Simmons University

Boston College

Experienced Writer and Content Strategist, Consultant for Enterprise Teams, Agencies, and Startups

Portland, Oregon

Current clients: April6 Agency (Clients: AWS, Sisense) Kennebunk Savings, Arm

Freelance (Self employed)

Senior Writer and Content / Brand Strategist

The word "pivot" best describes this experience. Expectations and challenges changed quickly when a new CEO stepped in and then the pandemic hit. Still, I produced some good work during the six-month contract. Jama Software provides the leading platform for requirements, risk, and test management. With Jama Connect and industry-focused services, teams building complex products, systems, and software improve cycle times, increase quality, reduce rework, and minimize effort proving compliance. The customer base includes companies in the automotive, medical devices, financial services, industrial manufacturing, and aerospace industry.Jama's tools support product teams in a remote work environment. Initial 2020 marketing goals changed to meet new messaging needs for the pandemic.> Worked closely with the VP of Marketing to create a messaging architecture around remote work. It became a foundational narrative for PR and internal teams. > Wrote blog posts and outlined webinars around the narrative.> Wrote executive communications.I also created content for a new marketing strategy aligned to verticals, as outlined by the new CEO.> Created a messaging architecture around Jama's tools in the context of the medical device industry.> Wrote product video scripts and storyboards, both general product overviews and medical device specific.> Created UX, content strategy, and messaging for web pages and eBooks, both general and medical device specific.> Wrote web pages, eBooks, whitepapers and case studies.

Jama Software

Senior Writer, Content Strategist

Work that felt good because of the positive environmental impact.MindClick uses a cloud-based technology called the the MindClick Environmental Health (EH) Index™ to convert big data into powerful product intelligence, and rate the EH performance of manufacturers and their products. They help global brands partner with their supply chains to deliver on the social and environmental commitments they make to their consumers, customers, employees and investors. I worked directly with the Founder/CEO of this startup to develop a content and messaging strategy, and help define the MindClick story during a fast-paced period of company growth. Put simply: I pulled everything out of the founder's head to document consistent messaging, strategies and goals so new employees could better articulate the company as a brand and help it grow. The technology is doing great things for the environment and it was a rewarding project.Responsibilities:> Write and edit as needed to ensure MindClick shared impactful, high-quality content in presentations, pitches, and at events.> Assist with development, implementation, and documentation of foundational positioning, POV, and value propositions to work toward a consistent brand story.> Apply creative thinking to product marketing content. The result: playbooks, videos, and webinars that explain product benefits and provide simple explanations of technologies.> Serve as client liaison and collaborate with agency in a brand and website redesign, including oversight and input into visual identity and functional components for UX.> Help executive leadership refine talking points regarding products and solutions.> Advise, educate, and empower public relations teams and agency partners to do great work with MindClick.> Consult on a marketing and PR approach to advance MindClick’s leadership.> Continually research market trends to understand content engagement among different audiences.

MindClick, Inc.

Consultant, Content + Messaging Strategy (contract)

Apple? Yes, Apple. Friends I knew from Yahoo! worked there now, and when a new product went into development, I was fortunate enough to get the call. This was a special experience because it was a first--I was on the very first marketing team for this totally new product, the first writer in charge of messaging and content.Search Ads gives developers of any size a way to promote their app at the top of App Store search results. I provided content and messaging thought leadership for the inaugural marketing team at product launch and continued to shape the Search Ads experience on the product marketing team during the global expansion. See <a href="http://searchads.apple.com">searchads.apple.com</a>. Much of the original content remains.Responsibilities: > Collaborated on the development and execution of content strategies for product/feature launches including product UI copy, feature naming and descriptions all while maintaining consistency across a global audience of developers.> Developed documentation, video tutorials and sales support.  > Developed talking points and scripts for Apple events and PR> Provided creative copywriting and talking points/narratives that resonated with developers.> Worked closely with product, marketing and human interface teams to translate technical features into meaningful customer benefits across a variety of audiences.> Translated product knowledge into meaningful help content for Apple sales and support teams. > Ensured Search Ads had a clear and consistent voice across audiences. > Collaborated with designers, researchers, product managers, product marketers, and engineers to ensure consistent messaging.> Interviewed and worked closely with the Sales team for product positioning insights.

Apple

Product Marketing, Senior Writer and Content Strategist for Apple Search Ads (contract)

Over five years, the agency always called me back for my expertise, but I always learned something new from them. That's a great partnership.Project-based work for this digital experience design agency over the years included B2B and B2C content strategy, UX writing, and copywriting as part of XD teams. Work considered user needs, corporate experience principles, business goals, and key marketing objectives, and included analysis of existing content assets, targeted content audits and competitive analyses, content modeling, persona creation, user journeys, and translation of findings into editorial/UX recommendations. Also led many content, brand, and product naming workshops. They called me back in often over five years. Made many friends. Learned many new things on the fly every time I came back for a new project. That kind of experience is invaluable, and why I like freelancing.Clients:> Pacific Power> NW Natural Gas> Zimmer Biomet> Avista Utilities> Kindercare> BMC Software> Banner Bank> Axway (cloud-enabled data integration platform)

PK (Formerly Connective DX)

Lead Writer/Content Strategist (contract)

Many years, much work, a valuable education in what it takes to overhaul a brand at a large company.In a partnership with Scribe Story Studios, I helped develop SunTrust brand values and a brand voice to support a bold new brand and financial movement. I then provided continued strategic support to bring it to life. The strategic goal: Explore what would happen if bank people talked like ... people. Our work included in-person brand voice and story training for 200+ in-house marketers and agency partners, and  ultimately a distribution to all 20,000 employees.Other SunTrust work over the years:> Content strategy and copywriting for <a href="http://SunTrust.com">SunTrust.com</a> - Homepage, Small Business, Residential, Wealth Management, Careers> Targeted content audits> SME/stakeholder interviews to reposition Human Resources, Careers, Business sections of website for improved customer experience> Competitive narrative analysis > Development of a core messaging strategy> Brand strategy to help integrate a different agency's onUp campaign with existing brand principles> Verbal identity and accompanying guide, designed to help everyone communicate with precision, personality and consistency—everywhere.> Brand voice video 

SunTrust

Consultant, Writer, Content and Brand Strategy (contract)

I am a dog person. But I allowed cats to be in the videos and other communications I helped create.Assisted with various content and strategy projects during the development of a new content marketing discipline under a new marketing leader. The goals: better position Banfield internally and externally as a leader in preventive pet healthcare services, and express the five principles of parent company Mars, Inc. through internal and external communications.As a sappy dog person, this was my dream client. Just take a look at the videos I did for them and you'll see how invested I was. Fun fact: It's been five years since the first video I did for them, and they still use it because they said it makes people get teary. Work included:> Videos: Created storyboards and scripts for videos to express Banfield’s voice and values at internal conferences and in external marketing communications.> Workshops: Led voice and tone workshops to create a unified brand voice across the company, and improve storytelling across departments. Also advised on newsletter and email communication best practices.> Intranet strategy: Provided strategic direction to improve engagement on the employee intranet. > Brand strategy: Explored strategic alignment of Banfield’s brand with larger corporate Mars brand to identify a roadmap.

Banfield Pet Hospital

The art and science of emails.> Wrote demand generation emails and marketing collateral for B2B technology companies. > Created content that generated, nurtured, and converted leads to revenue.

Spear Marketing Group

Copywriter (contract)

Collaborated closely with Digital Marketing, Solutions Marketing and Demand Generation.> Championed data as an essential marketing component and creatively connected it to real-world outcomes for clients and employees.> Creatively disrupted typical thinking around big data to showcase relevance of Webtrends products and solutions.> Researched to identify important audiences and key touchpoints for engagement. > Built messaging architectures for products.> Built a consistent, effective corporate brand voice and narrative across digital channels. > Developed content strategy plans and recommendations for digital properties, print collateral, and promotional materials. > Helped teams develop innovative marketing initiatives for product launches and events.> Collaborated with digital marketing, business development, technical marketing, and product managers to position and promote solutions.> Wrote, developed, and maintained Brand Guidelines documentation. > Created brand-building conceptual work including infographics, slideshares, playbooks.

Webtrends

Product Marketing, Brand and Content Strategist (contract)

Creative writer for a global direct response advertising and marketing agency. > Collaborated closely with a design partner to create elegant and compelling concepts for print and online direct response collateral. > Created and curated brand voice and identities for new or reimagined products and services. > Worked closely with usability experts to continually improve digital customer experiences.Clients: Visa B2B, New York Life, Cancer Treatment Centers of America, SunTrust Bank, Union Federal Loans, MaxClarity Acne Solution

Havas Edge

Senior Copywriter

Project-based. Worked directly with clients and agencies in support of brand initiatives and interactive and print campaigns. Clients: Euro RSCG, The New Group, Heinrich Marketing, Demand Media (<a href="http://eHow.com">eHow.com</a>) Knowledge Universe, BBSI, Listen Technologies, Guthy-Renker> Content strategy and copywriting duties> Creative concepts > Messaging and brand platforms

Freelance

Senior Writer/Creative Strategist

Yahoo! Search Marketing, Yahoo! Small Business, Yahoo! Advertising Solutions, Yahoo! HotJobs, Yahoo! Sports> Created concepts and copy to support the Yahoo! brand across B2B and B2C communications.> Explained complex technologies in marketing and sales collateral.> Promoted technology platforms and products and generated ideas that expressed business value quickly. > Created clear narratives from complex research and data to show value of technology solutions.> Interviewed customers to write compelling case studies about business solutions.

Yahoo!

Senior Writer

Agency work at Direct Partners: PeoplePC Online, Earthlink, Pedigree, NokiaAssisted with concepting and writing of online and print direct marketing campaigns. Juggled multiple clients and deadlines.Client-side work: Murad Created a content library for use online (blogs, landing pages, newsletters) and in print (catalogues, brochures). Also formulated messaging for a new product.Client-side work: ProactivUpdated product copy and collateral for seasonal catalogues, inserts and promotions.

Self-employed

Freelance Senior Copywriter-Direct Partners agency and more

United Mileage Plus, Hilton HHonors, MySony, Nokia, Ann Taylor A!, On-call VacationsStarted as a Junior Copywriter at this industry-leading loyalty/CRM agency, evolved into a seasoned Senior Copywriter. Wrote and edited copy and supported brand standards across international communications including direct mail, long-form brochures, e-newsletters and the global family of <a href="http://United.com">United.com</a> websites. Helped shape the online voices for United and Nokia. Easily shifted between voices as appropriate for different audience tiers within loyalty programs, including Hilton HHonors.

Kari Olivadotti-Peters

Kari Olivadotti-Peters