Hello, I'm Heather Werle.

I was the full-time content marketing manager responsible for shaping the brand story while also covering full-time senior copywriter and editor responsibilities. I also led the team that increased content production by approximately 8x within the first six weeks at this B2C kids’ bike company.

• Planned and implemented sales and seasonal campaigns, product launches, and monthly e-commerce content marketing strategies.
• Edited and coached all in-house and freelance writers.
• Launched strategic processes and collaboration with Community + Partnerships (including social media), Events, Public Relations, Voice of the Customer, Customer Experience, and Employee Experience to magnify the brand story.
• Established and defined customer data-driven personas to use for targeted content.
• Developed an organic content strategy, introducing SEO and shaping an intentional customer journey.
• Created the foundation and outline for a brand and style guide.
• Crafted US and global messaging for corporate branding, product launches, and sales campaigns.

I crafted eight customer personas to develop ads and communications for a B2C tech startup (parental control app) and created messaging and FAQs for earned media, agencies, influencers, and product testers.

• Created a brand guide from scratch for a tech startup, including logo usage, tagline, mission statement, messaging, keywords and phrases, style, voice and tone, audience, fonts, letterhead, business cards, colors, email signatures, photos, and media guide.
• Ranked 25% of keywords on page one of Google and drove 33% of organic traffic within six months of launching a blog that is still the largest driver of organic traffic.
• Published a 32-page e-book in six weeks.
• Launched social media channels, developed content, and produced two monthly
  e-newsletters (16K+ recipients).
• Added 7K+ customers in 10 months with a team of six.

• Guiding organizational rebrands, internal communications, and messaging
• Magazine articles and book contributions.
• Corporate training manuals
• Digital and printed marketing materials

I orchestrated visual, electronic, print, and written communication strategies for a nonprofit with 5K+ participants. I also managed a website redesign and rebrand of several departments; created content for fundraising initiatives, print, and digital marketing materials, curriculum, and weekly event programs; oversaw organization-wide communications calendar and branding; set and adhered to the annual communications budget; and managed a print production machine and printer contracts.

• Promoted events to 10+ audiences with multiple personas in mind by writing and executing email campaigns.
• Managed communications for a database migration requiring participants to install and participate with an app.
• Coordinated organization-wide events, event communications, and event registration.
• Led the team that flipped the entire in-person organization online at the start of the pandemic (<48 hours).

I oversaw marketing campaign development for a nonprofit organization, including monthly newsletter creation and graphic elements. I also managed foster parent bloggers, staff contributors, and calendars while serving as the lead writer for the blog; registered trademarks by working with a trademark attorney; managed and executed internal communications; and organized events for foster children and families.

• Overhauled the organization’s three websites within the first 120 days, including learning new web design software.
• Redeveloped five training manuals for specific audiences, including graphics, participant and presenter versions, and printing.
• Authored and designed marketing materials, including printed and digital assets, banners, emails, and invitations.

I developed the curriculum and recruited leaders for a high school and middle school mentoring program, weekly gatherings, and special events. I also created social media channels and communications and planned national conferences.

I managed a team of full-time interns, an administrative assistant, an associate, and 50-75 volunteers, depending on the season. I also oversaw special events, weekly programs, and domestic and international trips; mentored adolescents; taught weekly; and developed a training curriculum for leaders and programs for students.

• Maintained compliance with annual, project, trip, and event budgets. 
• Assisted parents on the difficult journey of parenting adolescents. 

Editor (Group Publishing); Reporter, Copy Editor, and Designer (Columbia Missourian, a daily city newspaper); and Barista (Starbucks, customer service with people before they’ve had their morning coffee).

Course emphasis on theology, leadership and adolescent faith development

Degree emphasis in news editorial design