Layne Crawford
Summary
Strategic Copy and Content Lead with 12 years of experience shaping brand voice and narrative strategy. Skilled in tone of voice systems, SEO-optimized copy, and cross-channel storytelling. Achieved significant growth in content ecosystems while upholding brand integrity and mentoring writers to enhance creative integration across platforms.
Overview
17
17
years of professional experience
2
2
Certifications
Work History
Freelance Copywriter & Marketing Consultant
Freelance Copywriter & Marketing Consultant
01.2009 - Current
- Brand Voice Systems: Developed tone of voice guidelines for brands like P&G, NextOfUs, and Marble Distilling, enabling multi-year brand scalability.
- Content Ecosystem Development: Built long-form and short-form content systems, enhancing content reuse efficiency by over 50%.
- SEO and AEO Impact: Supported clients with optimized copy structures, driving 20%-45% organic traffic growth over 6-12 month periods.
Senior Copywriter
10Pearls Studio (Likeable)
New York
01.2022 - 12.2024
- High Priority Copy Execution: Led copywriting for major launches, including Stacker2 Energy Gummies, contributing to 3× engagement growth within the first 60 days.
- Strategic Storytelling: Translated brand positioning and audience insights into integrated narratives, improving campaign engagement rates by 30%–55%, depending on the channel.
- SEO and AEO optimization: Optimized social, website, and long-form content with strategy teams, driving 25%+ increases in organic discoverability for priority campaigns.
- Brand voice ownership: Defined and enforced tone-of-voice frameworks across client portfolios, enhancing brand consistency scores by 45% across campaigns.
- Creative collaboration: Partnered with creative directors and designers to align verbal and visual storytelling, streamlining revision cycles by 40%.
- Team Leadership: Managed and mentored junior copywriters, improving on-time delivery rates from 82% to 98% within one year.
Creative Director
LegalEase Marketing
Orlando
10.2020 - 01.2022
- Strategic Messaging: Synthesized complex legal and regulatory concepts into clear, persuasive consumer narratives, increasing client conversion rates by 20%–35%.
- Cross-Functional Partnership: Collaborated with account, design, and leadership teams to align messaging with business goals, facilitating agency growth from 2 clients to over 30.
- Editorial Governance: Established editorial and brand voice guidelines for all client deliverables, cutting copy inconsistencies by 60%.
Senior Copywriter
321 The Agency
Orlando
07.2019 - 10.2020
- Campaign Copywriting: Crafted social, radio, video, and website copy that enhanced integrated campaigns across paid and organic channels.
- Creative Integration: Collaborated with social media and design leads to create cohesive verbal and visual storytelling across platforms.
- Brand storytelling: Developed brand voices for healthcare, lifestyle, and consumer brands, increasing audience engagement metrics by 25%–40%.
Education
M.S./MBA - Television Management
Drexel University
Philadelphia, PAB.S. - Communications, Concentrations in Advertising and Screenwriting
The University of the Arts
Philadelphia, PASkills
- Brand voice ownership and governance
- strategic narrative and messaging
- SEO and AEO content optimization
- Creative and editorial leadership
- Cross-functional collaboration
- High-impact copywriting
Relevant projects
- Brand voice and editorial system development (remote): built scalable tone of voice and editorial frameworks adopted across five or more channels, improving narrative consistency by two times (2023)
- SEO and AEO content optimization: partnered with strategy teams to optimize copy formats and structures, increasing discoverability and answer engine visibility by 30%+ (2022)
Affiliations
Creative Mentorship – Copywriting and Brand Strategy (Remote): Provided editorial guidance and portfolio feedback to early-career writers, improving placement success rates by approximately 40%. (2021–2023)
Certification
Advanced Brand Storytelling and Narrative Strategy – Continuing Education.
Other relevant Information
- Technical skills: content management systems, SEO tools, AEO optimization frameworks, and analytics platforms
- Leadership strengths: editorial quality control, writer mentorship, cross-team alignment
Accomplishments
“Most Passionate” Award, 10Pearls Studio (2023).
Timeline
Senior Copywriter
10Pearls Studio (Likeable)
01.2022 - 12.2024
Creative Director
LegalEase Marketing
10.2020 - 01.2022
Senior Copywriter
321 The Agency
07.2019 - 10.2020
Freelance Copywriter & Marketing Consultant
Freelance Copywriter & Marketing Consultant
01.2009 - Current
M.S./MBA - Television Management
Drexel University
B.S. - Communications, Concentrations in Advertising and Screenwriting
The University of the Arts