ABDUL FATTAH ISMAIL
Brooklyn, New York | Portfolio |- |-PROFESSIONAL EXPERIENCE
Razorfish | New York, NY
October 2022 – January 2023
Content Strategist
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Engaged in daily client workshops (Ford Pro) with the Razorfish IA team
Created content models to design the customer paths
Assisted Senior Content Strategist with research outputs for client presentations
o Products (Fleet Management, Auto Services, Charging Solutions, Financing
Options, Electric Vehicles)
o Audience segmentation (Fleet Managers, Solopreneurs, Service Technicians,
Business Owners, Conglomerates)
Recommended a content restructure and design edits for the Telematics software page
Developed a content audit for the Ford Pro website
Digital Marketing Consultant | New York, NY | June – October 2022 (companies listed below)
McCann Health New Jersey | Remote
November 2020 – June 2022
Content Strategist
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Executed a brand messaging audit for the birth control category (Phexxi)
Developed schema grids (structured data) for Yescarta HCP and Sanofi brands
(Venglustat, Cablivi)
Led URL development with best-ranked SEO keywords for The Unbearable Itch project
(Mirum) and PAH Risk Assessment website (Actelion)
Wrote key tagline for MirumItch app: Check It. Chart It. Discuss It.
Advised IGNITE interns for Linkedin/Instagram social media campaign (October 2021)
J & J Design Studio | New York, NY
July 2018 – July 2019
Content Strategist III
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Restructured taxonomy architecture with the lead content strategist for the Medical
Devices microsite
Crafted UX copy for prototype module (Companies, Products, Services, Patients,
Procedures, Specialties)
Developed user guide focused on best SEO optimization practices to establish
governance
o Shared guide to the J&J scrum team
Audited, then restructured content layout for best practices on JNJMedtech.com and
JNJInstitute.com
Reviewed daily website bug reports from JIRA, fixed platform tickets
o Solved front-end issues with the PMO, Medical Devices team, and J&J scrum
team
Con Edison | New York, NY
January 2018 – July 2018
Specialist, Digital Content
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Daily UX copywriting of digital content for Con Ed’s parent website
o Increased referral rates to 25% for B2B, and B2C audiences
Partnered with Design, Corporate Communications, Public Affairs, and Digital Consumer
Experience teams to edit UX copy for key digital projects
Project Center Mobile App
iOS Google Play Customer App
Smart Home Hub (voice devices, speakers, home equipment)
ConEd Marketplace
Created seasonal content headlines for the corporate homepage (Spring and Summer
2018)
Restructured content to refresh Leave on for Landlord Program
o FAQ Tiles
Publicis North America | New York, NY
April 2015 – January 2017
Content Strategist
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Researched and identified the best keywords to support brand strategies for P&G
o Keyword-optimized PPC campaigns saved 70% of the Account team’s spending budget
o Featured projects
▪ Lilly Singh’s YouTube channel (Tampax)
▪ Dawn Saves Wildlife
Developed and led an SEO project brief (Content) in partnership with Design, Accounts, UX, and
Strategy teams (Metamucil)
Published over 600 website pages for brand user experiences on Sitecore HTML/CSS platforms
(P&G, Heineken)
Reviewed daily website bugs from JIRA, fixed platform tickets, and solved issues with PMO Lead,
brand strategy teams, QA Lead, and Engineers
Digital Marketing Consultant | New York | Companies
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UX Writing Exercises - Chase, Fidelity, Apple (JUNE – OCTOBER 2022)
LogMeIn - SaaS Product Copywriting (SEPT – NOV 2020)
Wedgewood Communications - SEO Copywriting (SEPT 2020)
Boston Consulting Group Digital Ventures - Copy Editor (AUG 2020)
Hall of Fame Sportswear - Brand Copywriting - Pitch Deck (JULY 2020)
Mirus Digital - Facebook Ads Copywriting (FEBRUARY- Media - Copy Editing/Brand Copywriting (JANUARY 2020)
The Press Magazine - Copy Editing/Brand Copywriting (Fall 2018, Fall 2019)
Street Theory Gallery - Social Media Strategy/SEO Optimization (Summer-Fall
2017)
Droga5 – Social Channel Audit/Category Research (Spring 2017)
AllianzGI - UX Content Engineer - US Marketplace (Winter 2017)
CERTIFICATIONS:
General Assembly, Digital Marketing Management, July 2014 [SEO/SEM/UX]
Google AdWords, September 2014
EDUCATION:
St. John’s University, MBA, Marketing Management, 2011
University of Notre Dame, BA, Political Science, 2001
University of Kwa-Zulu Natal, Non-Departmental Degree, Political Science, 2000
