Vanessa Passo
Elgin,IL
Overview
5
5
years of professional experience
Work History
Senior Copywriter
American Girl | Mattel
09.2022 - Current
- Owned strategy- and insight-driven copywriting to fuel brand health and maintain brand-right voice
- Supported retail space planning via graphic packages for new and existing stores that enhance experiential points of difference (Café, Salon, Doll Hospital, etc.)
- Conceptualized innovative solutions for evergreen areas (display windows, NY brand wall, cash wraps, etc.) to save money YOY
- Drove in-store sales via targeted merch and promotional signage
- Delivered engaging, strategic creative in support of key 2022 & 2023 tentpoles and campaigns in various print formats: in-store signage, display fixtures, flyers, informational guides, and menus
Freelance Copywriter
Destination Decoded
05.2024 - Current
- Wrote advertising copy for hospitality, travel, and real estate clients, adhering to brands' overarching brand identity and personality
- Boosted campaign performance by developing engaging and persuasive copy for print, digital, and social media platforms
- Reviewed and edited final copy for accuracy and to correct grammar errors
- Ensured consistency in brand messaging across multiple channels by adhering to established style guides and tone standards
Freelance Digital Copywriter
Things Remembered
05.2021 - 01.2023
- Crafted grammar-free, on-brand copy for digital and e-commerce needs, including but not limited to cross channel product descriptions
- Utilized SEO best practices to create search term lists and keyword-concise product detail pages for Amazon SKUs
- Implemented time management skills and efficiency to meet tight deadlines
Contingent Digital Merchandising Brand Writer
Hasbro
01.2022 - 09.2022
- Created compelling and on-brand packaging copy for Transformers and Beyblade toy brands, including names, taglines, and key feature callouts
- Strategized and optimized clear, persuasive copy for brand marketing and e-commerce communications, such as cross channel product detail pages
- Collaborated with internal and external partners to produce on-trend, on-brand packaging, unboxing experiences, and communication
E-Commerce Copywriter
Every Man Jack
06.2021 - 09.2022
- Became the voice of the men’s naturally derived grooming brand, driving thoughtful, engaging, and on-brand copy—both short and long form
- Executed copy for various digital formats: emails, blog posts, e-commerce site product detail pages, and web landing and homepages
- Crafted copy for print and retail needs, including but not limited to product packaging and inserts
- Interpreted creative direction and adapted points from creative briefs into persuasive copy concepts
- Collaborated with the marketing team to develop SEO copy that is error-free and adheres to the company’s style guidelines
Freelance Copywriter
HauteCarat
01.2020 - 09.2022
- Crafted original, creative product descriptions for diamond and jewelry e-commerce business
- Conceptualized, wrote, and edited short-form and long-form copy for promotional website banners, email communications, blog posts, and social media posts
- Collaborated with CEO and founder to kickoff project briefs and interpret creative direction into on-brand copy
- Worked efficiently to meet quick turnaround times
Freelance Copywriter
Wunderman Thompson
05.2021 - 02.2022
- Crafted copy and content for Best Buy and Amway across channels that meet brand standards for voice/tone, audience, and performance
- Executed product detail pages for beauty and skincare products on Amway’s website with keyword-infused copy
- Executed promotional emails and holiday ads for Best Buy's website with short-form copy
- Collaborated with internal and external partners to ensure final deliverables combine my copy with the designer’s vision for flawless brief execution
- Worked fast and flexibly to support clients and deliverables
Freelance Copywriter
Reinders, Inc.
10.2020 - 10.2021
- Conceptualized, wrote, and edited keyword-concise product descriptions, sales pages, landing pages, and email copy for e-commerce green distribution company
- Optimized organic traffic and drove sales conversions and leads with SEO-oriented copy
- Managed multiple projects concurrently to meet tight deadlines
Freelance Copywriter
Terry Shilling Creative
05.2020 - 11.2020
- Crafted copy for digital and e-commerce needs including product descriptions for specialty food and beverage e-commerce business, plus product detail pages for a custom clothing company
- Successfully utilized SEO best practices to include target keywords within product descriptions and product detail pages
Education
Associate of Arts - Journalism
Elgin Community College
05.2017
Skills
- Digital & E-Commerce Copywriting
- Email Communication
- Promotional Marketing & Advertising
- Print Collateral
- Strategic Marketing
- SEO
- Blogging
- AP & MLA Style
- Time Management
- Adaptability
- Team Collaboration
- Innovative Problem Solving
Timeline
Freelance Copywriter
Destination Decoded
05.2024 - Current
Senior Copywriter
American Girl | Mattel
09.2022 - Current
Contingent Digital Merchandising Brand Writer
Hasbro
01.2022 - 09.2022
E-Commerce Copywriter
Every Man Jack
06.2021 - 09.2022
Freelance Digital Copywriter
Things Remembered
05.2021 - 01.2023
Freelance Copywriter
Wunderman Thompson
05.2021 - 02.2022
Freelance Copywriter
Reinders, Inc.
10.2020 - 10.2021
Freelance Copywriter
Terry Shilling Creative
05.2020 - 11.2020
Freelance Copywriter
HauteCarat
01.2020 - 09.2022
Associate of Arts - Journalism
Elgin Community College
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