Contact 512.856.4010 (Mobile) john.musci@gmail.com www.linkedin.com/in/musci (LinkedIn) Top Skills Content Strategy User Experience Blogging Languages English (Native or Bilingual) Spanish (Limited Working) Certifications Oracle Database SQL Certified Associate John Musci Increase your content value end-to-end, front-to-back Available Austin, Texas Summary Greatest Hits: Earned PayPal $1B+ over 3 years through content optimization Designed content audit for a Fortune 25 healthcare organization Inspired 100K+ people to open an account at their local bank or credit union Wrote the highest-converting Daily Deals for LivingSocial Branded the #2 Paid Developer Tool in the App Store Crowdfunded an Austin indie rock band s EP Sold and managed $1M in social media advertising Created the first ad to leverage Twitter tweets via RSS & Yahoo! Pipes (RIP) Honors-Awards SPOT Award Gold Medal for Excellence in Special Events and Integrated Marketing Experience Express Scripts Content Lead - Digital Experience July 2017 - April 2018 (10 months) Austin, Texas Area Led content design, strategy and UX copy for a digital pharmacy benefits management product, putting members in control with a more personal, compassionate experience. Increased conversion rate in home delivery pharmacy ecommerce experience. Advised content discipline, model, process, terminology, style guide, end-toend strategy. Contributed to decreases in call volume and increases in NPS. Designed a content audit of the digital experience. Coached content and design peers on best practices for UI copy. Page 1 of 7
PayPal Senior Content Designer September 2015 - November 2016 (1 year 3 months) Austin, Texas Area Grew revenue by $1B+ over 3 years through content optimization. Increased PayPal Credit checkout banner ad CTR by 170% and conversions by 90%. Restored customers' trust in PayPal Credit. Decreased 30-day account closures and customer service complaints; increased Net Promoter Score. Drove content strategy for PayPal Credit in checkout, new member onboarding, mobile app, and credit application experience. Advised UX design teams in those experiences. Wrote UX content in collaboration with product, marketing, legal, and user research partners. Generated content insights from usability testing, call center logs, PayPal's Voice of the Customer initiative, and competitor analyses. Created personas, user stories, and journey maps for presentation to senior leadership using market segmentation data and product analytics. Guided UK adaptation of the PayPal Credit balance payment experience. Managed PayPal Credit glossary and aided global terminology pilot. Kasasa Content Strategist November 2014 - September 2015 (11 months) Austin, Texas Led content strategy and UX copy for a complete B2B & B2C website redesign. Collaborated with designers and developers to deliver project in 108 days. Led copy for the Kasasa Rewards Rush, a nationwide omnichannel marketing campaign that won two 2015 Gold MarCom Awards. Page 2 of 7
Developed new consumer brand guidelines, including voice, tone, segments, and value props. Created digital and traditional content for local banks and credit unions across the country. Work included websites, in-branch collateral, print, billboards, radio spots, and email campaigns. Mentored new writers. Interviewed C-level executives and wrote their professional biographies. LivingSocial Daily Deals & Escapes Copywriter November 2011 - August 2014 (2 years 10 months) Washington D.C. Metro Area Wrote top-converting offers for consumer goods, services, and experiences. Offers were used as onboarding examples for new writers. Won "Best Escapes Copy" and "Best Daily Deals Copy" awards. Megafauna Product Manager February 2013 - July 2014 (1 year 6 months) United States and Canada Guided an Austin-based rock band through a national album release, including recording, production, artwork, merchandise, digital distribution, and promotion. Grew Facebook fans from 1,000 to 3,600; Twitter followers from 200 to 500; and Instagram followers from 100 to 400 with organic social media campaigns. Built an email list of 1,550 subscribers, managed on Mailchimp. Achieved email campaign open and clickthrough rates above the industry standard. Led a successful $2,500 crowdfunding campaign. Created, curated, and managed content for accounts and marketing campaigns. Page 3 of 7
Wrote tour press releases, creative briefs, band bios, and festival applications. Negotiated the band's highest-paying shows to date. Booked shows, arranged lodging, and planned routing for five one-month tours. Worry Free Labs Managing Director & Digital Producer January 2011 - January 2012 (1 year 1 month) Austin, Texas Area Directed the daily operations of a $3M UX design firm. Developed $500K in new business over 6 months. Doubled project capacity from 15 to 30 in under a year. Developed the firm's project management process from scratch. Scoped and shipped 50 web and mobile projects for clients such as Matcha, acquired by Apple in 2013. Others: Disney, Expedia, MailChimp, Tripadvisor, American Express, Fitbit, Truecar, Flipkey (TripAdvisor), and Nike. Built and led a global team of 25 designers and developers. Transformed the staffing model from contractor to FTE, culminating in the firm's acquisition. Led content strategy for social media, print, adwords, banner ads, SEO landing pages, marketing kits, job ads, and direct mail. Wrote content for inhouse and client apps. Blogads Social Media Strategist June 2009 - October 2010 (1 year 5 months) Sold $1.1M in online ads for 300+ of the Internet's first and foremost grassroots political blogs including DailyKos, Michelle Malkin, and Wonkette. Guided social media campaigns for major beltway players on both sides of the aisle. Clients included Democratic National Committee, National Republican Senatorial Committee, Sierra Club, American Petroleum Institute, GE, AT&T, CNN, NBC, ACLU, ONE Campaign, The Sunlight Foundation, The Clinton Foundation, and PBS FRONTLINE. Page 4 of 7
Created ads that got 4x more clicks than the industry standard including the first native ad on social media and the first ad to integrate Twitter tweets. Authored thought leadership content, including CEO blog posts and emails, best practice videos, whitepapers, quotes for industry articles, and discussion panel topics. Created pitch decks, media kits, proposals, and one-sheets. Coached new strategists on pitching clients and managing relationships. Conducted in-person usability testing for the company's self-serve ad tool. Coordinated custom ad executions with clients, bloggers, and a development team in Budapest. The Chapel Hill News Special Correspondent April 2009 - June 2009 (3 months) Chapel Hill, NC Covered local politics and community interests. Wrote posts for the Orange County news blog. Coordinated coverage with a staff photographer. Consulted editor-in-chief on the newspaper's social media strategy. UNC-Chapel Hill Department of Microbiology and Immunology Communications Coordinator August 2007 - November 2008 (1 year 4 months) Provided content and operational support for an award-winning cystic fibrosis research laboratory. Managed the lab's grant workflow, producing two funded, multimillion-dollar NIH grant proposals that scored in the top 3rd percentile. Co-hosted a teleseminar on grantwriting for leading bioinformatics scientists. Wrote and copyedited research articles, grant proposals, and external lab announcements. Modeled lab finances in Quantrix to forecast spending and assess grant needs. Page 5 of 7
Created an MS Access program to migrate purchase order information to a new SQL database. Scheduled, booked and procured VISA for Director s travel to China. The Daily Tar Heel At-Large Columnist August 2007 - December 2007 (5 months) Chapel Hill, North Carolina Wrote a weekly at-large column for 38,000 readers. Topics spanned race relations, evangelism, depression, and eye contact. Cheered as a "welcome change to the editorial content" and made the opinion page worth reading again. The Rivers Agency Marketing and Public Relations Intern April 2007 - August 2007 (5 months) Wrote press releases, email campaigns, online product pages, brand guidelines, and point-of-sale materials. Designed pages for fashion catalogs and market books. Maintained client product databases. Conducted competitive website analyses and presented design recommendations to clients. BoUNCe Magazine Head Writer September 2005 - May 2007 (1 year 9 months) Chapel Hill, North Carolina Increased freelance writer retention by 50% with onboarding and mentoring programs. Created and led the magazine s first-ever writing workshop. Led brainstorming sessions and editorial review meetings. Page 6 of 7
Wrote and edited pieces for each monthly issue. Directed cover art, headlines, and layout. MRINetwork Marketing and Research Associate October 2005 - December 2006 (1 year 3 months) Identified and sourced more than 2,300 candidates for Fortune 500 search assignments in 3 months via search engines, LexisNexis and Hoovers, and cold calls. Built and administered a database of 100,000 target companies and candidates. Digitized and automated the firm's pen-and-paper CRM. Created client- and candidate-focused marketing content. Education University of North Carolina at Chapel Hill School of Journalism and Mass Communication, Bachelor of Arts in Advertising and Creative Writing (2003-2007) Page 7 of 7