RYLEY (MCGINNIS) LESTER

Multimedia Content Developer

Experience

August 2022 - November 2024

Omnicare, a CVS Health company| Marketing Content Specialist

  • Amplified the Omnicare brand and drove sales as lead copywriter, editor and strategist for all internal, B2B and B2C prospect and customer content, including email, website, sales, presentations, account-based marketing and print and digital ad collateral across the company
  • Led content creation for a complete website redesign by supervising all copywriting and reviews, ensuring alignment with brand and style guidelines and maximizing search engine optimization
  • Ensured compliance by working with CVS Health legal teams on all content
  • Increased Omnicare LinkedIn impressions by 60 percent and exceeded industry engagement rate benchmarks, averaging over 4.5 percent by creating compelling posts and managing the content calendar
  • Increased team efficiency and reduced project completion times by selecting and building out the project management software, Wrike, and leveraging automations and designing custom workflows
  • Independently managed up to 40 team projects at once
  • Ensured brand adherence and increased consistency across content by supervising copywriting from the marketing support agency for additional website, ad and email copy
  • Expanded lead pipeline and brand visibility through co-branded campaigns with media partners
  • Boosted ROI for direct-to-publication ads for 2023 and 2024 by analyzing Google Analytics metrics
March 2022 - August 2022

NorthBay Health | Digital Content Producer

  • Boosted brand awareness and drove patient growth by serving as primary copywriter and editor for user-friendly and search-engine-optimized B2C content for various platforms, including informed email journeys, landing pages, news stories, direct mailers and digital ads
  • Engaged audience and built trust by managing and creating content for a monthly health and wellness e-newsletter distributed to 70,000 active subscribers; analyzed KPIs from Eloqua and Google Analytics to guide content selection and strategies
  • Boosted brand recognition through development of internal and external content during a major rebrand
  • Improved website user experience by reorganizing NorthBay.org site architecture and optimizing page structure
  • Optimized web presence by managing CMS content updates, reinforcing brand messaging and accuracy
June 2019 - February 2022

George Mason University's College of Engineering and Computing | Digital Content Developer

  • Amplified brand visibility and increased website traffic by reporting, writing and editing compelling feature stories and press releases on students, faculty, events, alumni and cutting-edge research—then repurposed content across digital channels to maximize marketing reach
  • Drove audience engagement and exceeded open-rate benchmarks across 500–2,000 subscribers by conceptualizing and managing an aggregated weekly newsletter and multiple targeted email campaigns
  • Built engaged social media communities that increased website traffic and exceeded industry benchmarks by overhauling Twitter and Facebook strategy and launching high-performing LinkedIn and Instagram channels that consistently achieved 11–14 percent and 4.5–6 percent engagement rates, respectively
  • Fostered community growth and trust through independent planning, creation and scheduling of dynamic social content via Hootsuite, including platform takeovers and long-term campaigns
  • Boosted campaigns’ impact by designing animated and static promotional materials using Canva and Adobe Photoshop for digital and print use
  • Improved user experience and accessibility across 10 Drupal websites by building site architectures and pages, refining content and implementing SEO best practices
  • Optimized marketing strategies and increased ROI by closely monitoring web, email and social analytics to inform content direction
  • Secured earned media coverage and enhanced reputation by collaborating with external stakeholders and media outlets to promote institutional initiatives and faculty expertise
  • Enhanced print communication impact by contributing to the creative direction and editing of high-profile publications, including annual reports, newsletters and print advertisements
  • Improved SEO performance by developing actionable Google Analytics reports that tracked site traffic trends and supported strategic content decisions
  • Led a seamless rebrand transition across digital platforms by independently managing social media overhaul, crafting new high-level messaging and migrating 10 websites to align with the College’s updated identity
August 2018 - May 2019

University of Connecticut School of Engineering | Student Written Communications Specialist

  • Enhanced the school’s brand and increased media engagement opportunities by reporting on and writing feature and news stories on events, research and student projects using AP style
  • Drove website traffic to news stories by creating social media posts and analyzing metrics
  • Ensured accuracy and brand adherence by completing a full site edit of the new website
  • Increased multimedia engagement by producing and promoting a podcast using Adobe Audition to showcase the senior design journey

Education

2019

University of Connecticut - Bachelor of Arts in Journalism and Human Rights

HONORS

GPA: 3.9 | Magna Cum Laude
  • Phi Beta Kappa scholar
  • Dean's List: All semesters
  • 2018 Charles Litsky Memorial Scholarship recipient for academic achievement
  • 2018 Outstanding Greek Scholar
  • 2017 Barbara Hill Journalism award recipient for academic achievement
  • 2016, 2017 and 2018 New England Scholar

Skills

  • Adobe InDesign, Photoshop, Audition and Premiere
  • Search Engine Optimization
  • WordPress, Drupal 7 and 8 and CommonSpot
  • MailChimp, Emma and Eloqua
  • Microsoft PowerPoint, Word, Excel, Teams and Sharepoint
  • Hootsuite, Facebook, Twitter, Instagram and LinkedIn
  • AP Style, Chicago Style
  • Canva
  • Google Analytics, Drive, Slides, Docs and Forms

Leadership Experience

  • January 2022 - August 2023: Alumnae Advisory Committee Chair for Pi Beta Phi University of Richmond chapter
  • August 2019 - January 2022: Alumnae Advisory Committee member for Pi Beta Phi University of Richmond chapter

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