AMELIA GLYNN

San Francisco Bay Area; ag@ameliaglynn.com

 

SKILLS

• Experienced brand storyteller, creative copywriter, content strategist, verbal brand ID consultant, and associate creative director/creative director (ACD/CD)

• Outstanding presentation, creative concepting and writing skills; includes brand positioning and strategy, website & email copy, brand/ad/marketing campaigns (social media, radio, TV, print), video scripts, success stories and company and product names and taglines.

• Proven project and people manager with the ability to mentor junior creatives, juggle multiple tasks, pitch and win new business and meet demanding deadlines.

 

WORK HIGHLIGHTS

 

Creative Copywriter, Content Strategist and Verbal Brand Identity Consultant, ameliaglynn.com, 2009-present

 

• Midi Health – Partnered closely with the founder and marketing lead to launch and grow Midi Health (joinmidi.com), a virtual health clinic for women 40+, including brand copywriting, content strategy and integrated campaigns across web, social media (organic posts + ads), email, events, video, paid ads and content partnerships.

• Cast Jewelry – Worked with the founder to craft brand/marketing/product copy, created a new tagline/hashtag + named collections and individual pieces for this fine jewelry startup.

• Unpaste – Led the verbal/visual ID rebrand, provided creative/art direction + wrote all packaging, website and marketing copy (4.26.22 launch) + provide ongoing creative/art direction and copy support. (unpaste.us)

• Robin Healthcare – Wrote brand & marketing copy + scripts and voice/editorial guidelines for the relaunch of this AI-powered medical scribe startup.

• HeartFlow – Directed verbal and visual rebranding; campaign included CT-Flow educational video, landing page, infographic, physician & patient brochures, print and social media ads.

• aos Skincare – Directed verbal and visual rebranding of this popular organic skincare line in Bend Oregon. Created and implemented the new brand strategy, way-finding system and brand voice. Since the re-launch, combined in-store and online sales have been up over 300% according to the founder and CEO.

• Heartline – Helped create a new brand voice, editorial calendar and wrote and edited six months of health-related app content for a new partnership between Apple and Johnson & Johnson. This 2-year study used the Apple watch to help identify AFib and prevent heart attacks in at-risk participants.

• Helinox - Created a new brand voice and brand manifesto, wrote web and product copy for this company’s line of high-end camping & home lines of chairs, tables and cots.

• Ambient Weather – Concepted, wrote and edited a promotional video for this sophisticated weather-capturing device that syncs directly with smart home systems. 

• Onewheel – Helped transition this lifestyle brand from post-kickstarter campaign to revolutionary board sport. Responsible for writing the product user manual, packaging materials, web copy, tagline & blog posts profiling Onewheel riders.

• Motorola – Concepted, wrote and edited a promotional brand video for Moto Maker to help make a case to carriers that dedicating more space in retail stores would create a more compelling "customization" experience for consumers.

• Legalzoom – Helped rebrand all web and marketing copy to position this legal giant away from self-help a-la-cart services to a subscription model based on expert advice.

• Doggyloot – Wrote a new tagline ("Your dog's best friend"), brand headlines and high-level web copy & created a voice brand guide for this flash-sale site for dog lovers. 

• Banana Republic – Wrote direct mailers, Facebook ads, radio ads, billboards, in-store environments and other marketing materials; named and created a tagline for its internal career resource site, plus named a new perfume line and jean collection. 

• Chaiken Clothing – Created a new brand voice for the direct-to-consumer re-launch of this high-end women’s workwear brand based in San Francisco.

• Mercari – Directed and presented a new brand strategy and verbal identity for the U.S. launch of this Japanese-based consumer marketplace.

• Four Sigmatic Foods – Helped rebrand this company’s line of mushroom-based drink mixes for the U.S. market.

• Kaiser Permanente – Extended the “Thrive” campaign voice and tone across all member-facing marketing materials.

• Other clients include: Opendoor, One Medical, Twitter, Apple, eBay, Credo Beauty, Japonesque, Design Within Reach, Charles Schwab, Wells Fargo, Bank of the West, Bare Minerals, The Sutter Institute for Health and Healing, Covered California, TechSoup, Cisco Systems, Autodesk, Electronic Arts, AT&T, Zola Acai, Urban Remedy, Hyatt, Marriot.

• Co-founded Twice Lightning, a boutique branding agency, in 2014; responsible for all new business development + managing and contributing to naming, tagline, strategy + positioning, brand voice development and copywriting projects for clients including: Samsung, UCSF, Nestle, a specialty foods commercial kitchen space and incubator (The Nines), a travel startup (TripHaven), a high-end med spa and plastic surgery center in LA, an online money management website (MoneyGeek), and a high-end golf community near Auburn, CA.

• Naming, tagline development, campaign concepting and copywriting for FutureBrand, Lippincott, Landor, LPK, Salt Branding, 1185 Design, Liquid, Eleven, Saatchi + Saatchi S, Gershoni, Atomic D, Comrade, Digitas, Publicis, Hal Riney, Madplum Creative and numerous other branding, marketing and advertising agencies.

 

Sr Brand & Marketing Copywriter, Content Strategist, (contract) BioMarin, San Raphael, Feb - Nov 2023

• Provided brand content and campaign strategy and copywriting support for branded and unbranded projects across the company's rare disease portfolio, targeting patients, caregivers and healthcare professionals.

• Assisted with the U.S. launch of ROCTAVIAN, the first and only one-time gene therapy for people with severe hemophilia A, and supported the new FDA indication for VOXZOGO, a daily injection for children with achondroplasia.

• Day-to-day deliverables included: social media and banner ads, email campaigns (+re-engagement strategies), video scripts, educational brochures, event invitations and presentations.

• Helped improve internal process and feedback tools (i.e. creative briefs, surveys, etc.) and pushed for deeper and more consistent metrics analysis and regular project retrospectives to improve future outcomes.

 

ACD, Copy, Health Care Brand ID + Campaigns, (contract) W2O Group, San Francisco, March 2020 – Sept 2020

• Collaborated closely with senior art directors and design CDs to concept, create and present new brand identities.

• Responsible for building messaging matrixes, voice/tone development and writing manifestos, websites and guidelines.

• Created brand and advertising campaigns for a variety of health care companies in the fields of gene therapy, glaucoma, endometriosis, patient care, biostatistics, life sciences and more.

• Pitched and implemented new internal processes, including streamlined creative and project briefs and reduced internal siloing to integrate verbal and visual brand work for more holistic and successful client presentations.

 

Head of Content, Branding & Campaigns, (contract) Biossance, Emeryville, Sept 2019 – June 2020

• Led the campaign concepting, storytelling, creation and execution of several successful new product launches + 2020 holiday theme; included developing integrated campaign decks, messaging strategy, site, social, email, advertising and packaging copy, in-store displays, wild postings, billboards and video scripts.

• Pitched, created and sold through new product naming conventions, tagline and brand positioning platform.

• Created editorial & voice guidelines and led internal product messaging audit and competitive analysis projects.

 

Brand Content & Editorial Director, (contract) Yes Health, San Francisco, May 2015 – Aug 2020

• Provided naming, verbal branding, editorial direction and copywriting, including brand voice & editorial guidelines for this all-mobile, CDC-certified diabetes prevention program and its sister weight-loss and healthy lifestyle programs.

• Wrote all web, app, social media and marketing copy.

• Created the blog editorial calendar, wrote all blog posts and concepted email and social media campaigns.

 

Freelance Writer, 2001-2018

• Wrote feature articles and supporting content for national magazines, newspapers and online publications including Yoga Journal, Martha Stewart Living, Dwell, Pregnancy, MacLife, Day Spa Magazine, San Francisco Magazine, Sunset, The San Francisco Chronicle, SFGate.com, Hemispheres, Ode, BUST, BARK, Planet Magazine, Shoptopia.com, Groomed-LA.com, Mademan.com.

• Named and launched “Tails of the City,” a popular blog about pets, for The San Francisco Chronicle; wrote an average of six weekly posts (including contests and other interactive content) May 2007 to October 2011.

• Co-authored Clean Plates LA, a new healthy eating guide focused on good tasting food made with local, organic and sustainable ingredients; contributed 20+ restaurant reviews and wrote and edited blog and web copy; SF/Bay Area book in the works.

• Contributing writer and editor for several chapters of Our Bodies, Ourselves (The Boston Women’s Book Collective, 2005).

• Co-authored The AntiBride Planner (Chronicle Books, 2004).

• Contributing writer and researcher for The AntiBride Etiquette Book (Chronicle Books, 2004).

 

EDUCATION

• Tufts University, Medford, Massachusetts: Bachelor of Arts, English and Political Science; Art, Architecture and Design studies, Florence, Italy

• University of California-Berkeley Extension, San Francisco, California: Certificates in Marketing and Editing

• Dale Carnegie: Effective Speaking and Human Relations

 

ACCOMPLISHMENTS AND VOLUNTEER ACTIVITIES

• SF/ACC volunteer and writing coach for Oakland/Berkeley schools

• Medical assistant and patient advocate for Choice Medical Group

• Exhale volunteer, an organization that offers after-abortion counseling to women and men

• Women’s Community Clinic (WCC) health educator, HIV and pregnancy counselor

• Member of the WCC strategic planning board and steering committee

• Completed UCSF AIDS Health Project Basic I and Basic II Risk Assessment and Disclosure trainings