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ELLIOTT M. BROWN
(415) 298-1012elliott.brown@stanfordalumni.org
Summary
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Content manager and editor who builds brands through the collaborative development andimplementation of communication and marketing strategies. Efficiently manages the production of SEO-friendlycontent from creative inception to maintenance in CMS. Previous experience as a practicing lawyer.
Walmart.com, Content Manager,
Brisbane, CAAugust 2009– Present
Direct content strategy for Walmart.com’s Health, Baby, Electronics, and Sustainability portals. Drive growth of $200M business unit and build brand credibility by working with cross-functional team (marketing, merchandising,engineering, and social media teams) to develop and operate content platform. Create editorial calendars andoversee maintenance of CMS by one direct report and vendors.
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Lead the development of 24 condition-specific Wellness Shops, driving over $1M in incremental revenue, triplingnatural search entries to content, and improving both conversion rates and SEO of our product catalog.
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Identify potential partnerships and rework site architecture to create over $10M in new advertising/sponsorshipopportunities.
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Complement traditional marketing efforts by creating online landing pages for multi-channel campaigns,increasing conversion rates for some Pharmacy programs by as much as 33%.
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Identify efficiencies, negotiate contracts, and research content providers to reduce acquisition costs by 50%.
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Develop voice for Health portal, perform QA, and lead legal compliance efforts to deliver high-quality, low-riskcontent to core audience.
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Partner with social media team to plan integration of content and tools into Facebook campaigns.
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Own CMS, train new users, and partner with vendor to make improvements and develop new features.
Freelance Web Content Consultant
, San Francisco, CAOctober 2008 – August 2009
Enhanced clients' web presence and marketing campaigns by collaborating closely with internal shareholders toproduce compelling content. Clients included Mozilla, Stanford Hospital, law firms and financial advisors.
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Mozilla :
Partnered with lead designer and marketing team to develop content for key strategic initiatives includinglaunch of Firefox for Mobile, co-branded Google start page, and Firefox Community events.
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Stanford Hospital:Produced content for large scale website relaunch. Project scope included defining voice andtone for different clinics, interviewing department heads, and medical practice research.
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Law firm:Rewrote 60 attorney bios, practice area descriptions, and firm overview for use on website, proposals,and printed marketing collateral.
ChefsBest, Content Manager
, San Francisco, CA
October 2007 – September 2008
Managed the production of all site content, marketing copy, and collateral for food website targeted to moms.Oversaw freelancers and vendors, edited submissions, and coordinated integration of content with both design teamand CMS. Worked directly with CEO and CIO on ongoing site strategy, including SEO.
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Oversaw the creation of over 1,000 pages of content from concept through CMS workflow.
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Built and managed team of 10 freelance writers and external vendors, both on and offshore.
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Developed SEO strategy that propelled key terms to top rankings using existing design; recommended designenhancements to facilitate further improvement.
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Formed strategic partnerships with content providers, saving company over $1M.
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Launched email marketing newsletter by guiding design, establishing approval process, and managing serviceprovider.
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Developed and maintained style guides, editorial calendars, and instruction manuals to ensure consistentmessaging and efficient processes both internally and among external vendors.
SeniorDiscounts.com, Contributing Editor
June 2005 – October 2007
Identified and reworked brand identity and voice for content-driven website targeting baby boomers and senior citizens.
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Selected topics and composed direct marketing emails to site’s 40K registered users, resulting in increased clickthrough and conversion.
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Revised and rewrote all marketing and site copy to appeal to both consumers and potential corporate partners.Increased registered users by 50%.
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Wrote promotional jacket copy and edited printed discount guidebook—10.5K copies in print.
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Collaborated with web developers to improve site SEO, page layout, and information hierarchy.
New York University, Instructor
, New York, NYJanuary 2007 – May 2007
Developed and implemented curriculum for undergraduate Intermediate Creative Writing course. Designed coursereader, syllabus, and critique format specifically for the 15-student course.
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Planned and delivered 10 original lectures on the craft of fiction writing to inform and inspire students’ writing.
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Moderated weekly writing workshops.
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Provided edits, written critiques, and one-on-one counseling for multiple revisions of each student’s work.
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Received a 4.61 out of 5 cumulative rating on student evaluations.
EDUCATION:
New York University, New York, NY, Master of Fine Arts, Creative Writing, 2007
Goldwater Writing and Teaching Fellow, 2005-06
Stanford University, Stanford, CA, Bachelor of Arts, Urban Studies, 1997
Alfred Hettinger Scholarship, 1996-97
LEGAL EXPERIENCE:Law Office of Elliott Brown, Attorney
, San Francisco, CA January 2003 – June 2005
Ran law practice representing estate planning clients and small businesses at the organizational stage.
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Consulted closely with clients to identify their needs and establish best practices for new businesses.
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Drafted partnership agreements, articles of incorporation, employment contracts, and trademark filings.
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Represented a range of clients including a biotech startup, bars and restaurants, a web design firm, a punk band,and a lavender farm.
Spolter, McDonald & Mannion, Contract Attorney
, San Francisco, CA October 2001 – Nov. 2002
Performed extensive research and writing related to estate planning.
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Reviewed firm’s 800 estate planning files for completeness. Reorganized and updated filing system.
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Corresponded with estate planning clients.
LEGAL EDUCATION:
University of San Francisco, San Francisco, CA, Juris Doctor, 2001
Cali Award for Excellence in Legal Research and Writing, Fall 1998
PUBLICATIONS:
1996Columnist, The Stanford Daily1/03
The Bus
, Sí Señor Magazine5/04
Brutally Honest Personal Ads
, Esquire1/05
My Start
, 400 Words2005Music Columnist, The Outer Loop
INTERESTS:
Stanford sports, urban hikes, New Mexican green chile, records from Amoeba’s dollar bin
ELLIOTT M. BROWN
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