Andrew Rossillo: Contract Copywriter, Content Manager, Social Media Manager, and Technical Writer in San Marcos, CA

• Consulted and executed for over 10 startups, including web, blogging, public relations, SEO, search engine marketing (SEM), and social media initiatives • Larger clients have included: o StubHub (entertainment) o Travelocity (hospitality and travel) o John Assaraf (business coaching) o Subway (food and dining) o NFL (sports) and CooperVision (vision/biomedical) joint campaign o Kodak (imaging technology) o Sterling Renaissance Festival (interactive entertainment) • Write, edit, proofread, research, online marketing, content management, project management, consulting, as well as recruit, manage, and mentor contract writers

• Collaborate with all departments to identify product USPs, optimize messaging to resonate with audiences, educate prospective and current clients, cultivate lead generation, as well as support company and customer missions and campaigns. • Develop engaging content to promote internal and external collateral, updates, innovations, news, events, and industry hot topics—create and nurture conversations. • Research target audiences (personas), customer needs/pain points, competitors, strategic-partner opportunities, industry news, and data innovations to produce value-based and interactive B2C and B2B content. • Develop employee advocacy programs. • Create audience engagement strategies, including social listening. • Sales enablement program creation, execution, and management.

• Plan, research, write, publish, manage, and optimize organic and paid social media across platforms. • Collaborate with all departments to identify product USPs, optimize messaging to resonate with audiences, educate prospective and current clients, cultivate lead generation, as well as support company and customer missions and campaigns. • Research target audiences, customer needs/pain points, competitors, strategic-partner opportunities, industry news, and data innovations to produce value-based and interactive B2C and B2B content. • Track metrics and use analytics and reporting tools for intelligent business decisions, enhanced efficiency, to detect trends, identify opportunities, stay on top of communications and engagements, and for continuous optimization. • Sales enablement program creation, execution, and management.

• Authored global sales and marketing proposals, tenders, and RFX/RFPs as part of Proposal Expert Services team that led to: o Accelerated deals and larger deal sizes when our proposals are used o Enhanced market segment o Easily customized proposals to allow end users and third-party sellers to differentiate and stand out • Researched content, including working with subject matter experts (SMEs) and team leads, competitive analyses, and multimedia interviews to achieve accurate and engaging messaging. • Certifications: Cisco Systems, Inc. Digital Specialist; Cisco Systems, Inc. Digital Strategist.

• Consulted on new LinkedIn paid promotion initiative delivered via the Microsoft 365 channel, supporting the primary objective of high-quality lead generation. • Created comprehensive proposal and roadmap to educate MMD team as well as guide according to best practices and market research. • Researched target audiences and created targeting segmentation for multiple campaigns. • Planned, researched, collaborated, and created paid LinkedIn advertising campaigns. • Created multivariate content versions for advanced split testing across target segments.

• Developed and executed internal and customer-facing communication strategies and content for a variety of audiences. • Worked with internal stakeholders within the sales and marketing departments and throughout the organization to help them serve and sell to customers more effectively. Collaborated with internal stakeholders to establish required content and messaging, identifying key features and conveying top benefits to increase engagements and conversions. • Planned, researched, created, edited, published, managed, and optimized content for multiple websites and digital marketing channels. Led several aspects of building a new website. • Built and used templates, maintained brand consistency, and developed style guides with a focus on promoting internal ease of use and education, facilitating sales enablement, as well as enhancing end-user experience and customer satisfaction. • Presented marketing tactics, partnered with internal clients to develop strategies, drove cross-functional teams, coordinated editorial team members, worked with product teams to enhance usability of collateral and the content management system (CMS). • Used project management tools (e.g. Monday), internal ticketing tools (e.g. GitHub), video conferencing (e.g. Skype and Webex), IM, email, and phone to promote comprehensive communication and timely completion of projects.

Execute sole social media position for 3 brands across 11 channels for Twitter, Facebook, Instagram, and LinkedIn. Create and optimize comprehensive and consistent organic and paid social media processes that have produced: o 9.9 million impressions o 49,513 engagements o 18,288 new followers (9 out of 10 channels started with under 70 followers) • Research target audiences, competitors, patient needs, health news, strategic-partner opportunities, industry news, and med-tech innovations to produce value-based and interactive B2C and B2B content. Monitor communication across all 11 channels for timely, reliable, and engaged interaction. • Create, manage, and optimize full-year editorial calendar, supporting and enhancing company and customer initiatives, campaigns, and missions; updated regularly to account for emerging news, trends, and product updates. • Proactively conduct collaboration with every department to identify key unique selling propositions (USPs), features, and benefits of our products as well as promote company news and events. • Develop and maintain direct relationships with patients, customers, industry influencers, brand ambassadors, and strategic partners (e.g. initiated relationship with the National Psoriasis Foundation’s Director of Strategic Alliances). Procure patient testimonials and before-and-after images. Obtain successful customer case studies and execute customer-support social media marketing (e.g. plan, create, and host live Twitter chats for customers; share and promote customer posts). • Work with sales and commercial operations to develop and incorporate lead-generation and sales objectives as part of the social media funnel, which includes driving website traffic and producing referrals for our customers. • Plan, manage, and optimize monthly budget and paid advertising for each platform. • Source and use top analytics and reporting tools (e.g. Sprout Social), automation solutions, and centralized dashboards for enhanced efficiency, to detect trends, identify opportunities, stay on top of communications and engagements, and for continuous optimization. • Other responsibilities include blog writing, website publishing and administration (WordPress), image creation and editing for all posts (Adobe Photoshop and Canva), and video editing.

• Plan (includes market research), create (includes writing, editing, and proofreading), execute, and manage company-wide content, including editorial calendar, website, campaign landing pages, PPC (for example, Google AdWords), SEO, email marketing, webinars, user documentation, marketing collateral, training material, and technical guides in order to educate customers, support internal teams, promote products and services, and attract new business • Assisted with complete rebuild of website and company rebranding, including working closely with graphic designer • Collaborate with product specialists/developers, revenue operations, sales, engineers, account managers, and other internal teams to achieve targeted, effective, impactful, and helpful messaging and omnichannel content • Plan, create, execute, and manage marketing, public relations, as well as paid (for example, LinkedIn Campaign Manager) an

• Primary global author of security-architecture master sales proposals, tenders, and RFX/RFPs as part of a team that drove: o 30% larger security deal sizes when our proposals were used o 82% revenue growth FY15 – FY16 for Cisco Next-Generation Firewalls o Enablement of USD $3.9 billion Cisco ASA Firewall refresh opportunity o Cisco Advanced Malware Protection from 3rd to 1st place in its market segment o Increased number of proposals by 75% • Met aggressive targets for proposal production, and consistently received compliments from the sales organization regarding quality, timeliness, as well as ease and enjoyment of working relationship • Expert in Cisco Brand Language, developing bold, highly consumable, engaging, and persuasive content • Skilled in primary and secondary research for highly technical content, including work with subject matter experts (SMEs), competitive analyses

• Managed the editorial calendar, assignments, and deliverables from staff and contract writers for multiple online magazines and websites: o Deadlines were met 100% of the time due to my proactive management o Healed broken interdepartmental relationship between editorial and sales • Improved communication, quality assurance, and peer review process, establishing new organizational standard operating procedures (SOPs) as well as enhancing presales process and documentation • Client satisfaction increased, resulting in greater ad-buying commitments and repeat customers o Ad sales increased 15% in a flat market • Scheduled, prepared, and conducted multimedia interviews with global C-Level executives of USD $50 million-plus companies, such as with the president of Volvo Group Australia • Editorial focus on IT, supply chain, energy, healthcare, retail, and manufacturing • Wrote and edited with an eye toward search engine

, San Diego, CA. Nov 2007 – Dec 2009. • Researched, wrote, edited, proofread, published, and managed health and wellness content (digital and print) for marketing, advertising, and public relations, including web, brochures, newsletters, blogs, direct mailers, press releases, email campaigns, sales presentations, product labels, and catalogues • Established new and optimized existing SOPs, including improved communications between compliance, science, technology, as well as sales and marketing departments, directly contributing to: o 15% increase in repeat customers o 10% increase in new customers o Compliance with FDA regulations • Conducted phone interviews with customers to craft targeted, motivational feature articles for online and offline publications, which affected: o 35% increase in subscribers o 25% increase in social-media shares