Quality-focused creative writer and leader with a proven track record in crafting compelling brand stories, driving strategic marketing initiatives, and overseeing fast-paced, multichannel campaigns in regulated industries. Specializes in inspiring ideas, shaping brand voices, dazzling clients, mentoring talent, overcoming obstacles, and leading teams to collaboratively crank out and sell innovative work that delivers results.
Areas of Expertise: Financial Services, Tech, Nonprofit, Health/Pharma, Creative Leadership, Copywriting, Strategic Thinking, Storytelling, Brand Development, Integrated Marketing, Team Leadership, Project Management, Problem Solving, Relationship Building, Presentation Skills, Figma
EXPERIENCE
Creative director, copywriter
FreelancING– ATLANTA, GA
FEB 2022 – Present
I team up with clients as a strategic partner, providing the creative vision, leadership, and expertise to help them overcome challenges, effect change, and see results—elevating each unique brand with my own.
Bill & Melinda Gates Foundation – Contributed to a $4B surge in donations at the 2022 Kigali Summit.
o “Neglected No More“ anthem video sparked renewed global support to end neglected tropical disease.
Giving Place – Significantly lifted engagement and conversions for a charitable giving platform.
o Collaborated with client stakeholders to establish brand guidelines, define customer needs, map out journeys, and craft key messaging.
o Executed a cross-channel system, including ads, sales materials, web content, and thought leadership.
o Nurtured leads and boosted callbacks and click-throughs at key touchpoints across the experience.
Cintas – Joined the final phase of a year-long project to realign creative and restore client confidence.
o Directed the rethinking, rewriting, and redesigning of a 150-page report and supplementary materials.
o Completed everything on time and ensured project renewal for the following year.
STOP – Exposed Big Tobacco’s environmental harm through social content on World No Tobacco Day.
Additional Clients – The California Endowment, Girls Inc., Bank of the West, Stanford Seed
CO-FOUNDER, MARKETING Director
NUEVABAR FOODS – CHICAGO, IL
JAN 2018 – FEB 2022
I provided the essential ingredients to help a snack bar startup grow its awareness and customer base.
Oversaw the marketing and sales efforts for a snack bar white-label manufacturing business.
Conducted market research to identify prospects, consumer insights, and nutrition and flavor trends.
Developed and executed digital marketing strategies in accordance with food industry regulations.
Leveraged data to assess performance, using insights to refine messaging and drive improved results.
CREATIVE DIRECTOR
DDB – NEW YORK, NY
MAY 2011 – JAN 2018
I drove the creative direction and strategic excellence of effective, award-winning campaigns by inspiring ideas then encouraging people across departments to come together and create better ones.
State Farm – Engaged more like a good neighbor at every touchpoint, driving amazing results.
o Led five teams to create and sell digital and social campaigns for a ~$25M insurance and banking account.
o Supported auto, home, life, renters, checking, savings, loans, credit cards, CDs, and retirement.
o Achieved a 948% increase in policy acquisitions in just over two years.
o Won the Silver Cannes Direct Lion for ”Chaos in Your Town”.
o Launched “State Farm Neighborhood Assist” and raised $12.5M and counting for community projects.
ExxonMobil – Reshaped the voice on social media and fueled a whole new love for the brand.
o Guided social media marketing for a ~$12M oil and gas account.
o Humanized ”Refuel You” content dramatically lifted brand sentiment on Facebook.
Merck, Teva Pharmaceuticals – Collaborated with pharma teams to deliver winning campaigns.
o Provided expert writing support for B2C and HCP campaigns to meet demand and timing needs.
o “Get Your Fair Share of Air” pitch won the ~$3M RespiClick account.
Additional Clients – Hasbro, Heineken, Neutrogena, Unilever, AEG, RoC
ASSOCIATE CREATIVE DIRECTOR
OGILVY ONE – NEW YORK, NY
JUNE 2006 – MAY 2011
I stepped up as a leader to guide the work for major insurance, tech, and logistics brands. Then I stepped up my leadership—managing multiple projects, supervising teams, and optimizing workflow across two offices.
MetLife – Drove year-over-year growth for both insurance and employee benefits businesses.
o Managed B2B and B2C digital for a ~$20M financial services account.
o Created digital ads, email campaigns, website pages, and promotional materials across life, disability, accident, retirement, annuities, and investments.
o Contributed to 4%-11% growth across business segments over the four years I worked on the account.
UPS – Leveraged storytelling to empower companies of all kinds to unlock the potential of logistics.
o Created digital ads and website content for a ~$20M supply chain solutions account.
o Featured real stories of companies across industries and sizes using logistics for global success.
o Enabled businesses to learn from shared insights and lessons, promoting growth and competitive edge.
Cisco Systems – Fostered team synergy across offices, improving creative output.
o Supervised the development of integrated campaigns for a ~$50M tech account.
o Facilitated creative collaboration between teams in NY and LA offices.
o Streamlined workflow practices, delivering noticeably faster turnarounds.
Additional Clients – Nestlé Crunch, Raisinets
EDUCATION
Bachelor of Advertising and Applied Communications – University of Nebraska-Lincoln, Lincoln, NE
Pharmaceutical Copywriting – Intouch Copy School, Tele-Learning, 2021
Pharmaceutical Regulations, B2C and HCP Copywriting, Product Information, AMA Style, Referencing, Annotating, Compliance, Data Visualization
Project Management, IA/UX, Digital Strategy Courses – School of Visual Arts, New York, NY, 2014
AWARDS
Silver Cannes Direct Lion – “Chaos in Your Town”, 2012
Smarties Award, Best In-App Advertising Execution – “Angry Birds GO!” Integration, 2014
Facebook Studio Awards Shortlist – “State Farm Double Down”, 2014