RACHEL HERNANDEZ
Fairview,NC
Summary
Creative Content Marketer with over 10 years of experience in developing customer-centered communication strategies across email, editorial, and social channels. Expertise in shaping cohesive brand voices and creating retention-focused content calendars that engage audiences. Creatively driven and data-informed, I build content people look forward to reading.
Overview
12
12
years of professional experience
2
2
Certifications
Work History
Senior Director of Content
NEXT NET MEDIA
09.2024 - Current
- Led customer-facing storytelling across email, blog, and social channels, enhancing brand visibility for multiple digital brands.
- Transformed email communication from promotional campaigns to brand-driven, retention-focused storytelling.
- Increased newsletter open rates from 20% to 40% through iterative testing, segmentation, and voice alignment.
- Shaped editorial strategy focused on education, use cases, and long-term engagement to drive customer retention.
- Translate product updates and launches into clear, customer-first narratives.
- Own newsletter and editorial calendars across customer lifecycle stages.
- Partner with Product, Sales, and Customer Success to align messaging with real customer needs.
- Repurposed editorial and email content into cohesive social storytelling, amplifying brand messaging across LinkedIn and emerging platforms.
- Track engagement and retention metrics to refine messaging while maintaining brand integrity.
Director of Brand Strategy
NEXT NET MEDIA
11.2021 - 01.2024
- Evolved brand voice and messaging architecture for three companies, enhancing brand consistency and market positioning.
- Tripled organic traffic through cohesive editorial strategy and performance optimization.
- Created case studies, product narratives, one-pagers, and pitch decks to drive acquisition and retention efforts.
- Established cross-functional content planning processes to align marketing and product teams, improving collaboration and strategy execution.
Director of Content Services
THE HOTH
07.2016 - 11.2021
- Created and managed distributed team of writers and editors to enhance content quality and consistency.
- Established editorial standards and brand voice guidelines to align content with audience expectations.
- Designed scalable workflows balancing creativity with consistency and measurable outcomes.
- Collaborated with marketing and customer success to ensure content supported long-term customer value.
- Built and scaled content department to support company growth and improve content delivery.
Lead Copywriter
HAPPY GRASSHOPPER
02.2014 - 07.2016
- Developed emotionally resonant messaging that enhanced customer loyalty.
- Crafted high-engagement email campaigns and brand storytelling sequences that drove customer interaction.
- Refined tone, structure, and message clarity based on performance feedback to improve audience engagement.
Education
Bachelor of Arts - Fiction And Nonfiction Writing
The New School
New York, NY06-2006
Skills
- SEO & Content Optimization
- Brand Voice Development
- Social Content Strategy
- Editorial calendar management
- Sales collateral management
- Cross-Functional Collaboration
- HubSpot
- Salesforce
- SEO Tools
- Canva
- Figma
- Customer retention
Websites
Selected Impact
- Grew organic traffic from 75K to 295K monthly visits in two years through consistent editorial storytelling and search strategy
- Expanded keyword footprint by 16,000 terms, with 689 ranking in top 3 positions
- Transformed email program from direct-response advertising to brand-led storytelling, increasing open rates from 20% to 40%
- Built and led scalable content operations producing 10,000+ pieces monthly
- Led full brand refresh across three digital brands, redefining voice, tone, and customer messaging
- Speaker at Digital Summit on content strategy and brand storytelling
Accomplishments
Nominated twice for the Women in Content Marketing Award by Masthead Media
Certification
Competing in the Age of AI - Harvard Business School
Timeline
Senior Director of Content
NEXT NET MEDIA
09.2024 - Current
Director of Brand Strategy
NEXT NET MEDIA
11.2021 - 01.2024
Director of Content Services
THE HOTH
07.2016 - 11.2021
Lead Copywriter
HAPPY GRASSHOPPER
02.2014 - 07.2016
Bachelor of Arts - Fiction And Nonfiction Writing
The New School