Throughout my “storied” career, I’ve mastered the art of juggling brand voices in the world of hospitality, proffering prose targeted to public sector employees (MissionSquare) and the 50+ market (AARP), and conceptualizing campaigns for everything from health clubs to hotels, retirement plans to beauty brands. Storytelling and brand-building are what I’m all about. My pets, plants, and Pickleball come in a close second. And, oh how I love alliteration.
EDUCATION
University of Pennsylvania, BA in English Literature 1991-1995
VCU Brandcenter, MA in Communications 1996-1998
EXPERIENCE
Hilton Worldwide / Copy Lead / Mclean, VA 2021-present
Hire, mentor, and manage a small group of creatives
Work closely with internal partners to define creative goals, craft concise project briefs, and conceive impactful campaigns
Conceptualize compelling and strategic content across all marketing platforms, including social, email, direct mail, web, landing pages, photoshoots, and video
Collaborate with designers to create thought-provoking creative solutions for brand initiatives
Conceptualize and execute large brand platform marketing campaigns, i.e. a pet-friendly campaign for six of our brands across all of our marketing channels
Created the first gamification campaign for Hilton Honors encouraging members to earn Points by taking different actions
MissionSquare Retirement / Digital Copy Lead / Washington D.C. 2020-2021
Copy manager of digital content focusing on financial services and retirement plans for public employees
Developed strategic copy for email campaigns and microsites based on a comprehensive content calendar
Implemented data and analytics to inform the planning and execution of digital experiences to successfully deliver on key marketing objectives
Marriott International / Senior Copywriter / Bethesda, MD 2014-2020
Lead copywriter on Fairfield, TownePlace Suites, SpringHill Suites, JW Marriott
Developed multi-platform marketing campaigns from concept through launch, including the overall brand voice and collateral for TownePlace Suites, a corporate campaign celebrating the LGBTQ community, and YouTube videos + social content encouraging guests to book direct on Marriott.com
Worked closely with brand partners to ensure that each brand had comprehensive guidelines and a consistent tone of voice
Helped in the strategic direction and execution of the Marriott Bonvoy campaign
Created the award-winning LGBTQ corporate campaign #LoveTravels
Jumped in on branding work for many of the Starwood brands after the merger, including Westin and W Hotels
AARP Services / Freelance Copywriter / Washington D.C. 2018-2021
Conceptualized and executed print, outdoor, social, web, brochures, and direct mail for AARP’s first gym concept, Oak Health Club
Developed Facebook and IG advertising for many of the AARP Services providers, including Hertz, Expedia, Wyndham Hotels, and UPS
Assisted with the strategy, concepting, and copywriting for re-branding initiatives
Freelance Copywriter / Bethesda, MD 2006-2014
Helped with copywriting efforts across all platforms for many well-known local agencies and companies, including Total Wine & More, The Design Army, Karla Colletto, Choice Hotels, Influent 50, and Edelman
Ogilvy & Mather / Copywriter / Chicago 2000-2006
Crafted copy, including the lyrics for a song, for Dove’s breakthrough “Campaign for Real Beauty” amongst other award-winning TV and print campaigns
Gave blood, sweat and eloquence to major brands like Sears, Suave, Coke, Miller, Huggies, Hanes, Kotex, and Ford
Leap Partnership / Copywriter / Chicago 1998-2000
Junior copywriter for a small creative agency focused on beer and burgers (Michelob + Hardee’s)
First copywriting job highlights: collaborating with a design partner whose name rhymes with mine (Mollie) and learning the not-so-subtle art of creating a beer ad
hollysheldon@me.com / 301.448.9617
Avid animal rescuer and farmer wannabe
Passionate about plants and Pickleball
Crafter turned Etsy shop owner
Morning must’s include: Spelling Bee, Wordle, Quordle, Octordle, and Dunkin’ Donuts Vanilla coffee