Rochelle Torke | Resumé | Jan. 2019

Experience

Marketing Director + Senior Copywriter

CloudBase Services, Berkeley, CA 1/18 to 1/19

  • Hired and led the creative team to complete a brand refresh, new website, sales videos and collateral

  • Developed a strong brand voice, company nomenclature and product positioning

  • Ran an email marketing program on MailChimp with consistently high open rates (14% to 60%)

  • Launched and maintained a WordPress blog featuring articles about productivity, teamwork and creativity in tech  

Creative Director + Wordsmith + Owner

RockPaperWord, Berkeley, CA 5/10 to present

  • Assemble and lead creative teams to develop and refresh brand identities

  • Author on-brand communication for wellness and tech clients including Green Smoothie Girl, ZapLabs, Edulastic, Contravent, Staywell, CloudBase Services and Filter Digital

  • Devote over half of business to launching new brands for entrepreneurial women worldwide

  • Create conversational copy and a consistent voice across websites, email campaigns, eCourses, eBooks, blog articles and sales pages

  • Empower startups to achieve rapid success, including a company that grew from three to 17 employees, serving hundreds of clients, within one year of launching their new website

Senior Copywriter

Loomis Group Marketing & Advertising, San Francisco, CA 12/04 to 11/09

  • Drove concept and copy development for B2B and B2C campaigns, resulting in a promotion to senior copywriter

  • Crafted campaigns for WebEx, Sandisk, Conceptus, Abbott, Leap Frog, Solta Medical, Maxtor, Fresenius, Denon, Walmart and Thermage

  • Created engaging direct mail, print ads, websites and radio and TV commercials

  • Mentored multiple junior writers who have become senior copywriters in the marketing industry

  • Lauded as a creative leader and great team player while working fluidly with designers, brand strategists, voice talent, programmers, printers and recording studios

Marketing Associate

Spark Public Relations, San Francisco, CA 10/03 to 11/04

  • Helped launch the marketing services department

  • Refreshed the identities of retail, banking and tech clients with pithy, on-brand copy

  • Supported Juniper Bank, Dejima, HyperRoll and Biz360

  • Authored case studies, letters, white papers and magazine articles on behalf of tech and healthcare thought leaders 

Online Editor + Copywriter

SAP, Palo Alto, CA 6/00 to 10/03

  • Drove the go-to-market strategy for two product suites

  • Designed and launched a communication campaign that helped double the customer base within 11 months

  • Developed an online sales center featuring tutorials, FAQs, promotional videos, customer success stories, industry articles and a monthly newsletter sent to 2,000 customers

  • Provided copy and strategy for multiple internal and external websites

  • Led 12 authors in the creation of a 360-page textbook

Journalist

The Reporter, Lebanon/Indianapolis, IN 12/98 to 1/00

  • Covered local politics for newspaper, generating up to three stories daily

  • Earned honorable mention for a multi-part article series

  • Awarded first place honors for in-depth reporting on local land use controversies

Honors + Awards

Medical Marketing Association Gold Award for Print Advertising

Healthcare Marketing Association Award for Originality in Direct Mail

“Best Non-deadline News Coverage” First Place Award from Hoosier State Press Association

University nominee for “The Best American Short Stories” anthology

Phi Beta Kappa Academic Honorary

 

Education 

Master of Fine Arts in Creative Writing

University of San Francisco, San Francisco, CA  8/02 to 8/05

Bachelor of Arts in Psychology

Indiana University, Bloomington, IN 8/93 to 5/98

  • Graduated magna cum laude

  • Minor degrees in English, Italian and West European Studies

Independent Study Abroad – Italian History + Language

Istituto Zambler, Venice, Italy 1/96 to 6/96