Tommy Bahama
Currently: Copywriter
Skills: B2C Copywriting, Proofreading, Editing.
Starting in January 2020, I worked as a full-time employee with Tommy Bahama. I write product copy, ecommerce emails, website index pages, PLP banners, and retail signage. Additionally, I work on many marketing campaigns to encourage our guests to not only shop at Tommy Bahama, but to feel confident and excited about every purchase. I also proof other writers’ work.
Before being fully employed with Tommy Bahama, I also served a two-month contract as a copywriter from September to October 2018. Between April and August 2019, I was called back to fill in some copy needs on a part-time basis.
Campaign - New Men’s Fragrance Launch
In April 2021, Tommy Bahama launched its newest men’s fragrance: Maritime Triumph. Building on the success of the three Maritime fragrances before it, I framed the messaging to be confident and successful, much like the man who would wear the scent.
The launch campaign called for retail signage and email messaging. When the email went live on April 2, 2021, it counted for 52.8% of all email revenue for the day, moving 111 bottles. The fragrance was #1 in revenue and units sold for the day. Over the next week, the fragrance maintained the #2 spot in revenue.
Ecommerce Emails
Tommy Bahama’s Emfielder Polo is a long-running best-seller. This classic email leans into the audience’s recognition of one of their favorites, letting the brand speak for itself.
This email featured one of the island’s favorites: the pineapple. It makes an appearance across many products, and this email rounds up everything a pineapple lover could ever want.
This message was received very well by the guests, as it was the highest-performing email in the weekend it was sent. It led to 14.2k visits to the site and sold 776 units across 420 orders.
The Bahama Coast fabric is lightweight and packs well, making it perfect for travel. This email, sent in June 2021, speaks to the guest’s desire to travel, especially after a challenging period in lockdown.
This email drove 368 unit sales across 158 orders.
The Palm Coast Polo is one of Tommy Bahama’s flagship IslandZone® Performance items, helping our guest maximize their downtime all the time. This email was sent to our Men and Big & Tall segments, accounting for more than 20% of revenue for the day.
Flipside is Tommy Bahama’s bounce-back rewards program that happens twice a year. Our engaged audience consistently looks forward to the program, and we also utilize our site and retail signage to encourage new guests to earn an award.
Everyone loves a good holiday, and the island’s guests are no exception. By leaning into an upcoming holiday, this email increased week-over-week open rate by 1.6%, leading to a 10% increase in revenue and 46% more clicks to the site.
Father’s Day is a big deal at Tommy Bahama, and to kick off our Father’s Day Gift Shop, we sent out this email to gives guests an easy checklist to make the dad in their life happy.
Product Description Pages
One of my primary responsibilities on the copywriting team is product descriptions. I gather all the information from our databases and partners, present it in an organized fashion, and write compelling product descriptions. By this point in the marketing funnel, my goal is to provide guests with one more push to purchase their next favorite outfit.