Summary
Overview
Work History
Education
Skills
OTHER WORK EXPERIENCE
Timeline
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Melanie Petro

Shelton,CT

Summary

Healthcare writer with 10+ years' experience creating copy, content and creative strategy for Fortune 500 health insurance companies and advertising agencies. Transforms complex content into user friendly and compelling messaging for patients, providers, health plan members, brokers and pharmacy benefit managers. Understands the nuances of a compliance driven and legal environment including HIPAA, Medicare (CMS), (Parts A, B, C) and individual plans under the Affordable Healthcare Act (ACA). Responsibly research various sources including the Centers for Disease Control (CDC) and the National Cancer Institute (NCI).

Overview

22
22
years of professional experience

Work History

Senior Marketing and Copy Specialist

Aetna/CVS Health
12.2019 - 08.2023
  • Writer at in-house marketing department for a Fortune 10 company including Aetna, CVS and Active Health
  • Areas of expertise for lifestyle management programs - diabetes, kidney care, obesity, primary care/prevention, smoking cessation.
  • Developed on-strategy, on-brand concepts for copy and scripts
  • Presented creative to marketing teams and healthcare professionals.

Senior Marketing and Copy Specialist

Cigna
08.2013 - 11.2019
  • Writer at in-house advertising agency for a Fortune 100 company's global marketing division including Cigna Medical Group, Express Scripts, MDLIVE, and Health Spring.
  • Ensured all concepts and copy reflected brand guidelines across multiple lanes of business.
  • Collaborated with art director to develop on-strategy, on-brand concepts for copy and scripts
  • Worked with Creative Director to educate account teams on industry best practices.
  • Areas of expertise; oncology, smoking cessation, obesity, behavioral health, dental, digital health technology, health insurance plans including Medicare Advantage.
  • Created cross-sell digital and print deliverables into a cohesive campaign that compelled consumers to “Leave Them Memories, Not Worries” for Cigna Life Insurance product, which helped the company exceed a 2.7M sales target
  • Communicated style guide changes and brand direction to other writers.

Copy Director

The Worx Group
03.2012 - 06.2013
  • Responsible for copy and content for over 25 clients, both B2C and B2B for an advertising agency with $4.5 million in billings.
  • Mentored a writing team to develop copy and campaigns.
  • Developed breakthrough creative for multiple brands including Pitney Bowes, Iron Mountain, Crystal Rock Water, Mutual Bank of Massachusetts, Savings Bank of Danbury, Assa Abloy, Simione Healthcare Consultants, CT Association for Healthcare at Home, and Eastern Bag & Paper.

Senior Copywriter/Copy Lead

Digitas
11.2007 - 02.2012
  • Developed breakthrough creative and strategy to meet objectives in marketing brief and to exceed client expectations in a fast-paced agency environment
  • Trained and transitioned new copywriters
  • Sole writer for the Delta Airlines SkyMiles account with $7 million in billings.

Senior Copywriter

Ryan iDirect
05.2001 - 12.2006
  • Created copy in an advertising agency for acquisition and customer relationship marketing (CRM).
  • Integrated direct mail and online campaigns for clients from initial research and concepts to full copy and layout.
  • Created and presented concepts to senior brand managers for Health Net, Uniphyl Phase IIB, Kraft Nestlé Waters, Yankee Candle, AT & T Broadband, Häagen-Dazs, Webster Bank and Campbell's Soup.

Education

Bachelor of Science - Mass Communications / Advertising -

Boston University, College of Communication
Boston, MA

Skills

  • Microsoft Office Suite
  • Mac/PC
  • Healthcare
  • Creative Strategy
  • Creative Writing
  • Content
  • Copywriting
  • Art Direction
  • Collaboration
  • Compliance, Legal environments
  • Medicaid
  • HIPPA training
  • Pharmaceutical (Phase IIB)

OTHER WORK EXPERIENCE

Webloyalty, Norwalk, CT

Writer for Search Engine Optimization (SEO) and lead generation.

Scolastic, Danbury, CT

Writer for children's publishing.

Clear Channel Radio (KC101), New Haven, CT

Copywriter for on-air scripts, local businesses.

Timeline

Senior Marketing and Copy Specialist

Aetna/CVS Health
12.2019 - 08.2023

Senior Marketing and Copy Specialist

Cigna
08.2013 - 11.2019

Copy Director

The Worx Group
03.2012 - 06.2013

Senior Copywriter/Copy Lead

Digitas
11.2007 - 02.2012

Senior Copywriter

Ryan iDirect
05.2001 - 12.2006

Bachelor of Science - Mass Communications / Advertising -

Boston University, College of Communication

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