Copywriter · Creative Strategist · Entrepreneur

Sairey
Gernes.

Miami Ad School  ·  Agency Trained  ·  Brand Founder & Operator

I don't just write the strategy — I build it, implement it, and run it. From the first word to the live campaign, start to finish.

Campaign ConceptsKlaviyoShopify Meta AdsBrand VoiceEmail Design
See the Work Work Together
9K+
Email Subscribers Built
15K+
Customers Reached
4.9★
Customer Rating
100%
Self-Built & Operated

"Most creatives hand the project off. I take it from concept through implementation and own every step — strategy, copy, design, and the technical backend."

Sairey Gernes — Founder, UrbanUndercover
Campaign Concept Development◆ Klaviyo — Full Stack◆ Shopify Implementation◆ Meta Ads — Strategy & Execution◆ Brand Voice & Copywriting◆ Miami Ad School◆ Self-Starter · Entrepreneur · Operator◆ Campaign Concept Development◆ Klaviyo — Full Stack◆ Shopify Implementation◆ Meta Ads — Strategy & Execution◆ Brand Voice & Copywriting◆ Miami Ad School◆ Self-Starter · Entrepreneur · Operator◆
About

I build things.
Then I run them.

I'm a copywriter, creative strategist, and entrepreneur with a background in advertising and a bias for doing the work — not just planning it. I trained at Miami Ad School, spent five years in agencies across Minneapolis, Miami, Amsterdam, and San Francisco, then founded UrbanUndercover, a premium women's travel apparel brand I built, operated, and grew entirely on my own.

"Most creatives stop at the strategy deck. I build the strategy, write the copy, set up the backend, launch the campaign, and read the data the next morning."

In 2018 I opened a retail location inside MSP Airport — designed, built, and operated it myself for seven years. It wasn't a kiosk. It was a real store, inside one of the country's busiest airports, that I ran alongside everything else. We closed in 2025 only because airport construction eliminated the space — not because it didn't work. It worked.

Running a brand — and a physical store — teaches you things no agency job ever could, because every decision is attached to real revenue and real customers standing in front of you. I've managed a 9,000-person Klaviyo list, built and optimized Meta ad campaigns, architected a Shopify store from the backend up, and written every word of copy across every channel. Start to finish. No hand-off.

I'm also a Delta gate agent with 16 years in airports — which means I understand logistics, pressure, and what it truly means to show up when it matters.

Work with me →
Sairey Gernes
01
Education
Miami Ad School — Advertising & Concept Development
02
Agency Background
5 years · Minneapolis, Miami, Amsterdam, San Francisco
03
Brand Founded & Operated
UrbanUndercover · DTC women's travel apparel · 2018–present
04
Airport Retail — Built & Owned
UrbanUndercover at MSP Airport · 7 years · Closed 2025 due to terminal construction
05
Technical Platforms
Klaviyo · Shopify · Meta Ads Manager · Google Analytics
06
Airline Background
Delta Air Lines · Gate Agent · 16 years at MSP Airport
07
Available For
Freelance projects · Ongoing retainers · Remote work
Self-Starter

I don't wait for direction. I identify what a project needs, make a plan, and get it done. Years of running a business solo will do that to you.

Full-Stack Operator

Strategy through implementation. I set up the backend, build the flow, write the copy, launch the campaign, and read the results. No gaps, no hand-offs required.

Client-First Thinking

I've been the client. I know what it feels like to wait on a freelancer who disappears. I communicate proactively, meet deadlines, and treat every project like my own reputation depends on it — because it does.

What I Do

From concept to
live campaign.

I work across three core areas — and I don't just advise. I implement.

01
Copywriting & Campaigns
02
Klaviyo Email
03
Shopify & Meta Ads

Words that sell.
Campaigns that stick.

I find the human truth inside a project and build a campaign platform around it — something that works across every channel, not just a one-off headline. Done it for my own brand. Ready to do it for yours.

I don't just write the copy. I develop the strategy, define the messaging hierarchy, and create a voice your whole team can follow.

I deliver
Campaign platformsBrand voice guides Homepage copyProduct descriptions Ad copyTaglinesFounder stories
Campaign concept & platform
The big idea that anchors everything — with messaging angles and directions across channels.
Brand voice development
Tone, personality, do's and don'ts. A guide your team can actually use.
Website & landing page copy
Hero headline through closing CTA. Every section written to a specific conversion job.
Ad creative & copy
Meta and Google ad copy — cold traffic, retargeting, and seasonal campaigns.
Rebrand & repositioning
New positioning, new voice, new campaign direction — built on your strategy, executed by me.

Email that works
like a conversation.

I built and manage a 9,000-person Klaviyo list from the ground up — architecting flows, writing copy, designing layouts, and configuring the backend logic. I understand Klaviyo as a platform, not just a place to send emails.

I implement, not just advise. I set up your flows, configure segments, write copy, design templates, and QA everything before it goes live.

Technical depth
Klaviyo flowsSegmentation Email template designA/B testing GIF animationSMS setupCampaign sends
Welcome & nurture flow
The sequence that turns a subscriber into a buyer — built, written, and live.
Abandoned cart & browse
Recovery flows that feel like a real follow-up, not a corporate reminder.
Post-purchase & win-back
Flows that build loyalty and bring customers back. Set up once, runs forever.
Campaign design & copy
Emails that look premium and convert — visually designed, not just written.
Full Klaviyo audit & rebuild
If your setup isn't performing, I'll diagnose it and fix it from the backend up.

Shopify & Meta —
built and managed.

I've run a Shopify store from the backend up and managed Meta campaigns through real budget cycles — not as a consultant watching from the side, but as the person making decisions and living with the results.

I implement everything myself. Shopify theme setup, app configuration, product page architecture, Meta campaign structure, ad set strategy, copy testing, and performance analysis.

Technical depth
Shopify backendTheme customization App setup & configMeta Ads Manager Campaign structureAd creativeRetargeting
Shopify store setup & copy
Backend configuration, product pages, collections, and site copy — from scratch or from an existing store.
Meta ad campaign build
Campaign structure, ad set strategy, audience targeting, and creative — built and launched.
Ad copy & creative direction
Cold traffic and retargeting copy — tested angles, emotional hooks, conversion-focused CTAs.
Performance review & optimization
I read the data and tell you what it means — then adjust the strategy accordingly.
Ongoing management
For clients who want someone to own the channel, not just set it up and leave.
Live Case Study

UrbanUndercover —
Built, Operated & Grown Solo.

This isn't a spec project. It's a real brand I built from nothing — and everything below was conceived, implemented, and managed by me, start to finish.

The Project

Reposition a travel clothing brand as a Category of One

Women don't dress badly for travel — they dress randomly. No brand was solving that with a capsule wardrobe system. I built the positioning, the platform, and the product story from the insight up.

What I Built & Ran

Every channel. Every word. Every backend.

  • Shopify store — backend to storefront
  • Klaviyo — 9,000 subscribers, full flow system
  • Meta ad campaigns — cold & retargeting
  • Homepage, product & email copy
  • Campaign platform: "Take the Trip."
  • MSP Airport retail store — 7 years, built & owned
  • Press: Forbes, BuzzFeed, CBS Minnesota
UrbanUndercover — Take the Trip
Campaign Platform — Live on Site
"Travel is a return to yourself."
You are curious again. Energized. Alive. Nothing should get in the way of that feeling — not packing anxiety, not the wrong bag, not landing and feeling like you got it wrong.
9K+
Email subscribers
15K+
Customers served
4.9★
Customer rating
335
Verified reviews
Projects

What I've built
and how I work.

Every project below was owned end-to-end — from the first strategic question to the live result.

01
Campaign Platform · Brand Positioning
"Take the Trip." — UrbanUndercover Campaign Platform

Full brand repositioning: market insight, campaign platform, messaging hierarchy, and creative direction across every channel. Conceived, written, and implemented by me — no agency, no hand-off.

PositioningCampaign ConceptCopywritingCreative Direction
→
02
Klaviyo · Email Marketing · Technical Implementation
Full Klaviyo Email Program — 9,000+ Subscriber List

Built the complete Klaviyo system from the backend: welcome flow, abandoned cart, post-purchase, win-back, and campaign sends. Designed the templates, wrote all copy, configured segmentation, set up SMS, and manage performance ongoing.

KlaviyoEmail DesignFlow ArchitectureCopywritingSMS
→
03
Meta Ads · Campaign Strategy · Ad Creative
Meta Ad System — "Freezing on Planes" & Full Campaign Architecture

Developed and implemented a full Meta advertising system: campaign structure, ad set strategy, audience targeting, and creative. Four themed ad sets, each with distinct emotional hooks. Managed spend, tested creative, and optimized performance — ongoing.

Meta AdsCampaign StructureAd CopyCreative Strategy
→
04
Shopify · E-commerce · Technical Setup
Shopify Store — Backend to Storefront

Built and manage the full Shopify store: theme customization, app configuration, product page architecture, collection setup, and all site copy. Implemented and manage Klaviyo integration, bundle builder, review system, and site performance optimization.

ShopifyTechnical SetupSite CopyApp Configuration
→
05
Small Business · Creative Strategy · Copywriting
Creative & Copy Projects — Small Business Owners

Supported numerous small business owners with campaign concepts, brand voice, email creative, and copywriting — often as the sole creative on the project. Retail, lifestyle, and service categories. Same strategic rigor I bring to my own work.

Brand StrategyCopywritingEmail CreativeSmall Business
→
"I built a brand from nothing because I believe in doing the work — not talking about it. Good creative doesn't just describe a product. It makes someone feel something — and then do something."
Sairey Gernes — Creative Strategist & Brand Builder
Work Together

Let's build
something real.

I'm available for freelance projects — campaign concepts, email creative, Shopify and Klaviyo work, brand voice, and copywriting. I work end-to-end: strategy through implementation, start to finish.

New to Upwork, not to the work. Happy to start with a paid sample project so you can see exactly how I think before committing to anything larger.

Get in Touch See Live Brand →
I communicate before you have to ask. You'll always know where your project stands.
I meet deadlines. Running a real business with real customers taught me that.
I read the project carefully. I come back with work that actually responds to what you asked for.
I implement, not just advise. Strategy is only useful when someone executes it. That someone is me.
Low-risk start available. Paid sample projects welcome — see how I work before committing to a larger engagement.