Dan Berget

2019-2023

At Lumens, a premier online luxury lighting and furniture retailer, I began my career as a Product Content Publisher, writing over 8,000 high-quality product descriptions. Adhering to a strict brand style guide, I consistently delivered clean, concise, and error-free copy on demanding daily deadlines. I also frequently stepped in as the acting editor, overseeing and refining the work of a five-person writing team to ensure our high editorial standards were met.

In December 2021, I was promoted to the Marketing team as an SEO Copywriter. I took ownership of our organic search strategy, conducting thorough keyword research to ensure our content met brand standards while actively driving traffic and conversions. My work in this role included migrating and revamping over 60 blog articles, crafting 100+ pieces of SEO content for top-level category pages, and writing engaging brand narratives, designer biographies, and daily email copy for both consumer and trade campaigns.

Spearheading the content migration during the company's transition from YDesign Group to Lumens, I revamped over 60 blog articles for our WordPress platform, The Edit. This major project required comprehensive rewrites to align with the new brand voice, implement strict SEO best practices, and overhaul the WordPress formatting. Beyond optimizing the core text, I generated high-converting CTAs, strategic alt-text, and engaging image captions. Following the successful migration, I remained a consistent, primary contributor to the blog.

Click arrows to browse every article I wrote for Lumens.

I crafted compelling brand narratives for over 100 luxury design partners, including B&B Italia, Chilewich, FLOS, and Louis Poulsen. Each narrative required a concise yet detailed story highlighting the brand's history, core values, and notable products. By speaking directly to Lumens' design-savvy audience, these stories effectively bridged the gap between education and commerce, inspiring customers, fostering deeper brand connections, and actively guiding purchasing decisions. Below are four of the brand stories I wrote for Lumens.

I authored highly optimized copy for hundreds of top-level and faceted category pages. Utilizing Conductor for rigorous keyword research, I strategically integrated high-value search terms to maximize organic rank growth on Google SERPs. Top-level pages featured extensive content, including dynamic FAQs to capture featured snippets, while faceted pages utilized punchy, targeted headers and paragraphs. To further enhance search engine visibility and click-through rates, I also wrote custom title tags and meta descriptions for every page. Below are four examples of category copy I wrote for Lumens.

To enrich the customer experience and build domain authority, I authored over 100 biographies for some of the world's most renowned designers. I meticulously researched each profile to ensure historical and technical accuracy, translating dry facts into engaging, stylized narratives that elevated the dedicated designer product pages.

Driving both consumer and B2B trade channels, I composed daily email marketing copy for a variety of high-impact campaigns. By collaborating closely with the design, merchandising, and overarching marketing teams, I ensured our messaging was cohesive, visually aligned, and highly persuasive. This strategic alignment directly resulted in increased click-through and conversion rates across the board.

During my time as a Product Content Publisher, I authored approximately 8,000 premium product descriptions, consistently hitting a target of 16 comprehensive pieces per day. Working under strict daily deadlines and a rigorous brand style guide, I delivered clean, highly accurate copy, often crafting unique variations of the same product for both Lumens and our sister site, YLighting. Additionally, I regularly stepped up to direct the editorial workflow, proofreading, and polishing the daily output of five fellow writers to maintain peak quality control.