I’m a creative brand leader with 25 years of experience in content and strategic development, conceptualization, design and implementation of innovative brand positioning, marketing campaigns and client experiences for both for-profit and non-profit organizations.

ddm Marketing + Communications Content Strategy and Development Lead

• Acted as the department leader and client-facing conduit role harnessing the team’s strengths to achieve client goals.

• Developed strategy and content plans for clients and internal ddm marketing.

• Focused on the planning, projecting and monitoring of content creation efforts according to deadlines and budget.

• Managed and defined project goals while also overseeing client satisfaction throughout the process.

• Accountable to deliver content that is engaging, met client KPIs and drove action/revenue.

• Participated in brainstorming and group work sessions with creative team members, internal/external copywriters, and/or client team members.

• Developed content strategies that support and extend marketing initiatives, determining which methods work for a brand and why.

• Integrated content activities across a combination of traditional and digital marketing efforts.

• Mentored team members on content creation and content strategy methods.

Amway North America Senior Copywriter

• Created marketing communications for IBO (Independent Business Owner) development, recruiting, and sales promotions.

• Drafted email messaging to increase awareness of new products, business tools, urgent issues, and targeted business information.

• Developed content for product promotion materials including web, print, social and broadcast (video).

• Concepted and wrote executive communications for use in monthly and quarterly publications.

John Ferin, LLC Creative Director / Copywriter

• Collaborated with creative, brand and product marketing teams to concept big ideas and best-in-class campaign initiatives.

• Worked with brand and creative development teams — as well as other stakeholders — to translate organization’s brand proposition into a cohesive and impactful voice.

• Managed comprehensive campaign and tactical creative briefs to produce ideas in all mediums and channels that are strategy, insightful/data-driven, innovative, and effective.

• Conceptualized/designed digital and print ads, brochures, video, OOH, etc., that correspond to the brief.

• Met tight deadlines and worked with Sr. Creative Ops Manager to manage workload and deliverables.

• Worked closely with other freelance talent to ensure that final creative met client’s final vision.

• Helped art direct photography and video shoots, to ensure that all multi-media has a purpose and a narrative.

• Made complex concepts easily understandable for any audience through dynamic headlines and friendly, approachable design.

• Worked with brand and creative development teams — as well as other stakeholders — to translate our brand proposition into a cohesive and impactful voice.

• Presented and provided rationale for campaign concepts to marketing executives and stakeholders in global creative review.

KantorWassink Creative Director / Copywriter

• Developed and wrote corporate strategic positioning and marketing plans consisting of brand messaging, USP’s, as well as tactical, budgetary and media proposals.

• Initiated creative assignments, composed strategy documents, then directed creative team from project initiation through production and final delivery.

• Led the department as a senior level creative by developing conceptual directions and all copy for an array of media types (web, television, print, radio, collateral and direct).

• Helped design overall structure and workflow of the creative dept.

• Managed the daily functions of a creative staff consisting of four Art Directors, one intern, and multiple freelance artists.

Justice Monroe Advertising - DP Fox Creative Director

• Evolved what was an in-house design department into a full-service advertising agency with capitalized billings of more than $6 million (fiscal year – 2005-06).

• Defined the agency position within the industry, directed the growth of staff and capabilities based on business plan.

• Created and communicated client marketing strategy and process which consisted of identifying opportunities; meeting with client; tactical planning; project initiation and creative strategy development; execution / production; and client evaluation.

• Accountable for the overall quality and accuracy of all messaging.

• Presented all creative materials / campaigns / concepts to clients.

• Guided internal media buyers to define accurate consumer profiles.

• Leveraged organizational resources to achieve greater consistency and cost-savings.

• Accountable for the maintenance and expenditures of the overall creative department annual budget (includes IT purchases/upgrades, research, education, and staffing).

• Account Manager for two of the agencies’ top billing clients, responsible for day-to-day communication and project initiation.

Hanon McKendry Advertising Senior Writer

• Led and facilitated creative team in the conceptualization and development of multi-media creative – including print, radio, television, multi-page collateral, direct mail, and outdoor.

• Participated in the refinement of creative strategies with agency strategic department.

• Acknowledged as an award-winning creative leader with work featured in international publications such as Creativity, Print, Communication Arts, and The ONE Show.

• Recipient of multiple regional and national accolades: ADDY awards, Silver Anvil, Obie Merit Award, ONE Show, Telly Awards.

Awards and Recognition

International Outdoor Advertising "Obie Award" - Finalist

The ONE Show - Merit, Print Advertising

ADDY Awards (local, regional, and national)

Silver Anvil, Public Relations Award

Work featured in Communication Arts, Print Magazine, Creativity Magazine

Writing published in The Central New York Business Journal, Greater Phoenix Business Journal, Successful Business News, MediaPost