Melanie MerrifieldCD, Copywriter, Brand Strategist

(404) 664-6220Creativehotlist.com/mmerrifield

Witzcom.net

OVERVIEW:Creative communications visionary with expertise in content marketing, digital, DM and advertising.

Sr. Content Strategist, AIS Media, Inc. Nov. 2013 – Aug. 2015Retained for Major e-Transformation Assignment With AT&T

Associate Creative Director, BKV, Inc. Sept. 2009 – Sept. 2012Equifax, AT&T, ChildFund, Farrar, Straus & Giroux

Copywriter, JWT, Inc. August 2008 – PresentPart-time on SCANA Energy

Freelance Creative and Content Director 1998 - PresentMelanie Merrifield Copywriter, Inc.

OPPORTUNITY I’M SEEKINGRecurring work in a content or strategy role, preferably with a technology focus.

MAJOR ATTRIBUTESCreative, professional writer adept at creating compelling marketing assets. Skilled at capturing SME point of view to support organizational goals. Strong interviewer, writer, strategist and presenter.

SKILLS AND EXPERTISE: Content Strategy and Creation. Led development of new b2b website pilot and fulfillment customer

communication within AT&T 2020 eTransformation initiative.

Publications. Primary research and interviews, short and long-form journalism, editorial calendars, webinar content, blogs, whitepapers and e-books.

Branding. Identified brand pillars, messaging guidelines and content plans for AIS Media, Inc., The DeKalb County School District, and AT&T 2020 eTransformation initiative.

Digital Marketing. Committed to digital ecosystems that align banner advertising, content, and UX: websites, landers, microsites, banner campaigns. Created AT&T paid search website and opt-in email marketing. 20 year history of generating strong ROI against defined sales and engagement goals. Skilled with testing matrixes, data-driven work.

Speech Writing. Experienced author of motivational presentations, editorial and sales letters for CitiGroup subsidiary Primerica Financial Services executives: CEO Ed Cooperman, (Former President of American Express), President Pete Dawkins, and CEO Joe Plumeri.

Versatile and Adaptable. Team player experienced at teaming with Subject Matter Experts, Art Directors, Marketing Executives, Sales Directors and dozens of client contacts.

Lifelong Learner and Mentor. A student of new media and emerging discipline energized by asking “Why?” Nurtures growth in reports and teammates.

KEY EXPERIENCE

TELECOMCreated new tone and voice for AT&T’s new “Shop” environment. Crafted psychographic profiles of site personas and actionable strategies for each. Scripted first BellSouth Mobility “Experience Store,” an interactive environment showcasing phones and services. Four-year agency creative lead for BellSouth Small Business loyalty and direct marketing initiatives at WestWayne Advertising. Former editor of the AT&T LightGuide Digest. Additional work for Bell Atlantic, Cingular, Verizon and RenovoData.

UTILITIESDirect Marketing Creative Lead for SCANA Energy natural gas, through JWT Atlanta. Responsible for creative on 6 ongoing monthly programs: residential, senior, loyalty, winback, new mover and commercial.

NONPROFITExtensive experience in major donor programs, including planned giving and prospect marketing. Nonprofits served include: The Make-A-Wish Foundation, The American Red Cross, ChildFund International, Habitat for Humanity, The Salvation Army, The March of Dimes, ING Race for the Cure, Compassion International, etc.

SALES AND B2BCreated independent Rep program for SouthernLINC Wireless, including training manual, press releases, marketing calendar, POP and advertising campaign. Kitchen table sales presentations for Primerica Financial Services and Smith Barney. Call Center scripts for Verizon, Sprint, BellSouth and Bell Atlantic.

PACKAGED GOODSLoyalty marketing programs for BellSouth Small Business, Florida’s Natural Orange Juice, Lever Brothers’ Wisk and all detergent brands. Broadcast, print and digital work for Community Coffee, YES detergent and Wood Plus cleaner, Georgia-Pacific paper towels, dispensers, toilet tissue, Kimberly-Clark Professional, etc.

EDUCATION B.A., Agnes Scott College, M.A., Georgia State University Digital Marketing Certificate, J. Walter Thompson, April, 2015 Content Strategy for Professionals 1: Engaging Audiences for Your Organization

Coursera, Northwestern University, May, 2015 Content Strategy for Professionals 2: Expanding Your Content’s Impact and Reach

Coursera, Northwestern University, May, 2015 Social Media Marketing Certificate in Process: What is Social

Coursera, Northwestern University, Jan. 2016 Social Media Marketing: Social Listening

Coursera, Northwestern University, Feb. 2016

REFERENCESJim Johnson: V.P., Creative, Target MarkeTeam, Atlanta, Georgia (703) 835-0467Ann Gibson Busch, Lead Marketing Manager, Creative, Retail Marketing, AT&T, (404) 314-3937