Cynthia Walther | Senior Digital Copywriter                                                                       
989.737.3488 | Cynthiajwalther@gmail.com
Cindiwalther.com | Linkedin.com/in/cindiwalther
                                                                                       

QUALIFICATIONS PROFILE
Senior Copywriter with over 15 years of experience driving engagement across advertising and digital marketing landscapes. Highly collaborative and adaptable professional who thrives both independently and within cross-functional teams. Proven track record of mastering emerging disciplines, delivering high-quality work under tight deadlines, and proactively managing brand standards and style guides.

PROFESSIONAL EXPERIENCE
Sr. DX CRM Content Editor | Blue Cross Blue Shield of Michigan | 06/21 – 06/26
Partnered with UX, UI and product teams to support high-impact multi-channel marketing journeys from kickoff to completion. Crafted SEO rich web and mobile content for customer relationship management campaigns. Specialized in highly targeted, small space copywriting for SMS, leveraging industry best practices. Established and maintained a comprehensive style guide to ensure a unified voice across all lifecycle marketing touchpoints. Worked with Member Engagement to create a more personalized Welcome and Onboarding experience:
-Reached 1.6 million members
-50% increase in new member enrollment
-12x more sign-in traffic to member portal
-4x more time spent on personalized landing pages
-21% decrease in personalized landing page bounce rates
-20% increase in overall registrations for vendor products
Applications used: Jira, Adobe Experience Manager, Teams,Secure GPT, Microsoft 365. Familiar with BrightEdge, Figma and Salesforce Marketing Cloud.

Freelance Sr. Copywriter | Mindscape Digital | Grand Rapids, MI | 2006 – 2020
Worked with this team on several web refresh and blog projects as well as social media. Clients included: Beaver Research, Cannabis Solutions
Detroit Battery Company, Bay to Bay Building Concepts, Armadillo Decking, and De Nora Water Technologies, Italy. Applications used: Teams, Microsoft 365, Facebook, Instagram and Hootsuite.

Freelance Sr. Copywriter | NSF International (Creative Circle) | Ann Arbor, MI | 10/18 – 4/19
Collaborated with the internal digital team on a comprehensive website redesign, interviewing staff scientists and engineers to translate complex technical methodologies into engaging, user-centric web copy. Executed the content transformation by auditing and reformatting legacy white papers and case studies into optimized digital assets. Applications used: Jira, Microsoft Suite, and Photoshop.

Freelance Sr. Copywriter | Daniel Brian Agency (DBA) | Rochester, MI | 3/18 – 9/18
Worked closely with cross-functional creative teams to conceptualize and execute multi-channel digital campaigns for premier brands, including Valley Children’s Hospital, SVS Vision, and Fathead. Generated SEO-driven web and blog copy to build organic engagement, developed interactive social media assets, and translated patient interviews into compelling, narrative-driven testimonials and video scripts. Applications used: Teams, Jira, Microsoft Suite and Facebook.

Freelance Sr. Copywriter | DP+ Fusion92 | Farmington Hills, MI | 4/17 – 9/17
Worked with creative teams to spearhead a major rebrand for their financial services client, Love My Credit Union Rewards. Co-conceptualized and executed two full-scale multi-channel campaigns spanning broadcast, radio, OOH, digital, print, email, direct mail, and social media. Applications used: Teams, Jira, Microsoft Suite, Hootsuite, Facebook, Youtube and Instagram.

Lead Digital Copywriter | AAA, Auto Club Group | AAA banking | Dearborn, MI | 2/12 – 3/17
Served as Lead Digital Copywriter for the Auto Club Group, an organization featuring highly-varied regional products and serving over 9.8 million members across eleven states and two U.S. territories. Created and edited page content integrated with curated keywords and high-conversion metadata architecture. Conducted rigorous daily audits of legal, date-sensitive, and region-specific information to ensure compliance and accuracy across muti-state platforms. Developed comprehensive contest and promotional materials, including static and animated banner copy, targeted emails, and specialized mini-booking sites for major global partners such as Disney, Royal Caribbean, and Universal Studios. Created SMS messaging and corresponding landing pages for emergency services. Maintained internal style guide as well as brand partners’ guides. Collaborated with the third-party team to test the core feature functionality and end-to-end user experience of the AAA banking app. Applications used: Teams, Jira, Microsoft Suite, Workamajig, in-house CRM platform.

EDUCATIONAL BACKGROUND
Oakland University | BA in Professional & Digital Writing (Graduation 2028)
Miami Ad School | Two-Year Portfolio School
Delta College | Associate in English and Communications
Mindscape | Content Strategy Boot Camp
Hay There Social Media | Social Strategy Boot Camp
Hubspot | Inbound Marketing Certification
Coursera | Generative Engine Optimization – In progress
Coursera | User Experience – In progress
Udemy | Conversion Rate Optimization – In progress

AWARDS
West Michigan Addy Awards | Silver and Gold

VOLUNTEER
Gleaners Community Food Bank | Detroit, MI
Detroit Bulldog Rescue | St. Clair Shores, MI