As Tractor Supply Company’s first dedicated in-house copywriter, I built the copywriting function from the ground up for one of America’s most iconic retail brands—a Fortune 500 company with over 1,800 stores across 49 states. My work spanned the full retail marketing mix: video and radio scripts in 6-, 15-, and 30-second formats, in-store audio messaging, seasonal and vertical landing pages, hero copy, social, and campaign concepting, including product line naming. I also co-led an SEO optimization initiative that produced measurable improvements to TSC’s search performance. Working across so many formats simultaneously gave me a strong foundation in channel-specific writing and the discipline of adapting a consistent brand voice—warm, grounded, and deeply tied to rural American life—across every customer touchpoint.
The work I’m most proud of from my time at TSC is the launch of Ridgecut Toughwear, a denim and boots extension to their exclusive workwear line. I wrote the landing page and social copy for the campaign, which went on to outperform every previous TSC campaign, riving an 80% increase in customer clicks, a 43% increase in store visits, and a 36% increase in overall return on ad spend.
For samples of video ads, click here.
Marissa Nicole 