think. create. connect.
As owner of GrayMatter Marketing (GMM), I create a custom agency experience for each client, bringing together the expertise and resources that deliver flexibility, efficiency and the collective experience to drive bottom-line results. Capabilities include:
- > Strategic Consulting, Branding, Marketing & Messaging
- > Direct Response-driven Customer Development & Engagement
- > Project Management, Copywriting & Design
- > Website & Blog Development
- > Content Strategy, Content Management & Web Analytics
- > SEO Web Copywriting (HIGH-VOLUME SPECIALIST)
- > Photography & Motion for the Web
High-Volume Content Development for Top-20 U.S. Bank [NDA]:
GrayMatter Marketing was contracted to support the development of up to 1,500 pages of content for the relaunch of the bank’s website. We set and managed the budget. Developed 12-stage process, workflow and writer’s guides, as well as a dynamic content inventory document and real-time progress reporting dashboard for management. Built and managed a multi-disciplinary team of 18 project managers, writers and proofers. Collaborated with design group, marketing team, SEO Director and other stakeholders while working as an extension of the bank’s internal content management team. Shepherded every page through a highly complex SME and compliance review process—and never missed a deadline. Led a comprehensive content review during pre-launch testing phase.
Full Service Agency for FreedomCar:
Provide a full suite of marketing services to FreedomCar, a regional chauffeured car service serving corporate and residential clients, together with strategic partners (design, development, SEO, email, PPC). Currently managing marketing team and providing brand messaging strategy across a wide-range of multi-channel marketing initiatives.
Marketing & Brand Strategy Consultant for Growing Startup, DinnerTime:
Part of the core team since the alpha and beta release stages of this powerful meal planning solution built to satisfy individual and household tastes, budgets, dietary goals, schedules and more. (Members get deeply personalized meal plans, with grocery store savings automatically baked in.) Provide ongoing strategic branding and messaging consultation. Established brand messaging platform, voice and tone across all communications. Produced online and offline content for B2B and B2C target audiences. Led development of the email marketing program, created all of its initial content. Collaborated on UX, design and development.
Direct Response Consultant & Messaging Strategist for Gain:
Provided strategic consultation and messaging strategy, including segmentation-focused copywriting services, for targeted direct response campaigns for brands such as Comcast, Sage Software, US Bank, BB&T and GE Financial (now Genworth), among others. Applied test-and-learn scenarios and worked to refine communication strategies to further enhance overall test design. This work created an ongoing opportunity to try, challenge and innovate multi-channel approaches to the technologically evolving role of direct-to-consumer marketing.
1st Mariner Bank Website Relaunch:
Hired to lead and manage the SEO-copywriting for the relaunch of 1stMarinerBank.com, a 200-page website. Created web-based workflow to efficiently meet client needs, as well as a quality control process that included a team of freelance copywriters and a proofreader. As lead writer, ensured consistency of voice and established SEO baselines. Delivered all content on time and well inside the client’s budget.
Under Armour Website Relaunch:
Was brought in to lead and manage the SEO-copywriting for 2,000 products for the relaunch of UnderArmour.com. Developed and presented a budget with start-to-finish costs, introduced a workflow to accommodate the multi-tiered internal copy approval process, and was authorized to hire a team of four freelance copywriters and a proofreader to function as an extension of the eCommerce department for the duration of the initiative. Created a project management website (a private URL and shared document environment) that provided writers with the brand-related resources and copy direction they needed, while also giving management the ability to oversee copy progress 24/7. Worked on site with the client at the Tide Point headquarters for nearly four months on this project, during which time weekly status reports were delivered to upper management, along with weekly cost tracking data. The copy team delivered the content on time, on schedule and within the budgetary parameters established at the start of the job. Throughout, great effort was applied to adhering to eCommerce best practices and aligning all copy with the distinctive brand voice of Under Armour.
CitiFinancial Rebrand/Relaunch to OneMain Financial:
Led the direct-to-consumer communications strategy for the brand’s relaunch—writing the strategy documents and the copy for the relaunch communications across multiple mediums (web, targeted direct mail, in-branch). This messaging platform, strategy and copy was used by multiple participating agencies, as well as being the foundational messaging for the national TV campaign.
Wilkins Rogers Mills Corporate Rebrand & Site Relaunch:
Worked directly with the executives at Wilkins Rogers, Inc., to develop a new corporate identity, roll out a targeted direct mail-based relaunch announcement strategy, and launch a new website targeted to the organization’s B2B & DTC business—with analytics and call tracking to support ROMI. The site, wrmills.com, launched seamlessly and boosted the company’s web-based traffic and call volume.
M&T Investment Group Website Redesign & Relaunch:
Led the redesign and development of the Investment Group website user experience—from information architecture and navigation to SEO-optimized content and design, while fully leveraging the Bank’s brand guidelines and working with multiple M&T divisions and departments. The new, user-friendly interface resulted in increased awareness of the group’s offerings internally and externally.
Full Service Agency for EPIC Pharmacies:
Served as agency of record for EPIC, a national network of more than 1,000 independently-owned pharmacies, providing full-service advertising and marketing strategy and direction, including annual TV campaigns with Mike Rowe (a.k.a. the face of Discovery’s Dirty Jobs), radio, web, co-op advertising, print and direct marketing. Membership tripled during GMM agency tenure.
GrayMatter Marketing, Owner
Branding & Messaging Strategy | Creative Services | Content Solutions Based in the Baltimore/Washington, DC area, GMM delivers brand strategy, messaging, copy, design, creative services, direct response tactics, social media for business services and SEO to B2B and B2C clients.
GrayPictures LLC, Managing Partner
Multi-media Production Services From still photography and motion pictures to scriptwriting and production, projects are taken from conception to completion in any media format.
Account Executive Responsible for day-to-day management of two national accounts. Developed creative strategies. Directed creative and media teams to meet client objectives. Contributed in the production of direct response-driven national television, radio and print campaigns.
- > First National Bank of Maryland (now M&T Bank), Supervised/coordinated eight multi-media campaigns.
- > Sylvan Learning Centers, Managed day-to-day account services, including national television and radio campaign.
Copywriter/Account Executive Responsible for eight accounts—writing, producing and day-to-day account service. Learned the workings of television, radio, print and direct mail—as well as an early venture into the world of direct response having written/produced a 30-minute infomercial.
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