GROUP EXECUTIVE CREATIVE DIRECTOR
Doremus+Co SF (remote), 05/22 - Present
Spearheading the creation, production, and selling-in of traditional, digital, and social campaigns across a complex matrix of business segments and industry verticals for the T-Mobile for Business account. Demonstrate a respectfully persistent management approach in the pursuit of creative and strategic excellence, and consistent delivery of quick-turn work. Doremus is Omnicom’s B2B Specialist Agency. Key contributions:
• Embody resilience, calm, and creative problem-solving to set an example for the team as we navigate a complex web of stakeholders and agendas.
• Proactively developed a comprehensive brand Tone of Voice Blueprint that was embraced by client, and is now being used as a tool to brief all agencies, and as an internal litmus test to ensure all communications are on-brand.
• Established a new level of expectation, craft, and cohesion for the creative product.
FREELANCE CREATIVE DIRECTOR (Copy)
Freelance Los Angeles + Belgium, 02/18 - 05/22
Led the creation and delivery of concepts, copywriting, and production services, supporting agency and direct-to-client needs. Fostered relationships and partnered with B2B and B2C brands including Wellness CORE Pet Food, Whimzees Dental Treats, Pin Drop Rum, The Baylands, Hyland’s Naturals, SWOT24 by ABS Group, Umicore, and Huawei’s Schools for Female Leadership in the Digital Age. Key contributions:
• Headed the pre-launch strategic and creative work for the Bronfman family’s newest venture, Pin Drop Rum. Delivered a robust pre-launch package that included a brand bible, tasting notes, brand story and manifesto, brand voice guidelines, as well as a social content roadmap—pre-launch through launch.
• Led the brand work for newly formed OT cybersecurity company, SWOT24 by ABS Group. Partnered with a designer to guide the client to guide the client through strategic and creative territory exploration, brand on a page, company name and logo development, brand manifesto and storytelling guidelines, launch video, and industry conference materials.
• Creatively led and developed full-funnel campaigns for several brands in the Wellness Pet Food portfolio, including Whimzees Dental Treats and Savory Medleys.
FOUNDER
Sit in the City: LA Los Angeles, 04/20 - Present
@sitinthecitycards
Conceived, wrote, and produced Sit in the City: LA , a meditation activity card deck that invites locals and tourists to explore different mindfulness practices while exploring the city of Los Angeles. Partnered with a designer to bring the product to life visually, creative-directing all aspects of branding—from logo and package design, to social content and website. Key contributions:
• Leveraged extensive CPG and personal meditation experience to bring a new wellness product from concept to market. Navigated starting a U.S. company while living overseas, tapping network connections to help with pre-production, printing, and packing.
• Listed in the LA Times as a top gift for stressed-out friends in the 2021 Holiday Gift Guide.
• Called The Broad Museum in DTLA the product’s first retail partner.
FOUNDER
DropIN Meditation Studio Antwerp, Belgium, 02/18 - 03/21
@dropinmeditation
Owned and operated Belgium’s first drop-in meditation studio and wellness retail space in Antwerp, Belgium. Offered students a space to explore wellness techniques that help relieve anxiety, reduce stress, and accelerate change. Attracted international teachers, hosted educational workshops, managed teachers, and guided daily classes. Key contributions:
• Renovated a historically significant 1534 building from raw space to having the studio featured in Stijlvol Wonen Magazine (Stylish Living).
• Attracted international teachers and guides to host workshops and events that drew students from Antwerp and across the EU.
• Developed all branding and marketing materials, partnering with a designer to create the logo, signage, website, social media content, studio materials, and swag.
EXECUTIVE CREATIVE DIRECTOR
Ogilvy & Social.Lab Brussels, BE, 01/16 - 01/18
Led an international team of multidisciplinary social-at-heart creative specialists. Navigated an industry-disrupting agency model that married Ogilvy’s creative and strategic prowess with the agility and of-the-moment content focus of Social.Lab. Created and delivered full-funnel content designed to make brands like Nespresso Global and Benelux, Philips Beauty, the country of Belgium, and FANTA matter in the Social Age.
Key contributions:
• Created the award-winning, social-at-heart Uniquely Phenomenal campaign funded by the Belgian federal government to help restore tourist and investor faith in Belgium following the 2017 bombings in Brussels. The campaign generated more than 45mm impressions and €2.5mm in earned media in two months and is still running today.
• Ensured all writing for global clients aligned with brand tone, voice, and style guidelines.
• Created a campaign of more than 200 assets that lived on social platforms for Nespresso Global. Launched on International Recycling Day, the campaign was adopted by more than 30 markets across the world.
GROUP CREATIVE DIRECTOR
The Wonderful Company Los Angeles, 04/08 - 04/15
Poached from the traditional agency world to reinvigorate the existing in-house creative department and elevate the work to attract talent. Oversaw a multidisciplinary creative department that grew to 20+ strong, working on a premium portfolio of CPG brands including FIJI Water, Wonderful Pistachios, Cuties, Wonderful Halos, POM Wonderful, JUSTIN Wines, and Landmark Vineyards. Creatively guided materials that supported philanthropic efforts in the Central Valley. Key contributions:
• Created and guided work across the Wonderful brand portfolio, most notably, the Wonderful Pistachio Get Crackin’ campaign, which helped supercharge the company’s growth from $200mm to $400mm over seven years. The campaign is now in its 12th year.
• Liased weekly with company owners, and daily, with heads of internal marketing, to influence strategic planning and ensure the creative product met company-wide business goals.
SR FREELANCE COPYWRITER
Saatchi & Saatchi Los Angeles, 02/07 - 03/08
Supported the creative department on a range of assignments for the agency’s cornerstone client, Toyota.
• Conceived, wrote, and produced highly effective TVCs for different models in the brand portfolio, including the (at the time) innovative Prius and Toyota Tundra.
• Collaborated with an external design agency to write brochures for all vehicle models.
FOUNDER
Fansy Fan Wear Los Angeles, 01/04 - 01/07
Identified a hole in the NFL female fan wear market and created, designed, manufactured, and marketed Fansy, a full-line of stadium-ready styles targeted specifically to this underserved market.
• Ignited the female fan wear market with a brand that gained recognition in its first six months.+
• Navigated the challenges of inventory issues, production managers, a sales force of 30, language barriers, shoe-string budgets, and writing and managing my own press.
• Landed meetings with the Heads of Consumer Products at the NFL and LA Dodgers.
COPYWRITER
david & goliath Los Angeles, 01/01 - 10/04
Relentlessly developed and produced big ideas, manifestos, TVCs, radio, and print executions for KIA Motors, Universal Studios, and Outback Steakhouse in the dng bootcamp for creative excellence.
FREELANCE GIGS HERE & THERE
BBDO, Science & Fiction, Attik San Francisco+
Deutsch, Fox, Moontide, Area of Expertise, A4 (DTC) Los Angeles
EDUCATION
Bachelor of Arts, Wake Forest University, Winston-Salem, NC
No Degree, Portfolio Center for Advertising & Design, Atlanta, GA
PROFESSIONAL DEVELOPMENT
Screenwriting Course UCLA Extension, LA, CA
Cinema Workshops: Script Supervising with Randi Feldman LA, CA
Soul Purpose Leadership Workshop USM School of Spiritual Psychology, LA, CA
Buddhist Immersion and Teacher Training MNDFL Meditation, New York, NY (remote)
300hr Yoga Teacher Training with Max Strom Yoga Moves, Utrecht, NL
ACHIEVEMENTS
Eurobest, Effies, The One Show, CA, Clios, AD's Club, Obies, Beldings, Creativity's The best work you'll never see. (You'll just have to trust me.)
VOLUNTEER EXPERIENCE+
WriteGirl Creative writing mentor for underserved teens in LA (5 years)