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Summary


Andrew is an insights-first copywriter and content strategist. He has worked on brands like Audi, Bell, Canon, eBay/Kijiji, Harley-Davidson, Interac, ParticipACTION, RBC, Sony and WE. 

Work Experience

Apr 2011Present

Freelance Copywriter and Content Strategist

Andrew Rennie

Virtue Worldwide | Senior Copywriter  | Sept 2017-October 2017

VICE Media's creative agency.  Clients: Canon, Sony, Herschel

  • Ideated and executed integrated campaigns alongside art director
  • Lead creative presentations
  • Helped pitch and win new business for the agency
  • Mentored junior writer
  • Key win: Participated in pitch that won business from a large tech company 

RBC | Senior Content Strategist | May 2017-Sept 2017

  • Planned and executed content experiences for RBC Rewards and RBC Offers desktop and mobile app platforms
  • Championed content best practices, including semantic structure, page-level content modelling, optimization and accessibility
  • Worked in lockstep with interaction design lead to create fluid and prescriptive user journeys
  • Improved user experience through qualitative (user testing) and quantitative (analytics) research 
  • Managed and mentored a junior content strategist

Panasonic | Digital Copywriter | March-April 2017

  • Concepted and executed digital creative for a branded content hub, to be used as an ongoing sponsorship activation with the Toronto Blue Jays
  • Developed templates for subsequent content creation
  • Worked closely with marketing director to ensure brand standards were met

Zulu Alpha Kilo | Digital Copywriter | Sept 2016-March 2017

Ad Age's 2016 Small Agency of the Year.  Clients: Audi, Harley-Davidson, Bell, Interac, ParticipACTION

  • Concepted and executed creative across digital channels,  alongside art director
  • Developed future-state site maps, user flows and page-level content modelling with UX designer and creative director
  • Created functional documents with digital production team 
  • Lead creative presentations
  • Key win: Launched NPO site that had 500k Canadians vote on their favourite activities

eBay/Kijiji | Digital Copywriter | Aug 2015-Nov 2015

  • Worked closely with the Kijiji B2B marketing manager to develop customer journey experiences (first-touch and follow-up email, landing page and user flow copy)
  • Wrote and revised ad-hoc sell sheets, infographics, newsletters, eDMs 
  • Provided consultation on strategic messaging and demographic targeting

FreshBooks | Content Marketing Manager | Nov 2014-Feb 2015

  • Conducted segment marketing research, content audits and migration; competitive analysis 
  • Spearheaded strategic implementation of a content marketing hub on the FreshBooks website
  • Acted as editorial director to the FreshBooks blog: created editorial calendar, oversaw editorial budget, managed blog content lifecycle and team workback schedule, posted regularly and wrangled over a dozen contributing writers
  • Wrote and revised email and landing page copy; provided metadata recommendations
  • Key wins: improved number of unique daily visits to FreshBooks blog by 100% (~2200-5000) from December-January 2015 and reworked contributing writer roster to save FreshBooks ~$2500 per month
Jan 2016Sept 2016

Content Marketing Manager

WE (Formerly Free The Children)
  • Create end-to-end content strategy: concept development, stakeholder interviews, segment research and personas, user stories, strategic messaging,  IA, channel strategy, content mix, reporting, testing and maintenance
  • Conduct gap analyses and audits on site cluster;  produce and present future-state content recommendations, including content matrices, modelling and sitemaps 
  • Develop editorial and web design best practices documentation
  • Lead discussions on information architecture and customer journey mapping; contribute to discussions surrounding content migration strategy
  • Offer page-level recommendations on content, design and metadata
  • Set up analytics across key conversion funnels and optimize lead generation
  • Manage and mentor team of copywriters, develop content calendar and oversee asset creation for ongoing brand activation on Wattpad blogging platform
  • Work with digital team to ensure web content integrates with social strategy

Nov 2013Nov 2014

Editorial and E-Communications Manager, Digital Brand (Contract)

Bell
  • Created multi-channel digital content for Bell.ca (landing page, email, microsite,  programmatic ad copy) and ensured on-page optimization where applicable 
  • Managed and revised digital content produced by partnering ad agencies and Bell’s marketing communications team; provided feedback during brand reviews
  • Managed workback schedule for deliverables 
  • Key wins: created MyBell app campaign that was feted by Bell Mobility president Wade Oosterman and provided key UX feedback during CASL email deployment which helped Bell customers avoid costly fines
Nov 2011Nov 2012

Copywriter

Carswell, a Thomson Reuters Company
  • Developed and revised print and digital content, including emails, DMs, banners, programmatic and landing page copy
  • Participated in concept meetings with internal clients
Apr 2009Jan 2012

Contributing Writer (Freelance)

NOW Magazine
  • Wrote pitches, live reviews, features and online content for both the music and news departments
  • Conducted first-hand research and fact-checking
  • Conducted a small amount of audio and copy editing
  • Key win: wrote a critically acclaimed cover story on Tony Rebel, who is responsible for several amnesty initiatives in Jamaica and beyond
Aug 2010Mar 2011

Associate and Web Editor (Contract)

Outpost Magazine
  • Conducted interviews, wrote features and maintained the voice of the print magazine and Outpost website,  as well as Outpost’s social media outlets 
  • Managed 10 freelancers and 2 interns: offered feedback, conducted substantive editing, prioritized deadlines and mentored writers on magazine best practices and reader engagement
  • Managed workback schedule for Champions of Change program with CBC News and Manulife Financial
  • Key wins: spearheading the Champions of Change program; writing a 33-page cover story that was released to critical acclaim
Jan 2008Mar 2009

Web Editor  (Volunteer)

Format Magazine
  • Assigned and followed through with story ideas, as well as managed the assignments of about 12 freelance writers
  • Wrote and edited features on music, fashion and art
  • Performed web maintenance, including the uploading of features and ad banners, as well as basic HTML work


Certifications

AdWords Online Marketing 101, 201 and 301

Google