Cindy PettettMarketing Communications Professional

Over 20 years experience in a wide variety of marketing communications roles with an emphasis on writing and creative team collaboration.

• Advertising and Collateral• Direct Mail and Catalogs• Integrated Campaigns• eNewsletters and eMail• Editorial Content• Content Marketing

I’ve had a lot of titles at Grainger, and I also had a few cool jobs before I got here. Yes, there actually was a time when I didn’t work for Grainger.

• Senior Copywriter• Copyeditor• Copywriter• Editor• Associate Marketing Manager eMarketing• Associate Marketing Manager, Collateral and Advertising• Marcom Specialist• Marketing Manager•Sr. Editor, Content Marketing

AdvertisingI managed advertising insertions for a small trade publisher and later at Grainger. I also learned quickly how to write and in some cases design my own advertising.

Here are a few samples.

CollateralOur sales managers often need materials that respond to an immediate need in the market—whether that’s a natural disaster, sustainability, or the latest lighting legislation, I’ve been part of a team that must respond quickly and effectively whenever these requests pop up. I have no idea how many of these I’ve produced over the years, but here are two.

Green Brochure

8S Collateral

Direct Mail and CatalogsI’m no stranger to print—especially when it comes to direct mail packages and catalogs. For several years I was the primary writer for the Grainger General Catalog. But when not working on The General, I was busy working on specialty catalogs and direct mail too. Here are two recent projects.

Safety Catalog

Lighting Legislation Letter Package with Magnet

Integrated CampaignsOver the years at Grainger, I have come to appreciate the importance of a solid, effective creative execution that delivers a consistent look, feel and message across all channels. The Market Expansion campaign was one of our first that actually involved email, branch signage and direct mail. This project still remains one of my more memorable as much for its frustration as how much I actually learned. A great experience overall.

Market Expansion Direct Mail

eNewsletters When I joined the eMail Marketing Team, I learned how much work was actually involved in putting an eNewsletter together, specifically our monthly eNewsletter, TalkingShop. This newsletter mailed to our entire email base every month, and for a long time was our biggest money-maker. For four years, I wrote and assembled TalkingShop content. I’ve also managed content for other eNewsletters, including SupplyLink, Thinking Safety and Techlines.

ThinkingSafety and TalkingShop eNewsletters

eContentMy most recent work has been more editorial in focus, specifically for SupplyLink.com, and more recently the SupplyLink hub on Grainger.com. Demand for this kind of customer-focused editorial has increased as more people recognize the need for quality content that can be used in all of our marketing channels.

Because of my involvement with SupplyLink, I have developed new skills in Content Management using Drupal. I was also chosen to lead the copywriters in the content migration project from Broadvision to Hybris, so I am now familiar with the Hybris CMS too.

While I’ve learned a lot over the years here at Grainger, I recognize how quickly everything changes, and I look forward to learning new skills and taking on new challenges.

Original articles written for SupplyLink.com

SupplyLinkWhen we moved SupplyLink site content to Grainger.com, I was responsible for the editing, optimizing and migration of all editorial content to its new home. I also developed a process for publishing editorial content to the site. Here’s what the home page looks like today.

To see more, visit grainger.com/supplylink.

Content MarketingMy most recent efforts have focused on turning editorial content focused on customer solutions into effective content marketing campaigns. Here’s an example of how we mixed different media to share inventory management solutions. To see more, go here.

National SponsorshipRecently I have been creating content to support our agreement with Richard Childress Racing, sponsoring NASCAR driver Ryan Newman and the 31 Chevy. Here’s what our NASCAR page looks like, featuring much of the content I have written. To see more, go here.