Yusra Shah
Chicago,IL
Summary
Highly versatile marketing professional with the ability to lead, concept, and execute digital media creativity across multi-platform channels. Agility in translating concept to campaign with a keen eye for detail, a relentless pursuit of content integrity and optimizing customer engagement and experience to reach the right audience, with the right message, through the right channels.
Overview
7
7
years of professional experience
Work History
Publishing Director
SVRN
02.2022 - Current
- Created and implemented a new brand image and strategy to drive company growth during a rebrand
- Worked on innovative design and messaging behind the Nike Chicago Air Max and Air Force 1 (Releasing Holiday 2023)
- Leads a special project collaboration and events team from concept to planning to execution (Has worked with Nike, Marni, KVADRAT/Raf Simons, Blobb, Jordan and more)
- Oversees business-wide social reports and recaps for internal visibility on performance metrics and sales
- Accountable for all website copy and messaging while helping build a brand voice and convert views to sales through enticing, SEO-driven language
- Manages and leads editorial features for the website, including writing longform articles and leading a team of freelance writers (longform and shortform)
- Leads an email marketing team and implemented a B2C email-marketing strategy while planning out monthly content and targets
- Increased brand awareness through development and implementation of successful public relations campaigns both locally and globally.
Senior Copywriter
SVRN
12.2021 - 02.2022
- Rewrote every brand biography for labels carried by SVRN in less than 150 words while capturing the essence and selling points of the brand
- Wrote product copy for luxury retail products in a descriptive, SEO driven manner and managed a junior copywriter
- Established new organizational structure and guideline for all product copy to include a description, features and fit
- Wrote biweekly newsletters highlighting new product that goes out to all consumers (as well as segmented lists) through Klaviyo
- Write original, story-telling copy for hype shoe raffles, including Nike and Adidas shoes Created high-impact messaging for marketing media, contributing to increases in revenues and market share.
- Edited content produced by senior executives, modifying text to conform to company-wide branding standards and publication guidelines.
Freelance Web Copywriter
Buttercloth
02.2022 - Current
- Writes SEO-driven product copy for online merchandise, adhering to employers' overarching brand identity and personality.
- Reviews and edits final copy for accuracy and to correct grammar errors.
- Creates enticing product names to drive click-through rate and brand recognizability
COPYWRITER and DIGITAL MEDIA INTERN
dome BEAUTY
01.2020 - 01.2021
- Was accountable for creation of all product communications and brand digital design to amplify the voice of the brand for cross-channel experiences with consumers and call them to action
- Created digital designs for web and social media
- Copywriter for all digital, email, sms and social content for B2C audiences
- Designed and wrote email blasts through Klaviyo and Mailchimp to communicate sales and special events
- Wrote SEO driven product descriptions for products carried at Sam’s Club
- Wrote monthly blog posts designed to engage consumers and advertise products (SEO focused)
- Reformulated brand story for the company
- Managed all social platforms (Instagram, Facebook, Pinterest) and engaged with followers on a daily basis
- Recruited influencers to promote products and work with the brand while also managing customer questions and concerns
MULTIMEDIA EDITOR and ASSOCIATE EDITOR
14 East Magazine
01.2019 - 01.2021
- Digital Copywriter and Editor for the university’s digital magazine and online presence
- Edited all multimedia for each story (5-7 stories a week) and work with writers to represent their ideas through graphics
- Led a team of illustrators and delegate weekly tasks and assignments due by the website’s publishing date
- Led a team in creation of the yearly anthology, a 150 page print iteration of our magazine using indesign and photoshop
- Wrote fashion and lifestyle based articles designed to spread awareness of up and coming Chicago creatives
- Edited and fact checked contributor stories for AP Style, flow and credibility
EDITOR and WRITER INTERN
Ready Pretty
01.2017 - 01.2018
- Accountable for creative to publishing of product campaigns for Facebook, Twitter, Instagram and website while also managing content creation for media platforms
- Created and published digital media blogs and web content for emerging network channels to monetize product’s platform investment
- Led creative ideation to deliver innovative campaigns for high-revenue websites and executed successful product influencer activations
- Created compelling content to support SEO efforts, keyword research, and Google Analytics; proactively and continually revised content to optimize existing and new content to increase keyword rank
Education
Bachelor of Arts - Journalism
DePaul University
Chicago08.2021
Skills
- SEO-driven copy
- Cross-platform strategy integration
- Social media management and planning
- Brand strategy and implementation
- Email marketing
- Team management
- Press release writing and outreach
- Content Creation
- Gap Analysis
- KPI Reporting
- Project Management
Accomplishments
- FIRST PLACE, BEST USE OF MULTIMEDIA FOR STORYTELLING
- Catholic Press Association| 2020
- DePaul University, 14 East Magazine
- For the story “14 East’s Virtual Art Gallery”
- BEST STUDENT PUBLICATION, 14 EAST MAGAZINE
- DePaul University | 2020
- Selected as the best independent student publication in the nation
Timeline
Publishing Director
SVRN
02.2022 - Current
Freelance Web Copywriter
Buttercloth
02.2022 - Current
Senior Copywriter
SVRN
12.2021 - 02.2022
COPYWRITER and DIGITAL MEDIA INTERN
dome BEAUTY
01.2020 - 01.2021
MULTIMEDIA EDITOR and ASSOCIATE EDITOR
14 East Magazine
01.2019 - 01.2021
EDITOR and WRITER INTERN
Ready Pretty
01.2017 - 01.2018
Bachelor of Arts - Journalism
DePaul University
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