— ryan almusawi (aka ryan, the copy man)
SOCIAL ASSET CREATION + COPYWRITING + SOCIAL STRATEGY + BRAND PLANNING
Cetaphil has been a skincare staple for over 70 years, far longer than I’ve been around. As the leading dermatologist-recommended and trusted skincare brand, Cetaphil is used by millions of people with sensitive skin all around the world.
During my tenure at Cetaphil, I collaborated closely with senior brand managers, marketing executives, and national account managers to drive the creation of impactful social assets and compelling copy. My copywriting skills were integral to achieving key brand objectives and resonating with our diverse consumer base. Here are some highlights from my role:
Crafted Over 50 Social Assets Per Quarter: My copywriting was key in producing high-quality content that aligned with brand objectives and resonated with a global audience.
Owned Social Media Strategy for Major Categories: Managed organic and paid social media strategy for Cetaphil’s Face Category ($240M) and Differin ($45.5M), crafting 5-6 engaging posts per week across Instagram, Facebook, and TikTok.
Boosted Community Engagement: Responded to thousands of customer inquiries with thoughtful and engaging copy, executed a proactive UGC strategy that garnered 20,000 new impressions in one week, and doubled Instagram post engagement.
Monitored Social Media Analytics and Consumer Sentiments: Kept a pulse on social media performance and consumer feedback, using data-driven insights to refine our copy and strategy, boosting engagement.
Developed Quarterly Social Content and Strategy: Led brainstorming sessions to generate innovative content ideas and strategic initiatives, ensuring our copy was engaging and aligned with consumer interests.
Managed Agency Relationships: Coordinated with our IAT to maintain a cohesive and effective marketing approach, ensuring all campaigns featured compelling copy and were executed flawlessly.
Executed High-Impact Campaigns: Conceptualized and executed a global social media campaign across 3.1M followers, managed a $250,000 budget, and crafted copy for a social impact campaign, Camp Wonder, which garnered 147,900 impressions in the first week.
Increased Influencer Marketing Efficiency: Crafted persuasive copy for influencer campaigns, maintained a database of hundreds of influencers, and negotiated contracts, saving the company 15% on social campaign expenditures.
Presented Competitive Insights: Assembled comprehensive competitive insights, crafted detailed reports, and made strategic recommendations to reduce advertising costs, becoming the only intern to present analysis in-person to senior management.
Salesforce Project for Customer Profiles: Played a key role in a massive Salesforce project, creating educational emails about our products and skin care, driving engagement and aiming to garner 1,000,000 customer profiles.
Collaborated with National Account Managers: Met regularly with national account managers to understand retailer insights and consumer behavior, using this information to create content that resonated with various consumer segments.
Navigated Complex Skincare Jargon: And yes, I pretended to know how to pronounce “Filaggrin” technology 🤷♂️. (Spoiler: I eventually got it right!)
By combining creative prowess with strategic thinking, my copywriting skills helped strengthen Cetaphil’s brand positioning and ensured that our social media presence was both engaging and effective. Whether it was crafting compelling copy, analyzing data, or coordinating with agencies, my experience at Cetaphil honed my skills and deepened my understanding of the skincare market. And you better believe I have a copy swipe file of thousands of screenshots from brands I've taken inspo from—my digital treasure chest of great ideas!
Wintertime dryness—everyone knows how cold, dry air can negatively impact skin! I was tasked with creating educational stories that informed consumers on how to care for stressed winter skin. (I learned some animation in the process, too!)
PRODUCT DESCRIPTION PAGES (PDP) + COPYWRITING + SOCIAL MEDIA STRATEGY + EMAIL MARKETING
Working with Target was an integral part of my role at Cetaphil, as Target was a key retail partner that we had to ensure was always satisfied with our support and product offerings. My role involved creating compelling copy and providing marketing collateral to support and drive sales for Cetaphil products at Target. Here are some highlights from my time managing this relationship:
- Crafted Product Description Pages (PDP): Wrote detailed and persuasive copy for PDPs, highlighting the unique features and benefits of Cetaphil skincare products, ensuring they stood out and attracted potential buyers on Target’s platform.
- Developed TikTok Creator Scripts: Created engaging and entertaining scripts for TikTok influencers, designed to drive store traffic to Target and boost sales of Cetaphil products. These scripts focused on showcasing the products' benefits in a fun and relatable way.
- Social Media Copywriting: Crafted captivating copy for social media posts across Instagram, TikTok, and Facebook, including social media ads and organic posts. These efforts were aimed at maintaining brand presence and driving sales at Target.
- Email Marketing Campaigns: Wrote compelling copy for email campaigns, focusing on product education, skincare tips, and promotional offers to engage consumers and support sales at Target.
- Monitored Sales and Provided Support: Used POS data and advanced syndicated retail research tools like Nielsen and IRI to monitor sales performance at Target and other retailers. Made strategic recommendations to senior brand leadership based on these insights, and provided targeted marketing collateral when sales lagged.
- Influencer Marketing: Evaluated and reviewed influencer content to ensure it highlighted key unique selling points (USPs) and product claims, and met regulatory and legal guidelines. Worked closely with creators to edit content, rewrite scripts, and suggest creative elements to enhance engagement and compliance.
- Maintained Strong Retailer Relationships: Worked closely with Target’s buyers to ensure they saw Cetaphil as a valuable product to have in their stores. This involved regular communication and providing marketing support to reinforce the value of Cetaphil products.
By leveraging my copywriting expertise, I was able to craft messages that resonated with Target’s audience and drove significant engagement across various platforms. Whether it was through PDPs, social media, email marketing, or influencer campaigns, my work helped maintain a strong relationship with Target and ensured our products continued to be seen as valuable and desirable. And, yes, I managed to make talking about dermatology exciting and engaging—no easy feat!
SOCIAL MEDIA ANALYSIS + COMPREHENSIVE COMPETITIVE AUDIT + ADVANCED DATA ANALYTICS
There’s some friendly competition between Cetaphil and CeraVe. And did I mention fierce? Both products are dermatologist-recommended and are focused on clean, healthy skincare.
As a key member of the Cetaphil brand team, I was responsible for conducting comprehensive competitive audits to provide strategic insights on our skincare competitors. My role required me to engage in social listening, monitor consumer sentiments, and gain valuable insights to better position our products in the market.
Throughout my tenure, I leveraged enterprise-grade analytics and monitoring tools, such as Talkwalker, to gather critical data that informed our decision-making process. My thorough analysis and detailed insights were regularly reported to senior management, who appreciated the depth and accuracy of the information I provided.
I compiled these insights into comprehensive decks that were distributed company-wide to inform overall strategic decision-making. My ability to provide actionable insights played a crucial role in shaping our strategic initiatives and improving our market positioning.
To cut to the chase: I mastered tools that are out of reach for most, and it was a game-changer.
COPYWRITING + SOCIAL MEDIA STRATEGY + EMAIL MARKETING
Who doesn’t love Costco? Seriously, who? Working with Costco was a blast because everyone loves a great deal, and so do I! We had twice-a-year major deals, including the iconic Black Friday sales, where our bulk packs of Cetaphil products were sold at significantly discounted rates. Customers went wild for these deals, and we saw huge sales spikes during these periods.
Here are some highlights from my time running these amazing promotions with Costco:
- Crafted Email Campaigns: Wrote irresistible email copy that promoted our epic deals and discounts, driving millions of dollars in sales during those key promotional periods. It was like sending out golden tickets!
- Social Media Strategy: Managed our social media accounts on Instagram, Facebook, and TikTok. I developed fun and engaging posts and ads that got our audience hyped up about the deals. The excitement was contagious!
- Influencer Marketing: Created scripts for our influencer partners to spread the word about our Costco deals. They highlighted key product benefits and got everyone excited about the discounts. The influencers loved it, and so did their followers!
- Website Messaging: Developed snappy and compelling copy for Cetaphil.com and PDPs on Costco's website. We made sure the message was loud and clear—these deals were not to be missed.
- Instagram Stories: Designed and wrote copy for Instagram Story posts that led to thousands of new followers on our Cetaphil Instagram account. The stories were fun, engaging, and a big hit with our audience.
- Customer Engagement: Leveraged the sheer appeal of our discounted bulk packs to attract new customers and keep our loyal ones coming back for more. The community around our brand just kept growing.
And the cherry on top? Our national account manager praised my work, noting that Costco absolutely loved our social media and marketing support. By combining creative copywriting with strategic planning, I helped drive significant engagement and sales. Customers eagerly anticipated our deals, making our collaboration with Costco a huge success and a ton of fun.
Running these promotions with Costco was like being part of a big, happy bargain-hunting family. It was immensely satisfying to see our efforts appreciated and to know that we made a significant impact.
COPYWRITING + SOCIAL MEDIA STRATEGY + WEBSITE PROMOTIONS
My experience with Cetaphil and Walmart showcased the power of strategic copywriting and social media marketing in turning around sagging sales. When Walmart sales for Cetaphil began to decline, we took immediate action to revitalize the brand's presence and drive customer engagement.
Key initiatives included:
Social Media Strategy: Developed and executed a comprehensive social media strategy across platforms like Instagram, Facebook, and TikTok. Crafted engaging and compelling content that highlighted the benefits of Cetaphil products and directed customers to shop at Walmart.
Copywriting: Created persuasive and targeted copy for social media posts, website promotions, and email campaigns. The content was designed to resonate with our audience, emphasizing the quality and reliability of Cetaphil products available at Walmart.
Website Promotions: Implemented strategic promotions on Cetaphil’s website, driving traffic to Walmart through special offers and engaging content. This included crafting product descriptions, promotional banners, and call-to-action messages that encouraged immediate purchases.
Within two months, our focused efforts led to a significant rebound in sales, marking my personal biggest turnaround for a retailer. The solid social media content and strategic copywriting effectively prompted customers to shop for Cetaphil at Walmart, demonstrating the impact of a well-coordinated marketing campaign.
This experience not only highlighted my ability to develop and execute successful marketing strategies but also reinforced the importance of agility and creativity in addressing sales challenges. By leveraging the power of engaging content and strategic promotions, we were able to restore and enhance Cetaphil’s market presence at Walmart.
STRATEGIC PLANNING + PUBLIC RELATIONS + EVENT PLANNING + CORPORATE BUDGETING
In my upper-division Public Relations course, my team and I were tasked with creating a comprehensive PR plan for Dunkin' with a $30,000 budget. Over eight weeks, we conducted an in-depth analysis of Dunkin’s largest competitor, Starbucks, and developed an Industrial Organization-based marketing strategy.
Our strategy focused on a year-long PR campaign rooted in philanthropic investment and social change. Research indicated that Gen-Z preferred socially conscious brands, so we aligned our campaign with this insight to enhance Dunkin’s appeal to this demographic.
Key elements of our project included:
Strategic Planning: Developed a robust year-long PR campaign aimed at increasing Dunkin’s market share and brand loyalty among Gen-Z consumers.
Public Relations: Crafted a series of PR initiatives that emphasized Dunkin’s commitment to social impact and community involvement.
Event Planning: Organized events and partnerships that highlighted Dunkin’s philanthropic efforts, fostering a stronger connection with socially conscious consumers.
Corporate Budgeting: Managed a $30,000 budget to ensure the effective allocation of resources across various campaign elements.
Upon completion, we presented our comprehensive PR campaign to educational leaders in the Communications college, receiving commendations for our strategic insights and thorough execution. This project not only honed my copywriting and strategic planning skills but also demonstrated my ability to develop and execute impactful marketing strategies.
STRATEGIC PLANNING + PUBLIC RELATIONS + EVENT PLANNING + CORPORATE BUDGETING
In my upper-division Public Relations course, my team and I were tasked with creating a comprehensive PR plan for Dunkin' with a $30,000 budget. Over eight weeks, we conducted an in-depth analysis of Dunkin’s largest competitor, Starbucks, and developed an Industrial Organization-based marketing strategy.
Our strategy focused on a year-long PR campaign rooted in philanthropic investment and social change. Research indicated that Gen-Z preferred socially conscious brands, so we aligned our campaign with this insight to enhance Dunkin’s appeal to this demographic.
Key elements of our project included:
Strategic Planning: Developed a robust year-long PR campaign aimed at increasing Dunkin’s market share and brand loyalty among Gen-Z consumers.
Public Relations: Crafted a series of PR initiatives that emphasized Dunkin’s commitment to social impact and community involvement.
Event Planning: Organized events and partnerships that highlighted Dunkin’s philanthropic efforts, fostering a stronger connection with socially conscious consumers.
Corporate Budgeting: Managed a $30,000 budget to ensure the effective allocation of resources across various campaign elements.
Our findings and research analytics were presented to a member of Dunkin's marketing team, showcasing our strategic insights and thorough execution. This presentation, along with the comprehensive PR campaign, was also delivered to educational leaders in the Communications college, receiving commendations for our innovative approach.
This project not only honed my copywriting and strategic planning skills but also demonstrated my ability to develop and execute impactful marketing strategies.
To view the full PR Plan deck, click here.
To view the full PR campaign write-up, click here.
WEBSITE DEVELOPMENT + COPYWRITING + NONPROFIT BRANDING
It’s a startling statistic: over 260 million children around the globe lack access to education. dream: success is a nonprofit dedicated to changing this reality by building schools in developing nations and ensuring every child has the opportunity to learn.
dream: success is an evolution of an organization I originally founded called Charitable Crusaders when I was eleven years old. Recently, we redeveloped our brand and launched a comprehensive new website to further our mission.
Key initiatives included:
Website Development: Designed and built a comprehensive website to serve as the digital hub for dream: success. The site is user-friendly, informative, and visually compelling, showcasing our mission and the impact of our work.
Copywriting: Crafted all the compelling copy for the website, focusing on the emotional and transformative power of education. Writing for a charity presents unique challenges—unlike selling a tangible product, the goal is to inspire and move people to support a vision of a better world.
Nonprofit Branding: Redeveloped our brand to resonate with a global audience, emphasizing our mission to provide education for all children. The branding efforts include a cohesive visual identity and messaging strategy that aligns with our core values.
Monthly Giving Program: Established a monthly giving program that allows supporters to add meaning to every month. This initiative encourages consistent donations by highlighting the ongoing impact of regular contributions and fostering a deeper connection with our donors.
Creating emotionally compelling copy for a charity requires a deep understanding of the cause and the ability to connect with people’s hearts. It’s about painting a picture of a better world and inspiring others to join the journey to make it a reality.
Through strategic website development, powerful storytelling, and innovative fundraising initiatives, dream: success is reaching new heights in our mission to bring education to every child on the planet. Our new website and monthly giving program are pivotal in driving engagement and support for our cause.
WEBSITE DEVELOPMENT + COPYWRITING + SEARCH ENGINE OPTIMIZATION + GOOGLE MY BUSINESS
Gorman’s Pest Control, a family-owned service in the Dallas-Fort Worth area, faced a significant challenge: they had no online presence. Recognizing the critical need for digital visibility, they reached out to me to enhance their reach and engagement.
To address this, I undertook the following initiatives:
Website Development: Designed and developed a comprehensive website using WordPress that effectively showcased their services, expertise, and customer testimonials. The site was built with user experience in mind, ensuring easy navigation and accessibility.
Copywriting: Crafted compelling and informative copy that highlighted Gorman’s Pest Control's unique selling points and service benefits. The content was tailored to resonate with their target audience, driving engagement and conversions.
Search Engine Optimization (SEO): Implemented advanced SEO strategies using tools like Moz and Ahrefs to improve search engine rankings. This included keyword research, on-page optimization, and the creation of high-quality, SEO-friendly content to attract organic traffic.
Google My Business: Set up and optimized their Google My Business profile, enhancing their local search visibility. This helped Gorman’s Pest Control appear prominently in local search results, driving foot traffic and customer inquiries.
Backlink Strategy: Developed and executed a backlink strategy using Moz and Ahrefs to drive leads and increase the website’s authority, contributing to higher search engine rankings and greater site traffic.
Review Collection Flows: Created automated flows to collect feedback and reviews from current and past clients. This not only improved their Google search ranking but also made the review collection process significantly easier.
Content Creation: Drafted over 20 educational and optimized articles that increased site viewership. These articles covered topics such as service offerings, bugs in Texas, and pest control tips, providing valuable information to visitors and improving SEO.
By establishing a robust online presence, Gorman’s Pest Control is now well-positioned to rank highly on Google and reach new customers. They can now focus on their core business—effectively managing pest control—while their digital platforms continue to attract and engage potential clients.
Through this project, I demonstrated my expertise in website development, copywriting, SEO, and content marketing, successfully transforming Gorman’s Pest Control’s digital footprint and driving significant business growth.
WEBSITE DEVELOPMENT + COPYWRITING + SEARCH ENGINE OPTIMIZATION + GOOGLE MY BUSINESS
Best Pest Control approached me with a pressing issue: they needed a robust online presence and better visibility in search results. Rising to the challenge, I embarked on a comprehensive digital enhancement project for them.
Key initiatives included:
Website Development: Designed a sleek, user-friendly website using WordPress, providing Best Pest Control with a professional platform to showcase their services. The site became a go-to resource for prospective clients.
Copywriting: Crafted engaging and informative copy that highlighted Best Pest Control’s expertise and unique selling points. The content was tailored to connect with their target audience and drive inquiries.
Search Engine Optimization (SEO): Deployed advanced SEO strategies using Moz and Ahrefs, ensuring the website achieved high search engine rankings. This included extensive keyword research, on-page optimization, and creating SEO-rich content.
Google My Business: Set up and optimized their Google My Business profile, boosting local search visibility and making it easier for clients to find and review them.
Review Collection Flows: Implemented a seamless system for customers to leave reviews via Google My Business, simplifying the process and increasing the volume of positive feedback.
Thanks to these efforts, Best Pest Control experienced a notable increase in site viewership and a steady climb in positive Google reviews. It’s a double-win that’s driving business growth!
By combining strategic website development, compelling copywriting, and effective SEO practices, I helped Best Pest Control significantly enhance their digital footprint and attract more customers. Who knew tackling pests could lead to such exciting digital transformations?
COPYWRITING + DATA MOVEMENT + INDUSTRIAL BRANDING
DTAC, a reputable manufacturer of heating and cooling system components, sought to enhance their online presence with a new eCommerce-focused website. As part of the agency team hired for this project, I was tasked with creating compelling copy that aligned with the brand’s directive and technical specifications.
Key initiatives included:
Copywriting: Developed clear, concise, and informative copy for the website, ensuring it matched DTAC's brand voice and effectively communicated the technical aspects of their products. This included product descriptions, category pages, and customer support content.
Brand Consistency: Ensured that the tone and style of the copy were consistent with DTAC's established brand identity, reinforcing their reputation as a leader in the heating and cooling industry.
Technical Writing: Gained proficiency in technical writing, translating complex product specifications into accessible and engaging content for potential buyers and industry professionals.
Streamlined Customer Buying Process: Created streamlined, user-focused copy that simplified the customer journey, making it easier for users to find, understand, and purchase products. This contributed to a tenfold increase in site conversions.
Data Movement: Collaborated with the development team to ensure seamless integration of data across the new eCommerce platform, enhancing the user experience and facilitating easier navigation and purchasing processes.
Writing for an industrial company like DTAC tested my patience and attention to detail, but it also expanded my skill set significantly. The experience honed my ability to communicate technical information effectively and ensured that DTAC's new website provided a user-friendly and informative platform for their customers.
By combining strategic copywriting with an understanding of technical details, I helped DTAC achieve a cohesive and effective online presence that not only supports their business objectives but also enhances their market position and significantly boosts site conversions.
WEBSITE DEVELOPMENT + COPYWRITING + SEO-OPTIMIZED CONTENT
ABC Plumbing approached our agency seeking a website that would not only allow customers to submit service requests but also educate visitors on a variety of plumbing-related issues. Our goal was to create an informative and user-friendly platform that would drive engagement and increase leads.
Key initiatives included:
Website Development: Designed and developed a comprehensive website that facilitated easy service request submissions and provided a wealth of educational resources for visitors.
Copywriting: Conducted in-depth research on a multitude of plumbing issues to create a solid content library for the site. This included crafting compelling and informative copy that effectively communicated the benefits of ABC Plumbing’s service offerings.
SEO-Optimized Articles: Wrote over 10 articles optimized for SEO, covering various plumbing topics and the advantages of their services. These articles were designed to attract organic traffic and improve search engine rankings.
Stock Image Licensing: Selected and licensed high-quality stock images to enhance the visual appeal of the website and complement the written content.
Search Engine Optimization (SEO): Implemented advanced SEO strategies to boost the website's visibility in search results, driving more organic traffic to the site.
Through strategic copywriting and the development of SEO-optimized content, we were able to increase leads for ABC Plumbing by over 150%. The combination of educational resources and a user-friendly service request system significantly enhanced customer engagement and satisfaction.
By leveraging in-depth research, effective copywriting, and SEO best practices, I helped ABC Plumbing create a powerful online presence that not only educates consumers but also drives substantial business growth.