Mags, writer and president
For nearly twenty years Margaret Schugt, president of She Does Words, has made a career developing communication tools and strategies for some of the most important development projects in Southern California and beyond.
“Great communication is great storytelling,” Ms. Schugt says. “It’s about how well you can explain a project, showcase the need, and highlight the benefits. Deceptively simple, but the story is the root of all communications outreach.”
This specific understanding has enabled her to successfully develop campaigns and collateral for Fortune 500 companies, major entertainment studios, luxury hotel and spa brands, leading consumer agencies and international commercial developers.
Most recently, She Does Words has supported Fox Studios by developing messaging for ongoing efforts and worked with Unibail-Rodamco-Westfield (URW) on their entitlement efforts. Ms. Schugt developed project-specific messaging and positioning for URW's outreach and approval process, collateral materials, community presentations, and drafted language for project websites.
She also worked directly with URW’s executive team to develop their keynote presentations for C-suite executives, as part of a larger thought-leader campaign.
“I still love writing speeches,” Ms. Schugt adds. “It’s the challenge of writing from someone else’s perspective and effectively delivering the message in a way that feels natural and approachable. I enjoy it today as much as I did when I wrote my first speech more than twenty years ago.”
Additionally, she has a keen interest in branding and has worked with media personalities, emerging companies, entertainment studios and established field leaders to help define and develop their brands in a way that successfully furthers company goals and footprints. From a specialty cookie company to the largest facilities management company on the west coast, and one of the largest resorts in California, Ms. Schugt continues to help organizations successfully tell their story.
“I genuinely enjoy branding,” she shares. “In so many cases, it’s putting specific words to the existing dreams to shape identity with a shared language. This allows an organization to define themselves in a way that makes them proud and provides a shared path to success.”
Before opening She Does Words in 2017, Ms. Schugt was the senior team leader at The Garvey Group. She was responsible for the direction, positioning, development, and creation of all written collateral material, speeches, and website development for the company’s entire roster of clients.
There, she coordinated closely with Pepperdine University, Paramount Studios, and NBCUniversal, among others on their long-range development/entitlement projects where she regularly wrote for public hearings and approvals.
Today, with She Does Words, Ms. Schugt continues to work with NBCUniversal and regularly develops collateral material for Disney projects across the globe.
Ms. Schugt lives in downtown Long Beach where, when not at her computer, she loves to go to the opera and the symphony. She can also often be found directing various productions at local theatres. Whether Shakespeare or a fresh new work, she has directed more than 60-plays throughout the United States.
“Again, it’s storytelling,” she volunteers. “It’s just a different kind. I guess I’m surrounded. And frankly, I couldn’t be more thrilled.”