Cristina Gibson
About
Detail
Senior Creative Strategist & Copywriter | Performance Marketing, Creative Direction, Brand Voice | I Help DTC Brands Grow Revenue
United States
Résumé
Jobs
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Senior Creative StrategistThe Absorption CompanyMay 2026 - Current (5 months)- Lead Copywriter & StrategistPublicis SapientJul 2024 - Dec 2025 (1 year 6 months)• Delivered 25+ assets weekly for Coach, including high-performing homepages, paid ads, retention email campaigns, SMS, and display, boosting conversion and engagement under tight turnaround times.
• Used A/B testing and performance insights to iterate on creative direction, headlines, and CTAs, achieving a 17% CTR improvement and higher AOV through ongoing optimization and fatigue management.
• Built and evolved brand voice frameworks and tone guidelines, ensuring all output felt cohesive, on-brand, and culturally relevant across channels and campaigns.
• Integrated AI tools into content workflows to enhance speed, scale, and creative ideation.
• Produced trend-informed insights through industry and competitive analysis - Senior Brand StrategistResidentFeb 2022 - Mar 2024 (2 years 2 months)• Led as principal copywriter, establishing and maintaining unique brand guidelines and tone of voice for 5 diverse D2C and B2B brands.
• Developed, tested, and optimized a wide array of content, demonstrating agility in a fast-paced and dynamic work environment. Created persona-based content strategies and messaging frameworks.
• Implemented the launch and elevation of brands, significantly raising conversion rates and (11% on Nectar, 17% on DreamCloud) and AOV (5.5%) through integrated marketing campaigns and direct response messaging. Increased Nectar’s following on Instagram by 15% in 3 months.
• Formulated product marketing strategies and served as the legal point of contact for compliance.
• Collaborated with senio - BSenior CopywriterBoxyCharmJul 2020 - Feb 2022 (1 year 8 months)• Established and refined company voice and assisted in the development, implementation and enforcement of content brand guidelines.
• Generated informative and engaging content for website, PDPs, paid ads, email marketing, SMS, press releases, direct mail, collateral, and organic social.
• Created and tested web content modules and emails to increase conversion and retention.
• Proofread written copy for all marketing channels.
• Developed strategic marketing campaign concepts and established content strategies for BoxyCharm programs.
• Managed and motivated junior copywriting staff, assigned resources, and handled capacity planning.
• Formed relationships with cross-functional partners across the organization - Digital Copywriter - OnBrand, Internal Creative AgencyAmerican ExpressFeb 2020 - Jul 2020 (6 months)• Crafted compelling customer-facing and B2B copy across American Express UX and marketing journeys
• Leveraged brand voice and Global Brand Strategy to build trust and affinity with card members and prospects
• Collaborated in an agile scrum environment with internal leads to build engaging customer experiences that addressed unmet needs with empathetic, research-backed solutions
• Attended weekly scrum team meetings for Shop Small and Additional Card Member journeys and provided updates to team leadership
• Clearly and confidently presented, refined, iterated and influenced approvals for creative work
• Effectively and iteratively addressed partner and stakeholder feedback and user testing results
• Acted as - CopywriterNutrafolSep 2018 - Oct 2019 (1 year 2 months)• Wrote email campaigns resulting in a 100% month-over-month revenue increase. Increased open rates to 41% (a 14% MOM increase)
• Wrote and SEO optimized the company’s Amazon listings and storefront as well as the website. Wrote branded search copy for Google ads
• Concepted and created 360 DTC and B2B campaigns, including website, paid ads, organic social, e-commerce, print ads and direct mail
• Oversaw concurrent projects with multiple deliverables from start to finish on aggressive deadlines
• Acted as interim project manager to prioritize and assign all Creative Briefs. Set and managed internal team expectations and deadlines. Communicated updates and project progress cross-functionally
• Created project plans, - Digital Beauty & Fashion EditorUS WEEKLYJun 2017 - Dec 2017 (7 months)• Pitched and wrote copy and headlines for five SEO optimized, top performing stories daily in WordPress
• Scheduled content and wrote copy for social media channels, including Facebook, Twitter and Instagram
• Monitored breaking news and trending stories, used Google analytics and trends to guide content coverage
• Covered industry and market events, secured exclusive interviews and features with celebrities and designers.
• Created, hosted and produced original video content such as Facebook Lives, field produced video segments. Acted as on-camera correspondent - Director of CommunicationsBladeJul 2015 - Jul 2016 (1 year 1 month)• Built and executed brand communication strategies, increasing media coverage and customer acquisition.
• Managed PR campaigns and served as national media spokesperson to elevate brand awareness.
• Created content for app, website, press, and social channels, boosting conversion and retention.
• Developed influencer experiences and partnerships, increasing engagement and retention among high-value customers. - Freelance Reporter and WriterInStyleAug 2014 - Sep 2016 (2 years 2 months)• Covered red carpet events, conducted celebrity interviews and wrote digital features on tight deadlines
• Represented the brand at high-profile industry events, interacted with publicists and fashion designers - Freelance News EditorAolDec 2012 - Jul 2015 (2 years 8 months)• Determined editorial coverage on a daily basis, managed breaking news, analyzed traffic and site analytics
• Wrote posts daily in a CMS tool, combining original reporting and aggregate content for readers
• Secured and conducted exclusive interviews with celebrities, hosted and produced original video content
• Created relevant photo galleries and shareable slideshows to drive traffic
• Posted stories to Cambio’s social media daily, including Facebook and Twitter - Freelance CorrespondentSheKnows LLCNov 2011 - Mar 2015 (3 years 5 months)• Wrote articles covering fashion, beauty and entertainment news in a CMS tool
• Pitched, secured and conducted interviews with celebrities, stylists and industry experts
• Represented the website on national television and at industry events and helped increase brand awareness and influence - LSenior ReporterLife Style WeeklyNov 2011 - Jun 2012 (8 months)• Reported breaking celebrity news, fashion and style trends for the magazine. Coordinated and conducted exclusive interviews and developed relationships with both publicists and celebrities
• Edited multiple pages of the magazine such as Diva or Down to Earth and booked celebrity features
• Wrote and edited stories for their website, updated the magazine’s Twitter and Facebook page and helped manage social media
• Represented the magazine in local and national television segments as an entertainment and style expert - News EditorE NetworksJan 2006 - Nov 2011 (5 years 11 months)• Reported, wrote and published daily digital content using a CMS tool, produced and hosted a weekly podcast.
• Booked and conducted exclusive interviews to break news and advance stories, contributed to E! News.
• Produced and hosted live streaming video from red carpet events, such as the Oscars, Emmys and Grammys.
• Created and oversaw the column’s social media, which increased more than 200% on Twitter.
• Created unique partnerships with brands for integrated coverage opportunities on the website.
Education
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- B.A. Communication, Journalism, Public RelationsLoyola Marymount University
Publications
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- MFreelance WriterMar