ROBIN BRUNS WORONA
Copy Director / Senior Copywriter / Brand Storyteller
RobinBrunsWorona.com
robinbrunsworona@gmail.com

SUMMARY
Creative leader with 20 years of experience shaping brand voice, concepting integrated campaigns, and crafting compelling copy across tech, fashion, retail, nonprofit, and editorial spaces. Proven success leading cross-functional creative teams and mentoring writers, with six+ years of management experience. Adept at distilling complex ideas into engaging narratives that drive business results—whether collaborating with stakeholders or running with a brief. Thrives under pressure, meets tight deadlines, and brings sharp strategy, smart storytelling, and strong attention to detail to every project.

PROFESSIONAL EXPERIENCE
Salesforce — July 2019–present
Copy Lead / Senior Copywriter
Lead and collaborate across globally distributed teams to translate complex ideas into human, high-impact creative. Guide narrative development across a range of platforms and audiences.

  • Leadership: Partner with designers, strategists, and marketers to develop campaigns, shape messaging, and mentor junior writers. Trusted voice in creative reviews.

  • Content Development: Write and edit long-form customer success stories, blogs, ebooks, and internal comms.

  • Site & UX: Deliver on-brand copy for landing pages, site modules, banners, and microcopy across Salesforce.com.

  • Paid Media: Craft concise, compelling headlines for co-branded campaigns with top partners.

  • Campaigns: Concept and execute messaging for AppExchange, Customer Success, and Global Marketing. Localize brand campaigns for regional teams.

  • Events: Core contributor for Dreamforce 2019–2024, developing copy and visual direction for signage, apps, social, and experiential assets.

  • Video & Motion: Work with in-house and agency partners to script and storyboard short films for internal and external audiences.

  • AI & AR Initiatives: Participated in early GenAI testing for content workflows; wrote UX and local trivia for AR tour of Salesforce Tower.


Freelance — September 2016–present
Senior Copywriter / Brand Storyteller
Deliver fast, strategic creative for clients including adidas, Shutterfly, and Men’s Wearhouse. Develop voice and messaging for brand campaigns, product launches, and content across digital and print.

Shutterfly, Inc. — May 2013–September 2016
Senior Copywriter
Led creative development for integrated campaigns across channels. Partnered with design, marketing, and product teams to shape storytelling that connected with customers and drove revenue.

  • Campaigns: Developed seasonal and promotional campaign concepts.

  • Special Projects: Lead writer for first pop-up shop and NASDAQ activation.

  • Digital: Head writer for Shutterfly.com, mobile app, and app store content.

  • CRM: Wrote lifecycle emails targeting new and returning customers.

  • Team Support: Reviewed, edited, and mentored other writers.

Gap Inc., Gap Japan Online — September 2012–May 2013
Senior Copywriter
Wrote and localized all men’s and women’s product and marketing copy for the successful launch of Gap Japan Online.

  • Branding: Established a localized voice aligned with global standards.

  • Systems: Created and maintained internal style guides and reference tools.

Wal-Mart Stores Inc., Brand Creative Home — October 2010–August 2012
Copy Director
Directed copy across Home division marketing and merchandising. Drove rebranding efforts and led freelance writing team.

  • Leadership: Hired, trained, and managed freelance writers.

  • Rebranding: Partnered with stakeholders to relaunch three private-label brands.

  • Strategy: Built brand voice and messaging frameworks.

  • Compliance: Collaborated with legal and merchandising on regulatory approvals.

The Gymboree Corporation — December 2009–October 2010
Copywriter
Wrote promotional and evergreen content across web, print, and store signage for four distinct children’s retail brands.

Freelance — June 2009–January 2011
Copywriter
Provided brand-appropriate copy for retail, travel, and lifestyle clients. Delivered SEO- and SMO-optimized content for Travelocity and affiliated blogs.

Macy’s West Advertising — September 2001–June 2009
Copy Director
Managed a six-person copy team responsible for producing high-volume creative across advertising and in-store marketing.

  • Leadership: Mentored writers, supported career development, and maintained high creative standards.

EDUCATION
University of Michigan
BA, English
BA, Psychology