COURTNEY HOLLIDAY

Creative Director | Profero​

Associate Creative Director | Profero​

Marketing Director | Total Health

• Established and scaled the brand as the company expands its offering and developed a non-profit arm. Evolved company positioning and campaign strategy to effectively promote new offerings.

• Launched a blog and managed a team of writers/KOLs to effectively engage the community with relevant content that established thought leadership in the oncology medical education space.

• Managed collaborative relationship with PR team to develop thought leadership and expand media activations.

Marketing and Branding Manager | Total Health

• Led rebrand and website redesign that allowed an in-person-only conferencing business to evolve into a media company amid a pandemic. New website design and SEO optimization increased weekly visitors by 10K.

• Implemented a new marketing automation platform and CRM database that grew the audience from 30K to 80K. Evolved email marketing strategy increased email open rate from 18% to 24% and improved click-through rate by 5%.

• Infiltrated the highly unreachable #MedTwitter audience with quarterly influencer campaigns that delivered valuable insights in real time. Campaigns grew social following by 57% and increased impressions by 720%.

• Collaborated with clients to bring their vision for webinars and in-person meetings to life. Developed effective attendee recruitment campaigns and designed on-site marketing materials.

Social Media Content Editor | Macy’s Inc

• Established fashion authority by implementing a real-time, street-style content strategy that resulted in 740+ new followers daily, a 20% increase from daily new followers YOY, and a 117% increase in engagement.
  Defined and refined cross-platform social voice for the Macy’s brand while incorporating tone and messaging strategy for collaborative retail partners and featured product brands.

• Led multidisciplinary creatives from conception to execution of social content shoots utilizing in-house production teams and modeling agencies – all while incorporating the fashion office’s vision.

• Managed content calendar copywriting and identified new real-time, culturally relevant engagement opportunities across social platforms.

• Developed scripts and planned shoots for the YouTube Beauty channel and live social content that promoted Macy’s Thanksgiving Day Parade + holiday shopping activations. 

Copywriter | MRM//McCann

• Collaborated with cross-functional agency teams to pitch new clients.

• Researched and developed study abroad articles that reached audiences at strategic points in their academic journey. Posts lived on an award-winning blog for our client, TOEFL under the Educational Testing Service (ETS) Brand.

• Partnered with art directors to create dynamic digital and social ads that targeted and engaged potential tennis coaches as part of the Net Generation campaign for The United States Tennis Association.

• Created highly targeted content – banner ads, landing pages, and social content – that educated and guided patients from disease awareness to conversation for pharmaceutical clients such as Sunovion and AstaZeneca.

Associate Copywriter | MRM//McCann

• Cultivated a relatable persona and social voice for the beloved IHOP brand to generate brand love and consideration across channels.

• Collaborated with the strategy team to develop effective email marketing campaigns that drove repeat business for our client, IHOP – earning an average open rate of 15% compared to the industry average of 11%.

• Garnered press and media coverage for the IHOP brand with viral Twitter copywriting.

Associate Social Strategist | MRM//McCann

• Developed social media community manager protocol and communication copy outline.

• Increased social community engagement for IHOP by 30% week over week.

• Collaborated with strategy leaders to identify real-time cultural engagement opportunities and build out social activations such as live streams.

Social Strategy Intern | MRM//McCann​

Marketing Intern | Tampa Bay Lightning