Carissa Vicencio

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Brand Communications Writer

Feb 2022 - Dec 2023 (1 year 11 months)

• Develop and maintain B2B copy style guide across web, SEO, email, in-app, DemandBase, Google, Meta ads • Create adaptable communication strategies to meet audience needs, aligned with business goals and impact • Maintain consistent and accessible content development via A/B testing to ensure a cohesive, integrated strategy • Craft League's brand voice from the ground up; refine and maintain consistency across owned, paid, and industry content marketing channels: digital, website, SEO, hybrid events, webinars, C-Suite strategy meetings • Redesign, execute, and localize copy strategy for website relaunch; completed and went live

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Senior Copy and Communications Writer

Ontario Lottery & Gaming Corporation

Aug 2021 - Feb 2022 (7 months)

• Execute digital marketing and communications strategies for enterprise-wide digital lottery and casino projects, focused on play and subscription increase • Lead copy initiatives for the launch of OLG app (2019; iOS and Android) and ensure a consistent tone of voice • Ownership of copy for product pages, player personalization, emails, legal pages, FAQs, user flows (register, log in, deposit, withdraw), app notifications • Development and execution of new digital brand story for PROLINE+ sports betting web experience launch • Design Tools and Methodologies: Miro, Workfront CMS, Agile Team Training, Lean Six Sigma, Kanban Method

Creative Copywriter

Prodigy Education

Feb 2021 - Aug 2021 (7 months)

• Write and execute all A/B testing copy efforts to refine Parents, Teachers, and Premium Membership web pages • Develop user journey copy specific to Premium Memberships: awareness, book a demo, purchase a trial, renew

Senior Copy and UX Writer

Nurun

Jan 2021 - Aug 2021 (8 months)

• Craft and adapt intuitive, digital copy rooted in a defined user journey (e.g. A/B testing on CTAs, registration flows, log-in options, web vs. app experience, and payment methods) • Develop user personas and digital content strategies, supported with in-app (iOS, Android), email copy in Figma •

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Senior Copywriter

Ontario Lottery & Gaming Corporation

Nov 2019 - Dec 2020 (1 year 2 months)

• Manage transitional, launch, and post-launch digital content for new site, exceeded revenue and player registration targets by 10% • Ensure all web components (homepages, FAQs, legal, overall user experience) are consistent with tone of voice • Create player-focused digital promotions, targeted emails, mobile app features, and in-store flyer content (e.g. 50 copy assets, 6 sessions led in 1 week, 20% faster than planned) • Enhance copy templates and streamline the creative brief process for a new 20-person team within first month

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Senior Copywriter

North 6th Agency

Mar 2018 - Jun 2019 (1 year 4 months)

• Create custom digital content marketing strategies aligned with business impact and audience preferences • Develop and execute content calendars, ad budget forecasting, community management, influencer outreach

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Founder and Creative Consultant

Carissa Vicencio Copywriting & Brand Consulting

Jun 2017 - Current (9 years 5 months)

• Develop brand strategy, tone of voice, and copy style guides; revamp 360° digital presence to match new voice • Spearhead multi-platform content marketing across web, SEO, email, digital advertising, UX writing • Localize and adapt copy; dedicate attentiveness to how cultural elements influence a brand in a specific market • Collaborate with stakeholders and consultants (e.g. designers, developers, account managers) from start to finish • Clients: Ontario Lottery & Gaming (OLG), Art of Wellness Clinic, Foxquilt, Buyerson Inc., Avida Land

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Creative Brand Communications and Marketing Lead

World of Dance Philippines

Feb 2017 - Jan 2018 (1 year)

• Establish Philippine franchise's brand equity of creative self-expression and lifestyle movement; increased audience turnout (25% YoY) and partner-led revenue (100% increase from 2016-2017) • Pitch and retain multi-year communication sponsorships across traditional, digital, corporate, concessions, and media partners (secured ₱1M-peso in-kind deal) • Primary decision maker across main communication channels: OOH, PR, web, in-event, social promo materials

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Copywriter

NuWorks Interactive Labs

Jun 2014 - Sep 2017 (3 years 4 months)

• Craft copy (audio-visual scripts, storyboards for radio/TV, OOH, social, video, media ads) for products sold in retail and eCommerce platforms • Ideate, develop, pitch, and execute digital-led campaigns and data-driven decisions to optimize content strategy • Localize digital content for the Philippine market: Sunsilk, Unilever's strongest hair care brand in APAC, LATAM, and UAE •

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Carissa Vicencio

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