Melinda Howard Belcher

Director, Content and Brand Strategy

melinda@melindarocks.com

http://www.linkedin.com/in/melindarocks

www.melindarocks.com

 

 

Nice to meet you! I’m Melinda Howard Belcher.

 

I believe in creating real connections with people. And the only way to do that is to say the right thing to the right people at the right time.

 

Over ten years of writing and branding experience — copy director, copywriter, web editor, content strategist, and brand consultant— give me the imagination and skill to recommend new ways to create differentiated, meaningful, compelling content across all platforms.

 

I have managed all aspects of content creation for clients such as Salesforce, BBVA Compass, Blue Cross Blue Shield, IBM, Emirates, Thomson Reuters, AT&T, John Deere, Humana, USAA, Microsoft and GE. My ever-evolving skill set includes content strategy and content mapping, content partnerships and content sourcing, editorial and social calendars, publishing and translation workflows, localization strategy, content audits and inventories, taxonomy, metadata, SEO, CMS upload and content tagging.

 

I’m here to help you make real connections with audiences of all ages and backgrounds through what you say and how you say it, as well as where you say it.

 

How I do what I do:

 

      Energetic, optimistic and enthusiastic mindset

      Solid background in copy direction and digital content development, as well as management of digital properties and associated social media outlets

      Over ten years’ experience in the creation and implementation of Brand and Style Guidelines across all channels

          Deep knowledge of product logic, naming and brand development

      Love of organization, efficiency and process — able to manage various projects, teams and people with a smile

      Confidence and experience deploying a full team of writers/photographers/designers across several projects (and sometimes geographies!) while ensuring the overall quality and consistency of content produced

 My work experience:

 

K Street Partners, May 2015 – present

Director of Brand & Experience Strategy

Clients: BBVA, Blue Cross Blue Shield, Salesforce

 

VSA Partners, November 2013 – May 2015

Director of Content Strategy, Product Owner

Clients: IBM, Haworth

 

Freelance Brand and Content Strategist, January – November 2013

Clients: VSA Partners, Atmosphere Proximity (BBDO), Berliner Benson, Click 3X Media

Projects: Ford, Syfy, Ben and Jerry's, Sharp, Valspar, Emirates, Visa, Gillette, Citibank, IBM

      Handled brand strategy articulation and associated campaign copy for a number of small clients

      Developed and wrote to wireframes for digital properties; worked with designers and developers on asset creation and content migration as well as creation of new content

      Created digital strategy, brand voice and messaging training documents, editorial calendars and guidelines

      Ran naming projects and brainstorms

Havas Worldwide, April 2012 to December 2012

Associate Director of Content Strategy

Client: Dos Equis

      Concepted and led project team for Dos Equis' "Most Interesting Academy" online magazine, charged with analyzing the strategic communication needs of this new digital branded property and planning to meet those needs

      Wrote creative briefs for all projects associated with the Most Interesting Academy and handled briefing for all partner agencies as well as client and internal teams

      Headed up production team on Dos Equis' "Most Interesting Academy" online magazine, which entailed creating an editorial calendar, hiring and managing an editorial staff of freelance copywriters, creating an extensive and influential blogger network, developing and distributing media plans for analyzing and engaging audiences, as well as sharing content on social platforms and distribution of content

      Led production team on various short videos for the Dos Equis Most Interesting Academy site and worked to source, concept and refine video content from vendors

      Worked with bloggers, videographers, photographers and many others to develop and socialize branded digital content

      Handled blogger outreach in order to create an ever-growing network of influencers and content creators

      Provided direction for all visual assets, including photography, videos and design

      Covered branded offline events, working with partner agencies to plan the narrative flow for event as well as manage talent in-venue

 

frog design, May 2011 – 2012

Associate Creative Director, Content

Client: GE/ecomagination.com

      Headed up content creation for the relaunch of GE’s ecomagination.com, which involved creating an editorial calendar, and developing a social media/distribution strategy for the site: here’s quick case study and a nice review of my work

      Empowered to locate and hire full editorial staff

      Handled blogger outreach in order to create an ever-growing network of influencers and content creators

      Produced various short videos for the ecomagination.com site and worked to source, concept and refine video content from vendors

      Produced live web events such as an interview with book author Seth Fletcher about the future of lithium-ion batteries and electric cars (http://www.youtube.com/watch?v=9V0FS52tBCg) and an interview with director of NYC ACRE Micah Kotch about sustainable startups and the future of cleantech. (http://www.youtube.com/watch?v=Uf45jsAvXlI)

      Conducted Comcast/Xfinity naming architecture exercise as frog’s in-house naming expert

      Worked with designers of all stripes — packaging, IXD, UXD, graphics, tech — to create visually and verbally compelling out-of-box experiences for Comcast. Microsoft, and Gatorade

 

Interbrand, September 2007 – April 2011

Senior Creative Writer

Clients: AT&T, John Deere, Thomson Reuters, Humana, USAA, Aon Hewitt, McKesson, Covidien, MeadWestVaco (MWV), Feeding America

      Worked cross-functionally to deliver writing solutions across all client communication vehicles: positioning statements, brand strategy, brand ideas, brand stories, brand names, communications toolkits, taglines and copy

      Created brand voice and messaging guidelines for a number of clients

      Designed and ran in-person and online workshops to train client corporate communications teams, agency partners and HR staff

      Collaborated with design studio to concept, storyboard and write brand videos, brand books, websites and corporate brochures

      Directed and supervised copy on all projects as the verbal client lead; managed and edited work from 5-7 junior team members

      Wrote blogs and IP papers on behalf of Interbrand on all topics of branding and verbal identity (see publications below)

 

Girl Scouts of the USA National Headquarters, May 2005- September 2007

Senior Copywriter and Creative Consultant

      Responsible for the development of the Girl Scout Leadership Development program

      Concepted, managed and edited all-new GSUSA educational content for girls age 5-11 and accompanying adult materials

      Directed a team of copywriters and illustrators to create the Girl Scout Daisy handbook and accompanying volunteer materials

      Collaborated with GSUSA’s research arm to conduct focus groups, surveys and workshops in order to pilot and socialize new content in the Girl Scout community

      Managed and edited content submitted by both girls and adult writers for www.gogirlsonly.org, the official GSUSA website for girls age 5-11

 

Shaw Marketing Group, January 2002- May 2005

Copywriter

Clients: Johnnie Walker, Captain Morgan, Grand Marnier and Crown Royal

      Wrote digital and print media copy

      Worked with designers and creative directors across various media, including websites, advertisements and direct mail pieces (online and print)

      Worked collaboratively with Diageo and Trik:Media; presented ideas in interagency and client meetings/conference calls, wrote relevant copy under strict deadlines, and worked with project teams to ensure consistency of brand messaging

 

My education

Certified Scrum Product Owner

Scrum Alliance, New York City, 2014

 

MFA in Creative Writing

The New School, New York City, 2005

                                             

Bachelor of Arts in Spanish Literature (Journalism minor), Magna cum laude

University of Missouri at Columbia, 1998

 

Study Abroad – Spanish Literature and Linguistics

University of Alicante, Spain 1997

 

Study Abroad – Music Journalism

University of Manchester, 1995-1996