Management Content

* * * * * A R R I W O O D AV E N U E D AY T O N, O H 4 5 4 2 9

TEL 9 3 7 - 7 5 1 - 0 6 5 0 EMAIL M A L I P P I N C O T T @ YA H O O . C O M

BLOG H T T P : / / M A R YA N N L I P P I N C O T T. B L O G S P O T. C O M

MARY ANN LIPPINCOTT

PROFILE

Award-winning interactive marketing professional with over twelve years of experience in both the B2C

and B2B space. Specific skills developed include brand development, online reputation management,

content strategy, content management, search engine optimization and search engine marketing, PPC

campaign management, copywriting, web style guideline creation, information architecture, user

experience testing, persona development, design, HTML, content management system implementation

and creative department management. Fluent in both Mac and PC environments including MS Office,

Dreamweaver, Adobe Illustrator, Adobe Photoshop, Ektron Content Management and Vignette Content

Management Systems.

AREAS OF EXPERTISE

Consumer Packaged Goods (CPG) Healthcare Education

Industrial Manufacturing Agriculture Business Consulting

Information Technology Data Warehousing Document Management

Uniform Services

Retail

Publishing

EXPERIENCE

S R . W E B C O N S U LTA N T, C I N C I N N AT I C H I L D R E N ’ S H O S P I TA L C I N C I N N AT I, O H 2 0 0 9

Currently acting as a consultant on a contract basis for the Web Strategy/Marketing Communications

team at Cincinnati Children’s Hospital of Cincinnati. Primary responsibilities include evaluating current site

structure and making recommendations for improving both content and usability as well as search engine

optimization.

A C D - C O P Y, C O N T E N T, S E O / S E M, B R C M A R K E T I N G D AY T O N, O H 2 0 0 7 - 2 0 0 9

Craft copy and concepts for key products and initiatives. Review and approve copy, providing direction

and feedback to team members to ensure clear, compelling and brand-appropriate copy. Collaborate with

Art team to deliver engaging, creative, brand-building concepts. Manage Copy Department workflow;

assigning, prioritizing and re-prioritizing work to ensure on-time delivery of projects. Interact and interface

with other company departments acting as primary representative of Copy Department. Craft PPC

campaigns and advise on content for SEO/SEM purposes. Monitor conversions and clicks on a weekly

basis. Analyze and optimize content for improvement purposes.

S R . C O N T E N T S T R AT E G I S T / C O P Y W R I T E R, W H I T T M A N H A R T C I N C I N N AT I, O H 2 0 0 5 - 2 0 0 7

Lead strategist and content producer for Tide Fabric Care Network’s Tips & Timesavers newsletter, a

monthly e-mail publication from Tide, Downy and Bounce that reaches nearly three million subscribers to

drive brand and site loyalty and increase awareness and product acceptance. Key member of a delivery

team that created, implemented and delivered strategy for Tide.com, Bounceeverywhere.com,

Downy.com and Dreft.com including promotions, new product launches, product repositioning and

partnership programs.

C O M M U N I C AT I O N S D I R E C T O R, U K C O L L E G E O F L A W LEXINGTON, KY 2004-2005

Scheduled and deployed content through the Macromedia Dreamweaver for College of Law website.

Updated and maintained the design and messaging. Worked with the IT department and Deans of the

Law school to support all web promotional and placements of assigned brands, ensure accurate and up-

to-date website content, while maintaining consistent messaging.

ONLINE CONTENT PRODUCER, HSN.COM S T. P E T E R S B U R G, F L 2 0 0 3 - 2 0 0 4

Managed and edited marketing collateral for hsn.com. Specific areas of concentration included

electronics, cooking, sports, collectibles and entertainment. Created emails for hsn.com campaigns

including vendor specific and website-wide promotions. Periodically drafted and edited product

descriptions for product information department. Wrote and edited cross-screens and crawls for Home

Shopping Network television. Reconstructed and edited third-party products (ECO project) to comply

with company expectations, style and legal standards.

F R E E L A N C E E D I T O R, PA L A D I N S TA F F I N G CHICAGO, IL 2002-2003

Worked in multiple locations across Chicago part-time in the educational field editing and writing

materials for educational publishing companies.

W E B S I T E M A N A G E R, F A R M P R O G R E S S C O M PA N I E S CAROL STREAM, IL 2001-2002

Managed, edited, and wrote content for 45 agricultural websites. Created and managed workflow

processes. Collaborated with site developers in functionality and usability of site. Acted as a liaison for

Internet-related queries. Provided monthly suggestions for improving site “stickiness” to the Director of E-

Content. Instructed editors outside of the corporate office in most-effective writing style for the Internet.

Utilized HTML coding and a Vignette content management tool. Conducted research, wrote, and

compiled a daily news feed for a chemical company.

W R I T E R / E D I T O R, A T A C C E N T U R E F O R PA L A D I N S TA F F I N G CHICAGO, IL 2000-2001

Wrote and edited marketing collateral for Global Thought Leadership Marketing. Created and managed

CRM marketing pages in Lotus Notes for company-wide Intranet and CRM monthly newsletter.

M A N A G I N G E D I T O R, TA L C O T T P U B L I S H I N G CHICAGO, IL 1999-2000

Managed the content, layout and design for Fancy Food & Culinary Products magazine. Acted as a sales

and advertising liaison at trade shows, wrote and edited news, feature stories, and promotional pieces.

Hired, supervised and managed freelance writers. Worked with sales manager in placing advertisements.

Re-designed the magazine in tabloid-size format.

P R O D U C T I O N E D I T O R, E V E R Y D AY L E A R N I N G C O R P O R AT I O N CHICAGO, IL 1999-2000

Copyedited 3rd grade level, Everyday Learning, Everyday Math textbook materials, both teacher and

student editions. Checked math problems for accuracy and logic and managed the continuity of logos,

artwork and sample problems on a 3-month contract.

EDITOR, PR NEWSWIRE CHICAGO, IL 1998-1999

Copyedited and managed the distribution of press materials including quarterly earnings, dividends,

media alerts and product announcements to Reuters, Bloomberg, the Associated Press and other media

points around the globe. Received two weeks of in-depth training in NYC for PR Newswire advanced

coding and in both AP and Chicago Manual of Style copyediting.

E D U C AT I O N

Southern Illinois University Carbondale, Illinois and Nakajo, Niigata, JAPAN

B.A. University Studies (Honors Liberal Arts) May 1996

A W A R D S & A F F I L I AT I O N S

2005 Webby Worthy Award

The Webby Awards, The International Academy of Digital Arts and Sciences

Consumer Website: Procter and Gamble/Tide – www.tidecoldwater.com

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