brand strategy
content strategy
copywriting

Abby Otting

EDUCATION

University of Cincinnati, M.A., English
Ohio University, B.S., Journalism and B.A., English literature

PROFESSIONAL EXPERIENCE

Independent Editorial and Content Strategy Consultant
February 2016 - Present

  • Creates and connects brand strategy to content strategy, delivering engaging and effective content solutions for web, email, social media, display ads and traditional print applications.

  • Clients include Fortune 500 companies, as well as global and independent marketing agencies.

Senior Content Strategist
Intrinzic Brands, September 2016 - December 2018

  • Led brand strategy and content strategy for client projects, specializing in external marketing and employer brand communication for B2B brands.

  • Managed and mentored the agency's content team.


Senior Copywriter
Rouge 24, February 2016 - September 2016

  • Oversaw all writing and editing capabilities for small design firm.

  • Developed and implemented brand tone of voice for national club retail store.


Director of College Relations
College of Design, Architecture, Art, and Planning, University of Cincinnati, April 2015 - January 2016

  • Planned and directed marketing strategies to grow the college’s reputation regionally, nationally and internationally.

  • Conceptualized, wrote and designed communications for web, digital media, advertisements and recruitment materials.

  • Managed and mentored a team of two.


Copy Director/Editorial Manager
LPK, February 2009 - April 2015

  • Provided copy direction for client brands in the spirits, healthcare, confectionery, baby care, food service, and B2B categories.

  • Established LPK’s tone of voice, verbal brand assets and comprehensive brand book.

  • Oversaw the launch of LPK’s blog and social media platforms and provided ongoing strategic management.

  • Contributed to the development of LPK’s methodology for activating consumer insights. Created sales tools that grew the agency's portfolio of leading brands and Fortune 500 companies.

  • Guided thought leadership initiatives with company executives.

  • Managed co-ops, interns and freelance writers.


Senior Quality Assurance Coordinator
LPK, January 2007 - January 2009

  • Oversaw copy editing, proofreading and print feasibility checks for global brands in the baby care, beauty, personal care, food and beverage categories.

  • Developed procedures to enable movement of work representing $1 billion+ between North American and European offices.

  • Managed deadline-sensitive, large-volume file transfers of highly confidential artwork. Processes were adopted as standard procedures by the agency as the scope of this work expanded in Europe and grew to include Asia.


Advertising & Editorial Manager
College Conservatory of Music, University of Cincinnati, May 2005 - January 2007

  • Managed primary editorial functions for CCM Public Relations Office, including website content management, marketing campaigns and press releases.

  • Managed advertising functions for the college, including seasonal campaigns and admissions recruitment.

  • Supported all college development and donor relations efforts.

  • Supervised and trained graduate student workers.


Quality Assurance Coordinator
LPK, December 2003 - April 2005

  • Responsible for accuracy of artwork for consumer goods packaging. Assignments included assuring adherence to federal regulations and client standards for over a dozen global consumer brands.

PRE-PROFESSIONAL EXPERIENCE

Graduate Assistant, The University of Cincinnati Women’s Center, Cincinnati, Ohio
Intern, Public Broadcasting Service, Alexandria, Virginia
Intern, The Athens Messenger, Athens, Ohio