RYLEY MCGINNIS

Multimedia Content Developer

Experience

March 2022 - Present

NorthBay Health | Digital Content Producer

  • Research, report on and serve as primary copywriter and editor for user-friendly search engine optimized content for various platforms, including email, landing pages, news stories, direct mailers and digital ads
  • Write targeted copy for informed email journeys to boost customer acquisition
  • Create original content for and project manage a monthly health and wellness e-newsletter distributed to 70,000 active subscribers and analyze analytics from Eloqua and Google Analytics to guide content selection and strategies
  • Brainstorm and write messaging about our rebrand for internal and external audiences
  • Design digital advertising and messaging using Xara Use web best practices to advise site restructures and page organization
  • Maintain website content and perform routine maintenance and updates within the CMS
  • Trained in Mercury Health CRM and Eloqua for targeted email campaigns
June 2019 - February 2022

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

  • Reported on, wrote and edited feature stories and press releases on students, events, faculty, alumni and engineering and computing research and repurposed content to various channels to amplify marketing efforts
  • Created and project managed from inception to execution an aggregated weekly newsletter and other various external email campaigns, reaching audiences from 500 to 2,000
  • Re-evaluated and pivoted existing Twitter and Facebook pages and launched a LinkedIn and Instagram page that regularly exceeded industry engagement benchmarks: LinkedIn averaged 11-14 percent engagement, Instagram averaged 4.5 to 6 percent engagement
  • Independently managed, created and edited social media content using Hootsuite, including long and short-term social media campaigns and takeovers, to foster community trust and growth 
  • Designed animated and still promotional marketing materials using Canva and Adobe Photoshop
  • Built, maintained and refined 10 Drupal websites and independently trained other site users
  • Monitored web, social media and email analytics to evaluate performance and optimize campaigns
  • Worked strategically with external stakeholders and other schools in Mason to promote initiatives
  • Assisted with the creative development and editing of numerous print materials, such as annual reports, newsletters and digital ads
  • Crafted streamlined Google Analytics reports to track website traffic/SEO
  • Assisted with the complete rebrand of the College, independently managed changeover of social media platforms, created new high-level messaging and transitioned 10 websites
August 2018 - May 2019

University of Connecticut School of Engineering | Student Written Communications Specialist

  • Reported on and wrote stories on engineering and technology, events, and students using AP style
  • Wrote social media posts for stories and analyzed social media analytics
  • Copyedited website materials and used WordPress
  • Produced a podcast using Adobe Audition
August 2018 - December 2018

Connecticut Coalition of Domestic Violence: Communications Intern

  • Devised social media campaigns, wrote press releases and blog posts
  • Copyedited website material and media guide
  • Researched and wrote policy briefs
May 2018 - September 2018

We-Ha.com: Reporting Intern

  • Reported on events and news events in West Hartford
  • Edited content, collaborated on time-sensitive stories and uploaded stories to WordPress
August 2017 - May 2019

The Roundup CT Newsletter: Writer and Podcaster

  • Collaborated with a team to aggregate, write, edit and publish an external weekly newsletter on local Connecticut news using MailChimp
  • Created social media promotions
  • Interviewed journalists and produced podcasts individually and with a team using Adobe Audition

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
  • Written and verbal communication
  • Google Analytics, Drive, Slides, Docs and forms
  • Leadership and teamwork

Leadership Experience

  • January 2022 - Present: 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
  • April 2018 - May 2019: President of Journalism Society
  • November 2017 - December 2018: Vice President of Member Development for Pi Beta Phi
  • August 2017 - April 2018: Vice President of Journalism Society

Contact