The title of this episode should really be “copywriting secrets from my best friend” … who just happens to be the creative director at one o the country’s (if not the world’s!) most iconic retail brands.
On this episode of the Build Your Copywriting Business podcast, we are SO lucky that Melody was generous enough to share her time and decades of insights from working as a creative at Marshalls and TJ Maxx.
She shares how she went from freelancer to group creative director leading a team of 18 copywriters, designers, creative directors, fashion editors, and more.
If you’ve ever wanted to get your foot in the door at an iconic brand or wonder what marketing execs look for when hiring (surprise: you do NOT need to niche!), take a listen.
TUNE IN: Spotify | Apple Podcasts | Stitcher
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[01:24] I’m currently an AVP/Group Creative Director at TJX, though the titles internally and externally are a bit complex. Nicki and I laugh about celebrating our 20-year friend-versary and how our partnership started the moment we met on the job.
[03:00] I wanted a career where art could actually pay the bills. That led me to a BFA in Graphic Design and Letterform at UMass, and eventually to taking a chance on a freelance posting at TJX. I literally drove my car onto a ferry from Nantucket to interview, and I never looked back.
[04:09] I grew from freelance designer to senior designer, senior art director, creative director, and eventually AVP Group Creative Director. Today, I lead a team of 18 professional copywriters, designers, creative directors, fashion editors, and more.
[05:15] I was early in my career to discover that someone actually writes the words designers work with. Working next to Nicki taught me how crucial copy is. That early collaboration became a foundation for my leadership: copy and design work best when they’re developed together, not in silos.
[07:19] I coach my team to bring me ideas before they bring me executions. I want to hear how they interpret the strategy and how the idea works conceptually. When creatives work in a vacuum, the work suffers, collaboration is where ideas sharpen and grow.
[10:00] As a marketing leader, I bridge strategy and creative execution. One of my favorite parts has been crafting brand persona and tone of voice. It’s something many brands outsource, but we get to build internally.
[15:15] I admit that brand evolution is slow and sometimes patience-testing. There’s testing, stakeholder alignment, and constant refinement. Even after we land on something, we keep tweaking as we learn what resonates across channels.
[19:17] You get better through practice like putting yourself in rooms, asking questions, and learning from other experts. Networking matters too; relationships make creative work stronger. Preparation builds confidence, and confidence helps sell the idea.
[23:40] Even if I’m not the expert copywriter, the tone guides my decisions and lets me give meaningful feedback. It creates alignment and consistency across teams and agencies.
[25:03] When I hire, I’m looking for variety, not just ads, but a range that shows flexibility and conceptual thinking. I also look for the ability to speak clearly about your work and process. How you explain your ideas matters as much as the work itself.
[28:01] Creative directors know when something in a portfolio doesn’t match the creator’s actual skill. Both Melody and Kate have seen people use work they didn’t meaningfully contribute to and it always catches up. When you speak through the strategy behind the piece, the truth becomes obvious.
[32:12] Companies constantly hire freelancers, even if they have full-time writers or agencies. You never know what opportunities exist behind the scenes. Pitching smartly and respectfully always has upside.
[34:41] I reassure writers that most junior talent I hire has spec work, not real brand experience. What matters is range, craft, and ability to shift tone. Industry experience is a bonus, not a barrier.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Copy is one of the most important jobs in the creative process and I learned that from working side by side with Nicki.” – Melody
“Tone of voice is one of the most important and most overlooked parts of a brand.” – Melody
“Sometimes you have to prove your value and then ask boldly for what you want.”” – Melody
Mentioned in the Episode
- Why Copywriters Absolutely Must Have a Network of Designers
- Ep. 10: Your Ideal Clients Want You to Pitch Them
- 5 Questions to Make Your Spec Ads Even Better
Related Links
- Daily Habits of the Most Successful Writers & Creatives
- Keep Your Copywriting Creative Review from Going off the Rails
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
