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Work Background
The Regan GroupVice President, Senior Director of Strategy + Creative
Aug. 2013 - Sep. 2014Greater Los Angeles AreaLed strategy, innovation and creative services in B2C and B2B activation for an L.A.-based promotions & events agency, executing integrated activation strategy, shopper marketing, online and social media marketing, experiential & event marketing, entertainment & sports sponsorship activation, fulfillment and more: • Led development of revised branding and mission statement/positioning for the agency.
• Directed creative, design, site development and SEO/SMM/content marketing for two entirely-new websites (www.theregangroup.com and www.trgfulfillment.com), elevating page ranks significantly to date.
• Directed PPC campaign for fulfillment operations, driving +35% leads increase.
• Headed up business development, including concepting and RFP development for new business pitches to clients including The Hallmark Channel, Rent The Runway, Saban, Barbara's Bakery, FX Networks, UGGs, NBC Universal, Syfy Network, Audi, Electronic Arts, Paramount and many more.
• Managed creative execution of programs for Electronic Arts/Titanfall, Huawei, WeChat, Hallmark Channel and others,
• Headed up agency IT implementation of new CRM, pipeline management, server architecture, hardware/software configuation, including vendor/platform review.
Momentum WorldwideCreative Director, Concept Development & Planning (Contract)
May. 2008 - Oct. 2009Greater Chicago AreaBrought on to repair the agency's relationship with its client, Kraft, by delivering CMO/Brand Manager-level creative and strategic interaction in brand planning process. Touched on elements of promotions, shopper marketing, PPC, SMM and branding, engaged in several brand launch/re-launch campaigns, and helped solidly restore Momentum's relationship with Kraft.
MSMCB2B Content, Branding, Digital Marketing & AI Consultant / Creative Director / Copywriter / Editor
Jul. 2007Los Angeles, California, United StatesDelivering senior-level consulting and execution in multiple disciplines for diverse clients and agencies: • Provided content marketing management, branding/messaging consulting, advertising and content execution for technology and B2B clients, including AI, data analytics and SaaS providers Billtrust, Mitratech, EY, Versapay, Ivanti, Crownpeak, Rock Solid, Vendavo, SimpliGov, SparkPost, Message Systems, North Bridge Staffing, Coast Southwest, LRW and many others on an ongoing basis. • Included content strategy/calendar planning and administration, content process review/revision, content audits, persona creation, technical writing of white papers/ebooks, blogging & blog management, SEO, executive ghostwriting, PR, videos, podcasts, events/webinars, presentations, and more. • Supplied content/copy genAI creation, editing and management for multiple clients, leveraging pro-level ChatGPT, Copilot, Grammarly, Koala and other platforms.
• Provided healthcare/medical marketing content and creative strategy and execution for City of Hope National Medical Center for content calendars, process revisions, inbound marketing/SEO/content optimization, copy/UX/UI revision of websites, oversight of internal creative services teams, re-design of internal publications and more.
• Originated strategy, branding, design, UX and content for innovative HTML5 website for global corporate website for Lieberman Research Worldwide; site stickiness increased 135%.
• Consulted as Strategy/Concept Director for experiential/digital agencies AMCI (for Toyota planning), Attack! Marketing (winning $5MM in new business), Integrated Marketing Services (winning AOR retail event agency status from Petco, significant new business from Unilever, Best Buy, Brown & Forman, Walmart), NCompass International, TBA Global and others.
• Provided copy, content and editing services for Children’s Hospital of Oakland for its annual/quarterly reports, newsletters and other P.R. communications.
Snap MarketingVice President Creative
Aug. 2006 - Jul. 2007New YorkSteered strategy development and creative department for a experiential/event marketing agency, including WOM, mobile and Web-based marketing: • Developed experiential and sales promotion programs for clients including Ford Motor Company, Sara Lee (for brands Jimmy Dean, Ball Park and Sara Lee Breads and Hispanic initiatives), Moet Hennessey and others, incorporating digital & mobile platforms, behavioral/shopper psychology insights and more.
• Led positioning/identity development of new agency branding (“Escalate Marketing”) and agency self-promotion initiatives (including identity materials, Web, blogging and social network postings, white paper authorship, etc.).
• Drove significant sales growth/project capture in new categories (automotive and CPG), totaling over $6MM in new revenue.
EuroRSCG ImpactConcept Director
Dec. 2004 - Aug. 2006Greater Chicago AreaCreative Concept Director developing "big idea" strategy, project pitches and creative implementation for an industry-leading experiential marketing firm: • In my first year, agency surpassed XM revenue goals by 20%, attributed by management to our enhanced strategy/concepting capabilities - over $8MM in new and additional revenue.
• Developed Experiential and Sales Promotion concepts, pitching projects for a wide range of blue-chip clients; Anheuser-Busch, Circuit City, Nokia, Sony, Nike and more, for one of America's top 5 Experiential/Field Marketing agencies.
• Integrated web, mobile and tech-based solutions into IMPACT's experiential solutions, including online promotion sites, text-based consumer interactions, application of tablet-based data entry, kiosk and Web-based data capture, customized gaming and simulator interfaces and more.
141 WorldwideVice President/Creative Director
Nov. 1999 - Mar. 2003Led development and launch of online programs and shopper marketing campaigns for Microsoft, Dr Pepper/7 Up, Kraft Foods/Oscar Mayer: • Notable digital programs: Microsoft "Encarta Bee 2000," "Cheesiest Place In Cyberspace" kids interactivity Kraft Web site, UX strategy for Kraft Interactive Kitchen (now Kraftfoods.com), Windows ME and XP pre-launch and launch programs, Dr Pepper/7Up online promotions programs.
• Created multibrand online and offline promotions for Hyundai, Jim Beam Brands (Jim Beam, DeKuyper), Oscar Mayer, Nabisco, Keebler, Gambrinus, Unilever, SC Johnson.
• Developed and delivered multiple new business pitches, winning major accounts such as Brown & Williamson and Unilever.
frankelCreative Director
Nov. 1995 - Jun. 1999Greater Chicago AreaServiced major CPG and retail clients, while also leading new business pitches and account ramp-ups delivering over $45MM in fee-based revenue: • Developed Frito-Lay “Star Wars” global promotion including in-store merchandising plans, packaging and specialty product development for program that ran in 137 countries; created innovative online/interactive initiatives such as the first-ever online continuity promotion redemption site, for Frito-Lay’s “Planet Lunch” loyalty program.
• Led re-launch of Cracker Jack brand after Frito-Lay acquisition, including new in-pack prizing strategy and creation of in-pack prizes.
• Managed McDonald’s Special Points Of Distribution (SPODs) shopper marketing group, developing electronic store merchandising, kiosk UI/UX development, “stores of the future” digital POS/architecture initiatives, major partnership programs, etc.
• Helped land and service General Motors account as CD/Concepting & Copy for direct, email marketing, sports events, dealer communications and more.
FCB ImpactCreative Director
Jan. 1993 - Jan. 1995Greater Chicago Area• Led concepting and execution for clients Coca-Cola, Nestlé Foods (Lean Cuisine), including consumer behavioralism/merchandising strategy for “re-launch” of Coca-Cola Contour Bottle; created & executed national Diet Coke “Friends” program.
• Worked on “Fruitopia Bus Tour” live event brand launch -- “most successful trial initiative ever!” to that date, according to Coca-Cola.
• Was part of exclusive working group for Coca-Cola sponsor planning for 1996 Olympics in Atlanta.
TracyLockeCopywriter
Jan. 1990 - Jan. 1993Dallas/Fort Worth Area• Concepted/executed national and account-specific sales promotion, direct and merchandising programs for clients Pepsi, Anheuser-Busch Hispanic, Dewar’s, Stolichnaya, Haggar, Budget Rent-A-Car.
• Included national/regional radio, TV, print, promotion concepting and point-of-sale design/writing for multiple client retail accounts and channels.
The Summer GroupFounder/Partner
Jun. 1985 - Jan. 1990Dallas/Fort Worth AreaPartner in design studio/B2B advertising agency specializing in B2B, tech and startup companies in the Dallas-Fort Worth area: • Provided branding, identity, advertising and collateral for clients including Telinq Systems, Microdynamics and others.
• Also handled all business development operations.
• Grew from 3 to 8 employees in 2-year span.
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