Anthro content system

When Anthropologie dramatically increased its email cadence, the copy team needed a way to move faster without burning out readers—or ourselves. I developed a set of five flexible narrative frameworks that gave writers a clear starting point while still leaving room for creativity, last-minute changes, and testing. Built through competitive research, close collaboration with Merch and Styling, and ongoing iteration, the frameworks helped my team move faster, improve engagement on lower-level modules, and create a shared language across teams.