© 2019 Phillip McCarthy

Phillip McCarthy

Content Marketer | Content Strategist | Content Creator

A tactics-driven creative marketer and leader of integrated content development teams, I've worked for global brans such as J.P. Morgan, Mercedes-Benz and more, improving performance by 25% to nearly 100%.

Professional History

 

Communications Consultant – SHIFT.io | New York NY | 2019 – Present (Freelance)

  • Explored how Marshall McLuhan’s adage that “the medium is the message” applies in the digital age.

  • Compiled editorial pieces from interviews with digital directors at major media companies, professors at major research institutions, and even actors as well.

 

Creative Consultant – Rivian | New York NY | 2019 (Contract)

  • Created consumer-facing messaging for Ford- and Amazon-funded electric vehicle startup.

  • Required an understanding of how their technology worked, followed by interviews with engineers, and finally distilling it all into marketable copy.

Social Media Marketing Consultant – MONDO.NYC | New York NY | 2018 (Freelance)

  • Developed social media marketing plan for a pioneering music festival and global business conference.

  • Messaging points focused on the intersection of new music discovery, blockchain and other emerging technologies.

Creative Strategy Director – Critical Mass | New York NY | 2017 to 2018

Client: BMW USA

  • Developed Instagram campaign around global debut of X2 in Detroit, showing the vehicle 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.

Social Engagement Lead – Publicis Sapient | New York NY | 2017 (Contract)

Clients: BFGoodrich & Michelin

  • Conceived and created successful influencer program for 2017 Mint 400, using Nate Day (@somedayadventure) to give the event more of a family adventure vibe rather than an energy drink one.

  • Led production and editing of original and Mint 400 footage for client and influencer channels, emphasizing close-in, low-angle action shots.

 

Senior Copywriter – Spark44 | New York NY | 2016 to 2017

Clients; Jaguar & Land Rover North America

  • 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 conversion rates improved by 25% for both brands.​

Senior Content Strategist – Atmosphere Proximity | New York NY | 2016 (Contract)

Client: MFS Investments

  • Developed social media content strategy with focus on Asia-Pacific region.

  • Researched consumer investing habits and concerns, as well as region-specific digital and social platforms.

Editor in Chief – M/H VCCP | New York NY | 2015 (Contract)

Client: Audi of America

  • Spearheaded next generation of social content for Audi, emphasizing the brand’s design hallmarks with nighttime photography, and embracing 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 up to 782 saves.

Razorfish | New York NY | 2011 - 2015

Senior Social Media Strategist

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 social engagement rate versus all global luxury competitors.

  • Guided overall social program creative strategy, including digital marketing partnerships with the New Orleans Saints, the NHL, etc.

  • Led a team of four, collaborated with cross-discipline teams, and worked directly with agency and client leadership, up to and including the general manager of marketing.

Senior Copywriter

Clients: Mercedes-Benz USA, J.P. Morgan, Citi & Chase

  • Re-branded and re-wrote websites for Mercedes-Benz USA and J.P. Morgan’s private wealth management office in San Francisco.

  • Gave life and language to MBUSA on social, revealing a new character for the brand that was more suitable for the American market.

  • Combed through historical information to more directly link JPM to San Francisco, while taking the focus of its New York roots.

  • Developed eCRM campaigns for Citi and Chase targeted at higher-end retail banking consumers.

 

Copywriter – Various Companies | Boston MA | 2004 - 2008

  • Selected Clients: Arizona Jeans, Boston University, Ferrari, Harvard University, JCPenney, Morrissey & Co.

  • Stopped in 2008 to attend graduate school.

Education & Volunteer Experience

Master’s Degree  - Public Relations | Boston University – Boston, MA

Copywriter Portfolio | Miami Ad School – Miami, FL

Bachelor’s Degree  - History | Tufts University – Medford, MA

Volunteer | Big Brothers Big Sisters of NYC; Iraq and Afghanistan Veterans of America