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Where I have worked

Three marketing agencies, three multinational corporations, one university, my own shop...


www.archermalmo.com
Senior digital copywriter — a>m Digital Services   2014-present

Writing the truth about cats and dogs for a client dominant in the animal health industry. Planning and crafting clear, optimized, regulatory-compliant content for busy, distractible audiences (clinician-facing and DTC).

Digital media: email campaigns, Google Ad Words, sa|es-force tools, website content, optimized landing pages, social media messaging and banner ad copywriting.


        

Business writer and content-marketing consultant
1999 – 2014
I started Bridgman Content in 1999 in Oxford, when I had the opportunity to work on a book project for Lonely Planet. At the same time, I published a series of food/beverage articles for Nightclub & Bar and Restaurant Marketing magazines.

Clients
Published articles:

Utne Reader, Bioworks, MX/Medtech Executive, BOOK magazine, Memphis Business Journal, Fodor's Tennessee, Gadfly, Restaurant Marketing, Memphis magazine, Memphis Flyer (three cover stories).  
► Read examples on my Bylines page.

recommendations

Corporate marketing communications 

Marketing manager — Oracle and SAP practices  2011-2013

Tata Consultancy Services (TCS) is a global IT services, consulting and business solutions organization; part of the Tata Group, India's largest corporate conglomerate. TCS competes with Accenture, PwC, Deloitte, IBM, CapGemini, Infosys, Wipro and Cognizant.
  • My responsibilities include global marketing communications support for TCS' Oracle, SAP, CRM and Microsoft consulting practices.
  • Strategic planning: Supporting market research and analysis projects and applying the resulting strategies across all marketing plans.
  • Content creation: Writing and researching web content, white papers, thought leadership content, case studies and brochures.
    See my portfolio.
 
                                                                

                  2007 – 2009

London-based medical technology manufacturer. Its
orthopaedics business unit is headquartered in Memphis. 

Marketing communications manager
Responsibilities included digital salesforce communication, product positioning for Orthopaedic Trauma implants/technologies, collateral development, creative strategies.

  • Trauma editor for salesforce extranet content, helping guide structure and content of TraumaLife (quarterly), SalesLife Week, SalesLife Online.
  • Project manager for development of promotional materials and surgeon-facing Web content.
  • Creation and report/analysis of online surveys to sales/distributor network.
  • Developed and executed a bulk SMS (text-messaging) program for internal audience.
  • Client contact to advertising agencies, interactive and video production vendors.

    recommendations

Advertising & public relations agencies

  inferno         2002–2006

full-service advertising agency
Public relations manager
  • Led media relations team.
  • Senior copywriter for media releases, features, white papers, client bios/profiles, web content.
  • Designed content structure and researched usability standards for online press centers.
  • Research & strategic planning support (business development & client services).
Client categories:

property management  business banking 
software 

logistics/transportation
 business process outsourcing (BPO)
 
 medical technology
 
Accomplishments:
  • Three PRSA VOX awards for speech writing, op-ed writing, media kits.
  • Client coverage with CNNfn, New York Times, Wall Street Journal, Washington Post, The Times (London), Popular Science, This Old House (print & broadcast).
  • Positioned BPO firm Primacy Relocation (principal client) as industry thought-leader via planning/execution of content and media relations for dual national ranking-surveys on cities’ viability for relocating families and singles, resulting in 800% improvement in organic search results.
  • Drove successful media-relations campaigns to place agency executives on Memphis Business Journal’s “Top 40 Under 40,” two client firms to Business Tennessee magazine’s Fast50, and two client firms to MBJ’s “Best of Memphis.”
    recommendations

                                                      2001-2002 
Largest advertising agency between Dallas and Atlanta  

Account manager

Account service and content (public relations, interactive, advertising) for FORTUNE 500 food & beverage companies Kraft Food Ingredients and The Food Technologies division of Praxair (Union Carbide).
  • Created and implemented new system for measuring ROI of media coverage in trade media.
  • Analyzed story angles of existing coverage of client competitors, advised client executives on observed trends and newsworthy opportunities.
    recommendations

Nonprofit leadership

                     2003-2005
Influential wetland-conservation advocacy group and 501(c)(3) land trust, responsible for permanent protection of nearly 20,000 acres of the Wolf River's 42,000 acres of bottomland habitat within its 100-year floodplain.

president

  • Volunteer post: Led board of Memphis' largest independent conservation organization (1,000+ members, 5 paid staff)
  • Conceived & organized the honorary "Trustees" council (civic & corporate leaders)
  • Successfully lobbied West Tennessee's congressional legislation to push funding of Corps of Engineers $9M restoration project.
  • Successfully lobbied Memphis City Council's Parks Committee to put Greenway Master Plan back on the table.
  • Petitioned TDEC and TDOT to erect river watershed signs on roadways.
  • Helped secure legislative clearance for TWRA to set its own fee structure in order to generate more funds for wetland conservation.
  • Awarded National Conservation Medal from NSDAR.
    recommendations

Corporate internal communications

                              2000-2001
World's largest paper and pulp company. Headquartered in Memphis.

Communications specialist (contract)

One-year assignment with corporate IT Communications team
  • Planned and wrote content, spec'ed design for Project Phoenix intranet space. 
  • Authored user orientation guide for new desktop hardware & software systems.
  • Implemented critical communications rollout to 4,000 Memphis-area employees. 
recommendations 

University Communications & Branding

University of Mississippi
Brand Creative Services                       

Assistant director
  • Publishing and editing interactive content, periodicals, and promotional materials
  • University Web Planning Committee
  • Brand/publication strategy for the launch of Sally McDonnell-Barksdale Honors College, university sesquicentennial and numerous development projects.
  • Reviewed/approved materials for brand and graphic identity compliance
  • As Acting Director, supervised staff of 12 designers, editors, photographers and assistants for 6 months.
    recommendations


Education

University of Memphis

BA in English, 
minored in Marketing.                             





Nicklaus Companies, 2011 competitive research/analysis
via Southern Growth Studio






freelance clients and publications



Tata Consultancy Services: "Enterprise Mobility Strategies for SAP Customers"





Orthopaedic Trauma video loop (sped up for your convenience)





agency PR clients

One of two CNN appearances for Primacy Relocation CEO Matt Spinolo, discussing the Best Cities for Relocating Families survey (I was project director).



            


































Project Phoenix was a 30-month "bulldoze" of International Paper's servers, desktop/laptop hardware, and operating system (good old Windows 2000) for 36,000 corporate users worldwide. I organized content and photography for the project's Web site. I wrote and edited all the text for the "Flight Manual" that each employee received. And I planned an implemented a large-scale communications rollout for the 4,000 Memphis-area employees.   

Read the Memphis Business Journal's coverage of the project.







editor, Southern Motor Cargo magazine, 1995