Stephen Henke
New York,NY
Summary
Results-driven Lead Strategist with expertise in content performance analysis, A/B testing strategies, and email campaign optimization. Proven track record of delivering actionable insights that enhance digital marketing effectiveness for American Express.
Overview
12
12
years of professional experience
Work History
Lead Strategist
Shift Paradigm
New York, New York
09.2022 - Current
- Oversee and report on content performance across multiple American Express email channels.
- Developed high-level Test and Learn plans to optimize email performance, enabling client partners to meet internal KPIs and enhance email creative by implementing industry best practices.
- Presented email findings and actionable recommendations derived from customer insights to American Express client stakeholders, driving informed decision-making.
- Conduct multiple content audits across a variety of digital channels to maintain strength of messaging.
- Manage a content strategist on the Data and Insights team.
- Assist creative team in content creation by helping client dictate creative brief construction and providing initial wireframes.
- Developed content best practices and communicated them to internal and external stakeholders to ensure messaging consistency and effectiveness.
Content Strategist
ERGO
New York, New York
04.2017 - 09.2022
- Lead the content planning, development and implementation of a highly targeted ECHO Award-winning digital
newsletter sent to 1.4 million American Express small business card members, credited around $60 billion in IBB annually. - Create unique, timely and uniquely personalized copy based off of data analytics, client recommendations and
evolving best practices. - Maintain a monthly content calendar to organize messaging placements across 17 American Express Card products.
- Strategized and developed concepts for one-off email campaigns across multiple American Express products, targeting specific audience segments.
- Work within the American Express App platform to create, test, and report on in-app content creation best practices.
- Implemented taxonomical system for content categorization, establishing baseline performance expectations for message placements.
Copywriter
Zeta Global
New York, New York
03.2014 - 03.2017
- Craft over 100,000 unique assets in three years of professional copywriting.
- Write copy for emails, landing pages, subject lines and banner advertisements for major brands including Sprint, ADT, LG, Progressive and many more
- Produce over 1,000 SEO-targeted trending topic blog posts for various websites.
Education
Bachelor of Arts - Communcations
SUNY, Oneonta
Oneonta, NY05-2013
Bachelor of Arts - Sociology
SUNY, Oneonta
Oneonta, NY05-2013
Skills
- Digital marketing strategy
- Content performance analysis
- Email campaign optimization
- A/B testing strategies
- Content auditing
- Content creation
- Data-driven decisions
- Data analysis
- Data visualization
- Excel spreadsheets
- Testing strategy
- Presentation skills
Languages
English
Professional
Timeline
Lead Strategist
Shift Paradigm
09.2022 - Current
Content Strategist
ERGO
04.2017 - 09.2022
Copywriter
Zeta Global
03.2014 - 03.2017
Bachelor of Arts - Communcations
SUNY, Oneonta
Bachelor of Arts - Sociology
SUNY, Oneonta