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Copywriter

Summary
Digital and print writer/editor with over five years of experience working as a Digital Web Content Editor, Content Editor, Digital Copywriter, and Writer. Experience working for eCommerce site writing marketing material – email, site banners, CMS, home pages, landing pages, newsletters, social media, and site articles. Also experience developing style guides, editorial brand guidelines, and voice & tone across multiple mediums. Experience with keyword implementation and SEO, direct response marketing, vetting and editing legacy content, site content plans, and overall line editing and proofing.

Skills
Writing, editing, copywriting, research and proofing. Knowledge of database management
systems (DBMS), web content management systems (WCMS) such as Alchemy, search engine optimization (SEO), keyword implementation, and social media content writing, publishing, and tracking (Facebook and Twitter using Raven platform). Knowledge of writing for eCommerce marketing, direct response, and marketing materials with advanced knowledge of Microsoft Office, and working knowledge of blogging platforms.

•	Brought on to join existing marketing team on a complete site redesign and re-launch project. 
•	Rebrand, helped to rewrite, and create ~500 pages of content in approximately a month long time period.
•	Help to develop new tone, voice and brand to make content more conversational, student-friendly, and digestible as well as add value propositions and outcome drivers to existing content. 
•	Implement and help to create new site strategy, new navigation, and structure to drive audience deeper into the site and to the information they are seeking faster and more accurately.


•	Worked to develop a digital copy style guide and work with the Creative Director to update the creative review process. 
•	Help to develop new style, tone, and voice behind the copy as the market demographic has changed. 
•	Update ~300 product descriptions across the site with updated copy and voice. 
•	Write copy for homepages, social, and email campaigns softly incorporating new style, tone and voice while shifting away from old demographic and audience.  
•	Act as editor and head of Gaiam Life blog and work with five contributing writers to implement content calendar, develop writer’s blog ideas, and edit received work. 



•	Worked as essential part of the creative team writing and producing copy for various mediums including email (with subject lines and snippets), home pages, site articles, CMS, banner and display, social media content, and landing pages.
•	Helped to meet and exceed 2013 Q4 eComm sales goal of $75MM as lead digital copywriter on developed task force for all things “holiday”.
•	Collaborated on creative pieces from start to finish by participating in kickoff meetings, brainstorm process, writing, aspects of design and layout surrounding messaging hierarchy, proofing and editing process, and formal creative reviews and revisions.
•	Strengthened processes of digital production by offering critical feedback at appropriate times, and worked with creative team and stakeholders and traffic to streamline and reduce rework.
•	Often requested on projects by outside teams to create copy for “hot” and urgent projects due to ab

Digital Copywriter II

•	Line edit medical copy, marketing materials, and instructional documents for both the API product (medical board prep courses) and internal communication including printed text of oral lectures, medical multiple choice question quizzes, and internal processes and procedures.
•	Create and continually update an API style guide to be utilized by both internal editors and externally by contracted medical copy writing doctors.
•	Function as part of the Resource Team inputting ideas to streamline editing processes and copy flow. 
•	Upload edited multiple choice questions to create medical board prep quizzes on API website using the backend of site and some HTML.

Editor

•	Key member of the creative team, collaborated with product team and designers to steer the content and direction of Fastweb.com for optimal user experience and member growth.
•	Created and published original content on Fastweb.com on a daily basis. Conceived and pitched story ideas, researched, fact checked, interviewed, implemented SEO techniques and uploaded content to Alchemy content management system. 
•	Created ‘sticky’ content that drove high numbers of page views to Fastweb.com (59,462 page views on a single original content article).
•	Headed a student columnists initiative by managing and editing the work of six student columnists.
•	Created and maintained multiple social media outlets, grew followers exponentially, stayed up to date on social media trends and monitored growth and posts using bit.ly and Involver. 
•	Helped to facilitate and launch social media plan that grew followers from ~11,000 to 71,868.
•	Managed crisis situations by efficiently drafting immediate commu

Web Content Editor

•	Devised concept for ChicagoNow’s “Vegan City” blog by pitching the blog idea and content plan as well as working with web designers to create and approve look and feel of the blog.  
•	Maintained the blog by writing and publishing original content on the site weekly using blog followed by promotion of the blog on social media sites and other blogs to increase page views and site traffic.

Blogger

• Attended local events, conducted interviews and research to produce content for a popular fashion forward website and publication.

Contributing Writer

•Blogged about vegan and vegetarian happenings, events, markets, food and recipes in and around Chicago.

Find out detailed information about Leah Westfall, Copywriter in Englewood, CO

Leah Westfall: Copywriter in Englewood, CO

Leah Westfall

Colorado State University-Global Campus

Gaiam

Sports Authority

American Physician Institute

Monster Worldwide

ChicagoNow of Chicago Tribune Media Group

Above The Fray

Examiner.com

DePaul University

DePaul University