Emily Capps

Synchrony

Embedded Product Copywriter for in-house agency Goldmind
- I help PMMs create clear Product marketing for partners, sales, and the end consumer — all within the approachable Synchrony brand voice
- Became SME on all things Product 
- Created proactive initiatives like Product audits and citation repository
- Heavy collaboration with clients and colleagues across UX, strategy, design, and account

General Copywriter across departments
- Social, email, and web for portfolio of clients across the bank

Senior Copywriter

Highlights
- Old-school branding to digital to UX to AI
- Early adopter of AI collaboration building websites for client Ophelia Florals (see case study) and establishing AI meet ups
- Collaborate with clients, art directors, engineers, UX, big bosses, their direct reports, and yes, even lawyers
- Wrote Brand Guidelines & Messaging docs for internal Coca-Cola initiative & Lead team of 8 writers for hundreds of internal library document creation in quick-turn environment // ABRIDGED KUDOS: Emily lead our creative team in crafting a message framework and value proposition for a corporate Coca-Cola Company global initiative. The work was sharp and impactful. I trust and depend on her as one of the best strategists and writers in the business. - Stephen Pruitt, Principle, Mountain View Group

BRANDS: UPS, Ford, Delta, IHG, AT&T, Air Force, Raytheon, Durex, Arby's, Kellogg's, Carter's, Adderall, Zoosk, Kodak, Hilton, McCormick Spices, GE, GE Healthcare, Cointreau, Wonderbra, Zoo Atlanta, Children's Healthcare of Atlanta, NASCAR.com, & more

AGENCIES: AKQA, IQ, Ogilvy, Chemistry, VML

Projects: Branding, UX, Tone & Voice Documents, Digital, Video, Print, Collateral, Email, Internal Comms

Senior Copywriter & Content Designer

KindWorks.AI

Chosen from a tight global search to create product audit and recommendations for:
- ethics 
- tone and voice / brand consistency
- copy

Conversation Design

Cox Communications

Responsible for standing up United Customer Communications business as Sr. Copywriter with Account Lead:
•	Cultivated client relationships across silos from legal to product owners
•	Created emergency comms in empathy-first language in quick-turn environment
•	Worked with law team to soften legalese where possible
•	Explained (in simple, compassionate language) bill increases, power outages, and other hard-to-talk-about topics

UCC WINS
•	System-breaking response to first email asking 2 million customers to self-correct an issue vs. contact a specialist. Second email pivot: Oops messaging.
•	High-profile campaign resulted in 67% open rates with 59% self-correcting behavior by the second of five notifications, doubling best results target.
•	Championed user testing for greater understanding around common terms and socialized to larger team.

GENERAL
•	Championed accessibility awareness by partnering with accessibility team to present best practices to larger team
•	Created names for Communities Podcast (Open Door), Intranet app (Neighborly Assist), and Future’s Studio (Cox Lab)
•	Created brand messaging matrix for Cox Communities
 
KUDOS
Having Emily join the team has been a joy and a relief. She was hired specifically to own all copywriting in customer communications. She quickly grasped our brand’s tone and personality and delivered it with consistency. She brings thought leadership and strategic ideas for UX and content to enhance our customer experiences, delivering on our goals to be proactive and frictionless. I enjoy working with her – especially because of her wit and sense of humor but also because she’s constantly lifting up others around her.
-  Brittany Tyner, Sr. Manager, Brand Strategy

Senior Copywriter & Content Designer 

AKQA

Hired for a Delta product renaming project because I’ve “done all the things”. Exactly one billion names later, we narrowed it down to a select handful & presented. Clients last seen smiling & nodding. 
- Collaborated with brand strategists, creative director, designers, and art directors
- Wrote several hundred names
- Created rationale for presentation deck 

Wrote AARP Rewards page only to discover getting older really does have lots of bennies. // Clients: Delta, AARP // Projects: Naming, Web
- Collaborated with content strategist, UX team, designers

Kudos:
Abridged: “I very much enjoyed my time collaborating with Emily. She’s versatile and can pick up nearly any assignment and run with it, from marketing to branding to content strategy.” - Thad Goad, ECD/Dept Head AKQA Atlanta

Clients: Delta, AARP // Projects: Renaming, Web

Contract Senior Copywriter

Chemistry

Tapped my inner British poet to weave personalised tales of a world rich in colour awaiting distinguished guests who delight in resplendent journeys sparkling with bespoke experiences. Talley ho, I say. // Clients: InterContinental Hotels & Resorts Ambassador Programme // Projects: Email campaign

IHG - InterContinental Hotels Group

Became one with the in-house UX studio to help IHG take their websites responsive. Back-end content strategy became my jam & with it, a newfound appreciation of logic, order, & bullets. 

Exhibit A:
User Experience, Responsive Web & Mobile
Main Responsibilities:
• Stewarded flagship luxury brand website through global responsive design
• Partnered with internal global brand teams to elevate key brand attributes
• Collaborated with agency partners to ensure content design aligned with visual design, technical limitations, & guest priorities
• Drove the development & implementation of new app messaging to align with best practices for global mobile messaging
• Identified & created surprise-&-delight opportunities within the app

Deliverables: Personas, Content Management System Maps, Matrix, Audits, Inventories, Project Guides, User Stories

Exhibit B:
INITIATIVES
• Organized & produced Content Summit with Kevin Nichols: Used a key industry player to socialize Content Strategy Best Practices across the entire enterprise + Created a guest-on-the-go Editorial Guide under his direction
• Established/Led Content Strategy Best Practices Club to foster collaboration between UX positions (user
experience architects, analytics, designers) & enterprise-level groups (taxonomy, social, content marketing)
• Created/Maintain Best Practices repository of CS deliverable templates to support consistency & efficiency
• Established Meditation group & Mindfulness speech series

Content Strategist: UX Content Strategist, Responsive Web & Mobile

JWT // Team Detroit

Put on a hard hat to write for trucks, a moms-who-hate-minivans visor for Explorer, & a tree-hugger cap for EcoSport. Also channeled football-speak. So much football-speak. 

Fun fact: As an X fan, directing Dave Alvin for radio was pretty awkward. 

Clients: Ford // Projects: Broadcast, Outdoor, Environmental, Social

IQ Agency

Mentioning the R-rated baby shower game I dreamed up made my interviewers both laugh & hire me. Their insanely talented creatives trusted me with everything from short- & long-form copy to directing photoshoots. 

Clients: Valic, Pennington, SunTrust, BlackRock // Projects: Web, Email, Video, Infographs, Pitches, Social

Parked it at then-Studiocom for a very happy exercise in taking any & everything that’s handed over to concept, craft, strategize, & produce. I even got my giant Kuvasz in as a model for a shoot. Good times. 

Clients: ESPN, Snausages, Barilla // Projects: Web, Email, Video, Pitches, Social

I’m an old-school brand steward who never stopped learning. I’ve moved through the digital transformation, spent many happy years on UX, and am now embracing AI and other emerging tech with cautious optimism. 

Each discipline naturally mixes with the others and I apply that thinking to every single project.

What I love most:
- Surrounding myself with smart, kind, innovative people (I want to always be the one with the most to learn).
- Writing tone & voice docs, personas, taxonomy, and conversational anything. 
- Structuring and writing communications for people under duress.
- Thinking. About everything.

CLIFTON STRENGTH FINDERS: Futurist, Activator, Connectedness, Positivity, Achiever.

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