Work

Hello! I’m a copywriter, copy manager, and creative leader with years of experience writing for and about brands of all kinds. I've also spent much of my career crafting reports that synthesize and analyze research and data to create compelling narratives. I even taught university-level writing for a couple years.

Copywriting is part art, part science. It can be poetic, but it can’t be passive. It has to get results. With a deep understanding of brand marketing, I love the challenge of finding new phrasing, original concepts, and novel strategies to inspire action from my audience.

Let’s work together to see how I can do that for your brand.


 Mindbody 2016 - 2023

Copy Manager

3 years, 2 Months

Cultivated and spearheaded Mindbody's brand voice through a variety of product and marketing initiatives, advocated for our customers, developed and led our copywriting team, and drove revenue for the company. Reviewed and edited all marketing copy and content.

Lead Copywriter

2 years, 5 Months

Led building and maintaining of brand voice and tone, ensuring consistency across all touch points in the customer journey by creating standards, style guides, and processes. Reviewed work drafted by copywriters to ensure quality and consistency of voice & tone.

Senior Copywriter

2 years, 2 Months

Pitched creative concepts to key stakeholders, synthesizing business requirements with brand direction. Mentored fellow copywriters to foster expertise and develop team talent. Worked closely with creative directors, UX designers, visual designers, and fellow copywriters to develop influential content.


Mintel Group Ltd.
2004-2016

Market Analyst

Produced a variety of market research reports for web publication on diverse consumer product and service categories, including health, wellness, and beauty; food/drink; household goods; apparel; and lifestyle/travel, to provide actionable information for a range of manufacturer and retailer clients.


California Polytechnic State University, San Luis Obispo
 2004 - 2006

Teaching Associate, Lecturer

Taught English Composition to freshman students at a first-rate state university. Planned lessons, delivered lectures, graded essays, administered and graded exams, managed grades, and helped prepare students for the rigors of university-level writing.


 Resume

David Shannon

Experience:

Mindbody Experience Campaign

  • Skills: Concepting, Script Writing, Brand Strategy


This campaign presented an interesting pandemic-era challenge: to show how Mindbody software can help salons manage in-person client services while reducing the amount of physical touchpoints needed during the experience. 
I contributed strategic thinking and copywriting to the tactics supporting this campaign, from web pages and emails to digital ads and videos. I wrote the scripts for this video series, collaborating with visual designers and video editors to bring the videos to life.






Mindbody BOLD Conference 2021

  • Skills: Concepting, Branding, Voice & Tone, Copywriting, Event Campaigns


In 2021, Mindbody needed to encourage attendance at their annual BOLD Conference after canceling the 2020 event due to the pandemic. I concepted the “Unstoppable” theme for the event to reflect the resilience and determination of Mindbody’s customers after they endured the temporary closing of their businesses and loss of revenue.The theme inspired attendees to never give up on their business dreams and motivated them to sign up for the event, which broke attendance records. I also wrote all the copy for the event website and copyedited all the emails and ads supporting the campaign. Guest performer Butterscotch even freestyled a song around the Unstoppable theme.







Mindbody Voice & Tone

  • Skills: Branding, Voice & Tone, Documentation


Creating a voice & tone guide is possibly the most important work a copywriter can do. As the manager of the Mindbody copy team, I spent a lot of time working with our creative director to develop a guide that would stand out among the competition and give copywriters strong direction for Mindbody’s written personality. I also copyedited Mindbody’s entire Brand Guidelines, working with other creative leaders to establish specs for everything from color and illustration to typeface and imagery.







Mindbody Employer Brand

  • Skills: Concepting, Rebranding, Strategic Thinking, Voice & Tone

Mindbody refreshed its employer brand in 2021 to attract the best talent. I contributed substantially to the strategy around updating the company’s Careers page, LinkedIn ads, and related tactics.
The new team member welcome box was my favorite part of the initiative. I wrote copy for collateral that new colleagues would hold in their hands to get a sense of what their next chapter will be like. That pushed me to make the box messaging as inclusive and motivating as possible.







Mindbody Display Ads Campaign

  • Skills: Copywriting, Brand Strategy

In 2022, Mindbody leaned into showcasing more data in its marketing to illustrate its value to customers and prospects. I created a series of display ad sets aimed at converting prospects to subscribers, leveraging Mindbody’s impressive stats in growing its customers’ businesses.

With very little space to communicate the story and show a confident brand voice, I had to make every character count. Visual design was intentionally minimal to keep attention on the stats and copy.
 The campaign exceeded KPI expectations, with the highest-performing ads garnering a CTR of over 1% and a conversion rate of nearly 1%—both results well above industry average.







Acuity Blog Relaunch

  • Skills: Content Marketing, Copywriting, Rebranding

Acuity, Squarespace’s scheduling application, recently relaunched its brand blog and I wrote some posts to help get it off the ground. With my background in copyediting all the content marketing for Mindbody, I had a lot of experience to lean on to create compelling copy that straddles the line between marketing and thought leadership..



Why You Need Scheduling Software – and How Acuity’s Platform Transforms Your Business


5 Steps to Improve Patient Scheduling



Mindbody Email

  • Skills: Copywriting, Email Campaigns, Branding, Strategic Thinking

Mindbody acquired ClassPass in 2021 and needed to show customers the value of the platform. I wrote the email (and the landing page) promoting the ClassPass Guarantee, which promises customers that they’ll earn more revenue from integrating ClassPass with their Mindbody software. This email garnered an open rate of 34% and a CTR of 4.2%, well above average for the tech industry.





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