Caitlin Thornton
Caitlin Thornton
Writer / Content & Brand Developer
Los Angeles, CA
www.caitlinthornton.com
instagram @caitlinthornton
WHAT DO YOU DO?
“I make people care about your brand.”
Through creative writing, beautiful imagery, strategic partnerships, and engaging social media and e-comm campaigns, I help each company develop its unique voice, tone, and point-of-view while effectively communicating its mission and building an authentic, cult-like following. With ongoing engagement with this creative content, this fanbase then acts as a powerful set of micro-influencers, organically broadening brand reach—and, ultimately, increasing sales and conversions.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I've identified as a writer since I was a kid. I started my career in editorial, with internships at Better Homes & Gardens and Diabetic Living (where the average reader is 65, seriously). I actually chose the university I attended so I could start working in magazines professionally while I was still in school.
On top of those gigs (and classes, editing the award-winning college magazine, cocktail waitressing, and instructing boot camp classes at the university gym), I wrote for the Des Moines Register's local alt newspaper for young professionals, covering style, culture, and entertainment. I got out of college and immediately moved to New York with a job at OG DIY magazine, ReadyMade (RIP).
That job was a total dream: I interviewed artists, designers, and makers, and covered beats like natural beauty, music, and urban planning. It was just a super-amazing, fun creative job. But it was also the dark times for print. The magazine folded after I had been there for only about a year.
I learned a key lesson during that layoff: you can do all the cool, creative work you want but if it doesn't make any money, it doesn't really matter.
By means of survival, I got a job at a publishing company in digital marketing and continued freelance writing on the side. Since then, I've bounced around a bit between editorial and digital marketing for various brands where I managed social media accounts, did some copywriting, and produced e-comm campaigns. My background as a writer gave me a leg-up as digital marketer. I honed my skills as an effective communicator and content creator who's able to adapt copy and visuals to engage all different kinds of audiences. (See: those aforementioned 65-year-olds.)
Sometimes people are a bit confused by my not-so-streamlined experience as laid out on my resume. And honestly, for awhile I was, too. But within the past few years, as I've been working with interesting companies with these amazing stories and points-of-view but no idea how to really communicate them, I've realized: I'm not just a writer, but a storyteller.
It's through writing, art, design, digital strategy, and engaging content that I'm able to tell damn good stories.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
People either seem to be highly creative or straight business and sales-minded. I straddle the bridge between both.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm currently developing a niche skincare's line content strategy and branding to make it appealing to big buyers. I'm also in the starting stages of brand development for a mental health-focused start-up that's about to seek funding.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Personally, I prefer edgy, raw, stripped-down, personable, and authentic as hell. You can see glimmers of this style at the sophisticated beauty and fashion lines I've worked with.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Writing will always be #1 for me.
WHAT IS FRUSTRATING YOU RIGHT NOW?
In my experience, many companies do not see the value in branding and creative content marketing until it's too late. I've been through a few layoffs.
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Create and produce more unique content for the social platforms I manage. I love being hands-on but could use an extra set of hands when it comes to publishing content and engaging with fans more frequently.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
An editor told me this once, and it was only recently that I started truly believing and accepting it: if you wanted a straight career path, you chose the wrong field.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I'm always asking other consultants and freelancers how they approach their days. I'm at the point where I'm starting to consult full-time again and am therefore saying yes to everything. I'm also a workaholic. I know I'll need to plan my days and weeks better soon to maintain a healthy work/life balance.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'm especially interested in opportunities that will allow me to hone my creativity to develop a brand's voice, tone, and point of view.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I tend to work with a lot of niche brands, merely because they tend to be more open to experimenting with different strategies, creative content, and innovation. They also tend to be the companies that have the strongest and most unique points-of-view; but again, many are not sure exactly how to communicate that.
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
My hourly rate ranges from $45-65 an hour, depending on the kind of work. Sometimes working on a monthly retainer ends up working out best, as the hours I spend being creative can be hard to track. I usually start hourly and move into retainer with most companies.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Let's jump on the phone so you can geek out about your company, I can interrupt you with a bunch of questions, side notes, or clever jokes, and we can hash out if I'm the right person to help move your company forward.
HOW DO YOU STAY CREATIVE?
Getting out of my comfort zone.
This member profile was originally published in July 2017.