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Optum (a division of UnitedHealth Group), New York NY, 2021 – Present

Brand Creative Director (contract)

  • Headed work to redefine one of the biggest names in healthcare

  • Launched new Optum brand across all internal and external digital channels

  • Developed new brand pillars to guide B2B and B2C messaging in line with new brand identity

  • Conducted internal creative reviews with responsibility for improving and approving work

 

Freelance Creative Director & Copywriter, New York NY, 2019 – 2021
Independent Contractor

  • Led copywriting, creative strategies, and digital asset production for top brands, including Amazon Web Services (AWS), The Walt Disney Company, Amazon.com, Rivian Automotive, and Amazon Alexa

  • Worked closely with clients to develop and sell new creative concepts for social, web, and video content

  • Relaunched Alexa Care, Amazon’s connected elder care service, as the rebranded Alexa Together

  • Drove brand messaging and creative for the Disneyland and Disney World introduction of Hey Disney!, an Alexa-powered “magical companion” for resort hotel guests

 

Critical Mass, New York NY, 2017 – 2018
Creative Strategy Director

  • Team lead and client partner for BMW USA at its social media AOR; managed a team of five

  • Directed social media campaign for world debut of BMW X2; engagement was over 40% higher than average

  • Launched real-time Greenwich Village-targeted Twitter scavenger hunt/photo shoot for BMW sponsorship of David Bowie Is exhibit at the Brooklyn Museum, with 130 user-generated posts and 93% positive sentiment

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Spark44, New York NY, 2016 – 2017

Associate Creative Director

  • Key content creator for Jaguar and Land Rover North America at its global AOR in print and digital

  • Partnered with client sales leaders to create lead gen campaigns that improved response rates by 25%

 

MUH-TAY-ZIK HOF-FER, San Francisco CA, 2015 – 2016

Associate Creative Director

  • Team lead on Audi of America at its social media AOR; managed a team of four 

  • Introduced new kinds of digital creative, including North American debut of second-gen Audi R8 supercar on Snapchat and introduced brand to gaming through an official XBOX tag

 

Razorfish, New York NY, 2011 – 2015
Senior Social Media Strategist (2013 – 2015)

  • Led social media brand identity and product messaging for Mercedes-Benz USA; managed one direct report, three indirect resources, and additional creative teams as required

  • Created trendsetting #MBphotopass program, reinventing how auto brands do visually driven social

  • Integral part of launch and management of award-winning CLA: Take The Wheel campaign

Senior Copywriter (2011 – 2013)

  • Led digital, eCRM, and social content development for J.P. Morgan, Citi, Chase, and Mercedes-Benz USA

  • Produced engaging, storytelling-style social content for Mercedes-Benz USA, garnering industry-beating engagement and growing brand’s Facebook followers by 3400% — not a typo

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Freelance Copywriter, San Francisco CA / Boston MA / New York NY, 2004 – 2011

© 2022 Phillip McCarthy