Building Brand Voice Across Search, Email, and AI
Senior Copywriter | SEO/AEO Content Writer | Agency Creative
TL;DR
I brought a strategic lens to copy across fashion, beauty, and pet care brands, adapting voice, message, and structure for the audience, channel, and, increasingly, AI-powered discovery.
Agency: 1R Agency
Brands: SMYTHE, Philocaly Hair, Canidae + Natural Balance
Role: Senior Copywriter | SEO/AEO Content Writer
Scope: Brand strategy, campaign copy, lifecycle email, ecommerce, SEO/AEO content, and multi-brand voice adaptation.
Highlights
- Wrote campaign and lifecycle emails across luxury fashion. Beauty and pet brands.
- Adapted brand voice and tone for different audiences and stages of the customer journey.
- Created SEO/AEO for search and AI discovery. Including new long-form articles and product-page expansions.
- Wrote content specifically structured for traditional organic search and AI-powered discovery, using clear headings, direct-answer content, FAQs, and internal-linking opportunities.
- Shifted between editorial brand storytelling, product merchandising, relationship-building email, and search-led educational content within the same agency environment.
- Collaborated within established agency workflows spanning copy, creative review, design, build, QA, and client approval.
Overview
Agency work meant stepping into established brands, quickly understanding what made each one distinct, and translating that into effective copy.
My process started before the writing. I looked at the audience, brand voice, channel, customer intent, and role of each piece within the larger experience. From there, I identified the strongest message and built the copy around it.
That approach let me move between very different brands without flattening their voices or relying on the same formula.
Challenge
Writing across multiple brands requires more than changing tone.
Each assignment came with a different strategic problem: What does this audience need from the brand right now? What should they understand, feel, or do next? And what makes this message belong specifically to this brand?
Sometimes that meant turning a product feature into an editorial story. Other times it meant strengthening a customer relationship or structuring information around how people search.
The strategy changed with the assignment. The standard for clarity and brand specificity didn’t.
My Approach
I used each brief as a starting point rather than simply a list of copy requirements.
Before writing, I focused on four things:
- Audience: Who am I actually speaking to?
- Intent: What brought them to this message?
- Brand: What makes this company’s perspective distinct?
- Channel: How should the idea change based on where it appears?
That foundation helped me make more intentional decisions about everything from the hook and hierarchy to tone, CTA, keywords, and content structure.
Writing for Search, AI + Humans
AI visibility added another consideration to the work: Can a search engine or AI system clearly understand what this content is about without making the writing sound like it was created for an algorithm?
My approach was to strengthen the fundamentals (clear structure, direct answers, meaningful context, and language that reflects how people actually search) while protecting the voice that makes the brand recognizable.
Because discoverability matters. But being found isn’t enough if the content someone finds could have come from anyone.
Selected Work:
SMYTHE - Editorial Ecommerce Copy
Focus: Brand voice | Concepting | Ecommerce | Editorial storytelling
For SMYTHE, I worked within an established luxury fashion voice while finding a distinct creative angle for each campaign.
The strategy was often to move beyond simply describing the clothes. I looked for the idea behind the product or collection, a styling perspective, seasonal tension, silhouette, or point of view, and used that to give the campaign a stronger narrative.
My copy then moved through the agency’s broader creative process, where feedback from strategy, design, and client review helped shape the final execution.
Selected Work:
Philocaly Hair - Lifecycle & Brand Copy
Focus: Lifecycle | Audience strategy | B2B/B2C | Brand voice
Philocaly required a different kind of strategy: translating a premium beauty brand into messaging that could speak credibly to both professional and consumer audiences.
That meant understanding what mattered to each audience rather than simply adjusting the tone. Professional messaging emphasized partnership, reliability, and client success, while consumer messaging could lean further into confidence, beauty, and self-care.
The goal was to keep Philocaly recognizable while changing the message based on the relationship the brand was building.
Selected Work:
Canidae + Natural Balance - SEO/AEO Content
Focus: SEO | AEO | Search intent | Content strategy
For Canidae and Natural Balance, the strategic challenge shifted from campaign storytelling to discoverability.
I worked from search intent and content briefs to create and expand content around the questions pet parents were already asking. The work was designed to support traditional organic search as well as AI-powered discovery.
That meant thinking beyond keywords. I structured content around clear answers, useful headings, natural internal links, and accessible language that made information easier for both people and search systems to understand.
Canidae | Keyword: “best dog food for multi-dog families”
Excerpt:
Can All My Dogs Eat the Same Food?
This is often the first question pet parents ask, and the answer is yes, but it looks different in each household.
Rather than asking, “Can all my dogs eat the same food?” a better question is, “Does this recipe meet the nutritional needs of every dog I’m feeding?” If the answer is yes, one thoughtfully chosen dog food can make feeding a multi-dog household both simple and consistent.
Natural Balance | Keyword: “best limited ingredient dog food”
Excerpt:
What Makes the Best Limited Ingredient Dog Food?
When comparing recipes, it’s easy to focus on the number of ingredients. But the best limited ingredient dog food is about more than just having the shortest ingredient list.
Instead, look for recipes that offer:
- A single animal protein source in many recipes
- Purposeful, recognizable ingredients
- Complete & balanced nutrition for your dog’s life stage
- High-quality ingredients selected for everyday feeding
- A trusted nutritional philosophy backed by decades of expertise
Tools & Collaboration
- Jira – Project management, briefs, feedback, and approvals
- Figma – Creative review and copy/design collaboration
- SEO research + content briefs – Search intent, keywords, and AEO opportunities
- Cross-functional collaboration – Strategists, designers, SEO leads, and account teams
- Client feedback – Incorporated stakeholder feedback while protecting the copy strategy