References, Cover Letter and Writing samples available upon request*
Craig M. Woolard
Cary, NC • 919-***-**** • ************@******.*** • Linkedin • Portfolio BASF, SE 2024 - 2025
Marketing Communications Manager, US Agricultural Solutions
• Differentiated BASF crop protection/seed brands to drive conversions through a strategic mix of owned, earned, & paid media.
• Managed a $1M+ marketing budget, strategically investing in high-impact brand awareness tactics to drive demand.
• Produced high-impact video content within six months—directing a one-week shoot in the first month that created:
• Two InVigor® Pod-2-Pod Challenge commercials that increased brand engagement with 226K views in just two months.
• Four short-form videos optimized for social media, expanding audience reach and engagement across multiple platforms.
• Three testimonial videos integrated in overhauled Sphaerex® website, improving customer experience & lead generation.
• Strengthened cross-functional collaboration across sales, agronomy, product management, public relations, design and legal to ensure marketing assets resonated with target audiences and met BASF's style guidelines and compliance standards. Chief Editor/Content Management Specialist, Digital US Agricultural Solutions 2023 - 2024
• Leveraged AI tools to streamline content production and editorial reviews, accelerating workflows by 10x and enabling faster delivery of higher-quality, accurate, and legally compliant content—significantly reducing the effort required from reviewers.
• Led product roadmap strategy and execution, prioritizing feature development based on user feedback and engagement data. Automation Hero, Inc. 2022 - 2023
Product Marketing Manager, Global B2B Brand Copywriter, Content & Social Media Lead
• Oversaw 50% YoY increase in organic traffic - 10% monthly increase in organic leads - 25% increase in LinkedIn followers.
• Expanded global B2B audience for Automation Hero’s LinkedIn account by 1000+ followers within the first 6 months.
• Partnered w/ SEO strategist and identified non-branded keywords that were key to ranking company website in organic search.
• Directed and produced SEO-optimized digital assets (PDPs, technical blog articles, videos & copy) for AutomationHero.ai.
• Managed editorial and social media calendars, ensuring timely delivery of newsworthy content for omni-channel strategy.
• Collaborated cross-functionally to design customer journeys, implement demand generation tactics & sales enablement assets. Audio Advice 2022 - 2022
Brand Relations Manager/Sr. Copywriter
• Directed video assets for a worldwide audience of consumer audio enthusiasts for e-commerce website—AudioAdvice.com.
• Managed YouTube channel, overseeing community engagement strategy of 500+ incoming comments across multiple videos.
• Acquired 500,000+ views for each YouTube video and increased followers that generated demand and revenue for the company.
• Managed relationships with global brands and aligned upcoming product launches with Audio Advice's content strategy.
• Negotiated & secured partnerships w/ major brands, supporting the largest premier audio & video live event in the South East. Sr. Staff Writer/Copywriter 2022 - 2022
• Produced product reviews, how-to guides, buyer guides, comparisons, and videos that converted viewers into customers.
• Interviewed global product managers, brand reps, engineers, and subject matter experts (SMEs) for compelling content.
• Leveraged SEMRush, Ahrefs, Google Analytics, and VidIQ to optimize content for organic search on YouTube & Google.
• Built digital assets with HTML, CSS, Adobe Dreamweaver, Adobe Photoshop, Magento and WordPress e-commerce platforms. Staff Writer/Copywriter 2020 - 2022
• Collaborated with C-suite executives to develop a demand generation-focused content strategy.
• Featured as an on-camera host for video & livestreams, driving demand and engagement with a global subscriber audience.
• Identified influencers aligned w/ Audio Advice's community, leading an outreach strategy that expanded audience engagement. 1 of 2
References, Cover Letter and Writing samples available upon request* Moon-Audio, The Baird Group, Inc. 2019 - 2020
Staff Writer/Digital Journalist
• Interviewed SMEs (electrical engineers) to create engaging content & website copy for MoonAudio.com.
• Wrote long-form marketing copy that converted communities of audio enthusiasts into customers.
• Optimized web copy for search intent using competitive SEO analysis tools (MarketMuse, Semrush, etc).
• Provided editorial feedback on design, layout, diction, punctuation, grammar, and SEO to staff writers. Apple, Inc. 2014 - 2018
Sr. Customer Relations Advisor (AppleCare)
• Tailored external communications to support Apple's business goals and public relations interests.
• Researched internal SOP documents & acquired 100% CSAT scores on customer satisfaction surveys.
• Supported Apple engineering teams by personally owning the customer journey from beginning to end.
• Selected for accelerated team whose mission-critical status was highly visible at the executive-level. Technical Advisor/Creative Training Specialist (Genius Bar) 2010 - 2014
• Trained customers at all skill levels on Apple's suite of creative and professional media software.
• Diagnosed hardware and software issues, and tailored solutions to exceed customer expectations, holistically.
• Granted exceptions responsibly and approached decisions w/ empathy that repaired customer relations more efficiently. The University of North Carolina at Wilmington 2006 - 2007 Digital Content Editor
• Copyedited timely, news-worthy content for grammatical errors and formatting issues.
• Migrated copy to digital platform via HTML for TheSeakHawk.org student body audience.
• Published student-produced content on time while managing multiple deadlines.
• Trained successor to take over the project before April 2007 graduation. Education: Bachelor with Certification in Professional Writing The University of North Carolina at Wilmington
Professional Attributes:
Qualifications: Certification in Professional Writing, May 2007 Skill Examples
Results-driven digital marketing pro
with significant project management and
execution expertise.
Oversaw 50% YoY increase in organic traffic —
Expertise in planning, coordinating, and delivering marketing initiatives on time and under budget.
Demand Generation, Content Creation,
& Omni-channel Social Media Strategy
Acquired 500,000+ views for multiple YouTube videos
— led a 25% YOY increase of LinkedIn followers.
Stakeholder Engagement, Cross-
Functional Collaboration, Relationship
Building
Strong ability to collaborate with diverse teams,
including executives, product managers, agencies, and legal stakeholders — Proven ability to influence, and align stakeholders to drive marketing success.
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