Brookfield Properties Retail
In 2022 I joined the in-house creative team of Brookfield Properties’ retail business. BP Retail is a leader in retail real estate (malls) with more than 140 properties across the U.S. Getting into the malls business in 2022 definitely drew a lot of questions, but it was a great team of creatives, with amazing leaders I was excited to learn from, as the company tried to “Revolutionize Retail” as we often said. (Whether that worked or not is up to you.)
I worked closely with a designer and creative director as part of a sub-team, responsible for the corporate marketing and B2B projects. Essentially we handled things that were company-wide projects and corporate initiatives, while another section of the team handled in-mall consumer programs.
During my year-plus there, we launched a new industry event, launched a new online content hub, produced multiple high-end print magazines, and took care of applying our brand voice to campaigns or recurring corporate programs. You can see some of that work below.
Copywriter, Creative & Brand Strategy / Full-time / 2022-2023
Major Projects
Brookfield Properties NEXT
Led all copy needs for the planning and execution of Brookfield Properties NEXT — a new industry event for 200+ executives.
I began by writing the positioning narrative for our creative brief, laying out the project’s language framework.
From there, copy deliverables included: event invitations, websites, guest email journeys, letters to sponsors, executive communication to potential guest speakers, on-site event collateral, event recap emails, social posts, and thank you letters to guest speakers. I also contributed edits and re-writes to executive speeches for the general session.
Enhanced Leasing Materials
I crafted narrative positioning and wrote copy for new, elevated leasing presentations for our property teams at key malls. These enhanced decks were taken into pitch meetings with luxury retailers and high-end developers. As the lead copywriter on this project I set out the tone for the presentation, incorporated research and feedback from the team at the local level, and worked with a wide variety of stakeholders.
