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JENNIFER DECHRISTOFORO KELLEY​

CREATIVE DIRECTOR, COPY

Omnichannel Retail • Brand Voice Leadership • Data-Driven Performance
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Creative Director of Copy with 15+ years leading high-volume, omnichannel retail marketing that drives traffic, conversion, and brand equity. Expert at translating brand platforms into customer-centric, performance-driven campaigns across digital, social, email, site, video,

and in-store experiences.

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Data-driven and highly collaborative, with a proven ability to connect brand, business, and customer insights to deliver measurable results. Known for evolving brand voice systems, mentoring high-performing teams, and leading fast-paced creative environments that balance storytelling with commercial impact.

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CORE CAPABILITIES

  • Creative Leadership & Integrated Campaign Development

  • Brand Voice Vision, Governance & Evolution

  • Data-Driven Copy & Performance Optimization

  • Omnichannel Content (Digital, Social, Email, Web, Video, In-Store, Print)

  • Retail & E-commerce Marketing (High-Volume Production)

  • Team Leadership, Mentorship & Capability Building

  • Cross-Functional Collaboration (Merchandising, Marketing, Analytics, PMO)

  • Agency & External Partner Management (Creative, Media, PR)

  • Customer-Centric Content Strategy

  • AI-Enabled Content (SEO, GEO, AEO)

 
PROFESSIONAL EXPERIENCE
Dorel Juvenile — Foxboro, MA (Hybrid)
Creative Director, Copy | March 2022 – Present

  • Partner with Creative Director of Design to translate brand strategy into integrated, multi-channel campaigns that drive both brand building and conversion across digital, retail, and packaging

  • Lead and develop a 7-person copy team, delivering high-volume content across multiple brands in a fast-paced environment

  • Define and evolve distinct brand voices across seven brands, ensuring differentiation while maintaining consistency across all customer touchpoints

  • Act as tone-of-voice lead, elevating messaging through clear frameworks, governance, and hands-on creative direction

  • Leverage data, insights, and performance metrics to optimize messaging and improve traffic and conversion across key channels

  • Launch and lead AI-driven copy initiatives (SEO/GEO/AEO), increasing marketplace visibility and performance on Amazon and Walmart

  • Collaborate cross-functionally with Brand, Merchandising, Product, Marketing, and Analytics teams to align creative with business goals

  • Lead concepting and execution for campaigns across site, email, social, video, in-store signage, and retail marketing

  • Foster an inclusive, collaborative team culture, mentoring talent and building capabilities aligned with evolving consumer and media landscapes

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Wrangler® — Remote
Creative Director, Copy (Consultant)

  • Partner with internal creative, marketing, and leadership teams to develop integrated campaign narratives across digital and retail channels

  • Lead concept and copy for major collaborations and launches: Wrangler x Fred Segal, Women’s Heritage Collection (feat. Georgia May Jagger), Wrangler x Fender (feat. Orville Peck)

  • Deliver brand-right, culturally relevant storytelling aligned to audience and business objectives

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J.Jill — Quincy, MA
Senior Manager, Copy | Lead Writer | April 2011 – February 2022

  • Led a team of 5 writers delivering high-volume, omnichannel campaigns across digital, retail, and print

  • Partnered with merchandising, marketing, and analytics to create customer-centric, performance-driven content

  • Developed seasonal brand platforms and campaign concepts aligned to monthly product drops and business goals

  • Used data and insights to drive results, including:

    • +20% email demand

    • +17% site traffic YoY (2019)

  • Owned and evolved social voice, increasing engagement and audience growth by +33%

  • Directed editorial storytelling initiatives to deepen brand connection and engagement

  • Ensured consistent tone of voice across all customer touchpoints

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Senior Copywriter | April 2008 – April 2011

  • Created integrated campaign content across marketing, merchandising, and retail channels

  • Mentored junior writers and contributed to team development​

 
Consultant & Freelance Writer — Boston / New York
2006 – 2008

  • Developed strategic messaging across B2B, editorial, and marketing channels

  • Collaborated with external clients and stakeholders to deliver integrated content solutions​​

 
Condé Nast — New York, NY
Brides.com / BRIDES Magazine | 1999 – 2006

  • Produced editorial and marketing content across digital and print platforms

  • Managed cross-functional initiatives and external partnerships including media and broadcast

  • Developed integrated campaigns and large-scale promotional programs

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EDUCATION
George Mason University
B.A. English, Creative Writing
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PORTFOLIO

jenniferdechristoforokelley.com

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LEADERSHIP & COMMUNITY

  • Breman Street Garden Coordinator (2024–Present)

  • Harbor City School Garden Director (2021–Present)

  • Boston Children’s Hospital Trust Volunteer (2009–Present)

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Creative Direction • Brand Voice • Off-Price Retail • Omnichannel Campaigns • Copy Leadership • Digital Content •

In-Store Marketing • Conversion Optimization • Customer-Centric Content • Team Leadership • Fashion Retail •

Data-Driven Creative • Agency Collaboration

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