Ellen Fales

Content Creator

About Me

Oh, hi! I'm Ellen Fales, obsessed with all things content. I'm currently with H&R Block as a Senior Content Strategist, based out of Kansas City. I've also dabbled in email copywriting, SEO, and social media marketing. 


When I'm not at work, you can usually find me hanging out with my dog (a Golden Retriever named Clark!), volunteering with the Junior League of Kansas City, attending a wine tasting, or just binging on the newest Netflix show. 

Work Experience

Senior Content Strategist - H&R Block | 2020 - Today

Create and follow standards, systems, and best practices for content creation, distribution, maintenance, sun-setting, and repurposing

Craft a variety of content types across the customer journey, from feature pages to navigation menus to interface copy

Focus on bringing innovation to content experiences

Create, update, and apply tone to the website, retail, software, online, and mobile experiences, using authoring and editing tools in both Mac and PC environments

Serve as liaison between teams, bringing issues to the forefront and suggesting opportunities for improvement

Use data, analytics, research, and business objectives to inform content

Identify content for testing, as well as initiate and document the test cycle and outcomes

Understand the tenets of influence theory and apply them to content strategy — knowing why we write something with a certain tone

Assist in training other team members

Senior Marketing Specialist - MSTS | 2019 - 2020

Create and maintain a content calendar
Create and publish content across all of MSTS’ digital and traditional media channels
Create, manage and grow business presence across social media channels, including, but not limited to LinkedIn, Twitter, and Facebook
Collaborate and assist in the creation of all social content and related campaigns.
Use social analytics and data to inform social strategy
Measure and report the growth and engagement of social media initiatives
Assist in market research for global Go to Market strategies
Responsible for conference and event planning and execution

Senior Digital Content Developer - UNA | 2018 - 2019

Creating and delivering various assets to clients to assist in launching and maintaining an affinity program

Collaborate with sales and clients in preparing, producing and distributing all client-supplier related content

Propose, build, publishing and manage digital content on both the in-house and client sides

Create items such as landing pages and email templates for UNA as well as clients.

Improve upon existing pages and templates for both UNA and clients

Strategize and optimize digital assets for optimal user experience through multivariate testing and continued auditing

Senior Copywriter - Sprint | 2014 - 2018

Execute daily enterprise-wide marketing activities best for
Create customized pages and ads with photos, videos and interactive tools to drive sales and upgrades
Establish and implement digital content strategy and standards
Ensure digital content strengthens the company brand and satisfies legal requirements
Assign projects and manage team capacity
Train, coach and develop employees
Build relationships and a collaborative environment across teams and departments

Digital Copywriter/SEM Specialist - Force Marketing | 2013 - 2014

Create web content for automotive industry clients spanning the country
Conceive, write and edit website content, blog posts, press releases and other pieces that are equally compelling and optimized for SEO
Work closely with the digital marketing team on a variety of projects as they arise

Continuous optimization and management of campaigns, ad groups

Develop, implement and manage custom PPC campaigns across multiple channels for numerous clients in the automotive industry and keywords
Utilizing bid management tools to maximize a PPC campaign’s effectiveness 
Generating and testing keywords 
Extensive and detailed weekly reporting and analysis

Content Marketing Specialist - MLT Creative | 2013

Participate in the development of comprehensive social media strategies, helping to define programs that use social media marketing techniques to increase visibility, membership, and traffic across all client brands
Monitor social media trends, tools, and applications, and appropriately applies knowledge to increasing client use of social media
Assist in measuring the impact of social media on overall marketing efforts for the agency and clients
Research clients’ products/services/image to ensure ability to write accurate, on-target copy/concepts for assigned projects
Work to ensure copy/concepts serve the purpose of first and foremost promoting the
client’s brand image and/or selling their product or service, according to the strategic
creative plan
Assist in drafting agency and client press releases
Contribute original material to agency blog on a regular basis

Online Content Manager - Digital Sherpa | 2011 - 2013

Manage multiple social media platforms for clients
Conduct relevant research for clients based on related current events and industry news
Manage client blogs



University of Kansas | 2007-2011

Bachelors of Science in Journalism 

Minor in English

Concentration in Communications



Junior League of Kansas City | 2016 - Present

Mercy Ambassadors - Children's Mercy Hospital | 2017 - Present

Adopt A Golden Atlanta | 2011 - 2012

Sigma Kappa Sorority | 2007 - 2011


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