My Story

That’s the Grand Tetons behind me in case you’re wondering, from Table Mountain, Idaho.

I chose writing as a career because it came easily to me. Words seemed to flow through my fingers onto the page with ease. In college, I worked as a writing coach, helping students slog through their term papers and essays: Three-point thesis. Topic sentence. Main idea. Examples. Stick to the point. Trim those sentences. Watch those dangling modifiers and vague pronouns. 

After college, I spent 8 years in Asia teaching ESL. If you want to know how well you know the English language, try teaching that subject. Go on, tell me the rules for the articles “a” and “the” and how they relate to countable/non-countable nouns. Or how you should order your adjectives in a sentence. Then you’ll truly understand the challenges ESL students face. People picking up English as their second language are rock stars, in my opinion. 

After my time abroad, I settled in Seattle for the same reason many people move here. Mountains. Fresh air. Salmon and beer. Forests that stretch on forever. And plenty of work for a word guy like me!

My Philosophy

Good writing isn’t about parading beautiful words about. It’s about taking pity on the reader. You see, I wasn’t coaching my students to help them pass their class. I was doing charity work for the teachers who had to grade their papers. Likewise, when I write copy for you, I will take the same pity on your readers. Do your ideas resonate with them? Will your words inspire them to click through? Will they even finish reading what you have to say? 

That’s where I come in. You come up with your ideas, perhaps an outline, or even your dreams. Then I’ll express what you’re feeling inside — so that others can see your vision, clearly. That’s what I do for a living.  

Let’s build a relationship, word by word. 

Some of the outstanding clients I’ve worked with:

My Experience

  • Marketing Copywriter — December 2020 - Present

    • Write digital banner ads and print ads to promote special sections and events, including A Year of Pandemic, The Mental Health Project, and Mariners Preview

    • Write campaign emails to promote trial subscriptions

    • Write PowerPoint presentations for sales staff, including Seattle Kraken Preview, Fall Arts Guide, and The MIX summer guide

    • Copy edit internal and external messages from the Publisher, President, Vice President of Marketing, and other executives

    • Copy edit Seattle Times Media Solutions newsletter, Subscriber Rewards emails, and UI for subscription pages

    • Write digital and print ads, radio spots, and social media copy for advertisers

    • Select, edit, and publish wire stories for Careers and At Home section

  • Marketing Copywriter — April 2019 - August 2020

    • Wrote and managed Sonosite.com Visual Medicine blog, conducted interviews of clinicians, managed photo selections, incorporated SEO conventions

    • Wrote and managed monthly internal employee newsletter and quarterly customer newsletter

    • Updated and revised Sonosite.com customer-facing pages, including product pages and case studies

    • Provided copy writing and editorial support for marketing campaigns and internal communications, including messages from President/COO and Chief Medical Officer

    • Wrote and updated copy style guide

    • Worked with Senior Director to develop content strategy and troubleshoot problematic content

  • Web Producer/Publisher — October 2018 - January 2019

    • Review and clarify stakeholder requirements for Bing Ads site updates

    • Copy edit and write content for Bing Ads products, webcasts, biographies, and a wide spectrum of B2B marketing materials

    • Perform QA reviews of requests and ensure that Microsoft and Bing brand, editorial, accessibility, and all other guidelines are followed

    • Ensure content is tagged with related keywords and proper SEO metadata has been added to each page

    • Build and publish new pages and update existing pages

    • Collaborate with the internal team and client team to create and implement new features and processes

    • Create and maintain documentation for team processes, including ticketing and publishing tool workflows

  • Content Manager/Copywriter - Microsoft Store — April 2012 - June 2018

    • Wrote and edited marketing copy for Home, Apps, Games, Movies & TV, and Books tabs in the Microsoft Store app

    • Wrote and edited marketing copy for Windows 10 Lock Screen, Microsoft Edge browser, point of purchase screen in the Microsoft Store app, and select Xbox promotions

    • Managed localization of promotional copy in 26 languages; coordinated QA with team members to ensure quality translations

    • Worked with the Merchandising Programming team to prioritize and maintain change requests, watch lists, and support schedules for specified markets/locales

    • Created monthly status reports and updated operations manuals

    • Coordinated with internal MS partners to provide extended launch or special programming support

    • Worked with Publishing Operations team to evaluate and improve publishing processes and tools

    • Trained new staff on publishing and content management processes

    • Identified and flagged problematic content and copyright violations

  • Mobile Content Operations Specialist — November 2010 - April 2012

    • Wrote and copy edited product descriptions and created screen shot images for the Amazon Appstore website and mobile client; selected browse node categories, keywords, and age levels

    • Recommended applications for marketing promotions such as Free App of the Day; revised and expanded marketing copy and images for scheduled promotions

    • Created product pages for top-name applications such as Skype, American Airlines, Consumer Reports, Home Depot, Dell Mobile, Office Depot, Dolphin Mini Browser, Napster, Last.fm, and three RealNetworks games

    • Evaluated Android applications using a wide range of Android devices; determined if application met Amazon standards regarding functionality, marketing links, and pricing compliance

    • Determined if content of submitted Android applications was appropriate; flagged applications that violated Amazon content standards or did not adhere to copyright law

    • Communicated with developers to troubleshoot applications and clarify product description content; coordinated with account managers and assistant editors to fashion effective responses

    • Evaluated and helped troubleshoot Amazon Appstore’s content management, data ingestion, purchasing/delivery system, and website product pages

    • Assisted in training of newly hired contractors; contributed to content processing procedures

  • Content Specialist — December 2008 - November 2010

    • Researched, wrote, and edited content for a network of 25 websites on WordPress and static page platforms

    • Optimized web pages for SEO/SEM objectives

    • Coordinated with account managers to implement client campaigns; filled in as temporary account manager

    • Hired and managed freelance writers

    • Implemented social media strategies for website network

    • Handled invoices for content and linking vendors

    • Implemented traffic-building strategies and content management systems

    • Wrote and copy edited marketing and metrics reports• Researched, wrote, and edited content for a network of 25 websites on WordPress and static page platforms

  • Content Manager — June 2005 - January 2008

    • Created, edited, and managed content for three online e-zines

    • Created, edited, and managed content for interactive language learning program

    • Established in-house copy editing and production process for e-zines

    • Managed and directed team of graphic artists, programmers, and voice artists

  • Writer/Editor — May 2004 - April 2005

    • Planned and created content for four monthly print magazines

    • Wrote scripts for educational television/radio programs, videos, and cartoons

    • Wrote and edited high-school, college, and government English examinations

  • English Instructor — February 2003 - January 2004

    • Compiled and edited literary anthology for literature class

    • First instructor in college to conduct writing classes and train teaching assistants

    • Led teacher-training programs and oriented new foreign teachers upon arrival in China

  • English Instructor — July 2000 - August 2002

    • Wrote and edited handbooks for writing courses

    • Led workshops on English instruction and editing

    • Assisted in development of a municipal library

    • Assisted in environmental education workshop projects

What my colleagues say about me

  • "Whenever I needed help with clearly communicating with customers or colleagues, I could always count on Roberto. Roberto is not only an excellent copywriter and editor, he works quickly!"

    Laura Jacob

  • "Roberto has an excellent ability to take a complicated technical subject like medical procedures, and synthesize content that is digestible and easy to consume for blogs, emails, and social media."

    Jayson Wong

  • "Whether crafting memos from our President, creating compelling copy to promote new products, producing monthly newsletters, or developing global health stories for our widely read blog, Roberto always ensured that content was relevant and engaging for the target audience."

    Gina Raebel

  • "Roberto is a master of the English language and a champion of clear, concise copy. He's whip-smart, respectful, and a great listener. A great guy all around, and always seems to have a joke at the ready when the situation needs one."

    Rebecca Joye

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