Whenever a new product is developed, I lead the Naming Exploration with key stakeholders in order to select the right name. This includes brainstorming names, assessing competitors, and working with legal counsel to run trademark searches.

Once a product is rendered and designed, I create content for both DTC and wholesale in order to carry out the brand consistently on box artwork, hang tags, and belly bands. This isn’t just a place to explain the product, it’s a place to highlight reasons to buy that can convince a customer to make the purchase.

In the early product strategy stages, it's important to identify the key targeted audience. RTIC has two shoppers: the outdoor enthusiasts and the social chair. Outdoor enthusiasts go on rugged adventures. They care about long-lasting ice retention, quality, and durability. Social chairs like to spend time outdoors in a more laid-back setting. They might not be in the backcountry, but they still care about a great deal that will last them along time. Understanding how each product lands differently between the two, and how to use copy to bring them together is key.

I work closely with the Product Team and Product Marketing Manager to develop product claims to help us determine positioning and go-to-market strategy. This includes strength claims, ice retention claims, torture claims, and even the occasional Grizzly Testing.

Months before launch, I start preparing marketing and web assets to go to market. This includes collaborating with key stakeholders to strategize positioning/storytelling for visuals. From there, I create product page copy (including all technical copy and features) and web copy, such as inline banners and other cross-category story-telling moments.

In order to have a successful campaign, visuals and copy need to be consistent. That means developing an email and MMS/SMS strategy that not only feels aligned with the rest of the campaign, but it also feels fresh each time to avoid user fatigue. Ideally, the copy here will hook the customer while sprinkling a bit of product information in there, in order to entice them to click the CTA and shop further. Here also lie great opportunities to A/B test and get to know customers better.

The last touch point is also the most effective and direct touchpoint when it comes to connecting with the customer. At RTIC, I've seen Paid Social click rates greatly outweigh email and SMS combined when it comes to driving traffic to our site and purchases. Here's where I get to really push the brand, it's an elevator pitch that needs to be visually attention grabbing, while also providing accompanying copy that lets the customer know what's what.