Michael McGrath
Lihu'e,USA
Summary
Detail-oriented content writer with over 25 years of experience providing professional, quality content to a wide range of clients. Valued by clients for excellent research skills, timely delivery of written materials on tight deadlines, and the ability to write with authority on multiple complex topics.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Copywriter
ASSA ABLOY Americas Residential
11.2024 - Current
- Cross-functionally collaborated with brand, digital, and product marketing directors and creative teams to develop integrated social media campaigns, marketing copy, and packaging copy across multiple channels.
- Produced high-impact social media content for product launches and updates, driving audience engagement through compelling, brand-aligned messaging.
- Authored time-sensitive email marketing campaigns in coordination with the digital marketing director, supporting product launch timelines and promotional calendars.
- Developed concise, conversion-focused package copy by synthesizing product specifications and content libraries into clear, consumer-ready messaging.
- Conceptualized and wrote cohesive family copy for new product collections, ensuring consistent tone, voice, and messaging architecture across SKUs.
- Managed end-to-end content workflows using Adobe Workfront, including document uploading, versioning, and editing within a structured project management environment.
Web Content Writer
wPromote
09.2014 - Current
- Transformed client concepts into compelling, conversion-driven content, increasing brand awareness, capturing key verticals, strengthening market position, and establishing clients as thought leaders across diverse industries.
- Integrated targeted SEO keywords into all deliverables to maximize organic search visibility and improve SERP rankings.
- Interpreted content briefs and client requirements, seamlessly adapting to each client's unique voice, style, tone, and strategic objectives to deliver brand-consistent content at scale.
- Produced B2B and B2C content across the full marketing funnel, tailoring messaging and tone to distinct audience segments and business goals.
- Demonstrated versatile subject-matter expertise across diverse industries, including health and wellness, education, financial services (mortgages, retirement savings), consumer products, safety equipment, residential technology, and local SEO content.
- Delivered a high-volume output of up to 10,000 words per week, consistently meeting tight deadlines in a fast-paced, deadline-driven environment.
Content Writer
Elite Editing
06.2016 - 06.2022
- Served as a key transition consultant at the vendor's request, providing strategic insight and guidance as CreateSpace migrated subcontractors from RRD Content Source to Elite Editing.
- Maintained and fulfilled a dedicated CreateSpace account, delivering consistent copywriting and marketing content through full account completion.
- Collaborated cross-functionally with editorial teams to develop content briefs for Elite Editing clients, generating targeted SEO keywords and providing art direction and graphics recommendations.
- Completed 500+ writing assignments spanning complex, technical, and regulated industries including personal finance, insurance, semiconductor supply chains, smart home technology, and customer service operations.
Marketing Writer
RRD Content Source
08.2014 - 05.2016
- Developed full-suite marketing copy for self-published authors (subcontracted through RRD), including back cover copy, author biographies, book descriptions, and social media pitches — delivering cohesive, conversion-focused messaging across all consumer touchpoints.
- Determined BISAC category classifications for each title using a proprietary Excel-based categorization system, ensuring accurate market positioning and retail discoverability.
- Researched and implemented targeted SEO keywords for each work, optimizing metadata to maximize organic search visibility and online sales potential.
- Communicated data-driven marketing rationale to clients, translating strategic decisions into clear, accessible explanations that built trust and ensured alignment.
SEO Copywriter
Webpage FX
01.2012 - 10.2014
- Produced optimized B2B and B2C blog content targeting key verticals across technology, internet marketing, lifestyle, SEO, tech news, and self-improvement, strategically crafting each article to strengthen organic search rankings and improve market position.
- Researched, selected, and integrated targeted SEO keywords into all deliverables, aligning on-page content with search intent to maximize SERP visibility, drive organic traffic, and support broader digital marketing objectives.
Marketing Writer
CreateSpace
08.2013 - 08.2014
- Crafted comprehensive marketing copy for authors self-publishing on Amazon, including back cover copy, author biographies, book descriptions, and social media pitches, delivering brand-consistent messaging across all consumer touchpoints.
- Determined BISAC category classifications for each title using a proprietary Excel-based categorization system, ensuring accurate market positioning and retail discoverability.
- Researched and implemented targeted SEO keywords for each title, optimizing metadata to maximize organic search visibility and online sales performance.
- Articulated data-driven marketing rationale to clients, translating strategic decisions into clear, compelling explanations that fostered trust and ensured brand alignment.
- Consistently delivered rapid turnaround on all assignments and revisions, maintaining high-quality output under tight deadlines in a fast-paced, client-facing environment.
White Paper Author
Signorelli and Associates
01.2012 - 05.2014
- Co-authored B2B marketing white papers for a proprietary enterprise administrative software platform, crafting authoritative, research-driven content that elevated brand awareness and reinforced market positioning among key decision-makers.
- Analyzed and synthesized interview transcripts from subject matter expert interviews, extracting key insights and translating complex information into clear, compelling narratives for use in white papers and supporting content.
- Developed targeted social media content derived from existing blog assets, extending content reach and maintaining consistent brand voice across digital channels.
- Produced brand newsletters and e-zine articles designed to deepen audience engagement, strengthen brand authority, and support top-of-funnel awareness campaigns.
Article Writer
Hill Holliday
05.2012 - 12.2012
- Researched and authored in-depth educational articles on computer-related topics, delivering accurate, accessible content targeted at key verticals and tailored to audience knowledge levels.
- Produced 200–300 computer tips and multiple-choice educational quizzes, developing engaging, interactive content formats that deepened subject comprehension and drove target audience engagement.
- Demonstrated on-demand editorial agility by consistently delivering publication-ready articles within a one-day turnaround, meeting urgent content needs without sacrificing accuracy or quality.
SEO Copywriter
Tree.com
01.2009 - 01.2011
- Established a reputation as editors' preferred writer for high-stakes, tight-deadline assignments, consistently delivering polished, publication-ready copy that required minimal revision.
- Partnered with editorial teams to develop SEO-optimized content targeting key verticals, strengthening brand authority, and improving organic search visibility across multiple topic categories.
- Researched, selected, and embedded targeted SEO keywords throughout all deliverables, aligning content with search intent to maximize SERP rankings, drive organic traffic, and support broader digital marketing goals.
SEO Content Writer
MoreFocus.com
01.2001 - 01.2009
- Produced brand-building content across multiple topic categories, with a primary focus on medical and health information platforms, delivering accurate, authoritative copy aligned with industry credibility standards.
- Seamlessly integrated targeted SEO keywords throughout all deliverables, optimizing for search intent while maintaining natural, reader-friendly prose that preserved audience trust and engagement.
- Demonstrated versatile content writing expertise across multiple formats, including 800–1,000-word Decision Guides, How-To articles, feature articles, quizzes, and Problem/Solution guides, adapting structure, tone, and approach to each format's unique audience and purpose.
Creative Packaging Writer
ToyVault.com
01.2002 - 01.2003
- Developed creative, brand-aligned packaging copy for ToyVault's licensed Monty Python plush toy line, crafting witty, character-driven messaging for product boxes and supplemental materials that captured the franchise's iconic comedic voice.
- Achieved cast-level approval from the original Monty Python cast members, demonstrating an exceptional ability to authentically replicate a beloved, globally recognized comedic brand voice to the satisfaction of its original creators.
Education
Master of Arts - English
University of Alberta
Edmonton, Alberta, Canada01-1994
Bachelor of Arts - Honors English
University of Alberta
Edmonton, Alberta, Canada01-1990
Skills
- PROVIDES professional, high-quality, targeted writing
- COMPLETES exceptional research
- MEETS tight and demanding deadlines for multiple projects
- ENGAGES with workload in a self-directed, proactive manner
- SYNTHESIZES complex materials clearly and concisely
- ADAPTS easily to varied needs, audiences, and expectations
Certification
- Advanced Grant Proposal Writing, Kaua’i Community College
- Lihu’e HI, 2011
Languages
English
Full Professional
Interests
- Community Cleanup
- Scuba Diving
- Animal Shelter Fostering
- Origami
Timeline
Copywriter
ASSA ABLOY Americas Residential
11.2024 - Current
Content Writer
Elite Editing
06.2016 - 06.2022
Web Content Writer
wPromote
09.2014 - Current
Marketing Writer
RRD Content Source
08.2014 - 05.2016
Marketing Writer
CreateSpace
08.2013 - 08.2014
Article Writer
Hill Holliday
05.2012 - 12.2012
SEO Copywriter
Webpage FX
01.2012 - 10.2014
White Paper Author
Signorelli and Associates
01.2012 - 05.2014
SEO Copywriter
Tree.com
01.2009 - 01.2011
Creative Packaging Writer
ToyVault.com
01.2002 - 01.2003
SEO Content Writer
MoreFocus.com
01.2001 - 01.2009
Master of Arts - English
University of Alberta
Bachelor of Arts - Honors English
University of Alberta