Award-Winning Communications Leader, Consumer Content Strategist & Editorial Executive
PORTFOLIO
Below are samples of my content development projects and multi-platform editorial management efforts.
Sample Portfolio
WRITING STYLE GUIDE
Consistency is important, especially as it pertains to brand performance. This Writing Style Guide was created to provide marketing and communications professionals with a consistent framework for copy editing, fact-checking and proofreading. The style guide also includes writing recommendations that are specifically geared to meet the needs of the company for which it was created.
EDUCATIONAL MATERIALS
I have directed editorial intiatives for more than 15 years, including oversight of an award-winning education program featuring an extensive library of articles, presentations and other tools. As part of my work, I contributed monthly content as its lead writer and by directing the work of freelance writers. Published materials include:
THOUGHT LEADERSHIP
I had the distinct honor of serving as the Pulse of the Profession Study's managing editor for three years. The report features responses from chief audit executives across the globe, summarizing their most pressing issues and best practices. In 2013, I revamped the report's look and feel, and streamlined its production and distribution.
PUBLISHED ARTICLES
From 2005 to 2008, I managed a successful online publication and served as contributing and associate editor for an award-winning magazine. Some of my published works include:
In addition, I had the distinct honor of being featured as a guest writer for Resort Trades magazine. The article, A Three-Step Process for Leveraging Digital Channels for Member Communications, features a mini-case study on how to leverage digital channels to enhance B2C communications.
MARKETING COLLATERAL
During the early years of my career, I concentrated on marketing and public relations collateral production. These pieces helped to narrate different aspects of the organization's story to chapter members, local constituents and reporters. Below are links to a handful of materials:
EMAIL NEWSLETTERS
Throughout my career, I have been fortunate to work as managing editor for a number of print and digital publications. One of these publications was The Advisor, an email newsletter distributed to select financial advisors monthly. I spearheaded this project from concept development to execution, and served as its managing editor until my departure from CNL Financial Group. To maximize engagement, I planned A/B tests for different aspects of the email newsletter, all of which led to a 30% uplift in click-through rates. As part of my work at Visit Orlando, I oversaw content creation efforts for 10 email newsletters distributed in key markets around the world, including Brazil, Canada, Colombia, Ireland, Mexico, the United Kingdom and the United States.
SOCIAL MEDIA COMMUNITY MANAGEMENT
Content distributed via social media platforms requires a tailored approach, one that is based on the organization's goal for each channel and the information needs of followers. At Visit Orlando, I managed content development, scheduling and performance monitoring efforts for all consumer-facing social media channels, totaling more than 1.5 million followers with a combined organic reach of over 3 million individuals. Channels include Facebook (Visit Orlando's marquee social media platform), Instagram, Twitter, YouTube and Pinterest. In addition to organic posts, I spearheaded user-generated content campaigns and uplift efforts to maximize top of mind awareness about Orlando among leisure travelers and to drive engagement for the destination and with the Visit Orlando brand.
MULTIMEDIA PRODUCTION OVERSIGHT
For content efforts to be effective, they must incorporate a multi-platform distribution approach. For the past 5 years, I have managed the creation of videos, infographics and native social media content. Examples of my multimedia management efforts include the creation of distinct videos (from concept development to distribution) promoting Orlando's 2017 Halloween and Christmas events, Andretti Indoor Karting and Games, and a series of videos showcasing what's new and what's next for destination in 2017 and 2018.
MAGAZINE PRODUCTION
Throughout my career, I've had the distinct honor of working alongside gifted writers and editors in various magazines, learning about the development process for print and digital publications along the way. Currently, I serve as editor-in-chief for Hilton Grand Vacations' flagship and award-winning publication, Club Traveler magazine, which is published three times a year in English and Japanese. As part of my responsibilities, I lead all creative, editorial and production efforts for the magazine, alongside our dedicated agency team. In addition to the magazine, we distribute a companion online newsletter that is published online six times per year in English, Japanese and French. Both the digital magazine and newsletter have circulations of over 510,000 subscribers per issue.
Testimonials
“A skilled editor and effective project manager with a keen eye for business, Raquel is able to leverage her diverse background to achieve success for her team, her company and herself.”
Matthew Lion, eLearning and Online Event Executive
“What impresses me most about Raquel is her ability to communicate, collaborate and build consensus. She seeks and intently listens to others’ input ... and synthesizes divergent views from numerous departments to form and build consensus across the organization.”
Don Levonius, Principal Consultant and Master Facilitator