Holly Mehakovic

About

Holly Mehakovic is a content strategist, editor, and copywriter with extensive experience working across various industries, including insurance, finance, marketing, e-commerce, health, business, and automotive. She is skilled in branding, value proposition strategy, content design, UX, CX, microcopy, tone of voice development, editorial management, landing page optimization, customer re-engagement, and campaign creative. At Health.com.au, she created a health insurance content strategy as well as developed the tone of voice and branding, which led to the company's achievement of Telstra Victorian Business Awards Best New Startup 2013. Her past clients include Westpac, St George, Audi, OpenCorp, KPMG, Laundromap, GS Diamonds, and MSC Dental.

Employment

3 roles

Apr 2014 - Present 12 years 1 month

Content Strategist, Editor & Copywriter

Independent

Holly has extensive experience working across various industries, including insurance, finance, marketing, e-commerce, health, business, and automotive. Her past clients include Westpac, St George, Audi, OpenCorp, KPMG, Laundromap, GS Diamonds, and MSC Dental.

As a copywriter for Westpac and St George:

Drove governance of content redesign for multi-brand customer re-engagement programs.
Managed circa 40 stakeholders.
Worked closely with the business analyst to turn complex banking processes into coherent CX.
Developed a brand strategy, including product USP and CX mapping.
Provided product page optimization, including SEO, as well as conversion rate optimization.
Redeveloped the tone of voice, including trigger email, marketing email, SMS, UX copy, and microcopy.
Managed CX content deliverables.
Optimized data-driven product pages.
Developed in-app personalization, trigger and lead nurturing emails, and content marketing strategy.
Audited, researched, and wrote SEO-optimized blog series.

As a strategic content lead for Veromo, Laundromap, and Parallel Group:

Worked with Laundromap to drive rebrand communications strategy, USP, tone of voice, content strategy, and creative team management. Results: 355% uplift in landing page CTR and 730% uplift in ROI for Facebook ads and AdWords campaigns.
Developed customer personas, IA, site-wide page optimization, form optimization, and microcopy.
Audited, researched, wrote, and tested data-driven, SEO-optimized blog series, video scripts, in-app content, trigger emails, and ebooks.

As a writer, editor, and content strategist for NAB, KPMG, and OpenCorp:

Achieved 140% uplift in sign up CR for OpenCorp.
Managed site-wide copy optimization for digital transformation, including form optimization.
Reworked entire site to be user-focused across two customer sets and three products.
Performed ad campaign messaging and A/B testing.
Managed SEO strategy, development, and editing across blogs and landing pages.
Redesigned trigger emails, ATL, landing pages, paid ads, social, EDMs, internal communications, trigger emails, video scripts, and annual reports.

As a content writer for Salmat, Think32, and Nexa:

Developed a brand strategy, including product USP and CX mapping.
Achieved 200% uplift in SEO traffic for Think32; 140% uplift in inquiry conversions; three new, extra customers per month.
Developed content strategy and wrote over 20 targeted, SEO-driven thought leadership blog articles.

Mar 2014 - Apr 2015 1 year 1 month

Senior Digital Copywriter

Avon

Interfaced between editorial and digital marketing teams to redevelop the tone of voice for both existing and new customer segments.
Re-architected creative briefing processes ensuring higher quality work delivered faster.
Planned and executed a content strategy.
Managed e-commerce and customer-facing PR sites and IA.
Oversaw representative instructional site, training materials, and IA.
Wrote copy for the online magazine, websites, e-commerce, banners, social, eDMs, and PR.
Developed a data-driven business case behind Avon’s online magazine, directly attributable to sales.
Managed trigger email communications, seamless SEO across content, and consistent UX across all channels.

Apr 2012 - Apr 2015 3 years

Senior Copywriter

health.com.au

health.com.au (part of the GMHBA Group) is an online private health insurer based in Australia.

Restructured dry, heavily regulated insurance content to become accessible and enjoyable.
Achieved 120% uplift in inquiry conversions.
Led to achieving the Telstra Victorian Business Awards Best New Startup 2013.
Created an industry-leading tone of voice and brand strategy.
Managed the rollout of 20 landing pages led by marketing personas.
Created and executed a site-wide content strategy.
Developed customer-facing help desk and FAQ content.
Handled site-wide SEO implementation.
Produced blog content to integrate with social syndication.
Developed marketing and trigger email communications.