Russell A. Simon
Edgewater, NJ 07020 | (201) 892-4962 | rsimon91@gmail.com | russellasimon.com
Core Competencies
Content Strategy • SEO/AEO/GEO Optimization • AI-Assisted Content Creation • CDP-Driven Personalization • B2B Marketing • Editorial Leadership • Web & UX Copy • Multichannel Campaigns • Data-Driven Optimization • Brand Positioning • Cross-Functional Collaboration • WordPress & CMS Governance
Work History
BetMGM LLC – Senior Copywriter 3/2022 to 8/2024
- Contributed to record active users and more than $1.2B in annual revenue as lead writer for BetMGM’s U.S. Casino operations, named EGR’s Casino Operator of the Year for 2022-24
- Drove process enhancements, including copy and design alterations, that resulted in clearer, more effective player communications
- Developed and proposed a 13-month marketing strategy aimed at converting millions of new customers by leveraging MGM Resorts’ partnership with the inaugural Las Vegas Grand Prix
- Played an integral role in launching BetMGM’s VIP Next Gen loyalty/rewards program
Educational Content Writer – Senior Copywriter 3/2021 to 9/2021
- Web copy, landing pages, and email marketing for Scholastic Corp. and Wiley Education Services
Publishers Clearing House (PCH) – Senior Copywriter 9/2014 to 4/2020
- Delivered 3,000+ projects per year (banner ads, emails, scripts, site/app copy, internal communications) as part of a cross-functional team tasked with developing solutions for a variety of markets/demographics
- Created an affinity sweepstakes and email marketing program that delivered a 2,331% increase in digital acquisition
- Generated more than $40MM in revenue through original, interactive sweepstakes promotions
- Targeted a new revenue stream by developing a spinoff site aimed at less-engaged demographics
Educational Testing Service (ETS) – Web Content Writer 7/2009 to 9/2014
- Created original copy for ETS.org rebranding, including product UX copy for the GRE, TOEIC, and TOEFL exams
- Full site copy for Washington ProTeach Portfolio, the state’s first online teacher licensure program
Bloomberg LP – Senior Copywriter 9/2012 to 2/2013
- Created 2014 national recruiting campaign, including What We Do theme and Make Your Mark tagline
- Implemented template-based system for email campaigns, sales guides, and sell sheets
World Education Services – Copywriter 11/2011 to 2/2012
- Spearheaded copy for rebranded website reflecting multinational brand, marketing, and messaging strategies
Accoona Corporation – Senior Copywriter 5/2007 to 6/2009
- Lead copywriter for website, social, and promotional copy for search, eCommerce, and lead generation platforms
- Drove editorial opportunities by pitching and developing a speaker’s bureau and editorial calendar
GoalQuest – Managing Editor 4/2005 to 5/2007
- Created and directed interactive enrollment and retention programs for colleges and universities nationwide
- Managed a small staff of freelance writers and editors
Public Relations 1991 - 2002
- Agency (Publicis PR, Ruder Finn) & in-house (E*TRADE, Armor All, TGI Friday's) experience in New York, Dallas, Palo Alto, and Jerusalem
- Experience in media relations, high tech, pharma, CPG, restaurant/hospitality, education, B2B/B2C
Certificates
- Python for AI
- Generative AI: Prompt Engineering for ChatGPT
- Casino Employee, N.J. Division of Gaming Enforcement
- Teaching Certificate, English/Language Arts/Reading 4-8
Education
- University of Michigan (Ann Arbor, MI) – BA, Political Science
- Texas Woman's University (Denton, TX) – Non-degree program, Early Childhood Education