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, Brand Storytelling, Strategic Thinking, Problem Solving, Integrated Marketing, Team Leadership, Project Management, Client Management, Presentation Skills, Negotiation Skills, B2B, B2C
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 – Created “Neglected No More” for 2022 Kigali Summit.
Executed a swift turnaround of a high-profile anthem video.
Sparked renewed support for ending neglected tropical disease, contributing to $4B in donations.
Giving Place – Executed a direct response cross-channel marketing strategy for a charitable giving platform.
Partnered with founders to analyze industry trends and complex financial concepts, define customer needs, establish brand guidelines, and create key messaging.
Developed a cross-channel marketing system, including lead generation ads, sales materials, partnership programs, the company website, and thought leadership content.
Delivered targeted messaging and simplified design across all channels to enhance engagement at every touchpoint, significantly lifting awareness and conversions.
Cintas – Joined in the 10th month of a year-long project to realign creative and restore client confidence.
Directed the rethinking, rewriting, and redesigning of a 150-page ESG report while expediting the creation of supplementary materials and a social campaign.
Completed everything on time and ensured project renewal for the following year.
STOP – Exposed Big Tobacco for polluting the planet via World No Tobacco Day social content.
Additional Clients – The California Endowment, Girl’s Inc., Bank of the West, Stanford Seed
CO-FOUNDER, MARKETING Director
NUEVABAR FOODS – CHICAGO, IL
JAN 2018 – FEB 2022
I supplied the essential ingredients that helped a snack bar startup generate more awareness and customers.
Oversaw the marketing and sales efforts of a three-person snack bar manufacturing startup while supporting business set-up and planning, food safety compliance, and packaging production.
Conducted market research to uncover key consumer insights and emerging nutrition and flavor trends.
Identified leads and developed marketing and sales strategies with a food broker.
Crafted key messaging and digital marketing tools that enhanced lead nurturing and prospect inquiry.
Ensured that marketing initiatives and product packaging were compliant with ever-evolving food industry regulations, demonstrating strict attention to detail.
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 Insurance, State Farm Bank – Led the ~$25M digital portion of a ~$600M account, focusing on brand storytelling, leading teams, marketing compliance, client engagement, and driving conversion.
Achieved a 948% increase in policy acquisitions in just over two years.
Won the Silver Cannes Direct Lion for “Chaos in Your Town”.
Launched “State Farm Neighborhood Assist” and raised $12.5M and counting for community projects.
Managed five teams to create D2C digital sales campaigns, social content, and activations for the brand and agents across auto, home, life, renters, checking, savings, loans, credit cards, CDs, and retirement.
Streamlined collaboration between internal departments, partner agencies, and offsite teams.
ExxonMobil – Led social media marketing for a ~$12M energy account.
“Refuel You” campaign helped to dramatically improve brand sentiment on Facebook.
Merck, Teva Pharmaceuticals – Developed pharmaceutical advertising campaigns, including B2C and HCP copywriting.
“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 teams, leading client presentations, and optimizing workflow across two offices.
UPS – Oversaw digital and social for a ~$200M logistics account.
MetLife – Managed B2B and B2C digital for a ~$20M life insurance account.
Drove year-over-year growth for both insurance and employee benefits businesses.
Created digital ads, email campaigns, website pages, and promotional materials across life, disability, accident, retirement, annuities, and investments.
Cisco Systems – Guided the development of integrated campaigns for a ~$50M technology account.
Facilitated creative collaboration between teams in NY and LA offices.
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