Andrea Stephenson
Engaging Writer | Multi-Channel Marketer | Project Manager
General info
Engaging Writer | Multi-Channel Marketer | Project Manager
- Benefit-focused storyteller
- Multi-media savvy
- Skilled researcher, editor and brand builder
- Adept at making complex information accessible
- Comfortable leading, mentoring or flying solo
- Ability to juggle multiple projects
- Innovative customer-first thinker
- Collaborative and positive team player
Experience
COPY DIRECTOR/WRITER (PRINT, WEB, SOCIAL, RETAIL)
Hands-On Writer:
• Write catalogs, product copy, emails, blogs, Web/mobile pages, digital ads, product videos, social content and more
• Grow customer loyalty with points/credit rewards, sweepstakes and gamification marketing
• Write copy for credit marketing and promotional offers
• Write customer service help screens, collection letters and call scripts
Brand Builder:
• Develop messaging strategy and brand guides for 18 affiliated brands
• Rebrand/launch new acquisitions like Montgomery Ward, Dr. Leonard's, Wisconsin Cheeseman, Healthy Living and more
• Version content for Amazon and marketplace outreach
• Partner in blog, video and all social media strategy to build brand engagement
• Translate business goals into directional creative briefs to inspire creative teams
• Present concepts to executives, lead brainstorms, inspire ideas and create roadmaps
• Compile customer data and campaign analysis to drive creative decisions
• Collaborate with list managers, lead creative targeting tests for new customer segments
• Manage Spanish translations/localizing messages to expand brands into new markets
• Leading the exploration of Artificial Intelligence use for copy writing, versioning and personalized messaging for both prospecting and resource efficiency
Team Player:
• Collaborate extensively with art, merchandising, product development, Q.A., I.T., VPs and owners
• Collaborate with digital team to monitor KPIs to increase web % of sales and maximize ROI of paid ads, email marketing and content creation
• Manage, motivate and mentor 18 writers and proofers/editors, coordinate freelance and agency help
• Set department and individual performance goals, guide with engaging improvement tools
• Develop and empower "best practice" creative decision making in Web, mobile, social, catalog and retail channels
• Lead collaboration/process improvements between departments
• Develop calendars, schedules, budgets and resource plans
• Trouble shoot and advocate software system upgrades
• Lead marketing education classes for high school and college students
Results:
• Oversee 50,000+ catalog pages, emails, web pages, social media and special projects a year
• Increased production capacity 25% with restructuring and process improvement
• Saved well over 600 copy writing and proofing hours a year with a “style standards” WIKI
• Increased new product copy creation by 42% with process and software improvements
• Saw a significant rise in acquisition after leading the charge to rebrand each company
• Increased credit response rates 2% in key brands by developing new messaging
• Growing mobile orders through real-time credit approval and text messaging strategy
• Mitigated legal risk by creating data privacy and standard legal disclaimers
• Write catalogs, product copy, emails, blogs, Web/mobile pages, digital ads, product videos, social content and more
• Grow customer loyalty with points/credit rewards, sweepstakes and gamification marketing
• Write copy for credit marketing and promotional offers
• Write customer service help screens, collection letters and call scripts
Brand Builder:
• Develop messaging strategy and brand guides for 18 affiliated brands
• Rebrand/launch new acquisitions like Montgomery Ward, Dr. Leonard's, Wisconsin Cheeseman, Healthy Living and more
• Version content for Amazon and marketplace outreach
• Partner in blog, video and all social media strategy to build brand engagement
• Translate business goals into directional creative briefs to inspire creative teams
• Present concepts to executives, lead brainstorms, inspire ideas and create roadmaps
• Compile customer data and campaign analysis to drive creative decisions
• Collaborate with list managers, lead creative targeting tests for new customer segments
• Manage Spanish translations/localizing messages to expand brands into new markets
• Leading the exploration of Artificial Intelligence use for copy writing, versioning and personalized messaging for both prospecting and resource efficiency
Team Player:
• Collaborate extensively with art, merchandising, product development, Q.A., I.T., VPs and owners
• Collaborate with digital team to monitor KPIs to increase web % of sales and maximize ROI of paid ads, email marketing and content creation
• Manage, motivate and mentor 18 writers and proofers/editors, coordinate freelance and agency help
• Set department and individual performance goals, guide with engaging improvement tools
• Develop and empower "best practice" creative decision making in Web, mobile, social, catalog and retail channels
• Lead collaboration/process improvements between departments
• Develop calendars, schedules, budgets and resource plans
• Trouble shoot and advocate software system upgrades
• Lead marketing education classes for high school and college students
Results:
• Oversee 50,000+ catalog pages, emails, web pages, social media and special projects a year
• Increased production capacity 25% with restructuring and process improvement
• Saved well over 600 copy writing and proofing hours a year with a “style standards” WIKI
• Increased new product copy creation by 42% with process and software improvements
• Saw a significant rise in acquisition after leading the charge to rebrand each company
• Increased credit response rates 2% in key brands by developing new messaging
• Growing mobile orders through real-time credit approval and text messaging strategy
• Mitigated legal risk by creating data privacy and standard legal disclaimers
COMMUNICATIONS MANAGER, LEAD WRITER
Creative Directing and Copywriting:
• Health newsletters, education booklets, white papers, medical journal articles
• Ads: Web banners, newspaper, direct mail, billboards, TV, radio
• Physician marketing
• Intranet, Internet and internal communications
Managing:
• Multi-channel strategic planning, analysis and campaign development
• Led team productivity and process improvements, coached individuals
• Coordinated and directed freelancers/vendors
Press Relations:
• Press releases, community outreach events
• Disaster management spokesperson
• Public officials liaison (health reform, budget cuts, etc.)
• Health newsletters, education booklets, white papers, medical journal articles
• Ads: Web banners, newspaper, direct mail, billboards, TV, radio
• Physician marketing
• Intranet, Internet and internal communications
Managing:
• Multi-channel strategic planning, analysis and campaign development
• Led team productivity and process improvements, coached individuals
• Coordinated and directed freelancers/vendors
Press Relations:
• Press releases, community outreach events
• Disaster management spokesperson
• Public officials liaison (health reform, budget cuts, etc.)
SENIOR WRITER, CONTENT MANAGER (PRINT, WEB, SOCIAL, PUBLIC RELATIONS, RETAIL)
Creative Lead/Content Management:
• Developed unique audience-engaging campaign themes and copy
• Created new product names, pet and travel brand lines, campaign themes and packaging
• Created and wrote blog entries, editorial site content, email, homepage and category pages
• Wrote radio, television, billboard and viral video content
• Optimized copy to improve organic and paid search results
• Created the navigation, user experience and branded look of the Website
• Created floor sets – from optimized merchandise placement to point-of-purchase ads
• Coordinated the first retail store opening from project management to public relations
• Coordinated agency and freelance help
Managing/Reporting:
• Presented seasonal plans and progress reports to board of advisors
• Lead strategic planning and campaign analysis
• Improved team productivity and Web budgeting/forecasting processes
• Directed system and user interface changes via technology vendors
Results:
• Renamed hero products and exceeded 10-fold profit increases
• Increased email sales 40%+ year over year
• Grew Web percent of total sales from 30% to 50+%
• Increased gift card sales 30%
• Grew conversions, order values and search traffic 10-30%
• Doubled “Web Only” product profits in two years
• First retail store success inspired multiple store openings
• Developed unique audience-engaging campaign themes and copy
• Created new product names, pet and travel brand lines, campaign themes and packaging
• Created and wrote blog entries, editorial site content, email, homepage and category pages
• Wrote radio, television, billboard and viral video content
• Optimized copy to improve organic and paid search results
• Created the navigation, user experience and branded look of the Website
• Created floor sets – from optimized merchandise placement to point-of-purchase ads
• Coordinated the first retail store opening from project management to public relations
• Coordinated agency and freelance help
Managing/Reporting:
• Presented seasonal plans and progress reports to board of advisors
• Lead strategic planning and campaign analysis
• Improved team productivity and Web budgeting/forecasting processes
• Directed system and user interface changes via technology vendors
Results:
• Renamed hero products and exceeded 10-fold profit increases
• Increased email sales 40%+ year over year
• Grew Web percent of total sales from 30% to 50+%
• Increased gift card sales 30%
• Grew conversions, order values and search traffic 10-30%
• Doubled “Web Only” product profits in two years
• First retail store success inspired multiple store openings
SENIOR WRITER, CREATIVE PROJECT LEAD, CORPORATE RELATIONS
Writer/Project Manager:
• Developed new selling strategies for hero products
• Brought new line extensions to market (examples: plus sizes, shoes, school and business uniforms, personalized products, etc.)
• Developed signage and hang tags for Sears retail stores
• Wrote Web, email and catalog copy, wrote and designed user interface flows
• Implemented online shopping tools with various vendors (Live Chat, Virtual Model, Custom Jeans, My Personal Shopper)
• Composed legal disclaimers, recall alerts, sweepstakes rules
• Optimized copy to improve organic search results, wrote paid ad campaigns (Amazon, Google, Yahoo, etc.)
Public Relations Manager:
• Created targeted campaigns for business, technology and product communications (Time, Business Week, Wall Street Journal, Better Homes and Gardens, Business Wire, Associated Press, top 100 newspapers and trade magazines.)
• Coordinated national events (Oprah and Today Show, Fashion Week, My Virtual Model™ body-scanning tour via semi truck!)
• Acted as business analyst liaison (Forrester Research, Jupiter, Gartner Group, etc.)
Results:
• More than doubled organic and paid search traffic
• Helped team grow online order values $10 over catalog orders
• Helped department teams grow profits with line extensions and segmenting strategy
• Grew segmented email sales 8-fold
• Delivered 3-billion news media impressions per year
• 2-time winner of the Gary Comer Customer Service Innovation Award
• Developed new selling strategies for hero products
• Brought new line extensions to market (examples: plus sizes, shoes, school and business uniforms, personalized products, etc.)
• Developed signage and hang tags for Sears retail stores
• Wrote Web, email and catalog copy, wrote and designed user interface flows
• Implemented online shopping tools with various vendors (Live Chat, Virtual Model, Custom Jeans, My Personal Shopper)
• Composed legal disclaimers, recall alerts, sweepstakes rules
• Optimized copy to improve organic search results, wrote paid ad campaigns (Amazon, Google, Yahoo, etc.)
Public Relations Manager:
• Created targeted campaigns for business, technology and product communications (Time, Business Week, Wall Street Journal, Better Homes and Gardens, Business Wire, Associated Press, top 100 newspapers and trade magazines.)
• Coordinated national events (Oprah and Today Show, Fashion Week, My Virtual Model™ body-scanning tour via semi truck!)
• Acted as business analyst liaison (Forrester Research, Jupiter, Gartner Group, etc.)
Results:
• More than doubled organic and paid search traffic
• Helped team grow online order values $10 over catalog orders
• Helped department teams grow profits with line extensions and segmenting strategy
• Grew segmented email sales 8-fold
• Delivered 3-billion news media impressions per year
• 2-time winner of the Gary Comer Customer Service Innovation Award
TRADEMARK & BRAND PROTECTION MANAGER
Advertising:
• Managed over $1 million in media buys
• Created upsell campaigns (infringement alerts, etc.)
• Negotiated more than 100 partner contracts
Communications:
• White papers, user interface, Webinars, online research library
• Business Wire articles, newsletters and direct mail collateral
• Managed over $1 million in media buys
• Created upsell campaigns (infringement alerts, etc.)
• Negotiated more than 100 partner contracts
Communications:
• White papers, user interface, Webinars, online research library
• Business Wire articles, newsletters and direct mail collateral
TV NEWS REPORTER & VIDEOGRAPHER
Daily Live News Coverage:
• Project work included agriculture, health, business, science and charitable "news beats"
• Daily work included reporting murders, kidnappings, riots, trials, weather disasters, shootings, 4-alarm fires
• Live reports for The Today Show and CBS Nightly News, Conus and NBC network of affiliates
Series Work/Weekly Shows & Special Reports:
• The Hearts of Kentuckiana, Medical Miracles, Wednesday’s Child (Make-A-Wish Foundation) and Weird Science
• Aide to Al Gore on FEMA flood relief tours and Bosnia humanitarian missions
• Aide to Jimmy Carter on Habitat for Humanity missions
• Drug trafficking, homeless crisis and animal abuse issues
Accolades:
• 3 regional/national Emmy Awards
• 2 Armstrong Community Service Awards
• Project work included agriculture, health, business, science and charitable "news beats"
• Daily work included reporting murders, kidnappings, riots, trials, weather disasters, shootings, 4-alarm fires
• Live reports for The Today Show and CBS Nightly News, Conus and NBC network of affiliates
Series Work/Weekly Shows & Special Reports:
• The Hearts of Kentuckiana, Medical Miracles, Wednesday’s Child (Make-A-Wish Foundation) and Weird Science
• Aide to Al Gore on FEMA flood relief tours and Bosnia humanitarian missions
• Aide to Jimmy Carter on Habitat for Humanity missions
• Drug trafficking, homeless crisis and animal abuse issues
Accolades:
• 3 regional/national Emmy Awards
• 2 Armstrong Community Service Awards
WRITER, PRODUCER, ANNOUNCER
KGMO Radio & SEMO Video Services
Work Included:
• Produced/announced morning news, agriculture commodity reports and "Oldies" Shows
• Wrote radio ads, Travel and "Eye on Health" segments
• Produced/announced post-game Coach’s Shows
• Produced/announced morning news, agriculture commodity reports and "Oldies" Shows
• Wrote radio ads, Travel and "Eye on Health" segments
• Produced/announced post-game Coach’s Shows
WRITING, EDITING, DESIGN, PUBLIC RELATIONS
Freelance Communications
• Individuals/Special Interests: Dr. Patricia McConnell, Muhammad Ali, Al Gore/FEMA, Jimmy Carter/Habitat for Humanity, The Nature Conservancy, GRROW.org, Best Friends Animal Sanctuary, various veteran-focused organizations
• Businesses: NameProtect Trademark Protection, The GEO Group Translation Services, Wisconsin Department of Health, Miller Brewing, Edy’s Ice Cream, Golden Corral
• Businesses: NameProtect Trademark Protection, The GEO Group Translation Services, Wisconsin Department of Health, Miller Brewing, Edy’s Ice Cream, Golden Corral
Education
B.A. MASS COMMUNICATIONS AND JOURNALISM, WRITING MINOR, HONORS GRADUATE
Southeast Missouri State University
Completed degree in 3 years while working 3 jobs: Reporter/Videographer, Food Server & Radio Announcer
Management Classes
University of Wisconsin
Examples: Inclusive Workplace Practices, Decision Making for Leaders, Negotiating and Influencing; Social Media and Brand-building Conferences
Notables
Multi-Channel, Tech-Savvy Skillset:
• Multi-media authoring tools for presentations, eLearning and employee LMS (Articulate, Captivate)
• Working knowledge of editing/imaging software (InDesign, iMovie, Photoshop)
• Project management tools (Asana, Trello, Teams, Hive, Workfront, Google Workspaces)
• Multiple web content management, survey and email service providers
• Traditional marketing capable (newspaper, direct mail, billboards, TV, radio)
• Social media savvy (Facebook, Podcasts, YouTube, Wordpress, Instagram, etc.)
• A.I. content prompting/refining through various software assistants
• Working knowledge of editing/imaging software (InDesign, iMovie, Photoshop)
• Project management tools (Asana, Trello, Teams, Hive, Workfront, Google Workspaces)
• Multiple web content management, survey and email service providers
• Traditional marketing capable (newspaper, direct mail, billboards, TV, radio)
• Social media savvy (Facebook, Podcasts, YouTube, Wordpress, Instagram, etc.)
• A.I. content prompting/refining through various software assistants
Personal Accomplishments:
• Created a (super fun) kindness mission: TheAmericanUnderdog.com
• Teaching my dogs to ride motorcycles!
• Volunteer for multiple Veteran charities
• Fundraiser, writer and board member for Green County Humane Society
• Built a rescue home and fostered 200+ dogs
• Storytelling workshop teacher, planned English curriculum in Kenya
• Completed Plant-Based Nutrition Science Certification via eCornell
• Working on TEFL certification and Spanish fluency
• Ability to run safely with scissors
• Teaching my dogs to ride motorcycles!
• Volunteer for multiple Veteran charities
• Fundraiser, writer and board member for Green County Humane Society
• Built a rescue home and fostered 200+ dogs
• Storytelling workshop teacher, planned English curriculum in Kenya
• Completed Plant-Based Nutrition Science Certification via eCornell
• Working on TEFL certification and Spanish fluency
• Ability to run safely with scissors
View Andrea's Portfolio for work samples.|luckydogacres@gmail.com|563-608-6542 mobile