BRAND CREATIVE DIRECTOR (contract)
2021 – present
Optum (a division of UnitedHealth Group)
Refining and redefining one of the biggest names in healthcare.
Creating a new voice and tone for the Optum brand
Developing brand pillars to guide and reinforce B2C and B2B omni-channel messaging
Launching the new brand across digital platforms such as web, email, and social among others
FREELANCE CREATIVE DIRECTOR & COPYWRITER
2019 – present
Freelance creative director and copywriter for small business and Fortune 500 brands across social, web, TV/video, and more.
Brands have included:
Amazon Web Services (AWS), The Walt Disney Company, Rivian Automotive, Amazon.com, Bloomberg Philanthropies, Amazon Alexa
2018 – 2019
Got laid off, so I put the dog in the car and hit the road.
Things I did include:
Spent three months in my Jeep Wrangler with my dog James, covering 25 states
Got into standup, ultimately performing before a crowd of 300 at Gotham Comedy Club; my most successful joke was about shark attacks and dermatology
Critical Mass / 2017 – 2018
Client: BMW USA
Team lead and client partner on BMW USA at its social media AOR.
Developed Instagram campaign for global debut of X2 in Detroit, in a way distinct from over-saturated corporate imagery, as well as showing the city in a way distinct from usual aesthetic of urban blight
Vibrant, positive, and color-rich campaign resulted in 42% higher general brand engagement rate, as well as asset pilfering by BMW Global
Created realtime photoshoot and Twitter-based scavenger hunt to promote BMW’s sponsorship of the David Bowie Is exhibit at the Brooklyn Museum
Greenwich Village-focused campaign netted a 93% positive sentiment rate, as well as 130 UGC posts during the shoot itself
ASSOCIATE CREATIVE DIRECTOR
Spark44 / 2016 – 2017
Clients: Jaguar & Land Rover North America
Content creator for Jaguar & Land Rover at their global AOR.
Created story-driven direct mail pieces using a new look, a new voice, and a new feel to unify the entire Land Rover lineup into a cohesive unit defined by its embrace of adventure and romance
Developed multi-stage eCRM campaigns and premium promotional materials for Jaguar, changing brand perceptions and generating leads
Direct mail response rates improved by 25% for both brands
ASSOCIATE CREATIVE DIRECTOR
MUH-TAY-ZIK HOF-FER / 2015 – 2016
Client: Audi of America
Team lead and client partner on Audi of America at its social media AOR.
Spearheaded next generation of social content for Audi, emphasizing the brand’s design hallmarks with nighttime photography
Embraced younger enthusiasts with live-streamed video games through an official XBOX tag
Directed on-site, live broadcast on Snapchat of North American reveal of second-gen R8 supercar, netting nearly 60k views and 800 saves
SENIOR SOCIAL MEDIA STRATEGIST
Razorfish / 2013 – 2015
Client: Mercedes-Benz USA
Developed trendsetting programs like #MBphotopass, reinventing how luxury auto brands approach visually-driven social and driving MBUSA to a 32% greater engagement rate versus global competitors
Assisted in launch and management of Instagram-based CLA: Take The Wheel campaign, winner of an Effie Award, and two golds and one silver MMA Global Smarties for Lead Generation/Direct Response/Conversion, Product/Services Launch and Brand Awareness
Razorfish / 2011 – 2013
Clients: Mercedes-Benz USA, J.P. Morgan, Citi & Chase
Created an all-new brand voice for Mercedes-Benz USA, as well as storytelling-style social content that garnered industry-beating engagement
Re-branded and re-wrote websites for Mercedes-Benz USA and J.P. Morgan private wealth management
Developed eCRM campaigns for Citi and Chase targeted at high-end retail banking clients
2004 – 2008
Note: Left in 2008 to attend graduate school.
Clients included: Arizona Jeans, Boston University, Ferrari, Harvard University, JCPenney, Morrissey & Co.
Master’s Degree / Communications – Boston University
Portfolio / Copywriting – Miami Ad School
Bachelor’s Degree / History – Tufts University