Strategy Decks available upon request.
Career Highlights
Built and launched P&G Everyday Solutions, a dynamic consumer engagement platform for Procter & Gamble that expanded digital reach through product samples, coupons, and brand resources, driving a 63% increase in engagement and enhancing brand loyalty.
Developed and led a 25-member creative team at SolarCity, achieving a 31% boost in consumer solar adoption and a 75% reduction in external costs through targeted B2C campaigns and enhanced in-house creative operations.
Directed digital branding strategies as Agency of Record (AOR) for Procter & Gamble and J.M. Smucker, unifying brand messaging across top product lines to strengthen consumer engagement and increase market impact.
Spearheaded global digital strategy for luxury skincare brand La Prairie, overseeing creative direction for product launches that elevated international brand presence. Earned a W3 Award and a feature in Little Black Book for innovative storytelling.
Professional History
Consulting and Freelance
Present
Creative Director & Copywriter
Developed and executed marketing campaigns for high-profile clients, including Keurig, Disney Resorts, Abercrombie, and Facebook, delivering content strategy, CRM, and creative direction to elevate brand presence and enhance user engagement across digital and social platforms.
Led creative and content strategy for diverse brands, tailoring messaging to unique objectives and driving consistently high engagement while fostering long-term client relationships.
Spearheaded La Aurora’s brand transformation, directing social media strategy and managing executive collaborations in the Dominican Republic, resulting in a 28% growth in international reach.
Pace Communications
2021 – 2023
Group Creative Director
Directed art and copy strategy for major clients, including 7-Eleven, Honda, and Acura, ensuring cohesive and impactful campaigns across all channels.
Expanded AAA Insurance and Travel’s audience reach through innovative content strategies, enhancing brand visibility and customer engagement.
Led social media campaigns for Honda and Acura, launching recurring seasonal programs that resonated with target audiences, driving a 34% increase in engagement.
Launched a career development platform for NCRLA (North Carolina Restaurant & Lodging Association), connecting individuals to hospitality career opportunities.
Mentored and developed a team of creatives, fostering collaboration and innovation to consistently deliver high-performing work.
Mandarin9
2018 – 2019
Executive Creative DirectorDeveloped and executed the program build for a language-learning and edutainment platform, integrating books, an app, and a five-season web series to create a comprehensive learning experience.
Directed content strategies for app interfaces, educational materials, and the web series, ensuring alignment with brand goals and user expectations.
Led on-location production in Beijing, incorporating cultural authenticity and iconic sites like the Great Wall to enrich storytelling and enhance user engagement.
Managed a multinational creative and production team via Basecamp, delivering seamless collaboration across functions to bring the program to life.
Tesla / Solar City
2014 – 2016
Group Creative Director
Built and led a multidisciplinary team of 25, reducing reliance on external agencies and enhancing in-house creative capabilities, driving operational efficiency and elevating campaign quality.
Developed and executed a transformative B2C strategy, reshaping SolarCity’s narrative around clean energy and driving a 31% increase in consumer solar adoption.
Directed creative strategies for high-growth partnerships with Visa and Walmart, enhancing in-store customer experiences and expanding SolarCity’s market reach.
Unified marketing and branding efforts across all divisions, including operations, B2B and B2C sales, advocacy, and philanthropy, ensuring cohesive messaging that reinforced SolarCity’s mission to deliver sustainable energy solutions globally.
Transformed the creative department by integrating in-house capabilities in photography, design, and cinematography, reducing external costs by 75% and maximizing budget efficiency.
Other Relevant Experience
Isobar
2013 - 2014
Lead, Creative Copy & Content
Co-directed brand strategy and content for global brands including La Prairie, HBO, and Marc Jacobs, crafting cohesive messaging and enhancing consumer engagement across digital platforms.
POSSIBLE
2009 - 2013
Creative Copy Director
Built and launched P&G Everyday Solutions, creating a personalized consumer engagement platform that drove a 63% increase in engagement and enhanced brand loyalty.
Directed copy and branding for J.M. Smucker, unifying digital messaging across key product lines and driving consistency across platforms.
Talbots
2007 - 2008
Creative Copy Supervisor
Led creative copy direction for Talbots’ rebrand, ensuring cohesive messaging across consumer touchpoints.
Bath & Body Works
2003 - 2007
Copy Supervisor
Directed national campaign copy on a 4-6-week cycle, delivering consistent, engaging messaging aligned with brand objectives.
Gerbig, Snell/Weisheimer and Associates
2001 - 2003
Senior Copywriter
Developed healthcare marketing copy for Eli Lilly, crafting messaging for B2C and B2B audiences.
MC2 Interactive
2000 - 2001
Copywriter
Created digital content and campaigns for brands like Honda and Lane Bryant, ensuring platform-specific optimization.
Awards & Philanthropy
Co-Founder, WordPlay Cincy: Co-founded a non-profit inspired by 826 National, offering tutoring, literacy support, and a creative safe space for K-12 students.
3 W3 Awards: Recognized for creative excellence in digital marketing.
2 Webby Awards: Honored for innovative campaign execution and audience engagement.
Little Black Book Feature: Highlighted for outstanding storytelling and creative leadership in luxury branding.
Certifications
Certified in ChatGPT, Generative AI, Coursera, 2024