BRAND BUILDER ~ CONTENT DIRECTOR
All Touch Points. One Voice.
• Strategic Concepts: creative ideas to fulfill what’s personal and relevant about a consumer’s experience of a brand product or service
• Compelling Content: engaging messaging with a consistent, positive brand voice to cultivate and convert consumer desires into action
• Brand Evolution: valuable research and understanding of a company and their consumers to ignite or deepen what’s most inspiring about their relationship
EXPERIENCE
PANCREATIC CANCER ACTION NETWORK
Digital Content Manager
Los Angeles, CA
Feb 2015 - Present
- Oversee and optimize digital content on pancan.org to increase search engine optimization, engagement and conversion as well as enhance user experience
- Create assets (web pages, emails, videos, stories, whitepapers, etc.) each month to drive website visits, leads, subscribers, awareness or other critical metrics
- Partner with programmatic departments to create stories and content in real-time that support the organization’s and the department’s goals and priorities
- Collaborate with designers, programmatic marketing teams and external agencies to produce relevant content that fulfills the needs of target audiences and key stakeholders
- Produce and manage video content for web, email and social media to consistently expand awareness about the organization and its services
- Supervise project manager and freelance writers on multiple campaigns
- Manage optimization of blog content to attract site visitors through search and email
- Serve as a lead editor across departments to ensure brand and messaging consistency
- Conduct performance analytics to guide digital content strategy
MIDDLE WAY L.A.
Communications Manager
Los Angeles, CA
March 2010 - March 2014
- Created content for educational institute’s direct marketing digital and print initiatives
- Collaborated with art directors and web developers on concept, strategy and U/X for website and e-communications; optimized site content, architecture and podcasts
- Directed social media initiatives, editorial calendar and press coverage for events
- Supervised administrators, prioritized workload needs and assigned tasks to staff
- Developed online strategy based on analysis of site, social media and email metrics
- Facilitated CMS to update and maintain website and e-newsletter
SENIOR COPYWRITER | ACD
Freelance
New York, NY | Los Angeles, CA
Nov. 1997-2004 | Sept. 2004 - Present
Interactive
- Brierley + Partners: created content for Westfield Connect loyalty website and email marketing initiatives for Sony Blue-ray, Hilton Honors and e-Rewards
- Westfield: strategized with directors of marketing nationwide on launch of new flagship center websites; created new brand voice, style guide and site content for premium retail centers’ stores, entertainment, service, partnership and event portals
- Nature Made: managed cross-functional project consisting of content strategy, structure and execution with marketing department for launch of A+ product pages on Amazon.com; developed strategy, concepts and content with brand team for launch of new supplement portals and social media campaigns; generated concepts and content for launch of new e-commerce site; produced product portals with videos, interactive tours and articles; created content for launch of new mobile app and banner campaign; edited science team articles for online publication
- CRG: strategized content structure for the premiere vacation home brand's website launch; delivered SEO content for new site; developed social media campaign for hosting of new PBS TV series; created strategy decks and campaign content for digital OOH
- Herbalife: created content for website, videos, webzine and e-newsletter articles; developed templates and practices for main portals; generated content for Flash-based marketing initiatives; devised keyword-driven content for company’s first e-commerce initiative
- Traffic Marketplace: developed SEO content for display/banner ads, e-blasts, lead generation, co-registration and Flash-based marketing initiatives for network clients reaching over 100 million unique users per month; defined site architecture and page content; devised and directed editorial calendar; generated creative briefs
- Uniworld: conceptualized and created content for website, videos, e-blasts and banner ads for premier travel and hospitality brand
- J Brand: developed concepts and content for women's and men's e-commerce store, social media and banners
- Lucky Brand Jeans: created content for website, social media and e-commerce store of men's, women's and children's apparel and accessories
- Bloomingdale's and Macy's: conceptualized and created content for fashion and home portals
- MGM: strategized and created content for searchable movie database of MGM.com
Print & Broadcast
- Pluzynski & Associates: conceptualized and created copy for Alfred Dunhill, Dean & Deluca, Pierre Deux and Cartier collateral and direct mail
- Isocurve: conceptualized and created copy for Mercedes-Benz and Bosendorfer collateral and direct marketing
- Nature Made: conceptualized and created copy for broadcast, ads, packaging, display and direct mail; developed concept and content of company's first style guide; created packaging content for company's first focused brand
- CRG: conceptualized and created content for property management brochure and rack card for premier vacation home hospitality brand
- Bloomingdale's and Macy's: created magazine, newspaper, direct mail and broadcast copy for fashion and home divisions
- Uniworld: created copy for broadcast, advertorials, press releases and collateral; developed brand name for new identity launch
FILENE'S
DIVISION OF FEDERATED INC.
Copywriter
Boston, MA
June 1992 - Oct 1997
- Graduated from Federated's Executive Training Program as Filene's first Advertising Executive
- Conceptualized, created and edited direct mail, newspaper, magazine, collateral and broadcast copy for fashion and home divisions
- Strategized with Copy and Creative Director on new style guide and promotional techniques for Direct Mail Copy Department
- Trained new direct mail copywriters
COMPUTER SKILLS
Software: Adobe CS, MS Office
CMS: WordPress, ExpressionEngine, Drupal
EDUCATION
Boston College, Bachelor of Arts & Sciences
Major: English Concentration: Marketing