I love combining smart strategic thinking with juicy creative. I've been fortunate to get to do that for some of the world's biggest brands, including Coca-Cola, Delta Air Lines, MetLife, American Express, and Amazon.
Brighthouse Financial (established by MetLife)
Charlotte
Chief Brand Writer / Content Strategist
2016-Present
Head copywriter and lead content strategist for MetLife's retail division before, during and after separation into Brighthouse Financial
Developed tone of voice principles and enforcement throughout organization
Oversaw strategy of consumer content, product launches, brochures, web, direct mail, video scripts and more
Developed strategic solutions to drive sales while navigating strict financial industry regulations (FINRA)
Series 6 licensed (Exam score: 98 out of 100)
Coca-Cola
Atlanta
Creative Manager
2015
Oversaw team of 8 creatives at Coke’s first internal agency, KO:Op
Instrumental in proving out in-house agency model, building reputation within the greater organization, and establishing day-to-day process
Saved company $3.2MM (projected) versus outside agency in one year
Completed 60 projects in 9 months, generating $800K in aggregate revenue
Sold through “big ideas” and content strategies to over a dozen portfolio brands including Coca-Cola, Diet Coke, SURGE, Mello Yello, Vitamin Water, ZICO
Wrote all copy for real-time social media, branding, point of sale signage, print ads, web content
Ongoing creative and strategic support of Coca-Cola’s Sustainability and Corporate Responsibility divisions
Recognition:
2015 Women's World Cup campaign for Coke Soccer averaged a 9% engagement rate and was used by Twitter as a Benchmark Case Study
During 2014 World Cup, social media campaign had direct impact on Coke's designation as "most successful sponsor," as measured by new social fans and interactions
DigitasLBi
Atlanta & NYC
Lead Creative
2014 - 2015
Led CRM (client relationship management) copy strategy for one of the world's biggest airlines at DigitasLBi, the "Most Awarded Agency of the Decade"
Oversaw team of other writers and spearheaded product launches, new branding, direct marketing, customer acquisition and retention, and multi-million dollar annual holiday video productions
Senior Copywriter
2011 - 2014
Digital, Social, Video, Out of Home, Direct Mail
Accounts: Delta and SunTrust
Copywriter
2009 - 2011
Lead writer on AmericanExpress OPEN, AmEx's small business division
Created email, direct mail, print and display ads, and website content
Once saw a Black Card in the flesh
NBC Universal
NYC & Atlanta
Writer, Daily Candy
2012
Wrote 50+ pieces for DailyCandy's Deals national and regional sites
Let 6 million+ females age 18-45 in on the Next Big Thing in fashion, lifestyle, and food
Warrior Poets
NYC
Researcher, POM Wonderful Presents: The Greatest Movie Ever Sold
2010
Research for renowned documentarian Morgan Spurlock's production company
Created pitch ideas for companies approached for sponsorship during "Greatest Movie Ever Sold"
Fly
NYC
Copywriter
2005-9
Cut my teeth at a boutique agency where I learned the black magic of direct response and the art of copy that makes you feel something
Accounts: Amazon Kindle (2007 launch), New York Jets, The Glenlivet Scotch, Malibu Rum, and the French Culinary Institute
Education
Georgetown University
English and Psychology, 3.7 GPA
The New School, NYC
Advertising & Branding (audited 2 semesters)
Awards
2015 Atlanta ADDY Awards
Gold - Elements of Advertising; Silver - Integrated Campaign; Bronze - Direct Mail — Delta "Medallion Credentials"
Silver - Integrated Campaign; Silver - Social Campaign — Delta "Cheer Cart"
2014 Atlanta Marketer of the Year Awards
Social Media Campaign, Finalist Delta "Cheer Cart"
2014 Shorty Awards
Travel Category, Finalist Delta "Cheer Cart"
2013 OMMA Award
Email Campaign Delta "Delta Wanderland"
2013 AiMA Award
Most Effective Email, Finalist Delta "Delta Wanderland"
2012 OMMA Award
Email Campaign Delta "Holiday eCard"
2011 Effie
Financial Services, Bronze American Express OPEN "Start Booming"