Mike Roe, ACD/Copy

P.O. Box *** • Notre Dame, IN 46656 • 574-***-****

abg1w5@r.postjobfree.com • www.hollywoodcopy.com

SKILLS/EXPERIENCE

• Marketing/advertising copywriting (15 years), including mentoring and overseeing freelance writers

• Long- and short-form copy, including taglines and headlines (close to 5,000 for one-sheets such as

Joe Dirt, Austin Powers 2: The Spy Who Shagged Me, White Chicks, 102 Dalmatians, and Santa

Clause 2)

• Ethical SEO and keyword specialist (named one of the nation’s Top 20 in 2008)

• Ad copy and concepts for the Web (sites, banners, and Google AdWords), TV, radio, and print,

including outdoors

• Creating copy for both national and international campaigns, including taglines for over 60

international television shows, such as Property Virgins

• Featured in both Adweek and IndyMen’s Magazine

• Member of both the American Medical Writers Association and the Society of American Business

Editors and Writers

• Studied sketch comedy writing at both Second City LA and ImprovOlympic West

• Project management/trafficking, including model releases & prop procurement (5 years)

• Writing copy for almost 10 LA design agencies, as well as motion picture studios, software industry/

interactive gaming publishers, plastic surgeons, heart surgeons, insurance agencies, marketing

associations, arts organizations, toy manufacturers, orthodontists, luxury cosmeceutical companies,

home builders, state parks, upscale apparel retailers, television production houses, financial

advisors, wineries, universities, and Vegas casinos

WORK HISTORY

10/04/10-Current

Writer/Editor, University of Notre Dame’s Office of Public Affairs and Communications South Bend, IN

As the only Writer/Editor in the Office of Public Affairs and Communications, I am the sole source of copy,

concepts, and editing for the University’s campus constituents, including its colleges, clubs, departments,

institutes, associations, centers, and offices. I write and edit all the copy for websites including keyword

research and selection as well as provide copy for all print pieces, including brochures, posters, banners,

magazines, ads, etc. Additionally, I oversee all freelance writers, including both copywriters and journalists.

Accomplishments:

• Within three months, I established myself as the SEO expert on campus, conducting multiple

seminars on how to write for the Web, as well as on Web usability.

• Personally selected by the Vice President of Communications to craft the University’s mission for the

twenty-first century, as well as to concept an internal, campus-wide “transformative moments”

campaign.

• Selected to present seminars on blogging and creativity to 30+ campus communicators.

02/2010-09/22/10

Sr. Copywriter, John Wiley & Sons Indianapolis, IN

As a full-time, in-house Sr. Copywriter at this worldwide publisher, I was responsible for providing copy and

concepts for marketing and advertising campaigns for book jackets, banner ads, Google AdWords, radio

spots, print ads, Web sites, Amazon site stripes, Bloomberg terminal ads, catalog descriptions, theatrical ads/

trailers, and email blasts. Additionally, because of my extensive experience with writing for the Web, I was

asked to create an “SEO Basics” for the company.

Accomplishments:

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• In my first five months, I provided copy for 45 book jackets, several of which appeared on the New

York Times bestseller list. Three authors took the time to write to John Wiley & Sons to say what an

excellent job I did. Bestselling authors for whom I provided jacket copy include Ben Stein, Bill Bonner,

Barton Biggs, Robert Ringer, Ken Fisher, and Morningstar’s Christine Benz. My specialty at John

Wiley was writing copy for finance titles.

• Concepted and wrote copy for 13 banner ads, six radio spots, five print ads, and two Google

AdWords campaigns.

• Print ads I wrote appeared in The Economist, Wall Street Journal, the New York Times, and Financial

Times.

05/96-Current Los Angeles, CA

Copywriter and Marketing Consultant, www.hollywoodcopy.com

As a freelance copywriter and marketing consultant, I have provided copy, concepts, and marketing services

to almost every film studio in Hollywood, as well as to interactive gaming publishers, television production

houses, toy companies, upscale apparel retailers, and Vegas casinos. My speciality is comedic copy (taglines

and concepts). Projects for which I have provided my advertising and marketing expertise include: How to

Train Your Dragon, The Last Airbender, SpongeBob: The Movie, Hellboy, White Chicks, The Village, Joe Dirt,

102 Dalmatians, Mr. Deeds, Monsters, Inc., Sex In the City, The Santa Clause 2, Austin Powers 2: The Spy

Who Shagged Me, Tomb Raider, Who Wants To Be a Millionaire?, Lilo & Stitch, Shrek, TechDeck, Aria Hotel

and Casino, Property Virgins, and The Simpsons.

Accomplishments:

• Provided taglines, theatrical trailers, and TV spots for well over 60 television shows and more than 50

motion pictures.

• Wrote website copy for Aria Hotel and Casino, as well as Vdara.

• In 2008, provided Atlantic Publishing with a case study for their SEO book entitled “The Complete

Guide to Writing Web-Based Advertising Copy to Get the Sale.”

Partial Client List

• Disney, MGM/Mirage, Cineflix International, Eidos Interactive, Twentieth Century Fox and Fox

Interactive, Paramount, Universal, Leaf & Rusher, Mattel, HBO, THQ, Marina Plastic Surgery, Spin

Master.

11/06-12/07, 04/08

Copywriter (Web/SEO), Etna Interactive San Luis Obispo, CA

At this leading Web marketing firm specializing in the elective healthcare industry, I provided over 30 plastic

surgeons, dermatologists, orthodontists, heart surgeons, and luxury cosmeceutical companies in 16 states

with professional SEO copywriting for Web sites, blogs, press releases, newsletters, and directory profiles.

Additionally, I provided ghostwriting and link-building services to clients, as well as expert keyword selection.

Accomplishments:

• In just 15 months, I authored more than 700 pages of unique Web content.

• Ethically secured page one rankings across each of the major search engines.

01/98-02/01, 05/05-05-06

Sr. Copywriter (Print) & Project/Marketing Manager, Moore Design Group (MDG) Malibu, CA

In my four years at this advertising/graphic design/marketing firm specializing in interactive gaming, I

contributed copy and concepts to over 90 interactive gaming titles, while also managing the marketing of well

over 1,000 projects. Working with Fortune 500 companies such as Disney, Fox and Mattel, I wrote print

advertising and packaging copy for video games across all platforms and for gamers of all ages. Not only did

I concept, write, edit, and proof all copy for MDG’s clients, I also served as the agency’s only Project/

Marketing Manager. In this capacity, my responsibilities included:

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• Meeting with and presenting designs and campaigns to clients.

• Overseeing our in-house art directors, as well as outside vendors, such as printers, photographers,

illustrators, models, and other copywriters.

• Budgeting, scheduling, and trafficking all jobs and assets.

03/01-11/03

Principal/Copywriter, Sovereign Grey Creative (SGC) Indianapolis, IN

As the owner of this boutique, award-winning advertising/graphic design agency, I oversaw marketing for a

wide variety of local and regional clients, including The Philharmonic Orchestra of Indianapolis, Diversified

Insurance, the Builders Association of Greater Indianapolis, the Sales & Marketing Council of Indianapolis,

Holliday Park, and American Heritage Homes. As the agency’s only copywriter, I was tasked with satisfying

clients by providing copy for everything from brochures and print ads, to Web sites and posters.

Accomplishments:

• Featured in both Adweek and IndyMen’s Magazine.

• Won a BAGI (Builders Association of Greater Indianapolis) award for “Best Brochure.”

04/96-05/97

Associate Account Executive/Copywriter, Weston/Mason Marketing Santa Monica, CA

At this marketing agency serving both the entertainment industry and builders, my primary responsibility was

to serve as liaison between the agency’s clients at the various studios and Weston/Mason’s in-house art

directors. I attended all creative meetings, both in-house and off-site, as well as oversaw all vendors,

including models and photographers. I also helped select and secure props. Besides serving as an A.E., I

also wrote all marketing copy.

Accomplishment:

• In Weston/Mason’s first year of business, I was one of two people charged with both securing and

managing more than $1 million in new business.

OF INTEREST

Edited letters at Hustler.

Edited letters at Harvey Comics.

REFERENCE

“Simply one of the finest copywriters alive.” Erika Napoletano, Owner of Redhead Writing, 702-***-****

EDUCATION

University of Notre Dame: Bachelor of Business Administration, Marketing

Holy Cross Junior College: Associate of Arts

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