Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

Creative leader with 12+ years of writing, marketing, and content experience across B2B and B2C brands in the US, partnering closely with product, design, engineering, and executive leadership to turn complex ideas into clear, compelling storytelling. I’ve led narrative development and content strategy at companies like Shopify, where I owned messaging frameworks, web experiences, and multi-asset campaign work for Shopify Editions, and at Vimeo, where I ran B2B/B2C content programs and built an educational hub called Vimeo Academy. I’m especially energized by content systems that scale—long-term programs, brand guidance, and repeatable processes that reduce friction—while still keeping the work fun and human. Along the way, I’ve contributed to conversion-focused landing pages, dynamic email and paid campaigns, and internal publishing tools that make it easier for teams to do great work consistently, all while staying strong on compliance-friendly clarity and cross-functional collaboration.…Creative leader with 12+ years of writing, marketing, and content experience across B2B and B2C brands in the US, partnering closely with product, design, engineering, and executive leadership to turn complex ideas into clear, compelling storytelling. I’ve led narrative development and content strategy at companies like Shopify, where I owned messaging frameworks, web experiences, and multi-asset campaign work for Shopify Editions, and at Vimeo, where I ran B2B/B2C content programs and built an educational hub called Vimeo Academy. I’m especially energized by content systems that scale—long-term programs, brand guidance, and repeatable processes that reduce friction—while still keeping the work fun and human. Along the way, I’ve contributed to conversion-focused landing pages, dynamic email and paid campaigns, and internal publishing tools that make it easier for teams to do great work consistently, all while staying strong on compliance-friendly clarity and cross-functional collaboration.

Katie Knecht

Brand Strategist, Content Strategist, Copywriter, +4





Creative leader with 12+ years of writing, marketing, and content experience across B2B and B2C brands in the US, partnering closely with product, design, engineering, and executive leadership to turn complex ideas into clear, compelling storytelling. I’ve led narrative development and content strategy at companies like Shopify, where I owned messaging frameworks, web experiences, and multi-asset campaign work for Shopify Editions, and at Vimeo, where I ran B2B/B2C content programs and built an educational hub called Vimeo Academy. I’m especially energized by content systems that scale—long-term programs, brand guidance, and repeatable processes that reduce friction—while still keeping the work fun and human. Along the way, I’ve contributed to conversion-focused landing pages, dynamic email and paid campaigns, and internal publishing tools that make it easier for teams to do great work consistently, all while staying strong on compliance-friendly clarity and cross-functional collaboration.…Creative leader with 12+ years of writing, marketing, and content experience across B2B and B2C brands in the US, partnering closely with product, design, engineering, and executive leadership to turn complex ideas into clear, compelling storytelling. I’ve led narrative development and content strategy at companies like Shopify, where I owned messaging frameworks, web experiences, and multi-asset campaign work for Shopify Editions, and at Vimeo, where I ran B2B/B2C content programs and built an educational hub called Vimeo Academy. I’m especially energized by content systems that scale—long-term programs, brand guidance, and repeatable processes that reduce friction—while still keeping the work fun and human. Along the way, I’ve contributed to conversion-focused landing pages, dynamic email and paid campaigns, and internal publishing tools that make it easier for teams to do great work consistently, all while staying strong on compliance-friendly clarity and cross-functional collaboration.

Available to hire

Creative leader with 12+ years of writing, marketing, and content experience across B2B and B2C brands in the US, partnering closely with product, design, engineering, and executive leadership to turn complex ideas into clear, compelling storytelling. I’ve led narrative development and content strategy at companies like Shopify, where I owned messaging frameworks, web experiences, and multi-asset campaign work for Shopify Editions, and at Vimeo, where I ran B2B/B2C content programs and built an educational hub called Vimeo Academy.

I’m especially energized by content systems that scale—long-term programs, brand guidance, and repeatable processes that reduce friction—while still keeping the work fun and human. Along the way, I’ve contributed to conversion-focused landing pages, dynamic email and paid campaigns, and internal publishing tools that make it easier for teams to do great work consistently, all while staying strong on compliance-friendly clarity and cross-functional collaboration.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Pitch Deck

Intermediate

SEO

Intermediate

Motion Graphic

Intermediate

Work Experience

Creative Lead at Shopify (Ottawa)

May 1, 2025 - Present

Recruited to lead product storytelling for Shopify Editions and broader content and paid growth needs. Owned narrative development and messaging frameworks based on campaign themes (including Shopify Winter’26), built web narrative structures, and wrote site copy plus supporting campaign assets. Established an internal guide for future writers to standardize execution and improve consistency across teams. Also led a mobile app product page rework by refining story around use cases rather than features, tightening copy and aligning visuals with the product’s capabilities. Additionally, helped re-scope and execute seasonal release planning and maintained multi-channel content programming (web, email, video, and social) to engage existing customers.

Creative Lead at Shopify

May 1, 2025 - Present

Lead content role for Shopify Editions (a pillar marketing program) and rework web content; create new paid growth ads and associated content. Delivered Winter '26 Edition by partnering with product, PMM, and design to establish a messaging framework (theme: a new Renaissance with AI at its center), build the website narrative structure, and write copy across dozens of assets. The site won multiple awards including Awards Site of the Month / Site of the Day, CSS Design Awards Website of the Day, and Webby awards. After a two-year lapse in updates, collaborated with PMM, design, and product stakeholders to redesign an iOS product page by testing several storytelling approaches and refining words and visuals to emphasize use cases over features. Implemented and maintained internal guidelines and project documentation to support future writers and standardized the workflow.

Senior Manager, Content Strategy at Vimeo (New York)

March 1, 2023 - May 1, 2025

Managed and launched B2B and B2C content programs including newsletters, blog posts, brand campaigns, and educational content across channels. Reported to the Creative Director and led teams of content strategists and copywriters through ideation, execution, and ongoing optimization with marketing partners and executive stakeholders. Developed the concept and successful pitch for Vimeo Academy, coordinating cross-functional partners (design, production, engineering) to deliver a growing library of customer- and prospect-facing educational videos. Oversaw production for a two-phase AI-powered video ad campaign, contributing to strong engagement on social and measurable lift in conversion from paid optimization. Co-led brand guideline refresh work (with design counterpart) and delivered conversion-focused landing pages supported by A/B testing of both video format and copy angles.

Senior Manager, Content Strategy at Vimeo

March 1, 2023 - May 1, 2025

Led team of content strategists and copywriters; developed and maintained B2B and B2C content programs across newsletters, blog posts, brand campaigns, and educational content. Worked closely with CEO, CMO, Creative Director, and marketing stakeholders. Developed and pitched Vimeo Academy concept (hub of free courses/tutorials using customer insights), then partnered with design/production/engineering to execute; resulted in a library of 40+ educational videos. Managed production of a two-phase AI-powered video campaign that achieved viral LinkedIn performance (38K interactions, 1.3K comments, 1K reposts) and contributed to a 20% conversion lift after optimizing paid ads. Co-led development of brand guidelines; refreshed 100+ web pages and 80+ paid ads supporting a brand refresh. Built conversion-oriented paid landing pages for frequently-searched SEO terms related to film creation, including scripting and creating A/B test videos (human presenter vs VO) and A/B testing copy (benefits

Senior Manager, Brand Copy at Betterment (New York)

March 1, 2022 - March 1, 2023

Led creative and copy work for complex B2C and B2B fintech messaging. Partnered closely with Legal and Compliance to nail required disclaimers while protecting creative integrity. Pitched and led dynamic email campaign execution with CRM to tailor content outlines to customer actions (deposits, time-based milestones, badges, and quick actions to re-engage). Helped drive performance improvements through audience segmentation and iteration. Worked on acquisition campaigns for tax season by building a concept spanning connected TV, paid ads, emails, and organic social, focusing on resilience in volatile markets. Also supported company-wide voice guidance and training aligned to rebrand priorities, ensuring consistent tone across departments. Directed social content born from ASMR popularity with integrated production partners.

Senior Manager, Brand Copy at Betterment

March 1, 2022 - March 1, 2023

Led a brand copy team tasked with turning complex concepts into engaging, relatable assets for both B2C and B2B audiences. Partnered with Legal and Compliance to craft accurate, compliant disclaimers while maintaining creative integrity. Managed people and contributed to team morale and growth. Pitched and led execution of dynamic early and monthly email campaigns featuring metrics such as total deposits, time saved, monthly deposit streaks, badges, and quick actions to get customers back on track; partnered with CRM to determine audience and build content outlines based on customer actions. Achieved a 61% month-over-month increase in deposits for a selected cohort. Developed content for a tax-season acquisition campaign amid market volatility, creating a concept to help customers weather conditions “rain or shine,” including a 30-second connected TV spot, paid ads, emails, and organic social assets.

Senior Copywriter at Betterment (New York)

October 1, 2020 - March 1, 2022

Promoted to increased responsibility, leading campaign and project work across a variety of channels and assets. Helped establish and operationalize new brand voice guidelines after a CEO-approved refresh, including department-specific trainings to secure buy-in and ensure consistent creative output. Brainstormed, pitched, and executed social campaigns inspired by ASMR trends, coordinating with a third-party agency for filming and managing the paid and organic distribution approach. Collaborated with CRM counterparts to revamp creative brief templates to reduce uncertainty and rework, improving intake efficiency for teams and establishing a new internal gold standard for requesting creative.

Senior Copywriter at Betterment

October 1, 2020 - March 1, 2022

Promoted into broader responsibility across channels and assets, including leading campaigns and projects. Co-developed company-wide voice guidelines alongside a visual rebrand focused on optimism and vibrancy; trained teams with CEO-approved guidelines tailored to each department to gain buy-in on future work. Brainstormed, pitched, and executed a social campaign rooted in the popularity of ASMR videos; developed creative assets in partnership with a third-party agency and in-house production (including a chef to create a visual hook around investing cake and handmade pasta). Revamped the creative brief template with the CRM counterpart by identifying weaknesses in the template, reframing the questions being asked, iterating through multiple versions, and improving clarity to reduce rework; template was adopted across teams as the gold standard for requesting creative work.

Copywriter at Betterment (New York)

March 1, 2019 - October 1, 2020

Executed copy for websites, ads, organic and paid social, display ads, SEM, and podcast spots in partnership with product marketing and channel owners. Contributed to campaign work including a 10th anniversary brand effort celebrating Betterment’s history and growth metrics, partnering with design to produce a branded campaign that drove social reach.

Copywriter at Betterment

March 1, 2019 - October 1, 2020

Executed copy for websites, ads, social media posts (paid and organic), display ads, SEM ads, and podcast spots in partnership with product marketing and channel owners. For Betterment’s 10th anniversary, partnered with design to create a branded campaign celebrating company history and $20B+ in AUM and highlighting real accomplishments from 500,000+ customers, resulting in 150K+ social media impressions.

Communications & Copy Specialist at Squarespace (New York)

January 1, 2018 - March 1, 2019

Led internal communications and supported external communications projects including website copy, emails, blog posts, and award applications. Partnered directly with the CEO and executive team to develop corporate communications around product launches and strategic initiatives, improving employee understanding of company strategy. Ghostwrote internal emails and external blog posts for executive leaders, and wrote product launch copy such as landing pages, emails, and product logs.

Communications & Copy Specialist at Squarespace

January 1, 2018 - March 1, 2019

Promoted to lead internal communications and also supported external comms projects such as website and email copy, blog posts, and awards applications. Partnered directly with the CEO and executive team to develop corporate communications around product launches and strategic initiatives to increase employee understanding of company strategy; ghostwrote internal emails and external blog posts on behalf of executives. Wrote product launch copy including email campaigns with landing pages and product logs.

Communications Coordinator at Squarespace (New York)

January 1, 2016 - January 1, 2018

Built and managed internal communications programming for 800+ employees across three locations, including digital comms, virtual events, and in-person events. Pitched, established, and ran a monthly global newsletter featuring updates across multiple departments, new hire intros, and upcoming events. Produced monthly global All Hands meetings with Events and IT, supporting content sourcing and helping presenters strengthen narrative and presentation skills. Collected employee satisfaction data after meetings and implemented ongoing global communications programs such as rotating executive office hours and team Q&As.

Communications Coordinator at Squarespace

January 1, 2016 - January 1, 2018

Built and managed internal communications program for 800+ employees across three locations, including digital comms, virtual events, and in-person events. Pitched, established, and ran production of a monthly global newsletter featuring updates from eight departments, onboarding for new hires, upcoming events, and more. Ran monthly global All Hands meetings from NYC HQ in partnership with events and IT teams, including sourcing content and helping presenters shape narratives and presentation skills; collected employee feedback after meetings to improve understanding and employee satisfaction. Implemented global communications programs such as monthly Executive Office Hours and monthly Team Q&As across teams.

Scheduling Analyst at Shopify / Customer Service scheduling (NYC/Portland/Dublin)

February 1, 2014 - January 1, 2016

Maintained 24/7 customer service schedules for hundreds of agents across three locations (New York City; Portland, OR; Dublin, Ireland), ensuring proportional coverage aligned to ticket volume. Managed scheduling operations to keep service levels responsive across regions.

Scheduling Analyst at Squarespace

February 1, 2014 - January 1, 2016

Maintained 24/7 customer service schedules for hundreds of agents across three locations (New York City, Portland, OR, and Dublin, Ireland) proportional to incoming ticket volume.