Resume
Work Experience
Copywriter II
John Deere | Dec 2023 – Present
Write and develop marketing materials for a variety of media, including digital, print, television, radio, email, and social. Work closely with multi-media designers to deliver effective, high-quality content to John Deere customers and dealers. Provide guidance to advertising agencies, graphic design firms, and internal designers to create compelling advertising layouts. Partner with internal stakeholders and legal teams to ensure factual accuracy of written content, statistics, and terms and conditions.
Oil, Filters, Greases, & Coolants landing page rewrite resulted in a 326.9% lift in Shop.Deere.com click-through rate.
Remanufactured Engines, Electronics, & Parts landing page rewrite resulted in 118.7% lift in Shop.Deere.com click-through rate.
Recruited to the Marketing, Communication, and Insights grassroots SEO and data analytics team to improve site accessibility, SEO performance, lead generation, and conversions.
Content Manager
Woodland Direct | Sept 2021 – Nov 2023
Manage all content production, content strategy, and email marketing strategy for fire and outdoor-related products. Develop new product content, A/B test content, optimize website UX, and strengthen customer communication with cross-functional teams. Lead and coach a team of 6 writers, designers, and videographers and facilitate creative advertisement production, including overseeing location/talent scouting, storyboarding, set design, $10K budget management, and post-production work for ~6 photoshoots/year.
Increased video production efficiency by 50% and streamlined collaboration across product areas by designing and executing new internal processes for ordering, shooting, and returning products.
Doubled content output in 3 months by scaling a team of 3 into a high-output team of 6 through hiring, developing, and training, and streamlining processes.
Content Supervisor
Woodland Direct | Oct 2020 – Sept 2021
Oversaw ideation and development of creative work, including website copy, videos, product photos and descriptions, marketing emails, social media posts, podcasts, and ad campaigns. Defined department KPIs, individual team member goals, and performance benchmarks. Conducted weekly 1:1 meetings with six direct reports.
Increased email revenue by 200% and generated consistent, high-quality deliverables by establishing brand standards, email marketing guidelines, and content writing standards.
Streamlined team integration by creating the company’s first departmental two-week onboarding program for new hires.
Lead Content Writer
Woodland Direct | Jan 2019 – Oct 2020
Assisted in migrating backend platform to Salesforce, including collaborating with developers and UX designers to redesign homepage, build page layouts, and optimize website content. Wrote SEO-rich content, managed social media accounts, and conducted keyword and market research to identify key content gaps.
Generated $200,000 in revenue from organic search rankings in 1.5 years by establishing a content writing strategy and SEO framework proven to outperform competitors.
Content Writer
Woodland Direct | Feb 2017 – Jan 2019
Drafted SEO-rich articles and buying guides, video and product descriptions, website copy, email copy, and ad copy. Wrote HTML to format content and page layouts to brand specifications.
Achieved multiple #1 organic search results and rich snippets by learning how to write schema markup and open graph protocols in NetSuite, driving 25% more phone calls and bottom-of-funnel traffic to the site.
Increased user adoption rates by 150% YOY by designing social media strategies for Facebook, Instagram, and Pinterest.
Career Certifications
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edX
Digital Accessibility Foundations World Wide Web Consortium (W3Cx), 2024
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Copy School
A/B Testing
for Copywriters
Copyhackers, 2022 -
Copy School
Foundations of
Conversion Copywriting
Copyhackers, 2022 -
Copy School
Ecommerce
Copywriting Bootcamp
Copyhackers, 2022 -
Copy School
Conversion Copywriting:
Creative Headlines
Copyhackers, 2022
What People Are Saying
“Catherine’s attention to detail and positive attitude place her among the absolute best to work with.”
- Alec W., Multimedia Designer
“Catherine Morin possesses a rare and truly powerful mix of organization, vision, and creativity.”
- Marcus R., Director of Marketing
“Catherine does amazing work, has great ideas, and has truly changed the website for the better.”
- Andrew K., Product Data Supervisor
Core Skills
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Copywriting + Editing
Email Marketing
Content & SEO Strategy
Brand Strategy
Social Media Management
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Creative Direction
Project Management
People Leadership
Cross-Functional Leadership
Problem-Solving
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Figma
NetSuite
Salesforce + Marketing Cloud
Adobe Creative Suite + Workfront
Siteimprove + SEMrush
Let’s Collaborate
If you’d like to hear more about my approach to digital content marketing and copywriting, or want to discuss how we can work together, I’d love to chat.