Marcello Picone Email & Phone Number

Los Angeles, Ca, Us

Los Angeles, California, Us

As the Byte Product Design team's first content designer, I serve as a champion for Byte's patients as well as dental providers. I shape our mobile app, provider portal software, and web experiences by crafting intuitive user flows, meaningful text, naming and nomenclature systems, as well as animated and live-action educational content. My work helps inform and move users through the entire Byte customer journey—from purchase consideration through treatment and into post-treatment services. And with my branding strategist hat on, I also help shape our corporate messaging as we move into new areas and markets. Over my first two years, Byte attained double-digit growth as a direct result of my team's work. I own multiple full-cycle projects and collaborate with designers, engineers, and product managers within various business units to develop everything from sales emails and web content to in-app treatment services to provider-centric software design. I also ensure that all our work is vetted by medical professionals and informed by extensive user testing.Recent top-level achievements: - 84% growth in NPS score (from 19 to 35) | 4.7 star rating across 20K reviews- 80% WAU/MAU | 30K monthly sessions- 30-40K in-app aligner switches per month - 67% engagement with new support status notification features- launched narrative educational content - launched Byte+, a hybrid, in-office service expansion (on time & on under budget)

Burlington, Ma, Us

Leading enterprise-level clients to develop robust and intuitive IVR/VUI conversations with customers.

San Francisco, California, Us

I led creative teams to craft one-of-a-kind digital people and voice/visual interfaces (VUI, UX) for branded AI experiences. We design strategic use cases, unique brand personalities, and complex conversational corpuses that allow customers to have engaging, informative conversations that flow naturally—as if you were talking to a real person. Hired as the first member of the Customer Success creative team (now our new digital agency, Soul Digital), I initiated a number of new collaborative working processes within the company's CD practice. We have since achieved an over 80% client renewal rate. I also helped train new conversation designers and worked with our sales team on new business pitches.In 2021 we launched Nestle Toll House's "Ruth the Cookie Coach." Ruth not only guides you on how to bake the perfect chocolate chip cookies, she can help you customize your own personal recipe. Conversations with Ruth last an astounding 10 minutes on average. Visit Ruth at verybestbaking.comBrands include Nestle, Philips Health, Wells Fargo, Westpac Bank, Madera Residential, ANZ BankIndustries include Food & Beverage, Healthcare, Finance, Real Estate, Entertainment

Gardena, Ca, Us

As a leader of an internal creative agency team for this multibillion-dollar global automotive startup, I was instrumental in developing and driving all aspects of the brand and marketing for multiple vehicle lines. The scope of work included conversational AI and VUI for the in-car interface, creating video content for all major events, product launches, and online media, owning our key brand messaging and naming, and shaping corporate culture. While I enjoyed many aspects of this multifaceted role, one of my favorite roles was as conversation designer developing the personality, voice, and conversational AI for “Fara,” our own world-class in-car artificial intelligence system. I continue this work elsewhere (see Soul Machines).Other select examples of the overall impact of this work include:• Launching the FF brand globally with keynote speeches, publications, and videos that garnered more than 1.3M views; trended #3 on Twitter; earned Mashable’s Top Picks of CES 2016; launched bilingual multi-channel campaign at 2016 Beijing Auto Show to fanfare of just under 7M views on YouTube • VIP Stealth Lab: Shaped narrative story, physical experience, and virtual reality film to target investors during pre-launch period when vehicle models could not be displayed• Created and launched FutureSight, company’s first online magazine, resulting in a +300% increase in unique views from previously existing communication efforts Composed a series of sales emails that tripled paid responses in just a few week’s time

Regardless of industry, I solve complex issues with sharp, strategic thinking that translates into engaging content, memorable experiences, and innovative products.The timeline below captures a quick overview of my experience and project work. Please visit www.marcellopicone.com or request a copy of my resume for a detailed rundown of my freelance background:Sr Advertising & Marketing Copywriter ► 10+ years writing ads, branded content, consumer websites, and direct mail for diverse clients such as Toyota, Microsoft, AAA, Marriott Hotels, Turner TV Networks, Coldwell Banker, 20th C Fox Films. Interactive UX Writing ►Specialized experience working with UI/UX and AI teams to build unique and innovative digital interfaces and tools for tech & consumer clients such as IBM, Nokia, BMW, Target, and Cisco.Comedy Writing ► Regular contributor to best-selling book titles and animated content for Urban Outfitters, Knock Knock, Metro LA, Bolthouse Farms, Best Fiends, among others. Brand Building & Naming Professional ► HBO + Warner Media (HBO Max), Pop Up Magazine Brand Studio, Nokia, Campbell’s Foods, Bravo TV, Faraday Future, Renaissance Hotels, to name a few.Script & Screenwriting ► Programming for Nickelodeon, Animal Planet, Discovery Channel, Playhouse Disney, History Channel, and VH1, as well as writing for Jim Henson’s Muppets.Agencies ► Saatchi & Saatchi; Razorfish; Imaginary Forces; Wieden + Kennedy, Tokyo; OmeletLA; Applied Minds; Possible Worldwide; Jack Morton; Schematic; Pop Up Magazine branded content

I create short-form animated branded content for Seriously's best-selling mobile game, Best Fiends.

Los Angeles, Ca, Us

Led creation of four-part animated series "Travels with Tappy," a branded content series for all ages to promote sales and use of Transit Access Pass (TAP) cards throughout Los Angeles.

Seattle, Washington, Us

Led UX writing content design team, employing user journeys, wireframes, style guides and content strategy to rebrand enterprise-level digital product. Collaborated with engineering teams to build online tools and experiences that improve accuracy and revenue.Served as frequent freelance UX/UI content writer & content strategist from 2007-2011 for clients such as Target, NBC, Stratasys Direct Manufacturing.

Los Angeles, California, Us

As a current freelance contributor and former full-time editor, I write and edit books, journals, and all types of humorously literate gift and stationery products for Knock Knock (as seen at Urban Outfitters and Barnes & Noble, among other major retailers worldwide).

Developed scripts for conversation design/VUI scenarios and produced creative pitches at proprietary voice recognition and mobile video software startup. Supported founders in identifying new potential markets, use cases, and clients for Volio’s unique solution.

Eindhoven, North Brabant, Nl

Oversaw all UI/UX writing and content-based interaction for Nokia/HERE Advanced Design Lab's first new consumer product line in years: a mobile video camera and tracker device designed for rugged outdoor use. Also led naming efforts, consulted on brand launch (book, mobile app, e-commerce site, and social web platform), created quick-start guides, storyboards, user journeys, and wrote packaging and marketing copy.

I wrote and developed countless hours of television programming for The Jim Henson Company, VH1, Nickelodeon, Animal Planet, Discovery Channel, Playhouse Disney, and The History Channel (among others).

Armonk, New York, Ny, Us

While at Imaginary Forces, developed and delivered an $1M package of interactive animated day-in-the-life scenarios to sell a multi-million-dollar technology to a new C-suite demographic. Understood global product requirements, shaped effective scenarios, delivered scripts and storyboards, and directed design, editing, and voice talent. Content was adopted by IBM teams worldwide.

London, Greater London, Gb

Led content design and strategy for the relaunch of Toyota.com consumer website—the first full revamp of the site in many years—including an advanced configurator, additional partner sites, branded marketing concepts for Toyota Life and Moving Forward, and campaign mini sites, such as a fresh, witty take on Highlander, Toyota's best-selling SUV.

New York, Ny, Us

• Led development of innovative interactive narrative TV prototype for PBS series American Family, including content strategy, additional entertainment content, an online library and editing tool.• Content Lead, Cisco Systems: Built a customizable interactive data and news dashboard for members of Cisco’s C-suite. • Content Lead, Veritas: Hired and led a team of writers and editors to execute UX writing, user journeys, wireframes, content strategy and style guide for the $2M+ rebrand and relaunch of a global enterprise-level data security firm.• Winner of Web Design Annual (Japan) Award; Best of Razorfish Award.

Bachelor Of Arts, Semiotics/Film

Bachelor Of Arts - Ba, Semiotics - Film