Joanna Hillman

• Design and execute visual content for a wide variety of clientele (individual and corporate), e.g., digital and hand-drawn illustrations, hand lettering, fashion illustrations, technical illustrations, arts & crafts projects, step-out photography, DIY video tutorials, trend and mood boards, etc.
• Research, plan and write clear, impeccably edited content, including blog articles, educational content and tutorials, internal presentations and strategic communications, marketing brochures and mailers, emails, blog and journal articles, CVs and resumes

* Developed and executed brand voice initiative for craft projects by writing/editing creative copy to integrate existing Michaels brand voice across digital channels * Wrote and edited educational content (long- and short-form) for internal and external customers, including step-by-step instructions, descriptions, tips and techniques * Designed and built craft projects to drive customer engagement (750K+ project page views in FY 2018) and sales ($200K+ in FY 2018 via project page visits alone) created supplementary content to ensure successful customer experience, including instructions and detailed tutorials, step-out photography, patterns, templates, etc. * Collaborated with partners/stakeholders to create supplementary content per marketing objectives, including blog articles, social media and video content, teaching guides/instructions for influencers, store associates, etc. * Partnered with team members to provide expertise as needed, including video content, event styling, customer support, product testing, technical advice, legal restrictions, sample product research and development

• Drove traffic and sales via Michaels digital platforms by writing/editing engaging content (e.g., lookbooks, project and product descriptions, e-mail copy, blog articles and videos), increasing michaels.com visits to 118% of yearly goal
• Managed development and production of 150+ DIY and product videos to support 2014 ecomm site launch, increasing YouTube video views to 2.61 min/video from 1.60 LY
• Managed video timelines and production post-launch to align with marketing objectives and business needs, including styling, product sourcing, scriptwriting, shot lists, social media descriptions and keywords and links with a focus on SEO/customer engagement
• Collaborated with merchants to support category trends, product promotion, seasonal and year-round programs and planogram changes by developing positioning, content, placement and timing recommendations

* Produced seasonal reports on trend, color, materials, details, etc., for fashion and craft retailers, interpreting market trends to support the client's brand image and direction * Designed and executed projects and illustrations to support clients' marketing/advertising initiatives * Client list: Michaels Stores Inc., Brown Shoe, Tommy Hilfiger, Camuto Group, Nine West, Topline/Report Footwear, Kenneth Cole, Marlena Mareé

* Developed seasonal design concepts for branded and private label women's footwear (dress, tailored, casual, sandals) coordinated product development while maintaining brand standards for quality of materials, construction, finishing techniques, etc. * Created core trend boards, reports and inspiration libraries used for all women's private label presentations

* Wrote executive materials (speeches, web and print articles, e-mail newsletters, white papers, presentations) and copyedited all public-facing materials (press releases, brochures, guides, conference materials, etc.) to ensure consistent organizational message