Michael Rossi
Verified Expert in Marketing
Marketing Expert
San Francisco, CA, United States
Toptal member since June 11, 2024
Mike is an experienced marketer known for helping brands tell their story. His content and copy expertise helped brands raise over USD 241 million in open pipeline and USD 44 million in revenue since 2020. Mike considers himself privileged to create content supporting some of the world's most recognizable brands, including Sotheby's, Ferrari, Rolls-Royce, Keller Williams, Cisco, VMware, and HP. He excels at producing ebooks, whitepapers, email campaigns, ad copy, and more.
Project Highlights
Expertise
- Advertising Copy
- Content
- Copy Editing
- Copywriting
- Demand Generation
- Direct Response
- Email Marketing
- Marketing
Work Experience
Senior Content Marketing Manager
Narvar
- Built and executed the company's 1st demand-focused content marketing plan.
- Led the development of all outbound-facing marketing materials, including ebooks, blogs, case studies, videos, podcasts, event presentations, whitepapers, infographics, and webinars.
- Developed the company's 1st true nurture campaign.
- Generated more than USD 400,000 in new pipelines within less than six months.
Senior Content Marketing Manager
Zeta
- Captured 45% of the company's marketing qualified leads through unpaid channels by replacing a disjointed content program with a hub-and-spoke model.
- Exceeded content-sourced pipeline goals by 40% thanks to an expanded investment in creating long-form, data-rich content.
- Drove a 23% increase in annual output from the content team by eliminating internal redundancies and making better use of available technologies.
- Hired, trained, and managed a team of content creators to accelerate the realization of Zeta's marketing goals.
Senior Copywriter
Scorpion Design
- Reduced paid media's cost per lead (CPL) by 56%, capturing more than 10,000 marketing-qualified leads and increasing email open rates by 18%.
- Collaborated with over six teams and more than 30 subject-matter experts across the company to ensure the production of relevant, impactful marketing assets.
- Managed a team of copywriters, reviewing all content for clarity, grammar, flow, consistency, and adherence to brand guidelines.
- Developed extensive collateral, including signage material, flyers, invitations, and speeches for multiple in-person events.
Creative Lead
Mallard Creatives
- Managed a team of eight designers and writers to deliver thousands of pieces of content, including product descriptions, emails, newsletters, video scripts, advertisements, blogs, ebooks, and sales decks.
- Served over 100 clients across 16 countries and 12 industries, including well-known marketers such as Neil Patel, Joe Polish, Dean Jackson, and Eric Siu.
- Built content to promote luxury brands at numerous high-end B2C events, including the Geneva Supercar Show, the Queen's Club Championships, the Pebble Beach Concours d'Elegance, the British Grand Prix, and New York Fashion Week.
Project History
Assessing the Impact of Coronavirus on the American Automotive Industry
https://drive.google.com/file/d/1NqTJ4kvkX8rkod-XVkImOujXbgAM55xg/view?usp=drive_linkPrepared a content piece that helped Zeta push through the first few turbulent months of COVID-19 when customers were cutting their spending.
This project involved conceptualizing and publishing an ebook on the impact of COVID-19 on the American automotive industry during the first months of the pandemic. The book was created to drive demand with prospects while reassuring existing Zeta customers to maintain their marketing and ad spending despite economic uncertainty. The chief growth officer eventually praised the ebook as a magnum opus.
State of Returns for 2023
https://drive.google.com/file/d/1PYhQTPcqVP6arFIG5UbVOwq9dScNqA6T/view?usp=drive_linkLed the development and distribution of the state of returns for 2023, a cornerstone for our annual content marketing plan that received praise and acknowledgment from internal stakeholders and external sources.
This ebook was based on original consumer research and aimed to understand how retail return offerings influence the choices of individual shoppers. It was used to position our brand as an industry thought leader, secure media opportunities for leadership, and drive pipeline growth for our suite of products and services.
How to Use Your Net Promoter Score to Improve Revenue
https://drive.google.com/file/d/13QsowsN-Jq3lT815vA-EhsELMx4hZIX-/view?usp=drive_linkCreated an original whitepaper to drive demand and assist our sales team in overcoming the objections of CFOs who need to fully appreciate the importance of the net promoter score (NPS).
This project involved developing a whitepaper that focused on the revenue impact of the NPS and how an improved customer experience is tied to sustained profitability. The whitepaper also provides information on measuring an NPS, the effect of a higher NPS on revenue and growth, and the influence of post-purchase processes on the NPS in eCommerce.
Education
Bachelor's Degree in English
University of Washington - Seattle, USA
Certifications
Google Analytics Certification
Contextual Marketing Certification
HubSpot
Inbound Sales Certification
HubSpot
HubSpot Content Marketing Certification
HubSpot
Mailchimp Email Marketing
Udemy
StoryBrand Messaging Framework Course
StoryBrand
Skills
Core
Writing & Editing, Content Marketing, Content, Copywriting, Blogging, Content Creation, Inbound Marketing, Marketing, Customer Success, Email Marketing, Infographics, Ads, Google SEO, Sales, Web Marketing, Drip Marketing, Cold Emailing, Email Campaigns, Email Marketing Automation, Organic Social Media, Print Advertising, SEO Content, Scriptwriting, Enterprise Sales
Platforms & Tools
Mailchimp, Jasper, Canva, Adobe Suite, Marketo, Microsoft 365, HubSpot, Zoho, Content Management Systems (CMS), Wistia
Business Models
B2B, Business to Business (B2B), B2B2C, Business to Business to Consumer (B2B2C)
Technical
Direct Response Marketing
Other
Storytelling, Copy Editing, Research, B2B Marketing, Advertising Copy, Direct Response, Direct Marketing, Ebooks, Article Writing, Content Writing, Google, Demand Generation, Graphic Design, Design, Trello, Event Marketing, Drip Email, Health Communication, SEO Writing, Technical Writing, Slogan Writing, UX Writing, B2B Lead Generation, Sales Pipeline Management, User Retention, Nurture & Retention Campaigns, ChatGPT, Salesforce, Webflow, Economics, Accounting, Psychology, Brand Building, Jira, Project Planning, Direct Mail, Management, Customer Support, Podcasting, Podcast Management, English, Financial Writer, Law, Lead Marketing, Marketing Plans, Customer Retention, Retail Strategy, Blogs, Blog Posting, Email, Email Design, Email Autoresponders, Email Management, Email Template Design, Web Content, B2B Partnerships, Editorials, Organic Content Marketing, Email Delivery, Team Building, Team Management, Team Leadership, Hiring, Sales Pitches, Pitch Decks, Sales Presentations, Presentations, Presentation Design, Editorial Process, Video Scripts, Video Editing, Interviewing, Team Development, User Research, Web Research, Partnership Marketing, PDF Design, Creative Direction, Art Direction, Microsoft Teams, Remote Team Leadership, Case Studies, Webinars, WordPress, Podcast Marketing, Scripting, Videos, Cold Calling, Healthcare Sales, Retail Sales, Press Releases
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