SENIOR COPYWRITER, STRATEGIST, EDITOR/PROOFREADER & CONTENT MANAGEMENT
& CREATOR SPECIALIST/STORYTELLER
Results-oriented writer and content producer with ample experience in both marketing communications and editorial/journalistic writing. My foundation as a marketing/advertising writer paved the way for my later expertise in content curation and strategy. I’ve developed a niche expertise in the high tech, healthcare and financial markets because of my many positions in these three verticals. I’ve also had the good fortune to go into a number of digital environments and lead the strategic direction of content creation, voice and brand, as well as become the steward/manager of all content across all media and platforms and every user touchpoint. And I’m equally versed in both B2B and B2C communications.
Extensive experience in content development and management with multiple CMS platforms (Wordpress & Drupal), UX/UI, CRM, data-driven conversion optimization, editing, social media, mobile, SEO, digital advertising, video scripting, project management, brand building, interactive, traditional advertising, direct marketing, sales support, event planning and PR. Strengths include: concepting, budgeting & problem resolution, and interviewing skills Broad range of category expertise including: financial/insurance, energy, healthcare, medical devices, travel and hospitality, high-tech (hardware, SaaS, AI, security, blockchain), QSR, consumer packaged goods, consumer electronics, retail, real estate, and transportation. Online proficiency in concepting integrated campaigns creating landing pages, e-mail blasts, and microsites
Vertical Specialist – An expert in communicating benefits of IT and Health/IT technical environments to non-technical audiences as well as presenting the business cases. I’ve achieved this through clients such as IBM Watson Health and its cloud division with messaging that illustrates how IBM’s solutions help healthcare and other clients solve such challenges as migration from legacy systems to the cloud, as well as adopting AI and analytics. With Giddy Holdings, a manufacturer and Ecommerce seller of an FDA registered medical device, I was instrumental in communicating educational materials about the product and its benefits to the consumer and medical professionals on the company’s website hosted on an Azure hybrid cloud environment.
Conceptual – Able to quickly zero in on the essence of what makes a product or service unique in the marketplace and position it for maximum impact. Very effective at taking the marketing strategy and translating it into memorable creative approaches that deliver measurable results and increased awareness.
Multimedia Campaign Development – Create campaigns with both online and traditional media components. Expertise in creating interest through traditional media and driving the target audience to respond via interactive creative.
Long Form – Training and education in the field of journalism facilitates the ability to write long form and short form copy including: brochures, case studies, collateral pieces, direct marketing pieces, as well as Website content that requires more detail and explanation.
Technical Writing – Rare ability to take highly technical subjects and make them not only easily understood but also interesting. Experience in researching and distilling complex subjects into benefit-driven pieces.
Marketing Strategy – Knowledgeable in the discipline of marketing with a firm understanding of positioning, strategies, target audience and tactics. Create communications programs that achieve business goals.
PROFESSIONAL EXPERIENCE
Senior Copywriter/Content Manager, Charles Schwab (Contract), Austin, Texas 09/22-12/22
Writing web content, social media, and blogs. Engage with stakeholders and managers about progress.
Created content that demonstrated to users how technology can better help them navigate their portfolios on multiple devices. Translated technical information to make it more user friendly for high value investors.
Web Content Mgr./Writer, U.S. Money Reserve (Precious metals financial company). Austin 01/22 – 08/22
Writing, editing and managing email campaigns, blogs, and web content. Agent of change for web content.
Brought in as a disrupter to completely pivot the messaging to become more effective and ensure that the content is consistent across all platforms and consumer touchpoints.
Created content that showcased the new IRA platform and how this technology can help users create and maintain an IRA account by themselves Curated content that helped prospective targets better understand the company’s offerings and its technology differentiators Added meta tags to photo library.
Senior Copywriter/Web Content Mgr., Giddy Holdings (E-com seller of medical device). Austin 10/20- 08-21
Concepted/wrote emails, ads and social/mobile media campaigns, along with agent of change for web content. Increased engagement with target audience across multiple platforms.
Led the strategic direction of content and completely overhauled the messaging and brand voice of the client.
Created content that showcased the new web platform and its multimedia technology Boosted SEO content to improve the ranking of the website Interviewed SMEs in the medical field to create unique content.
Senior Copywriter/Web Content Manager, IBM (Contract through APC). Austin, Texas 08/19-09/20
Interviewed and wrote case studies/content for IBM clients in Watson Health, cloud, analytics and AI sectors.
Interviewed SMEs and IT experts within IBM and clients (domestically and internationally) to get the tech story and translate it into a business case for consumers of the material.
Worked on content for both Watson Health and the Cloud sector emphasizing digital migration to such environments as Azure and hybrid.
Contract/Freelance Copywriter & Web Content Writer and Manager, Austin, Texas 07/17-Present
Clients: Elevance Health (offers suite of health plans through Anthem Blue Cross and Blue Shield), Comerica, Toolbox Studios (websites), HungerRush (website and blogs for SaaS company), Rotary International (email, blogs and website), Waste Management (digital and social media campaigns), RapidDeploy (email marketing, blogs, articles and other marketing materials for 911 AI software company), American Airlines (ad campaigns), TSC Subsea (articles, blogs and emails for oil & gas support company), Hostway|HOSTING (email campaigns, landing pages & social posts), Coral Team (website/UX, PR & branding), ReconaSense (branding & content marketing for AI software security company) ISG (email/blog marketing for AI and blockchain company), Credit Union of Texas (content marketing), Brink’s (ad and email campaigns), RumbleON (online videos & promo material), Michaels (email campaigns), Wyndham Hotels (Proofreading/writing B2B tradeshow content), Capson Physician Insurance (whitepapers & blogs), Ideara (whitepaper for DBAs and BAs), Beneplace (writing/editing ecommerce product content)
For most of the clients, my job was to bring a fresh perspective and strategic thinking so they can move the needle and communicate more effectively to their respective target audiences.
Many of the clients I’ve done freelance for above involved promoting the technology of niche SaaS providers and digital migration specialists Interviewed many SMEs in various specialized verticals including healthcare, insurance, and tech to create and curate content.
Senior Copywriter & Content Producer, PrimeLending. Dallas, Texas 12/16 – 06/17
Concepting/copywriting campaigns & deliverables for B2C and B2B in digital, web, social, print and video.
Senior Copywriter/Freelance Copywriter. Dallas, Texas 1/15 – 12/16
Clients: DMNMedia (Dallas Morning News), The Spine Center, Competitive Cameras, TIGI, Zales, Crooked Crust Pizza, Solle Infusions, Dent Zone, AAFES, 1st Community Credit Union, Institution Solutions, Triad Business Marketing, WorldVentures, Texas Health Resources, Skyjet, United Heritage Credit Union, Air Comfort, Society of Diagnostic Medical Sonography (video scripting), Tenet, and Vizient.
Web Content Writer/Manager. Sq1. Dallas, Texas 03/13 – 01/15
Rewrote/edited website content/added SEO. Wrote white papers, blogs, website content, articles and PR.
Senior Copywriter. Calise Partners. Dallas, Texas 08/12 – 03/13
Clients: Taco Bueno, Service Experts Heating & Cooling, Montana Mikes, Sirloin Stockade, Dallas Boat Show.
Senior Copywriter/Freelance Writer & Web Content Manager/Broadcast Producer/Writer. 03/03 – 07/12
Agencies/Companies: Calise Partners, JCPenney, CoreLogic, Metric Interactive, TMA Interactive (formerly Temerlin McClain), Numantra, Rapp, Reef Oil & Gas, and TV Guide Channel.
Clients: Tenet, Sage Telecom, Tyson, TGI Fridays, True.com, Classmates.com, Dallas Stars, Miss Oops, Nokia, Village Jewelers, Planet Tan, Radio Shack, EDS, ACE Cash Express, Carter Blood Care, McAfee, United Regional Hospital, Venus Wafers, HOYA Vision Care USA, Overhead Doors, Bank of America, Hyatt Hotels, Reef Oil & Gas, TV Guide Channel/Interactive, and Barker Bariatric Center (blogs), and Vizient (healthcare).
Senior Copywriter. Italia Advertising. Dallas, Texas. 06/01 – 04/02
Clients: CompUSA and Famous Footwear.
Associate Creative Director. J. Walter Thompson. Dallas, Texas. 08/00 – 05/01
Clients: Shell Oil, Brinker, Marriott Hotels and Texas Health Resources
Senior Copywriter. AvreaFoster. Dallas, Texas. 05/97 – 08/00
Clients: Dallas Museum of Art, Southwest Airlines, First USA, Fidelity Investments, Compaq, EDS, PrimeCo/Verizon, Lucent and Centex.
Senior Copywriter. MCCommunications. Dallas, Texas. 09/93 - 04/96
Copywriter. Foote Cone Belding Inc. Toronto, Canada. 10/92 - 09/93
Clients: IBM, Mazda, and Royal Bank (Canada's largest financial institution).
EDUCATION
Seneca College of Applied Arts. Diploma in Creative Advertising/Broadcasting
Ryerson University. Bachelor of Applied Arts (Journalism)
Southeastern Career Institute American Bar Association Approved Paralegal Program