Shannon Miller
Verified Expert in Marketing
Marketing Expert
Akron, OH, United States
Toptal member since August 16, 2024
Shannon is a passionate copywriter with a master's in creative writing and a rich background in literature and publishing. She has built an impressive freelance career with American Greetings Corporation, where her talent for storytelling and marketing shines. In the digital realm, Shannon has developed captivating website copy, SEO articles, emails, newsletters, and paid social ads. Her warm and creative spirit infuses every project, making a genuine connection with audiences.
Project Highlights
Expertise
- B2C Marketing
- Copy Editing
- Copywriting
- Digital Marketing
- SEO Copywriting
- SEO Writing
- Writing & Editing
- eCommerce Marketing
Work Experience
Freelance Senior Digital Copywriter
Papyrus
- Played a key role in shaping the brand's online presence, crafting compelling content for Papyrusonline.com, including homepage features, landing pages, and articles.
- Extended to eCommerce, where I created engaging product titles and descriptions for major platforms like Amazon.com and Instagram Shop, driving both visibility and sales.
- Began by writing seasonal product catalogs and brochures to assist sales managers in selling product assortments to leading retail partners.
Freelance Senior Digital Copywriter
American Greetings
- Wrote persuasive B2C copy across digital platforms, including headlines, SEO articles, and web and landing pages.
- Produced impactful emails, newsletters, and paid social ads that boosted brand awareness and paid subscriptions.
- Contributed to a 200% YoY increase in eCommerce business by developing product descriptions and category copy.
- Enhanced the customer experience by creating educational content on product features and benefits.
Freelance Copywriter
American Greetings
- Advanced from catalog writer to senior digital copywriter over 17 years, starting as a salaried associate for six months before becoming a dedicated freelance contributor.
- Crafted compelling copy for retail partners’ consumer marketing, including in-store signage, social media posts, blogs, and print ads.
- Conceived, wrote, and edited B2B print materials, such as brochures, newsletters, trade presentations, sales kits, and catalogs. Collaborated with designers and sales managers to meet tight deadlines.
Freelance Manuscript Editor
SDP Publishing Solutions
- Reviewed authors’ manuscripts for literary and market potential, assisting a highly regarded literary agent and publisher.
- Worked closely with authors on in-depth rounds of manuscript editing, providing feedback based on my literary and language expertise.
- Assisted and mentored authors through final proofreading, fact-checking, and marketing of their books.
Editorial Assistant III | Team Lead | Copywriter
Key Curriculum Press
- Wrote copy for editorial and marketing, including photo captions, direct-mail brochures, and bulk mailings.
- Managed high-profile textbook projects, including budgeting, editing, formatting, and proofreading, with meticulous attention to detail and flawless execution. Collaborated with senior editors, authors, and the editorial team.
- Hired, trained, supervised, and mentored a team of editorial assistants.
Project History
Lainey Wilson SmashUps Campaign
https://www.americangreetings.com/lainey-wilsonLed copywriting for a digital campaign at American Greetings featuring the Lainey Wilson SmashUps card. Featured various other celebrities, engaging millions of subscribers and attracting new ones.
Papyrus Greeting Card Treatments Landing Page
https://www.papyrusonline.com/about-us/our-designsDirected the editorial and wrote copy for a Papyrus landing page, emphasizing the brand's luxurious card craftsmanship. Leveraged my creative and eCommerce expertise to craft detailed descriptions and the tagline "Thoughtfulness in every detail."
AmericanGreetings.com Replatforming Initiative
http://www.americangreetings.comRevamped the copy for AmericanGreetings.com, ensuring a consistent brand voice and lively tone. Developed compelling category copy, clear educational modules, and engaging content to boost app downloads and enhance the user experience.
Education
Master of Fine Arts Degree in Creative Writing
Emerson College - Boston, MA, USA
Bachelor of Arts Degree in English: Creative Writing
San Francisco State University - San Francisco, CA, USA
Certifications
Copy Editing
Media Alliance
Skills
Core
Writing & Editing, Copywriting, Digital Marketing, B2C Marketing, Marketing, Landing Pages, Email Marketing, Content Marketing Strategy, Content Creation, Paid Advertising, Social Media, Social Media Marketing (SMM), Organic Social Media, Sales & Marketing
Platforms & Tools
Microsoft 365, Adobe Suite, Monday.com, Contentstack
Other
Fiction Literature, Copy Editing, English, SEO Copywriting, Trade Marketing, eCommerce, eCommerce SEO, eCommerce Marketing, Advertising Copy, Slogan Writing, B2B Marketing, Sales Communication, Proofreading, Editorial Process, Publishing, Microsoft Word, Microsoft Office, Landing Page Optimization, SEO Writing, Email, Email Marketing Strategy, Creative Thinking, Creative Writing, Storytelling, Content Writing, Websites, Retail Strategy, Microsoft Teams, Web, UX Writing, Figma, Mobile Apps, Article Writing, Reviews
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring