RESUME

Abby has spent the last seven years finessing her craft as a professional writer and contributing to the hyper-growth of PMG as a member of the corporate marketing team, an award-winning advertising company headquartered in DFW. She manages the blog, developed the company’s newsletter program, ghostwrites for executive leaders, kickstarted the company’s business book club, and authors research reports and the company’s POV across a laundry list of retail, marketing, and media topics.

After the 9-5, Abby is a freelance writer and copyeditor, tasked with developing content and marketing communications for companies in the CPG, retail, and professional services industries.

 

  • Managing editor & content strategist, PMG — July 2019 - Present

    • Managing the company’s editorial content program, overseeing blog contributions from the organization’s more than 500 employees and the production of more than two dozen original research reports since the start of 2020, as well as supporting media relations, award submissions, executive thought leadership, and external brand communications.

    • Increased readership of the PMG blog by 34 percent to 25k monthly readers in the first 24 months of content management.

    • Wrote over 150+ intelligence briefings (avg. 950-1200 words) for CMOs and executives for PMG clients Athleta, Beats by Dre, Glossier, Old Navy, Ralph Lauren, and TikTok, to name a few, on topics such as consumer privacy, Big Tech regulation, web3, and consumer trends.

    • Successfully transitioned PMG’s internal briefings for clients into a robust email marketing program, increasing email subscribers by 147 percent in the first twelve months after launch while maintaining a 60% open rate.

    • Led an editorial team of 15+ writers, managed the content calendar and the creation of more than a dozen POVs and white papers on third-party cookie deprecation, gaming culture, data privacy legislation, and omnichannel marketing.

    Content editor, PMG — June 2018 - July 2019

    Managed the PMG blog, established brand guidelines and crafted the company’s brand voice and messaging strategy.

    • Determined the editorial content strategy for the PMG blog, including priority topics, historical content optimization goals, and a streamlined contributor process.

    • Led a team of 15+ writers, managed deadlines and produced the company’s first original research report.

    • Wrote and edited more than 50+ newsletters and blog articles on topics spanning APAC market trends to the future of voice search.

    Content & local search manager, PMG — January 2018 - July 2018

    One of two employees responsible for managing the agency’s $700k/year local search practice while formalizing the editorial program for PMG.

    • Managed over 3k local search listings across Google, Bing, Yelp, Apple Maps, and other local directories for Abercrombie & Fitch brands, J.Crew brands, Journeys brands, and Lilly Pulitzer.

    • Successfully pitched an editorial strategy and vision to agency executive leadership for the PMG blog, beginning my tenure overseeing the company’s editorial program.

    SEO & content coordinator, PMG —May 2016 - January 2018

    Helped manage SEO clients.

    • Audited websites, implemented on-page content improvements, and monitored organic search metrics and reporting.

    • Wrote copy and landing page content for adidas, Charlotte Tilbury, Consumer Reports, Hotels.com, Lilly Pulitzer, J.Crew, Madewell, and Motel 6.

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    Freelance content writing, landing page copywriting and developmental editing for agencies and website design companies, including Alt-Tab Designs, Base3Group, DoctorMultimedia, and Moore Digital Strategy.

  • Editorial strategy & content planning

    Professional writing & brand storytelling

    Email marketing

    Blogging & content management

    SEO & analytics

    Project management

    Content marketing

    Research writing

    Copywriting & editing

    B2B marketing

    • Content management systems: Contentful, WordPress, Squarespace, Webflow, Sprout Social, & Medium

    • Project management software: Airtable, Monday.com, Asana, Notion, Trello, Smartsheet, & JIRA

    • Email marketing software: Mailchimp & Hubspot

    • Analytics & SEO tools: Google Analytics, Adobe Analytics, Google Data Studio, AHREFs, Moz, SEMRush, & Yext

  • M.A., Liberal Arts , Texas Christian University — exp. grad. 2023

    B.A., Writing, Texas Christian University — grad. 2017

    Awarded the Gauthier Apprenticeship for professional writing excellence

    Affiliations: Research assistant for TCU Department of English, Student Government Association as the chief of staff to the 2016-2017 student body president, Phi Mu Fraternity, & resident assistant for Housing & Residence Life.

  • Named to the Ad2Dallas 2020 Class of 32 Under 32