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Work Background
MCD PartnersAssociate Creative Director
Nov. 2021 - Feb. 2024New York CityCreated digital marketing, advertising, and customer experience solutions for Discover® Financial Services. • Led teams of UX designers, writers, and animators in creating multi-channel acquisition and nurture campaigns (emails, digital ads, paid media, and direct mail). • Developed product landing pages and in-app experiences to ensure cardmembers were informed, delighted, and inspired to take desired actions. • Established brand positioning, content strategy, and messaging for modern-money products at the forefront of the open-banking revolution. • Collaborated with Discover® Card business partners like Apple, Google, and Samsung to ensure client creative assets were effective, useful, and on-brand. • Developed and optimized email communications for the growth-critical first year of cardmember journey and for the Refer a Friend referral program. • Turned competitive audits, creative analysis, voice of consumer, and other consumer insights into clear, concise, and actionable content strategies and messaging. • Created and optimized consumer messaging for complex financial features and products like Digital Wallets (Apple Pay, Google Pay, Samsung Pay, Garmin Pay, etc).
Gray Rabbit CreativeCreative Director, Creative Strategist
Jul. 2021New York CityDevelop content, design, and strategic marketing and brand communication solutions for nonprofits and businesses across verticals. Clients include online delivery giant FreshDirect, renewable energy innovator PivotGen, MVP Publishing, an SaaS enterprise at the forefront of AI and machine learning, lean DTC startup brands, and established leaders. • Create multi-channel fall campaign including social media, video, OOH (e.g. digital live boards, billboards, subway ads), and CTV. • Develop performance marketing campaign to increase audience acquisition for innovative game and entertainment publisher.
HikerStrategy Director
Nov. 2017 - May. 2021New York CityHead of strategy and chief wordsmith at Hiker, a creative agency that works with global brands and social impact partners to conceive and tell stories across a wide spectrum of digital and analog formats. Wrote content for websites and social channels, created brand strategies, developed key messaging, concepted and scripted lead videos, and wrote agency proposals, presentations, and pitch decks. Clients included Under Armour, Verizon, Lands’ End as well as national nonprofits American Forests, Year Up, Thrive Scholars, and others. • Created brand and communication strategies, integrated campaigns, and content for enterprise nonprofits and Fortune 500 companies. • Conceived and managed keystone client projects, programs, events, and activations. • Led discovery on major client initiatives to unearth brand insights that increase revenue, grow audiences, and improve communication. • Collaborated with design team and developers under tight deadlines to bring UX and UI solutions to client websites Highlights: • Created content strategy and wrote entire website (including complex backend forms for Salesforce integration) for enterprise workforce development nonprofit Year Up. • Wrote corporate website for Under Amour. Developed site architecture, nomenclature, and content strategy to ensure the global brand has a nimble, progressive platform from which to communicate with consumers, shareholders, and partners. • Developed Readyset, a content strategy service platform, that created new sources of revenue for Hiker while giving clients a way to transform one-off events into months of strategic, on-brand content. • Developed and led a storytelling & messaging workshop designed to help brands find ways to integrate key messages into their communications through better, more strategic storytelling. • Helped a lean, fast-paced digital agency maintain quality during year of 50% growth.
BKVCreative Director (Copy)
Jan. 2016 - Nov. 2017New York CityCreated multi-channel direct response acquisition and retention campaigns for commercial and nonprofit clients. Engagement and Fundraising campaigns consistently beat budget forecasts and year-over-year results. Worked in a fast-paced team environment, collaborating with designers, account directors, data specialists, and others. • Brainstormed fundraising campaign strategies and concepts, providing copy lead and creative direction across email, print, social, telemarketing, SEO, and special promotions. • Led creative teams, managed client relationships, and mentored junior team members. • Joined account, data, and creative team leaders in brainstorming new concepts and segmentation testing strategies for donor acquisition, appeal, and renewal campaigns. • Wrote briefs detailing fundraising campaign objectives, and played primary client-facing role in pitches and presentations. • Conducted research, competitive audits, and VOC interviews for fundraising letters and emails. • Turned technical, often complex subjects into engaging narratives that motivated prospects to action. • Developed vendor network, managing the budget and work load for teams of copywriters, designers, and proofreaders while keeping projects in budget and on schedule. • Executed proactive troubleshooting, pivoting quickly and strategically as client and/or internal agency needs shifted. • Developed and implemented digital asset management and project management solution resulting in increased team efficiency and error reduction. • Led collaborative, multi-discipline strategy and ideation workshops to strengthen brand focus.
O2 Agency, Inc.Creative Director
Jan. 2007 - Dec. 2015New York CityFounded print and digital creative shop geared to helping media clients turn marketing plans into engaging narratives that drive measurable response. O2 delivers data-driven creative tests and strategies, while ensuring that every ad, promotion, or customer communication maintains the client’s singular voice and delivers the message to the consumer as clearly and effectively as possible. Highlights include: • Strategized and created dozens of acquisition and retention controls in both direct mail and digital channels for Fortune 500 media companies. • Led creative strategy that grew American Express Publishing affinity club membership businesses five-fold to nearly $30 million in annual revenue prior to sale to Time Inc. • Initiated breakthrough creative for Hearst Publications that increased new subscribers, boosted online orders, and lowered costs. • Created UX writing solutions for companies like Texture, Conde Nast, Dow Jones, and others, crafting clear, concise, and useful e-commerce and backend copy to facilitate desired user actions. • Developed advertising for launch of new celebrity-focused app for People magazine, delivering strategy and execution for print and digital promotions. • Established industry reputation for fast, reliable, results-driven creative work. Crafted countless controls and delivered outsized ROI to clients like Conde Nast, Hearst, Time Inc, Bloomberg, ESPN, and others.
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