| Lisa Capretto Resume |
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WORK EXPERIENCE
Associate Content Producer | Oprah.com
Chicago, IL | January 2010 - Present
- Managed the Home and Food sections of Oprah.com, and created editorial plans for The Oprah Winfrey Show's online coverage for individual shows
- Managed and oversaw all correspondence with 7 expert and celebrity contributors, including chef Cristina Ferrare, HGTV's Frank Fontana and Top Chef Masters' Marcus Samuelsson
- Created "packages" of editorial content on behalf of paying sponsors, frequently over-delivering on impressions by 400 to 500 percent
- Pitched and wrote a home décor piece that became one of the top 5 pieces of content in the home section within 2 days
- Pitched and wrote an education piece that was picked up by CNN.com and many parenting sites
- Assigned to high-profile Oprah Winfrey Show episodes, including Oprah's Ultimate Favorite Things, Lisa Marie Presley, Tyler Perry, the Jackson family and Waiting for Superman
- Tyler Perry show: Wrote 15-page feature about his childhood abuse which became the most-viewed content piece on Oprah.com during the week of the episode (more than 753k pageviews)
- Tyler Perry and Lisa Marie Presley: Created content (videos, slideshows, editorial features) that helped Oprah.com hit its highest marks in pageviews (16.5mm) and unique visitors (1.4mm) of the season
Strategic Copywriter | SmartFreelancing.com
Chicago, IL | September 2005 - Present
- Launched own successful business writing for corporations, marketing companies, Web sites and women's magazines
- Directed and wrote the entire Web site content for three real estate investment groups in south Florida
- Copyedited six media kits for Aspen Education Group, featured on CNN, Dr. Phil, USA Today, NPR and more
- Wrote landing pages for mobile technology companies, transportation organizations and women's career coaching
- Wrote two-minute commercial scripts about mobile printers and 20-page telemarketing scripts for theater companies
- Wrote eBooks/white papers on the ROI of social media and the business benefits of field mobility
- Wrote postcards, brochures and newsletter features for B2C and B2B print publications across various industries
- Contributed to local and regional women's magazines by writing articles about lifestyle topics such as health and beauty
- Wrote an Illinois-based city guide for The Family Groove magazine highlighting stores, boutiques, etc.
- Served as stringer for Glamour magazine, gathering information and conducting surveys in the Midwest
Freelance Speechwriter | National PTA
Chicago, IL | Oct. 2009 - March 2010
- Wrote the 2009 scripts for all national officers to lead the Emerging Minority Leaders Conference
- Developed corresponding PowerPoint presentation for the CEO's keynote speech
- Wrote President’s speech for PTA Reflections event, in conjunction with the Department of Education
Managing Editor | Sittercity.com
Chicago, IL | March 2007 - August 2009
- Directed the company's content strategy on both the editorial and copywriting fronts
- Initiated editorial strategies that included redesigning content pages, increasing interactive media such as tools and videos, enhancing visitor engagement through article-rating, etc.
- Wrote a regular blog, including implementation of HTML, and increased pageviews from 1,100 to 5,300 within 10 weeks
- Directed a multi-disciplinary marketing campaign for the back-to-school season by writing feature articles for strategic content partners, writing school-themed banner ads, developing a seasonal landing page and creating three lead generation emails for the landing page's lead capture
- Created and implemented annual editorial calendars to guide content strategy each month
- Led a content team of two by leading daily meetings, writing seasonal editorial content and managing outreach efforts
- Wrote two monthly e-newsletters for a nationwide audience totaling 400,000 subscribers
- Wrote weekly email communications, including lead generation emails, lapsed subscriber emails and promotional eblats
- Increased Sittercity sign-ups by 20 percent after rewriting copy for an external partner
- Wrote print and outdoor marketing collateral, including various print ads, a back-lit mall board and a POP display
- Worked closely with the Today Show and iVillage.com to create monthly content and write spokesperson talking points
- Wrote press releases, pitches, a press kit and annual pitch guides, one of which won an International Davey Award
- Scouted by the Tribune to join their ChicagoNow blog network and scouted by Barnes & Noble's Quamut division to write a babysitting guide
- Recruited, hired and managed a stable of freelance writers for editorial content
Content Manager | StyleChicago.com
Chicago, IL | October 2007 - March 2007
- Created and managed Web site content and clients for company’s largest divisions, Fashion/Style and Home/Design
- Created and managed advertorial content for two bi-weekly e-newsletters, each sent to more than 13,000 subscribers
- Managed five e-newsletters by coordinating weekly schedules, editing each newsletter and analyzing open rates/click-throughs
- Wrote daily 200- to 400-word advertorial event invitations for high-end luxury vendors in Chicago
- Influenced company strategy by initiating editorial articles (as opposed to strictly advertorial articles) to enhance content offerings
- Engaged in Web site production with an emphasis on intermediate HTML and basic graphic design
- Worked with both local and national fashion icons, from Chicago's Maria Pinto to Nicole Miller
Contributing Writer | ALIVE Magazine
St. Louis, MO | August 2005 - March 2007
- Wrote a monthly column on home decor for ALIVE, a magazine with a readership over 250,000
- Traveled to local boutiques, interviewed owners, wrote 400-word decor features and selected items for photo shoots
- Launched magazine's travel section by creating editorial calendar, pitching ideas and writing five-page spreads every other month
Corporate Writing Intern | A.G. Edwards
St. Louis, MO | June 2005 - August 2005
- Wrote and edited direct mail, reports, lead generation letters, and a technical user guide for the AGE World Headquarters, with more than 7,000 financial consultants in 700 offices nationwide and in Europe
- Helped create, design and implement a six-month training program for 20+ writers, drafting the proposal, creating PowerPoints, coordinating with AGE University to allow writers to sit in on several classes
Communications Intern | Alzheimer's Association
St. Louis, MO | January 2005 - May 2005
- Wrote and edited 90 percent of quarterly newsletter, reaching more than 65,000 families across 38 counties
HONORS & ASSOCIATIONS
American Writers and Artists Institute
Certificate in Creative and Professional Writing
Silver Winner, International Davey Award (2007)
Pi Sigma Alpha: Political Science Honor Society (2005)
Magna Cum Laude (2005)
The National Dean’s List (2004-05)
SLU University Tuition Scholarship (2001-05)
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