AMELIA GLYNN

San Francisco Bay Area; ag@ameliaglynn.com

 

SKILLS

  • Experienced in brand storytelling, verbal design, brand strategy, copywriting, editorial direction, naming and brand voice development

  • Outstanding presentation, creative concepting and writing skills; includes company and product names and taglines, website copy, brand and ad campaigns (social media, radio, TV and print), video scripts and customer success stories

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

 

WORK HIGHLIGHTS

ACD, Copy Health Care Brand ID + Campaigns, W2O Group, San Francisco, March-Sept 2020 

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

  • Built messaging matrixes, developed voice/tone, wrote manifestos, websites and voice/brand 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 streamlining creative and project briefs and reducing internal siloing to integrate verbal and visual brand work for more holistic client presentations

 

Copy Director, Branding & Campaigns, Biossance, Emeryville, Sept 2019 – May 2020

  • Led campaign concepting, creation, development and storytelling for several successful new product launches as well as the company’s new 2020 holiday theme; included developing 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, new tagline and new brand positioning platform

  • Created editorial & voice guidelines, directed an internal product messaging audit and competitive analysis

Brand Content Director, Yes Health, San Francisco, 2015-2020

  • Provided naming, verbal branding, content management and copywriting services, including creating brand voice and editorial guidelines for the successful launch of this all-mobile, CDC-certified diabetes prevention program + branded it's sister weight-loss and healthy living 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.

 

Creative Director, Copywriter and Verbal Brand Identity Consultant, 2009-present

  • 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 will use the Apple watch to help identify AFib and attempt to prevent heart attacks in at-risk participants.

  • Helinox - Created a new brand voice, created a 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: 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.

 

Freelance Writer, 2001-present

  • Writes 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

© 2021 Amelia Glynn

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