Deborah Cater

About

CONTENT SPECIALIST Experienced content specialist, as content manager, strategist, editor and copywriter, with a proven track record in planning and creating content across multiple media. I deliver branded content in line with Tone of Voice guidelines that appeals and inspires. In my current position as Senior Copywriter and Content Manager for a global hospitality brand, I am the lead writer for all social media posts and blogs, marketing and lead generation campaigns, new product collateral, online content and internal communications. Within the in-house Creative Studio, I work closely with designers to ensure campaigns are targeted with refreshing copy and design. During the Covid-19 crisis, I have been the only writer not furloughed, and responsible for all global communications. Working closely with the Board, I have been flexible, reactive and precise whilst maintaining open communications with our customers and team members throughout this rather fluid time. The creation of the member newsletter and inspiring social media posts and campaigns has been instrumental in achieving that aim. In February 2020, I was proud to receive The Peer Awards for Excellence ‘Collaborating with Charities’ award on behalf of CLC World Charity Holidays for their work to provide ‘a break away to come together’. I was responsible for creating the award submission and most of the communications produced for the charitable initiative, including videos, Press Releases, interviewing families and internal communications. We were also shortlisted finalists in the Business Charity Awards for Charity Partnerships alongside Haven/RNLI, Wimbledon AELTC/WaterAid and British Airways/Comic Relief. SELECTED ACHIEVEMENTS • Creation of member newsletter, inspiring travel members with interesting articles, blogs and videos during the COVID- 19 pandemic. Open rate - 49%; CTR – 17% • Social media campaigns to enhance brand awareness and generate targeted leads – organic growth from 1,000 to 18,000 followers • Developing tone of voice and brand guidelines with Creative Director. • Prepared award-winning submissions for industry and charity awards. • Implementation of internal communication plan including improved staff newsletter and intranet content to enable focused and consistent communications to global stakeholders. • Creation of careers microsite and seasonal online HR newsletter, providing the company’s first branded HR online presence. • Enabled an increase in staff retention rates (20% to 50%) through targeted recruitment collateral including storyboarding and editing of video.

Experience

CLC World Resorts & Hotels

May 2016 – Present

Malaga, Spain

Senior Copywriter & Content Manager

SENIOR COPYWRITER & CONTENT MANAGER, CLC WORLD RESORTS & HOTELS MAY 2016 – PRESENT Responsible for the creation of copy for a wide range of simultaneous projects including marketing collateral including TV adverts, video storyboarding, blog articles, and social media posts; shaping internal communications; PR communications; working closely with designers, photographers and videographers to produce creative campaigns within Brand Guidelines and Tone of Voice parameters. • Content Manager and copywriter for blogs and associated social media • Lead Gen and brand awareness copywriter responsible for TV adverts and supporting collateral including landing pages, social media posts and initial contact communications, ensuring consistent and engaging content across multiple strands of campaigns all collateral from stands to landing pages, third party site content and social media posts • Public Relations lead copywriter responsible for planning and writing Press Releases, advertorials, the preparation and the implementation of the Crisis Management Plan • Responsible for Internal Communication strategy and content with the introduction of a staff newsletter and increased, relevant intranet content • Project lead for improving HR branded presence with new careers microsite, collateral for recruitment events, implementing tone of voice in adverts and tailoring existing content as appropriate • Lead Copywriter for Telemarketing recruitment campaign including storyboarding and shooting of video footage alongside event collateral.

Acrotera Idiomas

Sep 2014 – May 2016

Malaga, Spain

Head Teacher

Head Teacher at a foreign language academy with overall responsibility for the education, and preparation for examination, of students in line with Trinity, Cambridge, BULATS and IELTS curricula. • Responsible for ensuring teaching staff attained and maintained the desired level of competence and practical application • 90% pass rate for direct students, 80% overall • Preparation of all training materials for staff and students, both digital and print.

Self-employed

Oct 2010 – May 2016

Spain and Italy

Copywriter & Teacher

Content creation – digital and print – for SMEs in the UK, Italy and Spain. English language teacher in Italy and Spain, creating lesson plans, content and training modules for students aged from 5 to 50+.

Milton Keynes Council/Mouchel

Jun 2007 – Apr 2011

Milton Keynes, UK

COMMERCIAL & QUALITY MANAGER

Managed team within the Building Services department of Milton Keynes Council (in PPP with Mouchel Business Services), responsible for performance reporting to central government and internally and the audit of contractors’ financial records. • Produced internal and external communications for the department • Designed and delivered departmental strategies while driving improvements through change management • Managed the change process – lean systems – within the department enabling staff participation and free-thinking to produce solutions • Creation of Council’s Housing submission for annual review achieving an improved rating score in the Building Services area of work • Produced and managed project documentation using PRINCE2 methodology for large-scale projects with budgets ranging from £50,000 to £6million • Chair of local government Housing benchmarking group.

Education

Open University

– Jun 2012

MA English, English Literature

Open University

– Jun 2009

MA Humanities (Hons) (Open), Humanities

Skills

Languages