TRISH BERRONG

Strategist | Writer
Collaboration Coach | Improviser

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 partnerships 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

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