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Senior Copywriter & Web Content Strategist
Amanda West
Detroit, MI
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About
Professional Qualifications Summary:
* Highly creative, driven, and multi-talented Web Communications Specialist
* Extensive experience in content generation, product marketing, and advertising
* Exceptional collaborative and interpersonal skills
* Dynamic team player with well-developed written and verbal communication abilities
* Highly skilled in team and vendor relations and negotiations
* Talented at building and maintaining "win-win" partnerships inside and outside the organization
* Passionate and inventive creator of innovative marketing strategies and campaigns
* Accustomed to performing in deadline-driven environments and working within time requirements
* Understanding of intellectual property rights compliance and enforcement
* Able to work with minimal supervision and lead others
* Organized and detail oriented
* Ability to work overtime/on-call/remote as needed
* Advanced analytical skills in Omniture, Google Adwords research, and Endeca business search
* Solid understanding of advertising and marketing processes as well as graphic design
* Knowledge of the retail industry and web retailing
* Knowledgeable in specific category product lines and core retail customer behavior
* Advanced copywriting and editing skills
* Advanced understanding of the relationship between content, user interface and technology
Creative Experience:
* Web Content Generation Marketing
* Web advertising banners
* Transactional web copy
* FAQ customer copy
* Editorial web copy
* Informational web copy
* Promotional web copy
* Brand messaging
* Legal disclaimers
* Product copy
* Email copy
* Press releases
* SEO copy
* Web content generation/editing using Content Management Systems
* Web content generation using Dreamweaver
* Journalistic article generation via HTML
* Marketing copy generation via Joomla/WordPress
* Web product catalog content creation/editing
* Marketing plan execution
* Marketing campaign strategy
* Marketing research
* Benchmarking
* Search engine optimization
* Internal search optimization via Endeca
* Marketing data analysis
* On-page SEO optimization
* Meta data keyword optimization
* Conversion tracking via Omniture -
Education
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Bachelor of Science in Journalism/Graphic CommunicationsEastern Michigan University1997 - 2002
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Experience
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Digital Content ManagerSouthfield, MIAug 2014 - Present (11 years 10 months)Work within the global marketing organization as the liaison between the catalogue, brand, and product marketing teams to gather, optimize and load product content into the CMS. Also work with the training center and outside agencies or freelancers on the development of original content including “How-to” copy and videos. Ensure all content is written in a consistent tone and is optimized for search. Creates processes and workflows related to content management.
• Develop and implement product content strategy within digital space
• Develop relationships with product, training, and sales teams to understand the voice of the customer
• Mine data captured by customer service, tech center and field sales to assist in the development of content creation
• Feed marketing team with recommendations for content based on business intelligence gathered from mining data
• Ensure web content is written in correct tone, adheres to best practices/standards and is proofread
• Develop content for blog posts and manage review responses
• Manage freelance writers, producers of video content, & SEO specialists
• Create an integrated online SEO strategy for for over 12 brands
• Create a workflow process for global content contributors
• Create product copy for e-commerce & brand sites
• Master data management workflow creation -
Web CopywriterGrand Rapids, MIApr 2012 - Jun 2014 (2 years 2 months)Responsible for writing, editing and optimizing online product copy for Meijer.com. Generate well-positioned transactional and informational copy consistent with the company's branding strategy and legal review. Edit web content and email copy for reading level, language consistency, brand voice, style, SEO keyword saturation and product data accuracy. Research Internet content issues, especially those relating to the retail sector and target demographic. Developed ideas to automate and streamline processes to gain work efficiencies. Maintain existing product information database and validate accuracy of information. Proactively address customer feedback regarding product details working with team and vendor partners to enhance customer experience. Responsible for quality control of product content and proactively identify areas for improvement on product detail pages and promotional content pieces.. Measured effectiveness of product copy, features, and data through site analytics and Omniture reporting. Work closely with Analytics Specialist on measuring, monitoring, and enhancing Internal and External search for entire site using Endeca Web Studio, Omniture and Conductor. Manage SEO projects from conception to post-mortem. Perform SEO keyword research, write, edit, proof, and test online content and copy with emphasis on increasing traffic and profitability of the business. Build a SEO keyword database in Microsoft Access and create SEO how-to training documents for team members. Train and direct other copywriters on SEO best practices as well as creating for them a SEO wiki for reference. Act as a liaison between copy team, merchandising, and marketing. Team member on-boarding as needed. Assist other teams/departments as needed.
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Web Content SpecialistGrand Rapids, MINov 2008 - Apr 2012 (3 years 5 months)Responsible for planning and implementing content distribution strategies, page content, product copy, and marketing copy for Meijer.com. Manage category, seasonal, and special projects from conception to post-mortem, including promotional coordination with merchandising, taxonomy changes, SEO, and affiliates as appropriate. Write, edit, proof, and test online content and copy with emphasis on selling products and services using CMS/Excel/OMS/Omniture/Dreamweaver. Act as a liaison between entire E-Commerce team, merchandising, and marketing. Create user interface wireframes in Microsoft Word and/or Adobe Illustrator, along with complete marketing plan, content, and measurement strategies. Generate well-positioned copy consistent with the company's branding strategy and legal review. Edit existing and new Web content and transactional emails for reading level, language consistency, brand voice, style, and accuracy. Research Internet content issues, especially those relating to the retail sector and target demographic. Proactively address customer feedback regarding product details working with team and vendor partners to enhance customer experience. Responsible for quality control of product content and proactively identify areas for improvement on product detail pages through testing and measurement in Omniture and Google keyword tools. Developed ideas to automate and streamline processes to gain work efficiencies. Maintain existing product information and validate accuracy of information. Measured effectiveness of product copy, features, and data through site analytics and Omniture reporting. Work closely with Analytics Specialist on measuring, monitoring, and enhancing Internal and External search for entire site using Endeca Web Studio and Omniture. Use web editing tools such as Dreamweaver and notepad pro to edit html code/web copy for placement in CMS.
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Marketing AssociateCougar Flooring & RemodelingLivonia, MIJan 2007 - Nov 2008 (1 year 10 months)Design, coordinate and execute all advertising and direct marketing promotional activities including direct mail, e-mail, telemarketing, web and print ads. Write and edit all online and print marketing copy. Purchase marketing lists from external vendors and organize internal marketing lists. Understand consumer dynamics and competition via market research and benchmarking. Respond to inquiries and requests via email and through web copy in form of FAQ content. Assist with monitoring effectiveness of marketing initiatives and recommend modifications, if necessary. Track costs of all online and print marketing programs in Microsoft Excel. Help identify the key drivers for the business and focus marketing efforts to achieve maximum results. PC Platform using Adobe CS3 software and Content Management System (CMS).
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U.S.-Arab Economic ForumDearborn, MIOct 2007 - Feb 2008 (4 months)Conceptualized, designed, and produced a variety of promotional and/or marketing materials including website copy, monthly e-newsletter, direct mail, web/print advertisements, e-brochures, online sponsorship packages, posters, folders, letterhead, envelopes, business cards, and resource guide magazines. Coordinated the printing/web production process to ensure quality. Wrote printing and other online production specifications/guidelines and inspected electronic/printed proofs for accuracy. Developed and maintained a graphics library, including organization of digital files. Completed website updates of graphics and/or content as needed using a Web Content Management System (CMS). Contributed to writing and editing of various forms of online communication. Assisted with promotion and production of events. Mac Platform using Adobe CS2 software and Content Management System (CMS).
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Creative Marketing AssociateAnn Arbor, MIFeb 2007 - Oct 2007 (8 months)Assisted marketing department with the design, writing, editing, production, routing and/or mailing of marketing materials using Adobe CS2 software (ie: Direct Mailers, Brochures, Flyers, Business packages, site plans, floor plans, labels, stickers, signage, and other custom marketing pieces). Responsible for Corporate Credit card purchases to obtain collateral for marketing pieces produced and online advertising. Corporate Credit card reporting and reconciling via Microsoft Excel and detailed reports. Billing and Invoicing using Adobe Live Cycle Designer. Contributed to writing and editing of various forms of communication. Generated web content, edited web graphics, and updated content using a Content Management System (CMS). Did off-site photography.
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Marketing CoordinatorArt Image InkWestland, MIFeb 2004 - Jan 2007 (2 years 11 months)Planned and organized logistics related to events, buildings, performers/artists and other personnel using skills in arts-related law, accountancy, press liaison, and public relations worked to secure funding for venues or specific events writing, or contributing to, online and printed publications which accompany arts-related events and activities arranging performances, artists, venues, security, catering and sale of tickets administrative, marketing and office management duties. Marketing a performance or event through direct mail, advertising, producing posters, or publicity leaflets using Adobe Illustrator & In Design creative software, generating interest from the media, ticket competitions, raffles, fundraising dinners, radio advertisers, or attracting reviewers through web and print medias. Generated web marketing copy using Content Management System (CMS). Did off-site photography.
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Marketing CopywriterMarketing Concepts LLCTaylor, MIJun 1998 - Jan 2004 (5 years 7 months)Produced copy for products, ads, direct mail pieces, and brochures. Also, produced many other kinds of writing projects, such as copy for web, newsletters, articles, press releases, trade show materials, annual reports, case studies, product specification sheets, white papers, and catalog product copy for multiple clients that range from corporate to non-profit. Used content management system (CMS) for web copy and Adobe In-Design and PageMaker for print publications. Did off-site photography.
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Skills
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On Coroflot@AmandaWest, member since 2014
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