Sheryl Bussard Email & Phone Number

Sacramento County, California, United States

Our creative team services the sales and marketing needs of ALLDATA,, a leading software developer for the automotive repair and collision industries. My responsibilities as sr. copywriter include developing voice and tone guidelines; concepting product names and taglines; brainstorming campaign concepts; and composing short- and long-form copy for emails, web content, case studies, white papers, ads, press releases, newsletter articles, and other content/collateral.

Various

See https://vansites.typepad.com/writing/ for samples. I developed a loyal clientele in a broad range of industries, including: • Sunset Books (book descriptions for sales catalogs/advertising) • Gucci Timepieces (international catalog) • The Golden Door Resort & Spa/Rancho La Puerta (skin care collateral, catalogs) • Auto Club of So. California (ads/collateral) • IHOP Restaurants/Universal Studios (kid's meals kits) • Jostens Learning (catalogs/brochures) • Motorcycle Industry Council/Motorcycle Safety Foundation (speeches, PPT, white papers, PR materials) Writing specialties include website content, social media marketing, direct marketing e-mails, catalog copywriting, video scripting, advertising concepts and copy, speeches and PPT presentations, bylined articles, brochures, scripts, sales collateral, kids' promotions, and media materials.

Sandpoint, Id

Copy Manager – Brand, Catalog, Retail, Sept. 2012 - Oct. 2013Sr. Copywriter/Editor -- Catalog, Retail, Social Media, June 2010 - Aug. 2012Web Copy Manager - Website content, UX, e-commerce, March 2005 - Jan. 2008Lead team of copywriters and contributed to writing brand-aligned copy across all channels, including direct mail, print advertising, catalog, and in-store marketing. I partnered directly with the SVP, Brand and Creative, to establish brand voice and style vocabulary, and collaborate with design and cross-functional partners to deliver messages that support strategic brand and marketing objectives. Day-to-day responsibilities included the oversight and/or hands-on creation of:– Seasonal campaign creative from a brand/voice perspective– Ongoing brand/voice development and analysis– Catalog editorial/seasonal themes – 25-27 catalogs per year– Product naming & style descriptions – 500+ new items per season– Retail collateral, signage, and sales associate training guides– Copy concept lead for tri-channel promotions and special projects– Branded/trademark fabric & collection names– Video concepting & scripting– Social media for Style Spot blog, Facebook, Twitter, Pinterest

Coldwater Creek is a tri-channel women’s apparel retailer with $1+ billion annual sales. Operating in a deadline-driven, real-time environment, this position required a high degree of flexibility, intense commitment to detail and accuracy, the ability to work synergistically with merchandising, IT, HTML, graphic design, and the copy team to continually create fresh messages that motivated customers to buy. - Supervised a team of four copywriters/freelancers and worked hands-on to produce all website copy content; brand-appropriate, compelling e-mails; posting of new store openings and event copy; and writing individual apparel and home décor product descriptions (more than 5,000 annually). - Initiated new copy/content for the redesign of the Coldwater Creek website, which, when re-launched, resulted in greater breadth and depth of content, enhanced navigation, and overall superior customer satisfaction. - Created content for Coldwater Creek’s bridge apparel division, Spirit by Coldwater Creek, as well as an all-new website, Coldwater Creek, The Spa, including descriptions for all spa treatments, packages, and online branding messages. (www.coldwatercreekthespa.com).- Despite increasingly challenging macro-economic conditions, Internet net sales increased 10.8 percent to $182.7 million in the first nine months of fiscal 2007 from $164.9 million in the comparable period for 2006.

Irvine, Calif.

The Motorcycle Industry Council (MIC) is a national trade association with more than 300 members, including Honda, Kawasaki, Suzuki, and Yamaha, among others.- Crafted expertly-written media materials and website content to support industry positioning on government relations, public policy, technical, statistical, and safety issues.- Served as an industry spokesperson with national and regional print and broadcast media; provided day-to-day consumer, enthusiast, and trade media liaison. - Produced and delivered compelling PowerPoint presentations at industry trade shows and conferences, media events, and to government agencies, including the United States Consumer Product Safety Commission (CPSC).- Implemented a major industry-sponsored public outreach program, Discover Today’s Motorcycling, working with celebrity motorcyclists (Matt LaBlanc, Avril Lavigne, Lyle Lovett, Catherine Bell, and others) to promote the excitement of the motorcycling lifestyle to the general public. - Coordinated activities for motorcycle journalists at prestigious motorsports events, and facilitated motorcycle training to introduce new writers to the sport. - Reporting to the MIC President and Board of Trustees, planned and implemented strategic media relations and public affairs programs, with related budget tracking and reporting.

With more than 1,500 dealers nationwide, Kawasaki Motors Corp., USA is the North American corporate headquarters for Ninja® sportbikes, classic Vulcan™ cruisers, rugged ATV and Mule™ utility vehicles and exclusive JET SKI® watercraft. This “Let the Good Times Roll” company has annual revenue topping $1.6 billion.My responsibilities as manager for marketing and media relations included: - Strategizing and executing media relations and promotional activity to support national motorcycle and watercraft marketing/sales/brand objectives. - Creating unique PR materials and providing day-to-day liaison with enthusiast, trade, and general media.- Scouting locations and executing product launches/test rides for new models with major print and broadcast media. - Promoting motorsports activities, including Supercross, Motocross, Road Racing, Drag Racing, and Jet Ski® Racing.- Developing exposure opportunities such as product placement in TV and motion pictures, sweepstakes giveaways, and charity sponsorships. - Serving as primary PR/marketing representative at national consumer and dealer trade shows; was frequent presenter at major industry functions.This position required exceptional writing skills and, staff supervision, liaison with PR agency, and frequent collaboration with outside design and printing vendors.