A writer's notebook
Armando T. Dahan

Local pieces, profiles, scenes, and the occasional thing I couldn't stop thinking about.

The copy work.
The craft behind the brand.

From high-traffic retail categories to cultural moments that mattered — three years of writing copy that had to work, at scale, for one of the biggest brands in America.

3
Years at Target
$M+
Revenue influenced
2
Languages written in
8+
Major campaigns
Target
2022 – 2025
Copywriter

Customer-focused marketing copy for high-visibility retail categories — toys, electronics, sporting goods, entertainment. Partnered with designers, art directors, merchandisers, and SEO specialists across web, email, and app. Contributed to Pride, Black History Month, and Latino Heritage Month campaigns in English and Spanish, and led copy for the first-ever AI Gift Finder at the 2024 holiday season.

Selected work
Target · Toys · Holiday 2024
Bullseye's AI Gift Finder
"Find the perfect gift — fast."
Led copy for the inaugural launch of Target's AI-powered Gift Finder during the 2024 holiday season. A first-of-its-kind experience at scale — the copy had to make something genuinely new feel intuitive, warm, and unmistakably Target.
AI Launch Holiday UX Copy Brand Voice
Target · Toys + Ways to Shop
Kids' Adaptive Toys & Shop
"When everybody plays, everyone wins." · "Designed with all kids in mind."
These two pages are part of the same initiative — Target's adaptive kids' experience — and required the same careful hand. Writing inclusively without being heavy-handed or clinical is genuinely difficult. The headlines center joy and belonging without calling attention to themselves, guiding parents through an affirming, empowering shopping experience.
Inclusive Copywriting Emotional Intelligence Content Architecture UX Copy
Kids Adaptive Shop View
Adaptive Toys View
Target · Electronics
Refurbished & Pre-Owned Tech
"What's the deal with refurbished products?"
Refurbished tech has a trust problem. Shoppers are skeptical and often confused about the differences between product types. This headline meets that skepticism head-on with a conversational, disarming question — then the three-column breakdown resolves the confusion efficiently. Each product type got copy calibrated to what it needed to prove: authority, simplicity, or energy.
Conversion Copy Consumer Trust Information Design
Refurbished and Pre-Owned Tech View
Target · Electronics
Content Creator Tech
"Get the influencer glow-up you deserve."
This category page needed to speak directly to a younger, creator-native audience without feeling forced or corporate. I anchored the headline in the cultural language of the audience — aspirational but self-aware — then carried that energy through subcategory copy for vloggers, streamers, podcasters, and casual creators, each calibrated to a distinct personality.
Brand Voice Audience Targeting E-Commerce Copy
Content Creator Tech View

Writing for moments that matter.

Beyond category work, I contributed copy and voice guidance for Target's most culturally significant campaigns — in both English and Spanish. This work required a different kind of care: copy that honors real communities, avoids tokenism, and holds up to scrutiny from the people it represents.

It's also where being a native Spanish speaker stopped being a résumé line and became a genuine creative asset.

Target · Cultural Moment · 2024
Latino Heritage Month — English & Spanish
Bilingual Copy Cultural Strategy Brand Voice
Latino Heritage Month English View
Latino Heritage Month Spanish View
Target · Cultural Moment · 2024
Target Pride 2024
Cultural Moment Brand Voice High Scrutiny
Target Pride 2024 View
Target · Email · 2024
Black History Month — email campaign
Email Copy Cultural Moment Subject Line
Black History Month Email View
Target · Email · Holiday 2023
Target Toys holiday email
Email Copy Seasonal Subject Line
Holiday Toys Email View
See the Roy Dahan marketing project →