customer and increase conversions. Led all voice and copy information for Digital. Helped lead the complete reinvention of the site brand under a new CEO. Creative included desktop, tablet and mobile and required understanding of responsive design.

Plano, Texas, Us

In 2008, Catalog and Digital combined forces with our retail print partners. I was one of only two people from Catalog and Digital put on an elite team overseeing all strategy and creative guidelines. I oversaw voice for all Creative Advertising and produced Copy Voice Guides for all JCPenney campaigns. I also acted as project manager and writer on a variety of assignments, including Annual Reports, the JCPenney Rewards loyalty program, the Salvation Army Angel Giving Tree presented by JCPenney, and the FindMore online program. I concepted ads, sales, giveaways and event ideas, and I created names for new items, product lines and sales. I created type formats and tool kits.

Plano, Texas, Us

Reported to the Creative Director over Catalog and Digital. I oversaw copy for the JCPenney Catalog and Digital teams. Responsibilities included creating Copy Voice Guides and training the entire Catalog and Digital teams on the content. I conducted creative writing workshops, and I oversaw typesetting and style guides. I wrote all copy for the catalog opening sections and any major creative copy needs. Concepted ideas for catalogs and jcp.com with the Creative Director and Art Directors, resulting in increased sales for our improved print pieces and website.

Plano, Texas, Us

Oversaw a team of seven Copywriters, responsible for all copy on jcp.com. This included the home page, all landing pages--which refreshed at least twice a week, plus over 8,000 product presentation pages. I also oversaw email copy content. I worked with the Art Director and Designers to ensure we created compelling creative that increased conversion rates--which lead to jcp.com hitting over one billion in sales before plan. I created a search optimized product presentation format, which greatly increased our rankings in search--the base of that format is still in place today. In addition to digital, I oversaw copy and content for print Jewelry Catalogs, and all Bridal Registry, print and online, including our first Bridal Registry Magazine.

Plano, Texas, Us

• Oversaw teams of up to eight copywriters and developed some of the strongest writers at JCPenney and helped move them into leadership roles• Responsible for all copy content in catalogs including Women's Apparel, Men's Apparel, Women's Petite, Women's Plus, Women's Talls, Men's Big & Tall, Kids', Kids' Special Sizes, Bridal, Gift Registry, Jewelry, The Big Book, Christmas, Fashion Influences (a catalog targeted to the African-American consumer), and Special Needs (a catalog selling special needs apparel and equipment)• Collaborated with Art Directors to create well-planned and effective marketing layouts • Oversaw all direct mail copy, including brochures, credit inserts, bouncebacks and postcards• Was Project Manager, ensuring projects stayed on schedule at each stage and shipped correctly and on time

Plano, Texas, Us

• Flagged as "High Potential." Top 5% of JCPenney employees identified as having exceptional leadership skills and talent• Wrote a wide variety of catalog content, both creative and extremely detailed• Expert in Women''s, Men's, Kids', Baby, Jewelry, Bridal, Gift Registry, Special Sizes, Home, Gifts, Toys content, as well as many very specifically targeted catalogs, for example "Fashion Influences," merchandise curated for the African American customer• Acted as Copy Manager and Copywriter on many projects including a new Advertorial Magazine style catalog "Window Authority," one of JCPenney's all-time most profitable merchandise categories• Responsible for all CIP (Customer Information Pages) content, which required extreme attention detail—index for a 1200 page catalog, size charts, shipping information, return policies, and more• Known for a high comprehension of all legal issues, from basic pricing matters, to legalities of sales and discounts, to contests and sweepstakes• Created direct mail pieces, including credit inserts, letters and a variety of brochures and mailers• Created bounce-backs• Created in-store print materials and signage• Wrote speeches and video scripts for executives • Acted as Copy Manager on projects constantly during this time. Responsible for all copy as well as input on layout content, design and flow. • As Copy Manager ensured projects stayed on schedule at each stage and shipped correctly and on time (we did not have PMs)

Was the sole Copy creative for a small agency that specialized in fashion advertising. It was a great first job, because I was immediately responsible for working on all print and broadcast the Agency produced. Results exceeded goals and clients saw increased traffic and sales as a direct, measurable result of creative.