TRISH BERRONG

Strategist | Writer
Collaboration Coach | Improviser

Trish Berrong

Growth-minded strategist.
Hybrid-thinking leader.
Silo-busting collaborator.

As a strategist, I synthesize diverse inputs and points of view into powerful, actionable insights.

As a leader, I clear obstacles and create space for high-performing teams to excel.

As a collaborator, I break down silos to build genuine teams, fully invested in shared goals.

basic information

  • Strategic brand storyteller with 20+ years of experience shaping messages and voice across multi-channel campaigns, digital platforms, and other public-facing and internal communication platforms.
  • Versatile creative director and writer with demonstrated success driving engagement and conversion with compelling, cohesive, audience-centered content.
  • Enthusiastic collaborator trusted to bring marketing, creative, and other divisions together to advance business priorities, optimize brand standards, and maximize campaign impact.
  • Data-driven editorial leader with track record of strengthening digital content performance.
SKILLS
  • Brand steward for tone, style, voice, and messaging standards
  • Translating complex technical, educational, and industry subject matter into accessible, audience-centered copy
  • Campaign copywriting and content strategy across email, web, social, paid media, print, direct marketing
  • Editorial standards and quality control
  • SEO and AI search best practices
  • Collaboration and team building
  • Presenting and pitching
  • Non-profit board and leadership training
TOOLS
  • Microsoft 365
  • Adobe Creative Suite
  • CMS and SMM platforms (WordPress, Meta Business, Sprout Social, Hootsuite)
  • Generative AI tools for content development and research
EDUCATION
  • Bachelor of Science, Advertising, College of Communications
  • Creative Sequence
  • University of Texas at Austin, 1988
  • Daily Texan newspaper
  • Varying roles including section editors and Managing Editor

MARKETING CONSULTANT (contract)
COPYWRITER (freelance)
HELZBERG
October 2023 – present

  • Rewriting Helzberg.com education pages to align with updated brand positioning and messaging framework.
  • Planned and wrote copy for Q4 2024 organic social content.
  • Conducted competitive research, analyzed emerging trends, and recommended message strategies for new business opportunities and marketing campaigns.

PORTFOLIO/CASE STUDIES

MARKETING CONSULTANT (freelance)
LAKEMARY CENTER, Paola, KS
August – November 2025

  • Delivered message strategy to increase Q4 charitable donations and build awareness for a nonprofit organization that provides education, mental and behavioral health, and social services to individuals with intellectual and developmental disabilities. 

CONTENT STRATEGIST AND MARKETING COMMITTEE MEMBER
HEART OF AMERICA SHAKESPEARE FESTIVAL
May 2018 – April 2024

  • Facilitated a full-day hackathon to clarify brand POV and brainstorm messaging for priority events and programs.
  • Created consumer profiles to inspire campaigns and content.
  • Developed audience-centered messaging strategy and campaign content for The Tempest.

PORTFOLIO/CASE STUDIES

creative strategist, CONSUMER EXPERIENCE
HALLMARK content & marketing studio
2022 – 2023

  • Collaborated with cross-functional team to develop digital platform channel plans, message strategies, tone and style for Instagram, Pinterest, TikTok, and Facebook.
  • Led senior-level work group to create a measurable, motivation-driven messaging framework.

PORTFOLIO/CASE STUDIES

content strategist
HALLMARK BRAND CONTENT STUDIO
2015 – 2021

  • Pioneered “One Hallmark” enterprise strategy to ensure more cohesive brand messages and audience-centered content.
  • Revised core strategy, editorial standards, and design direction in partnership with Hallmark’s Diversity and Inclusion leaders to increase and expand authentic, inclusive digital content.
  • Built data-driven channel plans, message strategies, and work processes to ensure content, positioning, and visual alignment with global brand standards.
  • Applied SEO best practices and audience insights to optimize Ideas.Hallmark.com and ThinkMakeShareblog.com content, driving 1/3 of all site traffic to Hallmark.com, increasing year-over-year traffic, and increasing click-through to the purchase path.
  • Planned, wrote, or assigned and edited an average of 100 long-form how-to, education, and inspirational blog posts every year.

PORTFOLIO/CASE STUDIES

STRATEGIC planner
HALLMARK CREATIVE MARKETING STUDIO
2014 – 2015

  • Created a Global Communication Framework and socialized it across product, marketing, digital, and retail teams.
  • Initiated and led a global content audit by a cross-functional team; identified, interviewed, surveyed, and communicated with leaders and stakeholders to ensure recommendations were aligned with business priorities.

INNOVATION LEADER
HALLMARK CORPORATE INNOVATION GROUP
2012 – 2014

  • Explored and pitched new business opportunities.
  • Developed partnership with CaringBridge.com resulting in products and digital initiatives.
  • Led organic content strategy for Easy, Tiger innovation product, exceeding all social media follower growth goals and increasing site acquisition via socialby 238%.

PORTFOLIO/CASE STUDIES

creative director: strategy & editorial
HALLMARK CREATIVE MARKETING STUDIO
2005 – 2012

  • Developed messaging and provided creative direction for integrated, multi-channel brand, product, and seasonal campaigns; created style guides to ensure consistent execution across marketing, retail merchandising, digital, and packaging.
  • Supported brand management in maintaining accuracy, consistency, and clarity in campaign messaging, content development, digital innovation, retailer communications, and product naming and positioning.
  • Hired, directed, and managed strategists, directors, copywriters, editors, technical editors, and proofreaders in marketing, digital, merchandising, and packaging.

PORTFOLIO/CASE STUDIES

editorial director | client creative director
HALLMARK LOYALTY MARKETING GROUP
2000 – 2005

  • Directed content and copy development for external clients in variety of industry verticals, including financial services, CPG, and retail.
  • Ghost-writer for Emotion Marketing: The Hallmark Way of Winning Customers for Life (McGraw-Hill). 

PORTFOLIO/CASE STUDIES

editor
HALLMARK BUSINESS EXPRESSIONS
1998 – 2001

  • Developed model line for Hallmark Business Expressions holiday and everyday catalogs
  • Increased revenue from repeat buyers from 10% in 1998 to 21% in 1999
  • Increased everyday orders by 57%; holiday orders by 55%
  • Contributed to launch of Cards for Coworkers

WRITER
HALLMARK CREATIVE WRITING STUDIO | SHOEBOX | IDEA EXCHANGE
1989 – 1994

Product development and creative writing for greetings, gifts, and innovation projects for emerging markets and existing consumers.

PORTFOLIO/CASE STUDIES