JUAN ROCHA
Framingham,MA
Summary
Creative, bilingual Senior Copywriter with 15+ years of experience crafting compelling narratives and leading high-impact campaigns in diverse industries including healthcare, automotive, and financial services. Skilled in developing innovative content strategies, trans-creation, and guiding creative teams to produce results-driven campaigns that align with brand goals. Proven track record of elevating brand messaging through a deep understanding of cultural nuances, leveraging both English and Spanish fluency to engage and resonate with target audiences. Expertise in conceptualizing, writing, and executing campaigns across print, radio, social media, and web platforms. Strong collaborator and mentor, adept at leading projects from concept to completion, driving creative excellence and fostering growth within teams. Creative Copywriter with background in developing engaging and innovative digital and print content for various industries. Strengths include strategic planning, brand management, and storytelling that resonates with target audiences. Proven ability to deliver high-quality written materials, including press releases, website content, promotional materials, blogs, and social media posts. Previous work resulted in significant improvement of brand visibility and market share growth.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Senior Bilingual Copywriter
BLUE CROSS BLUE SHIELD OF MASSACHUSETTS
Boston, MA
05.2022 - Current
- Lead ideation and execution within the brand’s voice for a variety of campaigns
- Create targeted content for the Hispanic audience, championing the 'Think Diverse' philosophy across the Marketing Department
- Developed and launched the Hispanic audience insights CEROS experience to enhance communication strategies and support equity initiatives
- Oversee and execute trans-creation for all communications to ensure cultural alignment
Senior Copywriter – Membership, Acquisition, Engagement, and Co-branded Credit Card Teams
BJ’S WHOLESALE CLUB
Westborough, MA
01.2020 - 04.2022
- Crafted compelling copy across multiple channels, including radio, social media, email, and print
- Developed creative concepts and executed campaigns that maintained brand voice and tone
Freelance Senior Copywriter / Art Director / Illustrator
CISCO UMBRELLA
San Francisco, CA
05.2019 - 08.2019
- Concepted, illustrated, and executed characters and comic book for internal product launch campaigns
Freelance Bilingual Senior Copywriter
MMB580
Boston, MA
06.2017 - 04.2019
- Led trans-creation for campaigns for top brands such as Toyota and Subway
Freelance Senior Copywriter
KEURIG DR. PEPPER
Burlington, MA
10.2018 - 12.2018
- Wrote compelling copy for e-commerce needs and led the Tone & Voice refresh initiative for Auto Delivery products
Creative / Art Director
ÁRBOL NARANJA ENTERTAINMENT
Bogotá, Colombia
10.2013 - 05.2014
- Directed below-the-line, event, and digital campaigns for clients including Phillips, Jack Daniels, and Mac Center
- Led branding and design initiatives, managing over 10 pitches
Creative Director
SALGAR ADVERTISING / MULLEN LOWE SSP3 COL.
11.2009 - 06.2013
- Directed 360-degree campaigns for brands such as Hino Motors, BYD Auto, Big Cola, Colsubsidio, and Cosmos Hotels
- Led and mentored a team of 15+ creatives, managing over 20 pitches and tripling the client base within 2 years
Education
Certification - From Brand to Image – Creating High Impact Campaigns That Tell Brand Stories
01.2025
Certification - Good with Words: Writing and Editing
University of Michigan
10.2024
Bachelor of Arts - Marketing Communications
Universidad de Bogotá Jorge Tadeo Lozano & IAA
10.2007
Skills
- Copywriting
- Storytelling
- Ideation
- Art Direction
- Brand Development
- Logo Design
- Print Campaigns
- Radio Campaigns
- Out-of-Home Campaigns
- Web Design
- Presentation Skills
Certification
- From Brand to Image – Creating High Impact Campaigns That Tell Brand Stories, 06/01/18, FQ9BVA8DSKXV
- Good with Words: Writing and Editing by University of Michigan on Coursera, 10/16/24
Industryexperience
- Financial
- Automotive
- Pharmaceutical
- Health care
- Education
- PR
- Internal Ad Agency
- Food & Beverage
- Hospitality
- Retail
- Home Goods
Timeline
Senior Bilingual Copywriter
BLUE CROSS BLUE SHIELD OF MASSACHUSETTS
05.2022 - Current
Senior Copywriter – Membership, Acquisition, Engagement, and Co-branded Credit Card Teams
BJ’S WHOLESALE CLUB
01.2020 - 04.2022
Freelance Senior Copywriter / Art Director / Illustrator
CISCO UMBRELLA
05.2019 - 08.2019
Freelance Senior Copywriter
KEURIG DR. PEPPER
10.2018 - 12.2018
Freelance Bilingual Senior Copywriter
MMB580
06.2017 - 04.2019
Creative / Art Director
ÁRBOL NARANJA ENTERTAINMENT
10.2013 - 05.2014
Creative Director
SALGAR ADVERTISING / MULLEN LOWE SSP3 COL.
11.2009 - 06.2013
Certification - From Brand to Image – Creating High Impact Campaigns That Tell Brand Stories
Certification - Good with Words: Writing and Editing
University of Michigan
Bachelor of Arts - Marketing Communications
Universidad de Bogotá Jorge Tadeo Lozano & IAA
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