Rejuvenation

Role: Copywriter
Type: Web & Product Copy, Paid & Organic Social Media, Email, Blog
Place: Rejuvenation (2020-2022)

Premier lighting, hardware, and home goods company Rejuvenation is a part of Williams-Sonoma, Inc. which owns Pottery Barn, West Elm, and Mark & Graham. I worked in digital marketing as the lead copywriter for organic social media, website, and the email channel. My role revolved around implementing campaign and promotional strategies to support cross-functional partners and strengthen the brand voice across channels.

Rejuvenation serves homeowners and renters alike not only with high-quality products, but with expert advice for projects big or small. The brand voice is rooted in an elevated casual tone that blends the point of view of an interior designer with that of a trusted craftsperson.

Every channel offers a different opportunity to express Rejuvenation’s unique personality. From helpful tips and ideas in content pages and email to aspirational imagery and quick-hit copy on social media, Rejuvenation is championed as the go-to project resource within the Williams-Sonoma, Inc. family of brands.

Website

During my time there I became the dedicated writer for social media—the first the brand had ever had since establishing their presence on Instagram, Facebook, and Pinterest. Working closely with the social media manager, we built comprehensive monthly and quarterly strategies for posts, Stories, and Reels. We eclipsed the 500K follower count in my first year and increased engagement across the board, even influencing the generation of UGC content that compared closely to our own brand photography.

In addition to writing for social media, another key aspect of my role was leading the email content strategy. While the goals of social media were to engage and inspire consumers, email was intended solely for conversion. Collaborating with the e-marketing manager, we utilized Airtable to design the marketing calendar and plan content before handing off tasks to the designers and copy team.

Overhauling the structure for writing product copy was another significant accomplishment. With the high-level of thought and craftsmanship that goes into every lighting, hardware, and furniture collection, in partnership with the copy team, we sought to unify the tone, covering the design inspiration while simultaneously bolstering SEO and CSR initiatives.

Product Features

Select Content Pages from The Project Guide

Create Your Dream Kitchen
How to Plan Your Kitchen Update
Get Ready for Outdoor Living
Spotlight on Our Planter Shop
Bed & Bath Updates

Awards & Accomplishments

2022: Graduate of the Williams-Sonoma, Inc. Advisor Program | Advisor: Paul Galli, Director of Design at West Elm

2022: Williams-Sonoma, Inc. Good by Design Winner, Rejuvenation Green Team

2021-2022: 3x Nominee of Williams-Sonoma, Inc.’s prestigious Catch the Spirit Award

Abby Morgan

Copywriter