Amy Lokken
General info
Digital Content Marketing Supervisor/Senior Copywriter
Atlanta, GA
Atlanta, GA
For more than 15 years, I have helped clients tell their stories in ways that inform, entertain, and generate results. I am equally at ease with short- and long-form writing for both traditional and interactive media. An innovative thinker, I enjoy concepting the big ideas while thoughtfully grounding them in research and strategy. By communicating with clarity and an attention to detail, I create copy that connects with audiences and soars off the page and screen.
Experience
Digital Content Marketing Supervisor
UPS (United Parcel Service)
Moving up to the position of Content Supervisor on the Digital Marketing and Brand Management team has allowed me to take even greater ownership of the content I work on and to collaborate with and direct the creation of content by other writers. I have also become fully proficient in the CMS and helped teach others how to use it for content publication.
• Manage articles for UPS Knowledge Center content hub on ups.com from initial input to final publication
• Oversee agency partners to ensure proper timing, tone of voice, and search engine optimization (SEO) of content
• Supervise, edit, and approve the work of other writers
• Write original digital content, including articles, email campaigns, landing pages, white papers, banners, and social
• Collaborate with internal stakeholders, interviewees, and legal department to obtain necessary approvals
• Select appropriate imagery to enhance and accompany content
• Load completed content into OpenText CMS and publish it on ups.com
• Manage articles for UPS Knowledge Center content hub on ups.com from initial input to final publication
• Oversee agency partners to ensure proper timing, tone of voice, and search engine optimization (SEO) of content
• Supervise, edit, and approve the work of other writers
• Write original digital content, including articles, email campaigns, landing pages, white papers, banners, and social
• Collaborate with internal stakeholders, interviewees, and legal department to obtain necessary approvals
• Select appropriate imagery to enhance and accompany content
• Load completed content into OpenText CMS and publish it on ups.com
Senior Copywriter
UPS (United Parcel Service)
Serving as the senior writer for the Content and Brand teams, part of the UPS Customer Communications department, I have been instrumental in planning, concepting, and creating an array of online content to promote a global leader in package delivery and logistics services to both businesses and consumers.
• Concept and create social media posts across multiple channels—Facebook, Twitter, LinkedIn, and Instagram—to promote the UPS brand, products, services, and charitable activities
• Promote yearly TED@UPS event through social media, including live posting during the event, and website landing pages highlighting each talk
• Research and write original articles for both internal and external digital channels, including several of the company’s most popular articles published on the Wall Street Journal site
• Assist with content management for the Retail and Industrial Manufacturing & Distribution segments, including managing, editing, and writing for white papers, articles, and info graphics
• Create content for “Wishes Delivered,” the company’s annual global holiday campaign
• Partner with art director to conceptualize and develop projects for digital, social, and print
• Work closely with agencies and media partners to plan and create compelling content
• Ensure the UPS tone of voice is woven throughout communications
• Concept and create social media posts across multiple channels—Facebook, Twitter, LinkedIn, and Instagram—to promote the UPS brand, products, services, and charitable activities
• Promote yearly TED@UPS event through social media, including live posting during the event, and website landing pages highlighting each talk
• Research and write original articles for both internal and external digital channels, including several of the company’s most popular articles published on the Wall Street Journal site
• Assist with content management for the Retail and Industrial Manufacturing & Distribution segments, including managing, editing, and writing for white papers, articles, and info graphics
• Create content for “Wishes Delivered,” the company’s annual global holiday campaign
• Partner with art director to conceptualize and develop projects for digital, social, and print
• Work closely with agencies and media partners to plan and create compelling content
• Ensure the UPS tone of voice is woven throughout communications
Senior Copywriter
InterContinental Hotels Group (IHG)
As a key member of the User Experience (UX) Group at IHG, one of the world’s leading hotel and resort companies, I have used my online marketing skills to promote some of the globe’s most popular brands—Holiday Inn, Holiday Inn Express, Crowne Plaza Hotels & Resorts, Hotel Indigo, Staybridge Suites, Candlewood Suites, EVEN Hotels, and InterContinental Hotels & Resorts.
• Served as Lead Global Writer for UX Creative, Web and Interactive Marketing
• Concepted and wrote international digital marketing campaigns for multiple brands
• Worked closely with brand stakeholders and designers to determine the best creative solutions
• Collaborated with content strategists, information architects and designers on major rebranding project for Crowne Plaza Hotels & Resorts
• Provided training and mentoring when a new writer joins the UX Group
• Created content inventories for content management system implementation
• Served as Lead Global Writer for UX Creative, Web and Interactive Marketing
• Concepted and wrote international digital marketing campaigns for multiple brands
• Worked closely with brand stakeholders and designers to determine the best creative solutions
• Collaborated with content strategists, information architects and designers on major rebranding project for Crowne Plaza Hotels & Resorts
• Provided training and mentoring when a new writer joins the UX Group
• Created content inventories for content management system implementation
Senior Copywriter
McRae
As the lead writer for one of Atlanta’s first fully integrated marketing agencies, I had the privilege of working with clients across a variety of industries, including tourism, real estate, consumer goods, restaurants, energy, financial, building products, and government services.
• Concepted and wrote advertising and integrated campaigns utilizing print, broadcast, interactive, online video, collateral, direct mail, and out-of-home media
• Created business-to-consumer and business-to-business campaigns for regional, national, and international clients
• Worked closely with Creative, Account, and Art Directors to guide each project from input to conclusion
• Managed and mentored junior members of the creative department
• Garnered the respect of co-workers and clients for producing creative, on-strategy work in a deadline-driven environment
• Concepted and wrote advertising and integrated campaigns utilizing print, broadcast, interactive, online video, collateral, direct mail, and out-of-home media
• Created business-to-consumer and business-to-business campaigns for regional, national, and international clients
• Worked closely with Creative, Account, and Art Directors to guide each project from input to conclusion
• Managed and mentored junior members of the creative department
• Garnered the respect of co-workers and clients for producing creative, on-strategy work in a deadline-driven environment
Brands
Client List
GE Power Systems/GE Energy Rentals/GE Digital Energy • InterContinental Hotels Group •United Parcel Service• AAA/American Express • Snapper Lawn Mowers • Cingular Wireless • Georgia Department of Economic Development (Tourism and Global Commerce) • Applebee’s • Humminbird Fishfinders • Black Jack Motorcycles • J-B Weld • Pactiv Building Products • Georgia Department of Film, Music, and Digital Entertainment • Pathway Communities • Travelex • SCANA Energy • Dunham Boots/New Balance • Cousins Properties • Lithonia Lighting • Bikini Company • RE/MAX Regional Services • True Natural Gas • Conserve Georgia • AmeriSave Institutional Lending • Bonfetti • IronPlanet • Callaway Gardens Living • Coweta-Fayette EMC Natural Gas • Georgia Department of Transportation • Bowen Family Homes • Boy Scouts • Midtown Consulting Group • HoneyBaked Ham • Construction Market Data • South Carolina Electric and Gas • DiversiTech • Heritage Bank • Georgia Municipal Association • Pulte Homes/Del Webb • Peach State Billiards and Home Recreation • Prevent Child Abuse Georgia • Triumph Motorcycles • Pratt Industries • Georgia Aquarium
Education
Master's Degree in Mass Communication
University of Georgia
• Graduate assistantship in Grady College of Journalism and Mass Communication Graphics Lab
• The Honor Society of Phi Kappa Phi
• Judge for Peabody Awards
• Internship in Promotions Department of television station
• The Honor Society of Phi Kappa Phi
• Judge for Peabody Awards
• Internship in Promotions Department of television station
Bachelor of Arts in English
Principia College
• Teacher's assistant for England Abroad Program
• Phi Alpha Eta Honor Society
• Pittman Prose Award
• Phi Alpha Eta Honor Society
• Pittman Prose Award
Recognition
Honors
• ShowSouth
• ADDYs
• Public Relations Society of America Bronze Anvil Award
• International Association of Business Communicators Awards
• National Association of Home Builders and Greater Atlanta Home Builders Association Marketing Awards
• Judge for Excellence in Advertising on Radio (EAR) Awards
• Work, articles, and case study featured in four editions of Kleppner's Advertising Procedure, a leading textbook used in over 550 universities
• ADDYs
• Public Relations Society of America Bronze Anvil Award
• International Association of Business Communicators Awards
• National Association of Home Builders and Greater Atlanta Home Builders Association Marketing Awards
• Judge for Excellence in Advertising on Radio (EAR) Awards
• Work, articles, and case study featured in four editions of Kleppner's Advertising Procedure, a leading textbook used in over 550 universities
Results
Selected Achievements
CLIENT: A leading manufacturer of residential and commercial building products.
CREATED: An action hero and comic books to promote a premium building wrap.
RESULT: A 60% increase in sales.
CLIENT: One of the largest certified natural gas marketers in Georgia.
CREATED: An integrated campaign around a 100% satisfaction guarantee.
RESULT: Delivered 40% more customers than the client anticipated.
CLIENT: A state Department of Transportation’s new 511 phone service.
CREATED: A campaign, including a theme line and humorous radio spots.
RESULT: One million calls received in less than a year, making it one of the best-performing 511 systems in the nation.
CLIENT: The largest auto club in North America, partnering with the preeminent global travelers cheque company.
CREATED: An Australian-themed travel sweepstakes and POS materials.
RESULT: 99% branch participation and seven times more entries than the previous year.
CLIENT: A local council of a national scouting organization.
CREATED: A series of videos and a fundraising brochure.
RESULT: Raised nearly $5 million and increased camp attendance 30%.
CLIENT: The world’s largest foreign currency specialist.
CREATED: A summer travel season promotion, delivered via email, to educate partner banks.
RESULT: A 31% increase in sales of foreign currency exchange products.
CREATED: An action hero and comic books to promote a premium building wrap.
RESULT: A 60% increase in sales.
CLIENT: One of the largest certified natural gas marketers in Georgia.
CREATED: An integrated campaign around a 100% satisfaction guarantee.
RESULT: Delivered 40% more customers than the client anticipated.
CLIENT: A state Department of Transportation’s new 511 phone service.
CREATED: A campaign, including a theme line and humorous radio spots.
RESULT: One million calls received in less than a year, making it one of the best-performing 511 systems in the nation.
CLIENT: The largest auto club in North America, partnering with the preeminent global travelers cheque company.
CREATED: An Australian-themed travel sweepstakes and POS materials.
RESULT: 99% branch participation and seven times more entries than the previous year.
CLIENT: A local council of a national scouting organization.
CREATED: A series of videos and a fundraising brochure.
RESULT: Raised nearly $5 million and increased camp attendance 30%.
CLIENT: The world’s largest foreign currency specialist.
CREATED: A summer travel season promotion, delivered via email, to educate partner banks.
RESULT: A 31% increase in sales of foreign currency exchange products.