Nikki EDWARDS, MBA, Ph.D
Seattle,WA
Summary
Highly experienced content expert and storyteller excelling in utilizing unique content strategies to drive organizational growth and revenue by blending creativity and strategy to develop innovative programs and build market presence. Skilled in leveraging the power of the written word and content channels to boost brand awareness and loyalty. Successful ghostwriter with 60+ books published worldwide.
Overview
24
24
years of professional experience
Work History
UX Content Director
Trupanion
Seattle, WA
03.2022 - Current
- Direct and manage web brand content team of copywriters and designers
- Develop updated conversion and web copy, adhering to organization's overarching brand identity and personality
- Improved click conversion rates by 21% to date with strategic copy utilizing A/B and user tests
- Developed editorial guide for use across teams for brand consistency
- Established and implemented workflows in Wrike and ADO to streamline editing and approval processes
- Collaborate with design, editorial, and marketing departments to meet desired organizational goals
- Created content for 250 web pages for July 2023 re-brand and website launch
- Develop short and long-form copy strategies in collaboration with cross-functional teams
- Create multi-channel copy maintaining consistency with brand marketing and message strategies
- Customize brand message to reach and capture target audience interest and drive engagement
- Craft SEO-friendly content for websites and blog posts to increase organic traffic
- Repurpose and optimize existing content for use in different mediums
- Curate content across social media platforms, leveraging algorithm strategies to increase engagement
- Conduct regular content audits to identify gaps and redundancies
- Monitored website analytics and metrics to track content performance and identify areas of improvement.
- Developed strategies to optimize website content for search engine visibility.
- Provided concise and constructive editorial feedback to writers to improve article and story writing.
Senior Content Strategist - Contract
Ben Bridge Jeweler
Seattle, WA
03.2024 - Current
- Developed editorial calendars to plan, schedule, and track all aspects of the company''s online presence effectively.
- Measured content performance using analytics tools, providing insights to inform data-driven decision-making for future campaigns.
- Streamlined content production processes, resulting in faster turnaround times and more efficient workflows.
- Closely monitored industry trends and competitor activity, adapting strategies as necessary to remain competitive in the digital landscape.
- Provided guidance on best practices for writing compelling headlines, meta descriptions, and calls-to-action that drove conversions.
- Led brainstorming sessions with internal stakeholders to generate creative ideas for new content initiatives targeting specific audience segments.
- Enhanced content strategy by conducting thorough audience research and aligning content with target demographics.
- Managed freelance contributors, ensuring timely delivery of high-quality articles that adhered to brand guidelines.
- Optimized website traffic by implementing effective SEO techniques and keyword optimization in content creation.
Senior Copywriter - Contract
Health-E Commerce
Seattle, WA
05.2023 - Current
- Created high-impact messaging for marketing media, contributing to 14% increase in FSAstore.com conversion
- Confirmed compliance with regulatory standards and guidelines prior to publication.
- Wrote social media outreach posts on both informational and promotional topics.
- Improved click conversion rates with strategic copy creation
- Played instrumental role in creative planning and review sessions, working with team to elevate quality of content and designs.
- Edited content produced by senior executives, modifying text to conform to company-wide branding standards and publication guidelines.
- Customized brand message to reach and capture target audience interest and drive engagement.
- Monitored performance of copywriting campaigns and analyzed data to identify areas of improvement.
Content Marketing Manager - Contract
DanceRX
Atlanta, GA
02.2021 - 02.2022
- Collaborating with marketing and design teams to develop and plan site content, layout and style
- Managing content distribution to online channels and social media platforms via Hubspot
- Conducted content audits to identify gaps and redundancies of content
- Utilized Hubspot analytics and site metrics to determine areas of improvement
- Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments
- Produced and submitted weekly reports outlining progress against KPI objectives
- Built, implemented and updated effective SEO strategies
- Created content strategies for digital media
- Performed in-depth competitor reviews to check competitor activities with ad placement, keyword use, placement bids and landing pages
- Managed content distribution to online channels and social media platforms
Marketing Director - Contract
Capstone Healthcare
Atlanta, GA
02.2021 - 02.2022
- Analyzed market trends and competitive landscape to understand opportunities and potential value
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns
- Developed creative sales tools, including presentations, trend reports, kitted assets, and product data sheets
- Created innovative strategies to drive customer engagement
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
- Worked with marketing teams to create, deploy and optimize effective campaigns for lab and pharmacy clients
- Evaluated target market research and adjusted strategy to address competitive influences and changing market
- Orchestrated, executed and monitored performance of campaigns to boost brand awareness and profitability
- Partnered with Regional Sales Directors and Account Managers on communications directive for sales teams
Senior Copywriter - Contract
DATAMARK
El Paso, TX
11.2021 - 08.2022
- Translated BPO process and service and drafted white papers and other technical documents
- Researched and wrote technical articles for publication
- Strategized content based on Google Analytics data, geographical targeting, and keyword planning
- Collaborated with team to create copy promoting clients' thought-leadership goals
Senior Copywriter - Contract
Cooleaf
Atlanta, GA
10.2021 - 11.2023
- Customized brand message to reach and capture target audience interest and drive engagement
- Managed content across multiple platforms for widest audience reach
- Cultivated social media following across 3 platforms in Hubspot with more than 15K total followers
- Created content for high-impact guides and blogs for B2B audience
- Played instrumental role in creative planning and review sessions, working with resourceful team to elevate quality of content and designs
- Created high-impact messaging for marketing media, contributing to increases in revenues and market share
- Sourced third-party content and contributions to incorporate diverse writing styles
- Developed short and long-term media outreach strategies in collaboration with cross-functional teams
- Monitored performance of copywriting campaigns and analyzed data to identify areas of improvement
Social Media Strategist - Contract
Pastries By Randolph
Arlington, VA
09.2018 - 08.2023
- Implemented marketing strategies which resulted in 31% growth in bakery sales for 2019
- Coordinated innovative strategies to accomplish objectives and boost long-term profitability
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns
- Oversaw preparation of marketing copy, images, videos, emails and other collateral
- Compiled product, market and customer data to forecast accurate sales and profit projections
- Enhanced profitability to achieve marketing objectives and drive productivity and growth from concept to implementation
Social & Marketing Manager - Services In-Kind
ElderHelp Of San Diego
San Diego, CA
07.2017 - Current
- Devised strategies and road maps to support organizational vision and value to community
- Analyzed and reported social media and online marketing campaign results
- Provided digital marketing solutions
- Increased donor and volunteer engagement by 30% through social media
- Planned and instituted social media marketing plan that led to 28% increase in volunteers in first 90 days
- Ensured successful outcome of web development strategy by aligning consistent brand messaging and visual designs across all digital outlets
- Discussed SEO needs and optimized strategies for short- and long-term campaigns that led to 15% increase in donations via their website
- Set clearly defined goals to drive major organizational initiatives, including increased donor retention, fundraising, online presence, awareness and website or social media traffic
- Built and strengthened industry partnerships to improve corporate sponsorship, amplify coverage and maximize effectiveness of marketing strategies
- Developed and promoted organization brand, images and identity to media and public
Sr. Copywriter & Social Media Manager - Contract
FaceologyMD
Newport Beach, CA
02.2016 - 03.2020
- Contributed to relevant blogs, conferences and events both off-line and online to increase brand awareness
- Analyzed ratings and programming features of competitors to evaluate the effectiveness of marketing strategies
- Designed templates in Hubspot for the content management system to promote SEO and conversion best practices and the efficient use of HTML tags
- Managed both inbound and outbound marketing campaigns to generate new patients, leading to a 34% increase in surgeries booked
- Created, executed and now managing an integrated social media strategy
- Delivered program information to public by authoring and presenting press releases, conducting media campaigns and maintaining program-related websites
- Oversaw professional social media messaging in Hubspot through content development, follower engagement, social listening, trend analysis and by leveraging competitor research
- Authored fresh and engaging press releases and prepared complete press kits
- Built and strengthened industry partnerships to improve placements, amplify coverage and maximize effectiveness of marketing strategies
- Developed and promoted practice brand, images and identity to media and public
- Analyzed and reported social media and online marketing campaign results with Hubspot analytics and data metrics
Education
Ph.D. - Entrepreneurship
Walden University
Minneapolis, MN2018
MBA - Finance & Leadership
Franklin University
Columbus, OH01.2005
Bachelor of Arts - International Business & Marketing
Mount Vernon Nazarene University
Mount Vernon, OH05.2000
Skills
- Growth Marketing
- Ecommerce Marketing
- Market Positioning
- Channel Strategy
- Product Marketing
- SaaS B2B and B2C marketing
- Copy Creation and Editing
- Direct Marketing Campaigns
- Start-ups
- Conversion Copy
- Marketing Campaign Management
- Brand Development
- Figma
- Hubspot
- Asana
- Azure DevOps
- Wrike
- Monday
- Trello
- Jira
- WebFX
- Brightedge
- Sitefinity
- AI applications
Accomplishments
- Boosted eCPM by 42% by revamping subscriber communications to differentiate product features for clients
- Reduced cost per acquisition rates by 31% through a successful targeted email acquisition campaign
- Increased client's web traffic by 64% by improving and optimizing web content
- Increased page views by 88% in just 6 months by revamping web copy and initiating organic SEO campaign
- Grew a targeted newsletter subscriber list from 1145 to 3472 members in just 4 months
- Conceptualized and launched marketing campaigns, which have led to a 38% increase in sales
- Authored numerous articles published in industry magazines, including INC Magazine, Forbes, and Business Insider
- Planned and executed a successful public relations campaign that resulted in national media coverage from ABC, Fox, NBC, and CBS.
Timeline
Senior Content Strategist - Contract
Ben Bridge Jeweler
03.2024 - Current
Senior Copywriter - Contract
Health-E Commerce
05.2023 - Current
UX Content Director
Trupanion
03.2022 - Current
Senior Copywriter - Contract
DATAMARK
11.2021 - 08.2022
Senior Copywriter - Contract
Cooleaf
10.2021 - 11.2023
Content Marketing Manager - Contract
DanceRX
02.2021 - 02.2022
Marketing Director - Contract
Capstone Healthcare
02.2021 - 02.2022
Social Media Strategist - Contract
Pastries By Randolph
09.2018 - 08.2023
Social & Marketing Manager - Services In-Kind
ElderHelp Of San Diego
07.2017 - Current
Sr. Copywriter & Social Media Manager - Contract
FaceologyMD
02.2016 - 03.2020
Ph.D. - Entrepreneurship
Walden University
MBA - Finance & Leadership
Franklin University
Bachelor of Arts - International Business & Marketing
Mount Vernon Nazarene University
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