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Work Background
Creative Director
MRMCreative Director
Jul. 2021Detroit Metropolitan AreaCLIENTS General Motors, Chevrolet, GMC, Buick, McDonald's RESPONSIBILITIES • Lead, inspire and mentor a group of writers and art directors responsible for three different brands (Chevrolet, GMC, Buick) • Work with creative, strategy, and business leadership to create compelling insight-driven 1:1 ownership communications • Led and maintained transition to Adobe Campaign for CLM owner communications • Manage resources and maintain distinct brand voices • Oversee all aspects of production • Develop high-level business presentations, including new business RFPs, and high-level cross-brand initiatives Highlights • Led owner communications for Chevrolet, Buick and GMC • Produced Hummer EV Welcome cadence stream, including a hype video to get owners excited about their first drive • Developed Reese’s Book Club Buick tutorial video • Sold in Buick Wellness initiative (coming soon)
Creative Director
Latcha+AssociatesCreative Director
May. 2016 - Jul. 2021Farmington Hills, MICLIENTS Ford Motor Company, Hyundai Captial (Kia Motors Finance, Hyundai Motors Finance, Genesis Motors Finance), Audi, Audi After Sales, Kia, Subaru, Volkswagen Credit, Audi Financial Services, The Chad Tough Foundation, Subaru RESPONSIBILITIES • Lead a group of writers responsible for five different clients (Hyundai Motors Finance, Kia Motors Finance, Genesis Motors Finance, Ford Motor Company, and Subaru) • Establish (where applicable) and maintain distinct brand voices • Drive innovation and personalization through every aspect of the customer journey: from sales to after sales to finance • Work with creative, strategy, and business intelligence to create compelling insight-driven 1:1 communications • Mentor team of sixteen art directors and copywriters with a focus on creative and professional development • Establish creative team structure and manage resources • Oversee vendors, production, and post-production crews • Co-develop new business presentations, RFPs, and high-level cross-company initiatives Highlights • Developed scripts and directed the live-streaming show Discover Your Ford for Ford Motor Company • Led Audi CRM 1:1 Communications, After Sales, and Audi Financial Services teams • Rebranded Audi After Sales, Accessories and Wholesale Parts • Sold in and managed lifestyle blog for Audi –Audi Life • Sold in and oversaw production of industry-first Audi video newsletter – Inside the Rings
Associate Creative Director
Latcha+AssociatesAssociate Creative Director
Feb. 2015 - May. 2016Farmington Hills, MI
Associate Creative Director
Lowe Campbell EwaldAssociate Creative Director
Jan. 2014 - Feb. 2015Greater Detroit AreaCLIENTS Cadillac RESPONSIBILITIES • Oversee all creative for Cadillac catalogs, the website and CRM programs. • Lead a team of Art Directors and Copywriters. • Help develop and maintain consistent brand voice. • Mentor new creatives. • Concept and write creative for various Cadillac communications, including catalogs, websites, emails and direct mail. ATS Coupe Catalog and Website • Created a catalog featuring the all-new ATS Coupe and the ATS Sedan in a flipped book format. • Concepted, wrote copy and helped create shotlist. • Fashioned a vehicle voice that is carried throughout. Handraiser Management Program • Concepted and helped launch Cadillac's vehicle-specific, responsive handraiser program. • Oversaw development of creative for four touches of 13 different vehicles. • Created responsive email template that is used throughout all Cadillac email communications.
Sr. Copywriter
Latcha + AssociatesSr. Copywriter
Jun. 2012 - Jan. 2014Farmington Hills, MICLIENTS Audi, Ford RESPONSIBILITIES • Concept and write copy for Audi CRM program. • Write emails, project-specific brochures and Audi enewsletter. • Maintain consistent brand voice. MAIN PROJECTS 2013 End of Term project • Created a customized brochure program to help transition Audi drivers who are currently leasing an Audi vehicle into a new one. • Concepted and wrote copy to assure maximized customization, including local dealer, current vehicle, step-up vehicles and more. Creative consisted of many letters to various audiences, surveys, customized brochures, and follow up emails.
Sr. Copywriter
DigitasSr. Copywriter
Jan. 2010 - Apr. 2012CLIENTS GM, OnStar, GMC, Buick, Sirius XM RESPONSIBILITIES Buick/GMC brand writer - Responsible for concept and copy for brand projects - Responsible for all social media posts, as well as concepts for social media tabs, brand online banners, brand site maintenance. In-market writer - Responsible for concepting, writing and quality control on all in-market units for GM.
Sr. Copywriter
OrganicSr. Copywriter
Apr. 2007 - Jan. 2010CLIENT LIST Chrysler, Chrysler LLC. • Chrysler Digital Lead • Responsible for all concept, copy and voiceovers for brand website and microsites. • Supervise other writers to maintain brand voice on emails, banners, etc. • Establish and maintain consistent brand voice MAIN PROJECTS 2008 Town & Country Launch • http://www.chrysler.com/en/2008/town_country/ • Created a website that used HD video to show how a family would interact with all of the features using both low funnel modules (with voiceover and video) and a high funnel 3.5-minute film (with dialogue and story).
Copywriter
Wunderman Team DetroitCopywriter
Jul. 2005 - Apr. 2007CLIENT LIST Lincoln, Mercury, Ford Motor Company • Lincoln Digital Lead • Responsible for all concept, copy and voiceovers for brand website, microsite, emails, banners, etc. • Established and maintained consistent brand voice • Teamed with National Print and Broadcast team to create comprehensive marketing initiative for Lincoln. MAIN PROJECTS • Lincoln.com/reachhigher • Utilizing state-of-the-art CG effects and the latest Flash technology, Reach Higher not only launched the new line of Lincoln vehicles, but connects with the consumer on an emotional level, helping to reinvigorate Lincoln as a modern, luxury brand. Lincoln.com • A seamless blending of emotional attitude with transactional tools to create a place where the user can learn and experience the entire Lincoln vehicle lineup.
Copywriter/Sr. Copywriter
Meridian AdvertisingCopywriter/Sr. Copywriter
Jun. 1998 - Jul. 2005CLIENT LIST: American Cancer Society, Brodkey's Jewelers, Circuit City, Kmart, Kohl's, Detroit Chapter of Boy Scouts of America, Frank's Nursery & Crafts, Pamida, Parisian, Rhodes Furniture, Saks Inc., and St. Vincent De Paul MAIN RESPONSIBILITIES • Concept, write and proof weekly circulars, direct mailers, passouts, newspaper and magazine ads. • Write and produce regional and national radio spots. • Assist in production of regional and National TV spots. ADDITIONAL RESPONSIBILITIES • Act as a creative copy lead on project teams. • Maintain brand voice through all communications • Particpate in new business pitches; strategy and creative. • Create and administer copy rules, formats, and strategic foucs to our production group.

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