As Senior Copywriter at Aura Frames, Caitlin directed brand and product messaging during the company’s busiest period of growth. She oversaw copy across product launches, integrated campaigns, email, paid media, product pages, and lifecycle, and used testing and performance insights to sharpen positioning, improve conversion, and scale what worked. She named and branded several bestselling products and brought the same precision to every word customers read, from campaigns to user manuals and FAQs. She also initiated and implemented AI strategy and best practices across all of the brand’s messaging touchpoints.

Before Aura, Caitlin was a brand strategist and editorial consultant for Banana Republic, where she led storytelling for seasonal campaigns, special collections, and product launches, including the launch of a reimagined BR Classics collection. She oversaw copy across ecommerce and the site experience, email, in-store experiences, out-of-home, catalogs, social, and video, and led editorial direction for Atlas, the brand’s first magazine since 1988, shot on location in and around Buenos Aires. Working closely with cross-functional and international teams, she aligned creative execution with business goals to drive sales and strengthen brand identity.

Before that, Caitlin led content for brands including M.M.LaFleur, Asana, Shutterstock, and Iris&Romeo. As Brand Editor at M.M.LaFleur, she ran award-winning editorial programs, including The M Dash, a weekly newsletter that reached more than a million customers and prospects and helped drive 60% year-over-year sales growth. For Asana, she helped build The Workback, the company’s thought-leadership platform on the future of work. The Workback gained 40K readers in the first two weeks (50% outside the U.S., in priority international markets), engaged 3K+ distinct company accounts, grew newsletter subscribers by 1,000+, and generated dozens of marketing-qualified leads. At Shutterstock, she produced editorial content for artist partnerships and brand initiatives, from first outreach to publication. And for Iris&Romeo, she conceived, wrote, and sourced a branded newspaper to launch Weekend Skin, the brand’s vitamin C–infused SPF.

Her path to brand work began in media. As a senior editor at Bustle and Women’s Health, she built high-performing editorial franchises, launched successful podcasts, and drove significant audience growth, including doubling site traffic at Women’s Health. Before that, she led the news and politics vertical at MTV News, producing content for millions of daily readers in partnership with organizations such as GLAAD, Planned Parenthood, and the ACLU.

Caitlin is known for combining strategic rigor with creative instinct, turning clear, compelling messaging into measurable impact.