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Work Background
InstrumentWriting Director
Jul. 2024 - Sep. 2024Los Angeles Metropolitan AreaAmazon Web Services
R&R PartnersCreative Director
Sep. 2023 - May. 2024
Thrive Causemetics Inc.Creative Director
Sep. 2023 - Mar. 2024Los Angeles Metropolitan Area
BeautycounterVP of Creative
Feb. 2023 - Sep. 2023Managed and provided mentorship to a diverse creative team of 18-35 professionals, including copywriters, designers, producers, and project managers, overseeing a total of 10 direct reports. Pioneered highly conceptual and innovative marketing campaigns, activations, and evergreen content strategies to enhance brand awareness, drive customer acquisition, and optimize conversion rates. Successfully orchestrated the visual merchandising design for Beautycounter’s partnership with Ulta Beauty™, leading to the brand's successful debut in America’s largest beauty retailer. Notably, Beautycounter attained the status of being the top-selling clean makeup brand within just six months of launch. Directed and oversaw the creation of 15 captivating photo and video shoots for diverse initiatives, including product and brand campaigns, eCommerce endeavors, and visual merchandising efforts. Managed a $3 million OpEx and production budget, ensuring efficient allocation and utilization of resources.
BeautycounterVP Creative Director, Copy
Dec. 2021 - Feb. 2023Santa Monica, California, United StatesSpearheaded and evolved the Beautycounter brand voice and visual identity during its next phase of growth (acquired by Carlyle Group in 2021). Oversee strategy and execution of all brand storytelling across paid and owned channels. Developed two brand and 12 new product campaigns to date. Closely collaborated with 15 cross-functional partners to ensure annual and project OKRs and KPIs are achieved. Overhauled our creative process, co-authoring a universal brief and guidelines that fostered a clearer, more efficient roadmap and focused creative.
Crispin Porter BoguskyAssociate Creative Director
Apr. 2021 - Oct. 2021Developed a compelling brand messaging architecture and tagline for American Airlines, enhancing the brand’s communication strategy. Copy and concept lead for The Glenlivet's 2021 holiday campaign designed to inspire new holiday traditions and excite customers to seize their holiday seasons. Served as the creative lead for all agency new business during tenure, contributing to significant account wins.
R&R PartnersAssociate Creative Director
Apr. 2019 - Apr. 2021Greater Los Angeles AreaCo-led content strategy and creative for @vegas on TikTok, Instagram, and Twitter, driving engagement and increasing followers by 150K. Refreshed Vegas’s iconic tagline for the always-on era: What Happens Here, Only Happens Here—and developed an integrated marketing campaign with over 1.4 million impressions. Developed a captivating brand organizing idea, tagline, and launch campaign for America First Credit Union, surpassing new membership goals by 12% and garnering 500M+ media impressions.
CorePower YogaInstructor
Dec. 2018 - Mar. 2020Santa Monica, California
ELA AdvertisingAssociate Creative Director
Mar. 2018 - Apr. 2019Greater Los Angeles AreaLed creative efforts resulting in $3M of awarded new business secured over five months. Orchestrated the #CreateForACause campaign for TikTok, which generated $2M in donations, 1.4 million pieces of UGC, and a 1200% increase in daily active users. Drove agency strategy and storytelling, delivering insights-driven work for integrated campaigns and always-on content. Established and optimized paid search and performance marketing creative.
Optimist Inc.Senior Concept Copywriter, Brand Events and Activations
Jul. 2017 - Feb. 2018Greater Los Angeles AreaConceptualized and wrote copy for brand activations and events, achieving exceptional results in brand engagement and reach. Provided production and fabrication oversight across all experiential campaigns. Devised an experiential campaign for the Nike Jordan Brand NBA All-Star Jersey reveal, garnering 1.3 million views, 806 million total impressions, and becoming the highest-rated branded content on TNT in 2017.
The DesignoryCopywriter
Jul. 2014 - Jun. 2017Greater Los Angeles AreaLed the writing team for Audi magazine (print and digital), elevating subscribers by 120%. Crafted compelling mid- to low-funnel collateral, including brochures, white papers, web copy, emails, videos, and banners, for B2B and B2C companies.
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