Mel Hennigar

Experience

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  Self-employed

  Jun 2010 - now

  Copywriter/Creative Consultant

  Seasoned freelance copywriter able to work on tight deadlines with experience writing for various industries and subject matter. Areas of specialization include:- Narrative development- Content (blogs, web copy, articles, social media, etc.)- Bios- Conceptual thinking/campaign development- Anything else that requires some word-love!

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  Dalhousie University

  Jul 2010 - Mar 2011

  Communicatons Assistant

  • Supported communications activities including international media relations and copywriting for internal and external communication.• Launched and managed strategy and content for communications department Twitter account

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  Revolve

  Aug 2011 - Mar 2014

  Brand Catalyst

  • Responsible for account management and creative development on numerous national accounts• Managed and oversaw the response to a large-scale crisis. Issues management resulted in positive brand sentiment.

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  Extreme Group

  Mar 2014 - Dec 2014

  Copywriter

  • Wrote and developed award-winning creative campaigns for large national telecommunications client, international tourism campaigns, alcohol brands, and more.• Wrote and developed international tourism campaign materials that contributed to a 6% increase in tourists

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  VERB Interactive

  Jan 2015 - Feb 2016

  Copywriter

  • Wrote copy for ads and marketing materials for international brands including Pebble Beach Golf Resort, Azamara Cruises, Miami Heat, and the United States National Park Service.• Produced copy for large-scale websites

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  NATIONAL Public Relations

  Feb 2016 - Jan 2021

  Senior Creative Strategist

  • Develop and execute creative campaigns for national and international brands including cannabis, post-secondary, financial industry, government, tourism & destination marketing, economic development, and healthcare• Editor in Chief of HonestMoney.ca—content site for Atlantic credit unions. Wrote, edited, and produced over 150 unique content pieces and developed promotional strategy growing readership from zero to thousands of unique page views/month over 3 years. • Pitched, developed, produced, and promoted a 24-episode web series called Your Two Cents reaching national audiences and generating tens of thousands of organic and paid video views• Pitched, developed, and executed award-winning brand activation Lost Wallets. Campaign received millions of media impressions and was a top trending story on Canadian national news outlets• Clients include: Atlantic Credit Unions, Dalhousie University, Merck Animal Health, Organigram/Edison, Sobeys, YMCA, Nova Scotia Power, New Brunswick Power. Show less

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  Atlantic Lottery Corporation

  Apr 2021 - Nov 2024

  Manager, Content Strategy

  Reporting to the Director of Brand and Communications, served as supervisor for five people within the Brand and Communications division. Provided creative and strategic direction and oversight for all externally-facing marketing and communications materials across owned and paid channels. Held enterprise view of marketing and communications activities and collaborated extensively with both internal and external marketing and communications stakeholders to ensure consistency and a high calibre of creative output. Key Accomplishments: - Developed a comprehensive brand guidelines hub, design system, and unifying narrative to bring creative alignment to AL’s extensive suite of brand and product offerings.- Conducted comprehensive marketing services roster RFP to ensure access to appropriate external partners across the entire organization. and managed and nurtured relationships with external partners.- Established key processes and accountabilities within the department to ensure more efficient workflow and resource management. Show less

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  Freelance

  Apr 2022 - now

  Producer

  Agency producer and producer for hire. Select credits include:Producer/Production Manager, NATURE'S COOL, Bell FibeTV 1, 2024Producer/Writer/Director, TAKE CARE, Short film, 2024/2025Producer, APOSTATE, Short Documentary, 2023