Experience. So much experience. | Caperton Gillett Creative

I'm a freelance copywriter with (yikes) more than 20 years’ experience in web copy, print copy, content, video scripts, integrated campaigns, and, one time, a eulogy. Can supplement your creative staff, handle your creative overflow, generate your content, or just write your copy to tell your story so you don’t have to.

Work Experience

Freelance Copywriter &c.

Caperton Gillett Creative, Birmingham, Alabama, January 2010-present

• Create web copy, print ads, content, video scripts, advertising and marketing collateral, and just about anything thrown at me. (Go on, try me.) Grandclients include Google, BBVA, Regions Bank, Valvoline, and many others.

• Work with agencies, in-house advertising and marketing departments, brands, and businesses on projects involving words.

• Fluent in infertility, construction, high-asset banking, trucking/logistics, pharmaceuticals, healthcare, water quality monitoring, soft drinks, employment law, and more.

Copywriting Manager

RxBenefits, Birmingham, Alabama, February 2022-March 2024

• Managed a small but mighty copywriting team.

• Oversaw consistency of brand voice throughout marketing department. Enforced Oxford comma usage in 100% of marketing deliverables.

• Led a biweekly concepting/brainstorming/creativity-flexing session for the full creative team to keep creative muscles toned amid an occasionally staid industry.

• Rewrote an entire B2B website for a C audience, because an AI could never.

• Convinced top executives to wear silly Christmas sweaters and cold-read a Dr. Seuss parody about pharmacy benefits—and enjoy it.

Senior Creative Copywriter

RxBenefits, Birmingham, Alabama, March 2021-February 2022

• Wrote everything from short-form video to web copy to infographics to email campaigns touting the importance of pharmacy benefits optimization.

• Became a preferred ghostwriter among Clinical team for ability to turn scientific/healthcare topics into readable, accessible articles.

Senior Copywriter

o2ideas, Birmingham, Alabama, July 2013-June 2016

• Created copy for print, web, radio, video, social media, and comic strip.

• Generated award-winning creative for clients including Verizon, Honda Manufacturing, BBVA, Buffalo Rock, and more.

• Spearheaded a localized internal communication campaign that decreased churn by 35%, such that the client returned for a four-state regional rollout.

• Achieved Best-in-Show ADDY honors for grape soda 100th anniversary campaign that included print, outdoor, and an honest-to-dog airplane.

• Taught a junior copywriter who'd never attended a sporting event to write live-read copy for football announcers.

Senior Copywriter

The University of Alabama at Birmingham, Birmingham, Alabama, July 2006-June 2013

• Crafted compelling, vivid concepts and copy for print ads, commercials, marketing, collateral, web and print periodicals, and the occasional holiday card or t-shirt.

• Revamped and rewrote entire student recruitment campaigns—twice— personally, saving the $25K they were about to blow on outside consultants.

• Managed two magazines for UAB Periodicals Group and contributed to multiple others.

• Once called “the Voice of the University” by someone I’m pretty sure was being serious.

Head Writer

View of the City, Birmingham, Alabama, July 2009-September 2010

• Led writing team for Birmingham-based cable/Internet comedy show.

• Wrote and contributed to scathing and hilarious takedowns of state and local politics, the tender and affectionate ribbing of local icons, and insightful and incisive commentary about social issues as they touch the lives of Birminghamsters.

• Corralled a writers room of five and a cast of twelve, all local actors and comedians, so you know what that's like.

Editorial Assistant

Women's Wear Daily, Atlanta, Georgia, March 2004-April 2006

• Wrote news articles and feature stories for nationally distributed daily fashion industry newspaper and its regional publications and supplements.

• Uncovered intriguing stories in surprising places, wrung productive interviews out of reticent subjects, and wrote unwriteable articles.

• Oversaw freelance writers, photographers, and stylists and helped to organize WWDAtlanta regional issues.

• Invented fake designer to save an estimated $5K+ on wardrobe while still impressing snooty, superficial fashion people.

Skills

Marketing and advertising copywriting, SEO copywriting, content writing, video scripts, comic strips, web copywriting, feature writing, editing, WordPress and Joomla platforms, CSS and PHP if I’m forced, resume keyword stuffing, moderately embarrassing beatboxing, needlecrafts