Accomplished marketing strategist & copywriter with more than 10 years’ experience managing print and interactive marketing projects. Record of success increasing sales and productivity by creating consistent and targeted strategic marketing materials. Innovative, flexible, and highly creative professional with a wry sense of humor and proven abilities in writing and design. Detail-oriented team leader with a strong background in education and language and exceptional project management, organizational, and communication skills.

professional experience

freelance website marketing strategist & copywriter

2008 – present
Hoboken, NJ; Atlanta, GA; and Bethesda, MD

Chosen by two separate physical therapy companies to maintain their websites and work on other marketing projects as needed.

  • PTPN, Calabasas, CA
    A leading membership network of physical therapists that negotiates contracts for its members and protects their rights as private business owners.

    • Led the company through a complete redesign of their B2B website, revamping how visitors travel through the site and creating a new site map to ease navigation for the multiple types of users that would visit
    • Continue to maintain the company’s site for consumers,
    • Began writing semimonthly blog entries in 2011 on health, wellness and fitness topics.
    • Began writing semimonthly blog entries in 2012 on the business of physical therapy.
  • EDUCATA, Calabasas, CA
    An online learning community for physical therapists.

    • Maintain copy and course data throughout, making sure all listings are up-to-date.
    • Applied AMA and AP style throughout the website, creating an easier-to-read format.
    • Within one month, was given management of production calendars and application for CEU status in the 23 states that require such approval.
    • Oversee production of all new presentations, coordinating communication between eProfessors, production team and management as necessary. Promoted to Director of Production in 2015, overseeing a group of production subcontractors.
    • For five years, created and sent bimonthly eblasts to more than 20,000 addresses, promoting new and existing courses and offering special promotions.

Hired by a website design firm as a copywriter/editor and quality assurance contractor:

  • Eat Sleep Work, El Segundo, CA
    A creative agency that does graphic design for a variety of platforms.

    • Write new copy and edit existing copy for website redesign and additions.
    • Proof new pages, checking for both editorial and web flow errors.

Worked with smaller companies to create and maintain their websites:

  • Four Corners Creative, New York, NY
    A locally-owned studio offering classes in dance, acting and singing to children in Manhattan.

    • Updated copy on to be stylistically consistent across the site and more searchable via improved header tags and image captions; maintained website for two years.
    • Created flyers for marketing and class registration.
    • Put together eblasts to mailing list announcing fall schedule, new programs and more.
  • Abbey Bell Catering, Hoboken, NJ
    A small, local catering company that offers catering for events, cooking lessons, and weekly menus.

    • Oversaw the entire process of launching, from initial concept to final draft.
    • Introduced owner to Eat Sleep Work, a web design firm, and found a design template for the site.
    • Wrote and coded all copy, uploaded all images, and prepared the site for launch.
    • Taught owner how to write and upload blog posts to website.

marketing communications specialist

2007 – 2008
PTPN, Calabasas, CA
A leading membership network of physical therapists that negotiates contracts for its members and protects their rights as private business owners.

Created all marketing pieces sent to potential members and payers via both snail mail and email. Created communications postcards and newsletters — both print and electronic — for members and payers. Maintained B2B website and oversaw creation of consumer site for completely new brand.

  • Led the creation of, a complex site that had to advertise to members the benefits of offering fitness and wellness programs in their clinics, and had to advertise to consumers how to find such programs in our clinics across the US. This included finding the design company, creating a site map, overseeing all production, and maintaining all copy on the site once completed.
  • Learned html code in order to better maintain and add links, images and more to the website via WordPress.
  • Created a style guide for regional and national offices to follow for consistent communications across the company.

catalog & website specialist

2003 – 2006
Discovery Education (formerly Clearvue & SVE), Chicago, IL
Leading provider of educational content via VHS, DVD, and digital video; a division of Discovery Communications, Inc.

Selected all product for print and online catalogs, worked with purchasing to verify product information, and set prices. Oversaw all catalog production, working with art department from first page drafts to approving final proofs. Organized photo shoot for covers, coordinating models, locations, and photographer. Maintained e-commerce site, uploading new products and maintaining current listings.

  • Increased productivity and reduced overtime for creative staff by improving communication and refining production process for catalogs.
  • Took over production responsibilities from VP of Marketing after company buyout, coordinating printing of catalog and creation of mailing lists.
  • Consistently applied Chicago Manual of Style to all marketing materials and improved all copy on e-commerce site, making all copy consistent with both Chicago Manual of Style and in-house style manual.
  • Increased amount of products on e-commerce site from 10,000 to 20,000 over four years while increasing e-commerce sales 64% from 2004 to 2006, from $122,000 to over $200,000.
  • Analyzed e-commerce site and determined improvements to usability and functionality for site overhaul.
  • Developed process for creating content for new streaming media site, organizing information and deciphering new software for encoding, segmenting, and correlating video files.



  • Expert at analyzing website flow and redesigning a site’s flow chart in order to maximize the user’s experience and ability to find information quickly.
  • Prolific writer on a variety of topics, including advice from experts on health, wellness and fitness and the business of physical therapy, as well as alumnae news for graduates of the University of Missouri.
  • Expert in three separate editing/proofing styles:
    • Chicago Manual of Style
    • AP Stylebook
    • AMA Style (primarily for citations)
  • Proficient in Microsoft Word, Excel, Publisher and PowerPoint, as well as Articulate add-in for PowerPoint, Audacity audio recording software, and the creation of PDFs/use of Acrobat to share
    comments on publications.
  • Experienced in basic html and WordPress, knowledgeable of Joomla, and quick to learn other custom content management software.



  • Master of Arts in English
    Loyola University of Chicago
  • Bachelor of Science in Secondary Education, Honors Scholar
    Bachelor of Arts in English, Minor in History
    University of Missouri


additional work & volunteer experience

  • Member of Elle magazine’s Readers’ Prize panel from 2011 to 2016; was periodically asked to read and review a group of three books for publication.
  • Launched and maintained the website for the Atlanta chapter of the University of Missouri Alumni Association as Secretary of chapter for three years.
  • Wrote semimonthly posts for a year for the Mizzou Alpha Phi blog to keep members up-to-date on alumnae news and chapter history.
  • Maintained the website for the NYC chapter of the University of Missouri Alumni Association as Secretary of chapter for three years.
    • Wrote updates for website and posted profiles of local alumnae to quarterly online newsletters
    • Created print pieces to advertise chapter events and distribute advice about living in Manhattan
  • Taught 8th grade social studies and English for three years.
  • Eight years on and off in retail with the Gap/Banana Republic as salesperson and cashier.


Printable version.

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Read through her writing samples via her blog.

Have questions about what she can do for you? Contact Joanna today!