Heather Racine

Madison, WI + Remote

Super-visual content creator, storyteller, and savvy strategist with a knack for campaign conception and brand development. To me, there’s more to writing than words.

Editorial Director

Soft Surroundings
11/2022 - 6/2025

• Execute 22 seasonal rollouts per year, ensuring cohesion across catalog editorial, product copy and PDPs, e-commerce landing pages, email campaigns, SMS, paid digital advertising, promos and social media

• Lead and mentor a team of writers through an acquisition and multiple changes in leadership, developing style guidelines and seasonal concepts and streamlining process to help drive day-to-day creative

• Evolve voice while maintaining the essence of a DTC retail brand, delivering consistent content development and relevant messaging to our target audience by partnering with marketing, merchandising and design

Senior UX Copywriter

Mosaic Group Software, Contract
3/2020 - 11/2022

• Engage audience of 3 million subscribers with clear and persuasive data-driven, SEO-optimized writing for award-winning mobile apps like Blossom (Webby winner), RoboKiller (Teltech and Confide) cybersecurity, Weather Live, Productive and DailyBurn, totalling 100’s of millions of downloads annually

• Refine and edit UX copy, app store listings, blogs posts, infographics, paid digital ads and website copy written by international team for localization, prioritization of messaging, SEO-optimization and proofing

Senior Copywriter

ohHi Content + Creative, Freelance
6/2014 - 11/2022

• MooBuzz: Design a new customer experience through voice and story to sell simple products through branding, sharing valuable and useful content, and merging the verbal and visual

• Demco Software: Rewrite website, white papers, sell sheets, and day-to-day communication to fit a more modern, conversational approach

• Ember Assault Prevention: Name and develop brand for first-of-its-kind consumer product

• Building Brave: Develop voice and write vibrant, fresh copy for an app and community

• Ideas that Evoke: Juggle brand voices, write copy for different beauty brands’ social media, blogs, and trade publications

• American Family Insurance: Create marketing content for social media, web, and print • Mayday Press: Cultivate a vibrant brand and product story for an artisanal customer

• RDM: Develop and maximize brand message for technical, web-based startups

• The Field Outfitting: Craft luxury product copy for an affluent prospective customer

• Seventh Avenue: Convey product features and benefits with a fun, yet informative twist • LSB Ad Agency: Introduce new beauty product with branded banner ads

• Etc: Develop brand and copy for small businesses like Hive Social Club, Good Day Mkt

Senior Copywriter

Duluth Trading Company
6/2011 - 5/2014

• Overhaul outgrown brand voice with a more irreverent, storytelling approach

• Author brand strategy, campaigns, Real Women Model editorial, and benefit-driven product copy for web, catalog, email, in-store, PR, video, and social

• Partner with art and merchants to beat aggressive, ever-evolving business goals

• Coach junior copywriter while managing freelance help

• Scout, book, outfit, and assist in direction of Real Women Models for photo shoots

Innovations Copywriter

Kohl’s
10/2010-6/2011

• Write in-store, web, and direct mail copy for Kohl’s Corporate Initiatives, including Sustainability Report, Recruitment, Kohl’s Cares, and Susan G. Komen programs

• Collaborate with art and strategy partners to meet client objectives on deadline

Copywriter

Freelance
3/2008 - 10/2010

• Brown Shoe: Write, self-edit, and upload fashion headlines and descriptive copy

• Best Defense:Write B2B and DTC promotional copy and develop new product branding

• ShopBop:Write fetching headlines and one-liners that cater to a fashion-savvy audience

Education:

UW Madison 2004
GPA 3.4 (Honors recipient)

Journalism, Strategic Communications, and History

Extra Bold Portfolio School Madison, WI