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Copywriter/Principal
GREAT CIRCLE CREATIVE INC.
Norwalk, CT
Jan 2009 - Present (15 years 4 months)
Virtual creative services agency offering advertising and marketing communications solutions to clients seeking personal attention, serious strategic thinking, listening before talking, and insight-based creative solutions. Provided highly strategic, business-focused approach to creative development.
• Drove increased market share and sales growth through powerful and effective strategic communications
• Developed compelling, high-impact positioning and messaging that builds awareness and drives engagement with brands
• Successfully developed, pitched and sold-in creative work to client teams at mid- to C-suite levels
• Delivered consistent creative excellence; passionate about details and quality
• Closely collaborated with and is a trusted resource to business and design partners
• Ensured content is strategically and consistently creatively on-brand across all media and touchpoints
Clients: JP Morgan Funds, Guardian Life, Dun + Bradstreet, AFLAC, Synovus Bank, Carver Bank,
Marriott, Hilton, Hyatt, New York City Health + Human Services, Nordstrom, Razorfish
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Manager, Copywriting
PRUDENTIAL FINANCIAL
Shelton, CT
Jan 2017 - May 2024 (7 years 4 months)
Created robust and compelling assets that resonate, engage and convert. Drove significant awareness and consideration of complex financial products in retirement strategies/annuities and individual life insurance by financial advisors and customers. Collaborated with marketing and product teams to develop and execute successful product launches and ongoing campaigns, meeting aggressive targets in new business and customer retention. Initially hired as a contractor in 2015, then hired full-time in 2017.
• Developed and executed all copy content for Prudential’s highest profile product launch in a decade—FlexGuard—the most successful indexed variable annuity in history, with over $16 billion in sales in just 3 years
• Created all content for fully-integrated multi-phased campaign including product naming, positioning, print and digital advertising, direct mail, advisor and consumer email, ongoing content creation, internal employee communications and social media
• Crafted multiple high-impact email marketing campaigns each year that achieved consistently successful open and click-through rates widely surpassing industry benchmarks, avg >20%
• Presented and successfully gained buy-in from -level internal clients with conceptual ideas, unique copy options, and mood boards based on their strategic marketing objectives
• Able to communicate complex financial concepts to all stakeholders
• Collaborated with creative, marketing, and product teams to ensure copy adhered to brand identity and personality
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Interactive Creative Director
CMD
Portland, OR
Feb 2010 - Sep 2012 (2 years 7 months)
Informed, motivated and supported multiple teams of Copywriters and Art Directors from ideation through execution. Drove personal and professional growth of team members, provided guidance and support for skill improvement and talent development.
• Set the vision, drove creative strategies and oversaw development and execution of copy
• Initiated new branding initiative for the agency, part of culture shift to more creative focus
• Participated in new business team, developing multi-phase presentations and RFP responses, including digital and analog components
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Creative Director
THE GUILD GROUP
White Plains, NY
Jan 2004 - Nov 2008 (4 years 10 months)
SVP, Creative Director/Senior Copy Director
Directed all creative strategy and developed copy for business-to-business clients representing $12MM in agency fees. Managed efforts of top tier creative/copy teams from ideation through execution. Adeptly handled multiple teams and large numbers of projects in a fast-paced, high-pressure environment.