Melissa Roth

Website: https://watercoolerhq.co/
Contact

Professional Experience

Left- and right-brained copywriter, brand and product marketing pro with 360 skills and a track record of moving the needle on both traffic and revenue. Skills: Insight-driven content strategy | Ad product ideation and ad sales marketing | Holistic RFP management | Integrated marketing strategy and execution | Content strategy and copywriting | Partnership marketing | Audience development.

Expertise

Copywriter
7 Years
Sales Manager/Exec.
4 Years
Social Media
8 Years

Specialty

Entertainment
9 Years
Lifestyle
4 Years
Automotive
4 Years

Industries


Advertising agency
8 Years
Online/new media
8 Years
Advertising, client side
9 Years

Total Media Industry Experience

12 Years

Media Client List (# assignments last 2 yrs)

TV (Amazon Studios, HBO, Fox Broadcast) (10+), Media outlets (IMDb, eGuiders, Fitness, Watercooler) (10+), Platforms / start-ups (Watercooler) (10+)

Corporate Client List (# assignments last 2 yrs)

Toyota (6-10), Cox Digital Media (10+)

Other Work History

21st Century Fox: Brand strategist who quarterbacked RFPs from major advertisers including AT&T, Microsoft, Amazon, P&G, Pepsi, Samsung, etc. ||| Amazon Studios: Wore several hats during early days, including integrated marketing strategy, partnership marketing, ecosystem marketing, brand, series, and awards campaigns. ||| Cox Digital Media: Ad solutions marketing manager. Helped ideate insight-driven native and interactive ad products, content hubs, and campaign strategy and executions. Worked with UX, engineering, ad ops. Led RFPs for major auto and insurance brands. ||| HBO Digital: Content strategist, writer, and producer for digital, mobile, email, and social content. Created new discovery products and destinations. Managed production and post-production. ||| SiTV: Marketing strategist, copywriter, and digital content producer for departments including Digital, Programming, Marketing and Business Development.

Foreign Language Skills

French

Computer Skills

Word, Excel, PowerPoint, Keynote, Google Analytics, AirTable, WordPress, SQL (101), XML, Final Draft, Elementor Pro, Content Symphony, HTML, MailChimp, HubSpot.

References

upon request

Awards

Surprise Golden Globe award for Best Comedic Series for Transparent, which we launched with a very small start-up staff and budget.

Showcase

Content Strategy & Copywriting

Original Series Awards Campaign
(Amazon Studios 5/1/2015)
Helped create awards campaign positioning for Amazon Original Series, drafting mission statements, ad taglines, emails to voters and social messaging.
Sponsored Content
(Amazon Studios 11/15/2022)
Sponsored news content teasing Original Series themes and storylines, which ran across Yahoo and Social.
Email/ Newsletter/ Tune-in Promo Copy
(Amazon Studios 2/7/2017)
High praise from the head of Amazon for my launch email messaging unveiling "Transparent" to Amazon audiences.
Brand Strategy / RFPs
(21st Century Fox + Cox 11/10/2022)
Spearheaded select RFPs from major advertisers. Conducted and analyzed all research, led brainstorms, helped develop and vet new ad products. Conceptualized and pitched brand-integrated content and co-marketing campaigns. Created partner architecture, themes, data narratives, and final proposals. Worked cross-functionally to develop budgets, pricing, and timelines. Presented to brands and agencies.
Brand content (editorial, video series)
(Watercooler, 21st Century Fox, Holiday Inn 11/10/2022)
Led brand strategy, research and insights analysis, ideation, and content development for brand-integrated destinations, video series, and editorial content. Developed and executed audience development strategies.
Ad Sales one sheets, data narratives, pitch decks
(21st Century Fox, Cox, SiTV 11/10/2022)
Work with executives across marketing, ad sales, research, web analytics and programming to create high-impact ad sales collateral, online sales kits, and RFP response proposals. Participate in the research, strategy, positioning, mock ad copywriting and PowerPoint deck writing and editing.
Newsletters & promos
(HBO 3/28/2023)
Wrote highest converting copy to tease new series, new episodes, and new merchandise from the HBO Store. Ex: "What to wear when the Feds show up? Greet your guests in this plush Tony Soprano bathrobe. (Perfect for distracting wardrobe malfunctions.)" *** "'Had they no shame?' The moment has arrived...Rome is back. In the wake of Caesar's murder, allegiances are tested, fortunes are gained and lost, and families and political factions find themselves in an elaborate struggle to rule the Empire." *** "What happens when a beleaguered background artist finally catches his big break? Andy Millman just got his own TV sitcom, and his life is about to change." *** "Just when you thought you were out... Spend some quality time with The Family and catch up on Season Six. Tony contemplates the road not taken as Carmela contemplates life without him, and suddenly everyone's life seems up for grabs."
Digital Ad Products / Interactive ad products
(KBB.com / Toyota 7/1/2013)
Participated in concepting, research, copywriting, UI, data aggregation, testing and optimization for new interactive ad products. Developed content strategies to help integrate relevant site content (best of consumer reviews, ratings, awards and video) with toolbars, MRECs, sidekicks and overlays -- creating a highly relevant, immersive experience.
Advertorial: The Future of Green Cars
(WSJ, FT, National Geographic 6/1/2011)
Helped to conceptualize and pitch a "future of green cars" sponsored content package to Toyota Global Marketing, ultimately leading to WSJ and National Geographic advertorial spreads. Conducted all research, reporting, writing and editing, working with domestic and international government agencies and Toyota representatives in Japan, Europe and the U.S.. Role included initial media planning and outreach and infographics research, data compilations and vendor sourcing.
Episode guides
(HBO.com 11/21/2024)
Wrote weekly episode previews and post-air date episode guides for shows including Big Love, Entourage, The Wire, Rome, Extras, Deadwood and The Comeback. Edited guides for Six Feet Under and The Sopranos.
Toyota Global: Print & TV Campaigns
(c.2k Entertainment 11/21/2024)
Worked with c.2k's multi-lingual creative team to develop strategy and copy platforms for Toyota Global campaigns in markets including Africa, China, Mexico and Europe. Wrote headlines, taglines and scripts for :30 spots. Highlights: "The Art of Power" :30 spot and "Our Roots Run Deep" billboard campaign for Toyota Africa.
"Sex and the City" Interactive Guide to New York
(HBO.com 11/21/2024)
Conceptualized, developed, wrote/edited all copy and promoted this "flashback tour" of 50 memorable Sex and the City scenes, mapping/spotlighting where they took place in New York. (Copy limitation: 70 characters or less)
News blog: HBO's Buzz Online
(HBO.com 11/21/2024)
A daily blog devoted to entertainment news, with a focus on HBO talent and their "ripple effect." Helped develop, report, write and produce through QA.
TV show extension: "Entourage Guide to Hollywood Lexicology"
(HBO.com 11/21/2024)
Wrote story extensions for Entourage including "Ari's Guide to Closing the Deal" and "Entourage Guide to Hollywood Lexicology," which deciphered the secret code of Ari Speak: "Like national security operatives and preschool twins, people in The Industry have their own special language, a secret code designed to keep the riff raff from understanding their conversations. Simple business practices are tricked up to bamboozle outsiders. They will tell you it's a way to keep important plot elements from leaking to innocent bystanders, but don't buy it. Just learn to crack the code.
iTunes Copy
(HBO.com 11/21/2024)
"Take a walk through the years - your own and the Sopranos'. Soon you'll be transported to Tony's Trans Am, circa 1977, getting your Jersey Bounce on the Turnpike." *** "From Don Gibson's country twang to the Beach Boys' God Only Knows, our Big Love iMix is as sprawling as the Henrickson family tree."***"Is life feeling a little too precious for words? Get an attitude adjustment with our Lucky Louie iMix." *** Robert Kelly's Playlist -- The Tourgasm star's playlist "makes you feel good about being a loser." If you've never been an outsider, or depressed, or destructive in anyway, then don't listen to this man's iTunes iMix -- it isn't for you. * * * Ginnifer Goodwin -- The Big Love star and Memphis native played Johnny Cash's first wife in Walk the Line, so she knows a thing or two about music.
Series Positioning / Blog Content
(Amazon Studios 2/1/2015)
Mobile Apps
(KBB.com, HBO.com 11/21/2024)
Work with ad products, UX, UI, research, and product managers on strategy, navigation, naming, copy and calls-to-action for mobile applications. Create original copy and adapt existing copy for mobile-user optimization.
Social Media Copy & Engagement
(The Watercooler 11/21/2024)
Launched and built social media channels for entertainment start-up. Created social content copy, images, and engagement strategy -- customizing for each platform. Organic engagement case study: 19%
OTT Interactive Ads
(Hulu 11/18/2023)
Brand content (editorial, video series)
(21st Century Fox, Cox, SiTV 9/19/2023)
TV Companion / Cross-Platform Content
(HBO 11/21/2024)
Contributed to strategy, writing, production and post-production of multi-platform interactive companion content for David Milch series, including webisodes, social media profiles and content, and immersive websites.
Conceptual Copywriting (Airbnb x FOX)
(FOX Comedy 4/18/2023)
Sample conceptual ideas of comedic branded entetainment.
Brand Strategy and Insights
(21st Century Fox 4/18/2023)
High-level strategy slide with research and insights alignments.
"The Smart Show" RFP -> Brand Integrated Series
(Holiday Inn Express / AOL-HBO 5/3/2023)
BRAND CHALLENGE: Connect with 30-something frequent business travelers in a smart, witty and no-nonsense experience they'd expect from Holiday Inn Express, the Stay Smart brand. THE CONCEPT: A daily interactive web series and companion destination site hosted by a comedic male-female duo who travel across the U.S. staying only in Holiday Inn Express hotels - gathering surprising and fun tips from viewers, hotel staff tied to the theme of "What's so smart about America." Portal destination included a booking engine. ROLE: As part of an HBO/AOL JV, worked on original RFP, conducting research, drafting concepts and treatments, and creating destination specs. RESULT: Reached 1M+ users in season 2. HIE renewed the series (even after the HBO/AOL JV disbanded). OMMA Award winner for best integrated Online Campaign.

Content / Editorial

Online feature: "Previewing the Streamys, the Oscars of the Web"
(VanityFair.com 11/21/2024)
A peak into the "generational showdown" between old-school Hollywood and basement-bred YouTube stars at the annual awards show for web video.
IMDb Editorial Content (round-ups, listicles)
(IMDb 6/1/2016)
IMDb Editor's Picks (Short Reviews)
(IMDb 7/1/2016)
Rolling Stone magazine feature
(Rolling Stone 11/8/2011)
Humor/Synopsized Reviews
(eGuiders 11/21/2024)
eGuiders Blog: reviews of online videos & cross-platform content
(eGuiders.com 11/21/2024)
Served as a Founding eGuider, helping with initial content strategy for online video start-up. Wrote and edited blog entries, articles and social media content about topics including viral hits, TV online extensions, film shorts and branded content.
Business feature about branded entertainment: "Meet the Monetizers"
(eGuiders.com 11/21/2024)
A look at the sponsors behind brand-integrated web video hits -- and a historical tour of branded entertainment.
Newspaper feature: "Leading with their Left"
(Washington Post 11/21/2024)
An in-depth look at why so many recent presidents, including Obama, have been left-handed. Pitched to Arts & Style editor, conducted reporting, wrote and fact-checked.
Interactive online guide: "Reader Beware: 30 Worst Restaurant Choices--and How to Replace Them"
(Fitness Magazine 11/21/2024)
"If you're watching your calories -- or your life expectancy -- a few fast rules to follow if you eat out at a popular restaurant chain."

GENERAL

Creative Campaigns
(Watercooler 11/10/2022)
Branded content strategy and execution