Figma
Ciara Greenwood
Senior UX Writer | Content Designer
Bangalore
Summary
A versatile UX writer and content designer with over 9 years of experience in crafting intuitive user experiences and impactful digital campaigns. Skilled in conducting user research, creating wireframes, and optimizing content for accessibility and SEO. Able to leverage data and user insights to make informed content decisions and drive continuous improvement.
Overview
8
8
years of professional experience
16
16
years of post-secondary education
3
3
Certifications
Work History
Senior UX Writer
Simpl Pay
Bengaluru
1 2023 - 5 2024
- Crafted UX copy for Simpl's first referral feature, boosting retention by 20% and driving app adoption with 150 new users and 500 daily downloads.
- Strategized with product designers and managers to design copy and build B2B Coupon Manager Dashboard from ground up.
- Spearheaded copy-led resurrection campaign and recovered ₹5 Crore of ₹120 Crore from 10 lakh delinquent users.
- Led a content-driven resurrection campaign which recovered ₹42k of ₹45 lakh in unpaid dues & achieved 0.92% conversion rate.
- Optimized SMS communication templates which reduced spends by 10% and saved ₹6.5 lakh per month out of a total of ₹62 lakh.
- Conducted user research and completed a homepage copy revamp which decreased delinquency by 2% for 10% of total users.
- Designed user journey copy and marketing communication for Simpl's first Rewards Program
- Designed copy for and launched 'Simpl Pay After Delivery,' which increased prepaid conversions for 4 brands.
- Improved chat bot communication flows and reduced customer support tickets by up to 40% with iterative content enhancements
- Developed strategic microcopy for Pay Later and Pay-in-3 which increased Pay Later share by 3% and reduced cancellations by 16%
- Wrote fiction or nonfiction prose such as short stories, novels or biographies as well as advertising material for use in promoting sale of goods and services
Assistant Copy Manager
Unacademy
Bengaluru
04.2022 - 01.2023
- Managed team of four copywriters and senior copywriters to deliver high-quality content for ATL and BTL marketing.
- Spearheaded go-to-market campaigns for Unacademy Subscription models & other growth initiatives.
- Scripted large-scale YouTube series and developed customer lifecycle journeys for launch of Unacademy Compete, a gamified preparation product for students
- Created performance marketing copy for Unacademy National Scholarship Admission Test product and achieved 55% higher enrolments at 20% lower costs.
- Scripted Unacademy One live event which was hosted by Danish Sait and garnered 65000 live views on Youtube.
Senior Copy Associate
Mobile Premier League
Bengaluru
02.2021 - 04.2022
- Devised campaign strategies for four new real-money-game launches in USA market.
- Conceptualized and developed go-to-market influencer campaigns for MPL USA.
- Boosted landing page conversions for MPL Sports website by 25% and improved keyword rankings to top 10 on Google with content optimization.
- Managed copy and design efforts for MPL India's IPL 2021 Performance Campaigns, which delivered a CPI of ₹202/-.
- Provided leadership on UX projects to define interface communication for MPL USA mobile app and website.
- Designed digital marketing assets to promote MPL Sports' association with Team India during 2021 ICC Men's T20 World Cup.
- Launched Team India jersey via Official Billion Cheers Campaign for MPL Sports which won a creative Abby at GoaFest 2022.
- Created unique packaging copy for MPL Sports Foundation's 'Fan Bann Jaaoge' campaign during Tokyo Olympics.
Senior Copywriter
Swiggy
Bengaluru
02.2018 - 11.2020
- Designed and crafted ATL & BTL campaigns, scope of work included conceptualization, writing, proofreading, and editing.
- Led creative strategies and collateral development for digital campaigns based on consumer journeys to meet business objectives.
- Conceptualized and created Swiggy Valentine's Emailer which resulted in 700+ tweets and 19% open rate
- Co-conceptualized and designed Swiggy Appraisal mailer that received over 22,000 tweets and achieved 25% open rate
- Set new record for Swiggy's email marketing by devising creative coupon-led emailer campaign which received click through rate of 7% and open rate of 25%.
- Launched Swiggy Daily, Swiggy Health Hub and led the digital communication for the introduction of groceries & essentials on the Swiggy platform during the COVID-19 pandemic.
Marketing Executive
ideaForge Technology
Mumbai
09.2016 - 02.2018
- Established company's corporate identity, brand language and internal/external communication.
- Published case study on Flood Inundation Modelling using UAVs in FICCI's 'Geospatial Technologies In India' journal.
- Single-handedly managed marketing exercises and developed content and design collaterals for product launches, exhibitions and demonstrations.
- Managed and coordinated PR activities such as interviews, press releases and demonstrations.
Senior Copywriter
Xeco Marketing and Advertising
Mumbai
12.2015 - 06.2016
- Wrote advertising copy for online content, adhering to clients' overarching brand identity and personality.
- Managed social media pages for Xrbia, Chototel, Discover Resorts, Born Again Clinic, Sheltrex and other clients.
- Enhanced brand messaging by developing creative and engaging copy for various marketing materials.
- Drove positive PR coverage by writing press releases highlighting company achievements and events.
- Created attractive and persuasive copy for BTL advertising (Print ads, AV scripts, radio scripts and jingles).
- Supported client projects from planning to on-time completion of quality deliverables.
Content Analyst
Ugam Solutions
Mumbai
04.2015 - 12.2015
- Developed crisp, fact-based product descriptions for Staples, USA
- Developed informative, easy-to-read product descriptions for Amazon, USA
- Developed SKU descriptions for Michaels Stores online product catalogue
- Spearheaded, wrote and designed Writer's Manual and Language Guide for Kmart
- Created SEO infused A+ product descriptions for Croma Retail, a Tata enterprise
- Received Client Appreciation from Michaels Stores for outstanding content.
Copywriter
Ting Advertising
Mumbai
08.2014 - 10.2014
- Produced original, creative content for promotional advertisements and marketing materials.
- Handled social media pages and interactions for RAW Pressery, Dhaddha Jewellery, Travelibro and Dairy Day clients
- Conceptualized campaigns and generated copy for BTL campaigns
- Wrote travel & living blog articles for Travelibro
Education
B.V.A -
The College of Fine Arts
Bengaluru, India 06.2009 - 06.2013
ISC (Class 12th) -
The Valley School, KFI
Bengaluru, India 06.2007 - 06.2009
ICSE (Class 10th) -
The Valley School, KFI
Bengaluru, India 03.1997 - 06.2007
Skills
UX and UI Copywriting
Microcopy
User Research
Content Strategy and Design
SEO Copywriting
Email Marketing
Digital Marketing
Creative Direction
Script and Video Development
Creative Thinking
Problem-Solving
Teamwork and Collaboration
Decision-Making
Software
Google Suite
Microsoft Office
JIRA
Certification
Open Water Scuba Diver
Timeline
Assistant Copy Manager
Unacademy
04.2022 - 01.2023
Senior Copy Associate
Mobile Premier League
02.2021 - 04.2022
Senior Copywriter
Swiggy
02.2018 - 11.2020
Marketing Executive
ideaForge Technology
09.2016 - 02.2018
Senior Copywriter
Xeco Marketing and Advertising
12.2015 - 06.2016
Content Analyst
Ugam Solutions
04.2015 - 12.2015
Copywriter
Ting Advertising
08.2014 - 10.2014
Open Water Scuba Diver
11-2013
Advanced Open Water Scuba Diver
11-2013
Emergency First Responder
11-2013
B.V.A -
The College of Fine Arts
06.2009 - 06.2013
ISC (Class 12th) -
The Valley School, KFI
06.2007 - 06.2009
ICSE (Class 10th) -
The Valley School, KFI
03.1997 - 06.2007
Senior UX Writer
Simpl Pay
1 2023 - 5 2024
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