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Andrew is an insights-first digital copywriter and content strategist. He has developed creative and strategy for brands like Audi, Bell, eBay/Kijiji, Harley-Davidson, Interac, ParticipACTION and WE. He's also an occasional freelance journalist, with bylines in The Huffington Post, VICE, NOW Magazine and Tourism Toronto. 

Work experience

Apr 2011Present

Freelance Copywriter and Content Strategist

Andrew Rennie

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 collateral developed was in line with brand standards and observed sponsor recognition guidelines

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

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

  • Concepted and executed optimized creative across digital channels, including web, email, display and social, alongside art director
  • Developed future-state site maps, user flows and page-level content modelling with UX designer and creative director
  • Created functional documents (back-end requirements; CMS guides; IA) with digital production team 
  • Presented creative to clients and incorporated their feedback
  • 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 Uberflip, 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

Butterfield & Robinson | Copywriter | May 2011- Nov 2011

  • Wrote and edited copy for the marketing and sales departments

  • Substantive edited trip planners, travelogues and itineraries 

  • Produced content for the B&R website and Facebook page; monitored engagement

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)

  • Created multi-channel digital content for (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


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


Jan 2016Present

Digital Marketing Management Certificate

University of Toronto
Jun 2013Mar 2014

Chang School of Continuing Education: Business Statistics I and II

Ryerson University
Sep 2003Oct 2007

Bachelor of Honour Arts: Professional Writing

York University


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