Creative Director / Copywriter - Dousberg, LLC

Crafted compelling messages and communication strategies for multi-channel campaigns aimed at challenging misinformation, achieving behavior change, and building trust/awareness among diverse populations. Supervised a team of six designers, junior copywriters, and art directors to develop cohesive and effective OOH campaigns.

·       Collaborated with CCO to differentiate a real-estate brand from competitors and resonate with target audiences while identifying consumer pain points, developing compelling positioning, and crafting branded messaging.

·       Achieved third consecutive year-over-year growth in brand awareness, web impressions, and traffic for Domu.

·       Lowered vaccine hesitancy and drove preparedness and response by developing national, multi-channel HHS COVID-19 awareness campaign at CMRignite reaching 70% of black Americans and achieved nearly 90% participation in vaccination programs.

·       Generated music and lyrics to showcase Thumbtack services through TikTok content capturing light-hearted frustrations and perils new homeowners face while DIY-ing home projects.

·       Created engaging and impactful digital content for Designory—HP Printer Sizzle videos highlighting features and functionality.

Associate Creative Director - Benchworks

Formulated digital marketing plans that drove revenue growth, customer acquisition, and retention while optimizing ROI. Conducted market research and analysis to identify customer needs/preferences and insights. Addressed critical concerns of patients and caregivers by creating patient-centric communications for email, social media, and web highlighting how a pharmaceutical brand’s support and services can aid in their journey.

·       Launched a new healthcare cost coverage brand’s website and social media campaign by defining core values, voice, and visual identity and creating messaging that resonated with employees and employers.

·       Designed and executed web/social media strategies resulting in increased traffic, user engagement, and lead generation for Jornay PM

·       Provided general maintenance and support for medical and pharmaceutical brands— Klisyri, My Medical Navigator, and Otsuka—ensuring each brands' continued success and market leadership.

2021 - 22

Senior Copywriter - FCB

Coordinated with creative direction, art, and design teams to ideate, develop, and execute high-performing digital and social ads, driving traffic and click-through rates for pharmaceutical brands. Orchestrated patient research into consumer needs, attitudes, and behaviors to identify opportunities for improve patient experiences and creating meaningful brand connections. Led the launch of website, email, and social campaigns as well as testimonial videos on Itssmthing.com.

·       Engaged with account, strategy, and web development teams to optimize communications and implement best-in-class strategies for digital, social, email, and broadcast advertising.

·       Generated advertising concepts for a pitch instrumental in securing new business—Pfizer’s anticipated ulcerative colitis medication currently in Phase 3 trials.

·       Played a pivotal role in the strategic planning, information gathering, interviewing, and writing for testimonial videos depicting struggles and triumphs of patients’ journey to a rare disease diagnosis.

·       Drafted brand guidelines, tone, voice, and messaging for Blueprint Medicines’ disease awareness initiative by promoting symptom identification and understanding of systemic mastocytosis.

·       Created experiential events designed to give corporate stakeholders a deeper appreciation for the daily challenges of consumers.

2017 - 20

Associate Creative Director - ARC

Directed end-to-end production activities—casting, recording, editing, and sound design—to create high-quality content and advertising for Dunkin'. Interfaced with art, design, and cross-functional teams to devise engaging seasonal shopper marketing materials and content that informed, engaged, and enticed consumers, resulting in increased in-store sales for Dunkin', P&G, and Miller/Coors.

·       Engineered experiential events and campaign concepts to stimulate consumer interest in beer and cocktail beverage brands and encourage purchase/trial.

·       Developed professional capabilities of novice team members by mentoring and training on advertising best practices, campaign planning, execution, and time management.

·       Collaborated on rebranding of Dunkin' Donuts to Dunkin' by transforming branded messaging, voice, tone, and customer experience to increase market relevance and consumer appeal.

2014 - 17

Freelance Associate Creative Director / Copywriter

Designed creative shopper marketing strategies for household brands — Gain, Tide, Dreft, Bounce, Herbal Essences, and Dunkin'. Employed persuasive language and strategic messaging to propel sales and customer loyalty. Utilized creativity and technical skills to develop compelling content— broadcast, email, social media campaigns, and search engine optimization (SEO).

·       Fashioned distinct brand voice and messaging for key clients — NanoString, Thermo Fisher, Bethyl, and Atlantic Research Group; led the creation of impactful concepts, copy, and content for print, digital, and below-the-line work within the life science industry.

·       Conceptualized engaging NOBLE TV campaigns for the Hoover rebrand by showcasing creativity and attention-grabbing messaging; developed targeted messaging and visual concepts to foster brand engagement.

·       Created experiential programming and events at MKTG for Nike's Run Club and Baseball by utilizing persuasive language and impactful visuals.

·       Intellectualized and pitched OKRP TV campaigns for Checkers with creative concepts targeting urban markets.

1999 - 13 Additional experience

Associate Creative Director | PACO Collective • Chicago, IL

Freelance Copywriter | Redwing Boots / Momentum / DraftFCB / Marketing Support Inc. • Chicago, IL

Senior Copywriter | Burrell Communications • Chicago, IL

Copywriter | Leo Burnett • Chicago, IL

1997 - 98

1993