Senior Copywriter
Content Strategist

Copywriter for the brands people drive.

Fourteen years writing for General Motors and RealTruck, from Buick.com to the emails truck owners open. I’ve helped lead creative teams of up to eight, and I’m looking for my next role as an Associate Creative Director.

$400k+monthly revenue from the RealTruck email program I write for

74.5%drop in canceled custom orders after GM’s CANS emails launched

120%+engagement lift after the Buick.com redesign, as reported by GM

$1Madded to CANS’s budget by GM

Case studies

Four projects, and what each one did.

See all work

General MotorsCase 01

CANS: keeping custom-order customers in the loop

The work: Automated emails that follow a custom-ordered GM vehicle from accepted order to the dealership. It never got as granular as “the doors were attached,” but customers knew the vehicle was still on its way.
My role: Lead writer at MRM Detroit. I worked on the pitch and the original look and feel.
The result: Canceled orders dropped 74.48%, and GM added $1 million to the program’s budget to build a 2.0 version.

RealTruckCase 02

RealTruck email

The work: 12–15 RealTruck emails a month and another 10–12 for Husky Liners, in the voice of each brand.
My role: Senior Copywriter.
The result: The email program brings in $400,000+ a month.

General MotorsCase 03

Buick.com

The work: Every page of Buick.com for nearly four years, plus its complete redesign, aimed at more engagement and clearer messaging.
My role: Lead and only writer at MRM Detroit. I helped lead the redesign.
The result: GM reported engagement up more than 120%.

RealTruckLive · July 4, 2026

America 250 / American Innovation

RealTruck email: We are American Innovation

The work: RealTruck’s America 250 launch across email and social, with the Fieldworks film Stories of American Innovation.
My role: Writer, with no copy supervisor at the start. Shaped by our Executive Creative Director.
Where it stands: Launched July 4, 2026. More stories are still in production.

Working with me

The short version.

More about how I work

I ship

Most of my copy at RealTruck goes live without an edit.
I coach

Managing comes easy to me. I’d rather coach a writer than dictate to one.
Taste stays human

AI is a great tool and a bad crutch. How something sounds is a call for writers and directors.

Where I’ve worked

Twelve years inside GM’s agencies, now in-house at RealTruck.

Full experience

RealTruck
Dec 2024 – presentSenior Copywriter. Email, product pages, brand collaborations with NASCAR and the University of Michigan, and in-store copy for the flagship store.
MRM Detroit
Jun 2016 – Nov 2024Copywriter. Buick.com, GMC.com, CANS, My GM Rewards, Lease-End, and GM Recall.
Digitas Detroit
Aug 2012 – Jun 2016Associate Copywriter on Buick, GMC, and OnStar: site pages, vehicle reveals, digital video, and CRM.

Contact

Let’s write the next one.

Emailrob.rebhan@gmail.com
        
LinkedInlinkedin.com/in/robrebhan
RésuméDownload PDF
Looking forAssociate Creative Director