MICHELLE KEEFE

 WRITER • EDITOR • CREATIVE

 

SUMMARY

 

I have two decades of experience as an editor, a proofreader, and a copywriter for ad agencies and in-house marketing departments at Fortune 500 and Fortune 1000 companies. As a former journalist, my curiosity and attention to detail enable me to communicate complex topics to a broad audience and explore key components of a brand’s story – from its mission and people to its global impact. I believe clarity, consistency, and tone are essential to the success of every marketing campaign.

 

EXPERIENCE

 

Marketing Copywriter, CNA Insurance, October 2020-November 2023

• Collaborated with senior business unit leaders to help translate complex information into compelling B2B messaging that adhered to the brand tone and style.

• Helped extend market reach of Marine and Ocean Cargo insurance coverage by creating comprehensive brochure and sell sheet copy that supported the brand strategy and goals.

• Developed high-quality, high-level messaging across a variety of channels, including web and print ads, content marketing, events, partnership marketing, and more.

• Supported departments across the enterprise by updating a wide range of marketing materials such as sell sheets, insurance guides, brochures, overview documents, and more to align with new branding.

• Edited and fact checked internal and external messaging for adherence to AP Style/CNA brand style guide.

• Interviewed subject matter experts across the insurance space to create industry thought leadership articles.

 

Copywriter, Echo Global Logistics, July 2018-August 2019

• Lead copywriter for Fortune 1000 logistics and supply chain management company.

• Developed B2B copy for case studies, press releases, and articles that informed a broad audience of investors, clients, and carrier partners across all modes of transportation.

• Ensured media mentions were on brand and on topic.

• Edited and proofread high-level executive communications as well as annual earnings report.

• Interviewed subject matter experts and sales representatives to create copy for external communications and internal social media platform. 

 

Copywriter, WunderLand/Advanced Clinical/Advanced Resources, June 2017-September 2017 (contract)

• Lead copywriter for branding and website overhaul of Chicago-area staffing agency, The Advanced Group of Companies.

• Wrote and edited over 90 website pages for WunderLand, including bio blurbs, company mission, and homepage copy.

• Adopted brand tone across all pages to ensure consistency and adherence to client style.

• Collaborated with team members to implement SEO keywords and phrases.  

 

Etsy Shop Owner, CuratedVintageCloset, July 2017-present

• Implement SEO best practices for product titles and details to achieve daily sales and drive traffic to the store.

• Leverage analytics and KPIs to assess performance and drive success.

• I have a Star Seller rating, with over 1,700 sales and 500 five-star reviews based on quality, communication, and customer service.

 

Writer & Proofreader, Jacobs & Clevenger, 2011-2016

• Wrote SEO-driven content articles for several industries, including auto and navigation technology, utility and energy companies, marketing, B2B and B2C, and more. 

• Proofread all print and online materials for content, spelling, grammar, consistency, and adherence to client and agency style.

• Supervised freelance proofreaders for adherence to client and agency style.

• Assisted production artists with QC of logos, branding, and other visuals to align with client specifications and ensure harmony across the deliverable.

• Clients have included Ulta, Phantom Fireworks, Nokia, iPay, ProfitStars, HERE, Navteq, Pacific Gas and Electric, Humana, Alliant Credit Union, and a handful of automotive brands, including Mercedes-Benz, Ford, Lincoln, Mercury, Nissan, Acura, and Chevrolet.

 

Proofreader, Upshot, 2010-2011

• Proofread all print and online materials for content, spelling, grammar, consistency, and adherence to client and agency style.

• Checked foreign language copy against translation.

• Clients have included Disney, Crown Liquors, Budweiser, Corona, Procter and Gamble, Kraft, and Hilton.

 

Freelance Journalist, Forest Park Review, 2006-2010                                             

• Interviewed elected Forest Park officials, including the mayor and village commissioners.

• Wrote 2-3 articles per week covering local current events while meeting critical deadlines.

• Researched and fact checked various topics ranging from local politics to resident profiles.

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VOLUNTEER

 

Publicist, Chicago Golden Gloves boxing tournament, 2014-2015                              

• Worked with press contacts to gain coverage of the 2015 tournament.

• Coordinated interviews with journalists, boxers, and special guests.

 

INTERESTS

 

Most people know me as a pretty big fan of David Bowie. My favorite writers include Roald Dahl, John Steinbeck, and Margaret Atwood. I’m a textile/fiber artist, with a special interest in embroidery, hand quilting, needlepoint, and applique.

 

EDUCATION

 

Indiana University, Bloomington, Indiana, 2006

• B.A. in English, minor in Comparative Literature

• Centers for Academic Programs Abroad (CAPA), Florence