Marian Gobraiel

Marian Gobraiel Senior Copywriter and Marketing Communications Consultant-www.mariangobraiel.com- Summary Award-winning writer with 20 years’ experience in developing print/web/digital/social/video copy to suit whatever you want to say, in the voice you wish to say it. Stand-out reputation for: - tone of voice and verbal branding - writing with the reader in mind (otherwise, what's the point?) - bigger-picture strategic thinking behind the writing - brand naming and identity - articulating the heart of the message - editing for clarity and consistency of style - attention to detail - working to tight deadlines. The cherry on top: collaborative decision making with clients/designers (a holistic approach) and a love of new ideas. Education University of Western Sydney Bachelor of Arts (BA) Communications, Majors: Journalism and Professional Writing, 1996 - 1999 Honors and Awards Australasian Religious Press Association (ARPA) award winner. Best ecumenical article, 2004 'Journey of Promise' in the Salvation Army’s 'Pipeline' magazine Experience Freelance content creator and marketing communications consultant Jul 2012 – Present As a freelance consultant, I can go from straight-up copywriter to expert proof-reader to big picture content strategist all in a day's work: that's my edge. My knack for translating technical information into laymen's terms has seen me work across a range of industries: medical, healthcare, construction, pharmaceutical, legal and financial. Services include: Writing for print/web/digital, technical writing, video scriptwriting, content strategy, editing, proofreading, tone of voice, branding/taglines and product naming. Clients include: Cochlear, ResMed, Optus, Link Housing, Alphabet Legends, McRae Communications, Ability Options, E-media, FarmaForce, Medteryx, Cryosite, Gender Gap Gone, Third Space Media, Crafted Financial Writing Senior Copywriter at ResMed September 2011 - April 2016 As Senior Copywriter in the global marketing communications team, I had a more influential role in the messaging and writing for products across ResMed's sleep and respiratory care portfolio. I was also involved in recruiting writers for the Sydney-based team. Accomplishments: * Appointed as the APAC representative on the ResMed rebranding and digital strategy in 2013. A major part of this project was being involved in the content strategy, writing and editing for ResMed's 1000+ page website * Working with the global branding team, I led the initiative for defining ResMed's global tone of voice, which was rolled out across Europe, the US and APAC; adapted for B2B and B2C audiences; and translated in over 20 languages * As the senior copywriter in the ResMed global marketing communications team, I was responsible for ensuring all copy (print, web and multimedia) was produced according to house style and quality, and mentoring new writers on the tone of voice * As the brand representative for copy and content, I was responsible for reviewing all branding toolkits, including supplier guidelines, co-branding and the writing style guide * Produced the global messaging frameworks for ResMed's complete product portfolio. This included the latest generation of masks, sleep devices, ventilators, healthcare informatics, and patient engagement program. * Led the content strategy for ResMed's COPD Day initiative in 2015. This included producing the global messaging framework for the campaign, setting the campaign headline, reviewing all print and web copy, overseeing the video content for a three-part motion graphic EDM campaign Page2 * Liaised with global clinical, legal and regulatory teams to ensure the accuracy and compliance of all marketing collateral Copywriter at ResMed Ausgust 2006 - September 2011 As a part of ResMed's global marketing communications team, I was responsible for developing (writing, editing and proofreading) and delivering marketing communications collateral to support global product launches. Collateral included: brochures, fact sheets, websites/microsites, EDMs, video scripts, sales tools/virtual product tours, posters, banners, promotional materials, packaging, internal communications Accomplishments: * In 2006, I was appointed as the lead copywriter on the global campaign for ResMed's best-selling mask, the Mirage Quattro. By 2016, 10 million units had been sold worldwide * Appointed as the lead copywriter on the re-brand of ResMed's patient support program: sleepvantage This included: new logo, tagline, messaging, style guide and rationale, patient information kit (multiple brochures, membership form and card), website and tailored webcopy, launch activities, sales tools (for the iPad), EDM, launch and ongoing programs * Worked with product management and other members of the marketing communications team to define requirements for marketing materials and ensure they line up with business branding and marketing strategies * Collaborated with designers and global stakeholders to deliver collateral that meets key selling needs (words, images and visual communication) * Derived product naming and branding, key messages, value propositions and taglines for ResMed products * Ensured quality, consistency and accuracy of copywriting for print, web-based and multimedia marketing communications materials * Driving the consistent use, maintenance and promotion of the ResMed Writer's Guide * Meeting tight timelines, prioritising tasks and reporting regularly on project status to the marketing communications project manager Copy Sub-editor at Trading Post July 2005 - February 2006 (8 months) Responsible for researching, writing and sub-editing all copy for Trading Post weekly and monthly feature publications Page3 Accomplishments: • Wrote and sub-edited articles for weekly publication, Spotlight, highlighting events across Sydney. Also wrote articles for monthly publications on a range of topics such as home renovations, Father’s Day, Christmas gift ideas, Just Listed (real estate magazine) and outdoor living. Also produced copy for advertising campaigns and collateral material for Public Relations team, providing catchy slogans to spark reader interest • During Editor’s leave, planned and oversaw the production of customer publishing project for Bathurst Rally event, which was well received and resulted in a new client for Canberra Rally event • Established a publication style guide for Trading Post print publications, ensuring brand consistency and quality across all products Editor at The Salvation Army September 2004 - July 2005 (11 months) Seconded to Editor of Salvation Army youth magazine, 'venue' – a 24-page quarterly publication, print run 11,000 across NSW, Queensland and ACT. Reported to Editor-in-Chief and responsible for previous role tasks as well as Editor responsibilities Accomplishments: Produced a full year of editions for venue, which involved: • Deciding on a theme for each edition, subjects for feature articles, cover, cover tags and titles • Writing headlines, pull-out quotes and captions • Interviewing subjects for articles as well as vox pops in the streets of Sydney • Setting deadlines for written, photographic and design assignments • Organising book, CD, movie and game reviews as well as giveaways and competitions • Making executive decisions regarding subject matter and style after liaising with designers and Editor-in-Chief • Signing off on each edition and liaising with the print house • Revised and maintained Publications Style Guide for the Editorial and communications team, ensuring consistency and reader familiarity Page4 • Built a network of Salvation Army pastors, youth group leaders and industry related people. Also attended youth functions and conventions to increase network and connect with readership as well as encourage subscriptions News Editor and Feature Writer at The Salvation Army June 2003 - September 2004 (1 year 4 months) Reported to Editor-in-Chief and Editor of 'Pipeline' – a 32 page monthly magazine. Also worked on three quarterly magazines, 'venue', 'Women in Touch' and 'Creative Ministry', each with a print run of 11,000 across NSW, Queensland and ACT Accomplishments: • Integral editorial team member responsible for sourcing news items, proofreading, sub-editing and fact checking information, contributing to the success of high quality, ARPA award-winning publications. • Demonstrated keen news sense by relating global events to local level activity, resulting in writing an award-winning feature article • Explored broadcasting journalism by becoming a regular voice-over on promotional videos, DVDs and CDs, as well as editing video scripts Technical writer/Documenter at Gaming & Entertainment Technology (GET) March 2000 - June 2003 (3 years 4 months) Accomplishments: • Created and maintained online help pages for GET games websites • Liaised with programmers to create technical documentation outlining the system architecture (aimed at clients and investors) • Provided content for company brochures and fliers for distribution at international gaming shows and other industry events • Editor of GET's online newsletter, That's Entertainment • Initiated and presented internal writing seminars designed to improve the quality of documentation produced across the company (programming, graphic design, Quality Assurance departments) Volunteer Experience Editor, 'Pathreport' at Australian Institute of Medical Scientists (AIMS) Page5 2002 - 2006 (4 years) Editor of 'Pathreport': Quarterly publication, delivered to 600 NSW AIMS members and about 2000 viewers online. Responsible for collating and editing scientific articles as well as organising layout and design Anchor, panellist and newsreader at KIMI Radio 2001 - 2006 (5 years) Anchor, panellist and newsreader on community youth radio station KIMI 98.5FM. Responsibilities include researching and preparing news and current affairs items for discussion by the panel, as well as establishing and presenting own segment on the show, Contemplations Editor, 'REACT' at Fusion, Western Sydney 1999 - 2003 (4 years) Founded youth magazine with a team of community representatives, university colleagues and staff at Fusion Western Sydney, giving young people a voice in the community. Also conducted writing workshops to encourage high school students to submit articles, cartoons, poems, letters etc to REACT Editor's assistant at 'The Planet' Newspaper 1999 - 1999 (less than a year) 2Day FM Switchboard Operator at Southern Cross Austereo 1998 - 1999 (1 year) You've got to start somewhere! Languages Arabic Skills & Expertise Copywriting (print, digital, web, social) Marketing Communications Strategy Medical Devices Technical Writing Content Management Corporate Communications Marketing Strategy Newsletters Content Development Product Launch Content Strategy Internal Communications Product Marketing Page6