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Work Background
Twirl CreativeFounder | Creative Strategy & Marketing
Apr. 2023New York, New York, United StatesTwirl was founded after more than a decade of leading and mentoring communications and branding teams with a proven track record of achievements. With a passion for brand building and performance marketing, Twirl is fueled by creativity and innovation with a goal to drive brand awareness toward action-oriented outcomes. Past and present clients include public relations and social management agencies, beauty brands, hospitality brands, food & beverage brands, and nonprofits. + Identify opportunities for brand identity development and implement same + Develop annual planning cycles in support of brand goals + Conceptualize and execute innovative 360-degree activations and marketing campaigns to drive growth, generate exposure, and optimize storytelling.
+ Create compelling copy for all forms of materials including in-store promotional signage, product packaging and descriptions, digital marketing including emails and SMS, social media, and more. + Secure and collaborate with cross-functional partners to maximize various strategies, connectivity, and campaign effectiveness.
+ Oversee and collaborate with in-house and outsourced marketing and social management teams to create, nurture, and expand brand storytelling across multiple channels. + Work closely with graphic design teams to brainstorm, provide guidance and encouragement, oversee branding and positioning, and create dynamic designs that motivate and inspire. + Oversee influencer relations and brand events in collaboration with brand social and marketing teams to support key product launches and brand initiatives, as well as capitalize on seasonal moments. + Manage creative and traditional advertising communications and identify opportunities.
+ Identify and manage thought-leadership opportunities. + Oversee client B2B operations and collaborative partnerships.
+ CEO Contributing Columnist ghostwriter published on Forbes & Entrepreneur digital.
Upper Westchester Lifestyle MagazineEditor
Apr. 2023 - Mar. 2024Bedford, New York, United States+ Editor and head writer for the launch of a community lifestyle publication. + Conceptualized and directed editorial content including storyline concepts, seasonal themes, interviews, feature writing, page design, layout and order of content.
BEACH HOUSE PUBLIC RELATIONSCreative Consultant & Copywriter
Jul. 2021 - Apr. 2023New York, United States+ Conceptualized innovative brand activations (consumer & editorial) aligned with brand identity and brand goals. + Mentored agency teams in creative strategy and storytelling to secure significant press opportunities. + Identified editorial angles and opportunities for earned and owned media.
+ Created compelling brand messaging for beauty brands. + Drafted long and short form content among national beauty media.
+ Led multi-channel PR activation and campaign ideation to secure new agency clients.
Saw Mill ClubDirector of Marketing
Mar. 2016 - Jul. 2021Mount Kisco, New York+ Revamped brand logo, brand voice, and suite of marketing materials. + Collaborated cross-functionally to develop campaigns and storylines for internal and external marketing purposes that drove new memberships & retained existing clients.
+ Developed SMC Perks Program bolstered by strategic community partnerships.
+ Spearheaded local presser campaign to re-open health clubs post-covid.
DNA PUBLIC RELATIONS LLCVice President of Public Relations
Mar. 2015 - Mar. 2016Rye, New York, United States+ Revamped agency branding and supporting collateral across all areas. + Managed a dynamic agency PR team overseeing a portfolio of mass beauty brands including Revlon, Hard Candy, Ardell, and Walgreens Beauty spanning multiple categories.
+ Led creative strategy for agency clients to include PR angles, brand activations, event conception and execution, and press outreach. + Conceptualized and led the most successful media desk side campaign in agency history.
+ Implemented and managed an agency internship program.
+ Prioritized and developed company culture resulting in greater efficiency, workplace enjoyment, team loyalty, and new growth opportunities.
DNA PUBLIC RELATIONS LLCSenior Account Director
Jun. 2013 - Mar. 2016Rye, New York, United States
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