Rachel Walker Youngblade

rwyoungblade@gmail.com | 704.787.4521 | Charlotte, NC

Brand messaging, content strategy, writing.

Making sense of big, complex, jumbled ideas is where I thrive. My approach to marketing and communications keeps audience needs and business goals at the center of my work, ensuring on-brand, value-add content. I’ve worked across the creative, design, technology, and hospitality industries for 15 years.

See portfolio case studies at rachelwalkeryoungblade.com.

Freelance Content Strategist & Writer

Sept 2019 — Present

Overview

I partner with organizations large and small to produce content marketing and brand messaging that helps them connect with their audience and grow their business.

  • Clients include:

    • Award-winning innovation and design firm IDEO

    • Architecture and design magazine Modern in Denver

    • Architecture firms, MIT, a neuroscience podcast, software development firm, lawyer, philanthropy consultant, executive coach, and more.

  • Work includes:

    • Podcast episode development, website redesigns, brand messaging guides, case studies, blog posts, thought leadership strategy, email drip campaigns, and Squarespace website design.

Content Marketing Manager

IDEO U

Oct 2018 — June 2023

Overview

Led content strategy and production for IDEO U’s Creative Confidence Series, a live digital event and podcast program that fuels the company’s broader marketing efforts. Previously managed content strategy and copywriting across the brand.

  • Created a multi-channel content strategy, tapping into the most effective channels to engage key audiences and getting the most out of our content by repurposing it across formats.

  • Evaluated business and audience needs to position content marketing programs at the right place in the marketing funnel and customer purchase journey.

  • Managed an editorial calendar with 6-12 months of content, using sub- and parent-brand messaging, timely hooks, and evergreen topics to create relevance and build a library of useful content.

  • Produced live digital events with thousands of attendees, from pre-production marketing and promotion to live show execution and post-production editing and content marketing.

  • Secured 20+ guests per year for IDEO U’s live digital event and podcast series, including CEOs, best-selling authors, and design leaders.

  • Tracked the impact of content and events, including conversion to purchase, email sign ups, brand perception, NPS, and social engagement.

  • Designed content experiments to test hypotheses and determine the cost/benefit of new programs.

  • Crafted on-brand written content including website PDP copy, blog posts, ad copy, social media posts, landing pages, monthly newsletters, and email drip campaigns.

  • Built client testimonial process, including interviewing customers for testimonial videos.

  • Wrote scripts and guided editing for marketing videos.

Owner & Designer

Moonwalker Things

Feb 2017 — Feb 2019

Overview

Founded a hand-made jewelry and ceramics business.

  • Designed a custom ecommerce website using Wix and Etsy integration.

  • Built a marketing and sales plan combining in-person, online and consignment sales.

  • Secured placements at well-known events and with national brands, including Renegade Craft Fair and Madewell stores.

Senior Public Relations Manager & Blog Editor

Yelp

Aug 2012 — Dec 2017

Overview

Raised brand awareness in consumer and business audiences, increased product adoption, elevated brand perception, and supported sales team effectiveness through strategic marketing and public relations programs.

  • Led communications strategy for brand partnerships, product launches, executive presence, legal affairs, philanthropy, cybersecurity, developer relations, community relations, and small businesses during my tenure. Shaped positioning, got leaders on board, and executed complex campaigns involving multiple spokespeople and marketing activations.

  • Created a cross-functional team of 15 editors for the Yelp Official Blog (180,000 average monthly page views). Designed an editorial calendar, brand guidelines, and content approval process to source and manage contributions from hundreds of employees.

  • Developed national marketing and PR campaigns including annual best-of awards, an interactive data visualization tool, and a grant contest for local nonprofits. Campaigns and media outreach resulted in hundreds of media placements in top-tier outlets (New York Times, WSJ, USA Today), favorable brand perception, and measurable bumps in site and app traffic.

  • Wrote blog posts, website content, strategic plans, email campaigns, and ghostwritten thought leadership across many topics, from consumer technology to diversity and public policy. Translated complex legal and technical concepts into language that would resonate with a broad consumer audience.

  • Localized national PR campaigns and supported a global community marketing team of 20+ with press pitching, media training, and small business event planning.

  • Handled crisis communications and upwards of 40 press inquiries per month.

  • Led a redesign of the company blog, including internal communications to prepare for the transition to a new CMS and content migration strategy. The new site saw sessions +49%, bounce rate -1.6% YOY.

  • Managed brand voice and style guide, and worked with the creative team on visual asset and video production.

  • Led social media strategy, content creation, and crisis response for Facebook, Twitter, and Instagram.

Communications Coordinator

Charlotte Regional Visitors Authority

Mar 2010 — July 2012

Overview

Drove commercial tourism and helped attract large-scale meetings and events to Charlotte, North Carolina (ex. 2012 Democratic National Convention), by writing travel content and securing press coverage.

  • Edited and wrote copy for print and digital publications, including the Official Visitor’s Guide and economic impact studies.

  • Kept my finger on the pulse of the local economy and business landscape to write marketing content and press releases promoting the region as a travel and tourism destination.

  • Managed relationships with state-level tourism organizations and 600+ local business owners and partners.

  • Pitched national and local travel media and hosted press tours to secure 200+ pieces of media coverage in outlets including The New York Times and Travel & Leisure.

  • Designed and wrote monthly internal newsletter for 500+ employees.

Marketing & Social Media Assistant

Levine Museum of the New South

June 2009 — Feb 2010

Overview

Worked with the VP of Marketing & Guest Experience to build the museum’s brand and promote exhibits and events. As at many nonprofits, I learned how to do a lot with a little.

Education

The University of North Carolina at Charlotte

Masters of Business Administration (MBA), Marketing, 2009

  • Created social media content and managed accounts.

  • Managed website CMS and updated content.

  • Wrote marketing copy to promote events and exhibits.

University of Florida

Bachelors of Science, Public Relations, 2007