Marketing Strategy | Brand Voice | Social Media Management Customer Engagement | Content Marketing | B2B/B2C/SaaS
EXECUTIVE SUMMARY
Strategic, resourceful copywriter and content marketing strategist with 9+ years of proven experience successfully creating fresh, compelling concepts and on-strategy marketing and advertising campaigns which ran successfully across all channels.
Proven track record of success includes driving both measurable actions and customer engagement, generating leads, increasing sales, developing on-target communications, and redefining brand voice for clients ranging from start-ups to Fortune 500 global corporations.
Key Industries: SaaS; Software Development; Consumer Packaged Goods; B2B & B2C; E- Commerce, Hospitality; Food & Beverage; EdTech; DTC (Direct-To-Consumer); Retail
KEY ACHIEVEMENTS
Client Revenue Size: $450K up to $6.5 billion
Responsible for increase of 50,000 unique site visitors in one quarter for $400M client
-Directed all copy-related activities and helped define company rebranding strategy
-Included website rewriting, refreshing existing materials, and educating employees on new company voice and tone
Increased open rates by 10% in three (3) months by creating and editing digital assets
-Included emails, short and long-form SEO-optimized content, website copy, case
studies, and additional marketing collateral
• Successfully collaborated cross-functionally with:
-External client stakeholders including Vice Presidents of Marketing, Marketing Managers, and Vice Presidents of Sales
-Internal groups including Product Marketing, Design, Sales Enablement, Legal, and Growth Marketing
Increased open rates by 10% in three (3) months by creating and editing digital assets
-Included emails, short and long-form SEO-optimized content, website copy, case
studies, and additional marketing collateral
Increased email open rates from 15% to 20% within two quarters
CORE COMPETENCIES
Contentful | Google Suite | Dropbox | Microsoft Office Suite (Outlook, Excel, Word, PowerPoint) | Asana | HubSpot | WordPress | Google Analytics | SEO | Squarespace | HTML
PROFESSIONAL EXPERIENCE
Editorial, Content Strategy, and Marketing Lead June 2020 - present
V. Williams Consultancy
- Clients: Global SaaS and B2C brands including DoorDash, McCormick, Toast POS, and Good Eggs
- Increased open rates by 10% within three (3) months by creating and editing unique copy assets, such as landing & website pages, email campaigns, blog articles, whitepapers, case studies, success stories, press releases, and more
- Created a marketing campaign resulting in $350,000 sales increase in one (1) quarter
- Pitched to executive leadership and creative directors to drive campaigns from concept
- to execution, increasing customer engagement, lead generation, and sales
- Tracked KPIs and measured marketing asset performance across various channels
- Liaised with external stakeholders and internal teams, such as Product Marketing,
- Design, Sales Enablement, Legal, and Growth Marketing to develop and revise content
- based on customer and internal feedback
- Researched industry trends to inform content and editorial strategy
- Led cross-functional brainstorming sessions for marketing campaigns
- Maintained an external network of 50 hospitality professionals to inform the editorial
- strategy for the DoorDash for Merchants’ content calendar
- As the singular point person for DoorDash’s Trust & Reputation arm, interviewed over
- 50 business owners, secured panelists for events, and built email funnels
- As Editorial Lead, interviewed over five CPG and restaurant brands for Good Eggs publication relaunch
- Revamped the Good Eggs publication (The Source) and developed the editorial strategy and calendar in less than two months in partnership with the marketing team
- Written over 40 features (and counting!) for editorial publications such as Condè Nast
- Traveler, Food & Wine, Eater, Serious Eats, Resy, TASTE, and Thrillist
Lead, Copywriting July 2019 - June 2020
Kings Food Markets & Balducci’s Food Lover’s Market
• Led Kings rebranding strategy and spearheaded creation of all marketing collateral including but not limited to:
-Website rewriting, refreshing existing materials, and education of company employees on the new brand tone and voice
-Resulted in an increase of 50,000 unique site visitors in three (3) months
• Established best practices and created copy standards by defining a writing style, tone,
and voice to serve as a company-wide resource for both Kings and Balducci’s
- Increased email opens from 15.7% to 19.5% by revamping the style and copy of the
- Kings and Balducci’s weekly newsletters
- Created and edited internal communications on behalf of C-suite
- Wrote, edited, and optimized long and short-form copy for five (5) of Kings and Balducci’s weekly newsletters, including but not limited to:
- 12-page direct mail magazines twice monthly, landing pages, emails, web/SEO copy, social media, menus, OOH (out-of-home) placements, and other monthly deliverables
- Brainstormed copy ideas with Creative Team members
- Managed the editorial and strategy calendar for Kings and Balducci’s twice a month
- Copy edited 30-35 social media posts and ad campaigns on Facebook and Instagram
- alongside Social Media Manager
- Served as a proofreader and copy editor for 30-50 external and internal monthly
- marketing materials.
- Drafted and edited internal communications, product descriptions, event descriptions,
- and copy
- Proofread and verified copy of over 75 product descriptions monthly
Marketing Manager Oct 2017 - Sept 2018
Braze (Employee Size: 500)
- Clients: Hinge, Harry’s, Rosetta Stone, Care.com and more
- Oversaw client book valued at $1.7M
- Defined and implemented best marketing practices for 12 clients across the e-
- commerce, social networking, and banking industries
- Created a complete product-to-buyer funnel for Harry’s, including assisting with
- conceiving and writing copy for push and in-app notifications, emails and web
- campaigns, along with brainstorming ideas for future marketing campaigns
- Assisted in creating and editing email and web copy for clients such as Harry’s, Rosetta
- Stone, and Care.com
Account Manager Nov 2016 - Oct 2017
Account Coordinator Sept 2015 - Nov 2016
Return Path (Employee Size: 250)
- Clients: KAYAK, Vanguard, Great Value Vacations, TJMaxx, One Kings Lane and more
- Awarded as Top 5 Account Manager by Net Renewal Rate in Q1 2017
- Retained 100% of client base consisting of 26 accounts spanning the e-commerce,
- pharmaceutical, travel, and financial industries, with an annual book of business worth
- over $2.1 million
- Secured four (4) renewals YTD worth over $450,000 individually
- Assisted in creating and editing email, social, and web copy for clients such as KAYAK,
- Great Value Vacations, TJMaxx, and One Kings Lane
- Strategically advised and solved 20 client issues weekly by leveraging the knowledge of
- their business models to create customized solutions
- Worked closely with clients to analyze email performance, provide ad-hoc account
- management, and ensure customer satisfaction
Marketing Administrator Nov 2014 - Feb 2015
Croda Inc. (Employee Size: 3000)
- Clients: L’Oreal, La Roche Posay, Johnson and Johnson, and more
- Led corporate communication and problem-solving as the company’s key point of
- contact for both press and corporate customers, troubleshooting approximately 50-70
- inquiries a week
- Supported Vice President of Sales and Marketing and senior management by arranging
- client meetings, tracking the department budget, and assisting with mass mailings
Public Relations & Marketing Assistant Sept 2014 - Nov 2014
Public Relations & Marketing Intern Jan 2014 - Sept 2014
MST Creative Group PR
- Supported President and Vice President by strategizing and executing public relations and media campaigns for select clients, securing coverage in the New York Post and the Wall Street Journal
- Analyzed and researched five competitors’ markets and their demographics in detail, audited menus, and assisted with writing pitches for a client launch, resulting in the coverage of a popular dish in the New York Times
- Proactively outreached and followed up with 30 media contacts weekly to obtain media coverage for eight clients
- Assisted with agency brainstorming sessions to develop strategic and creative ideas for client accounts, leading to a sold-out event for a client
