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I am a creative director and UX designer who is equally passionate about marketing strategy and the hands-on aspects of my career. I have put my mark on top national brands spanning industries from insurance (Amica, MetLife) to healthcare (Aetna, Healthspire), pharmaceuticals (Ortho Clinical Diagnostics, AgNovos) and consumer goods (Johnson & Johnson).
In my current role at EXL I am responsible for all creative deliverables on both the print and digital side alongside copywriters and designers under our Executive Creative Director. I use data-driven insights to inform messaging tailored to our target audience. Using technological and industry best practices, I help design the customer journey that will drive consumer response. We continually optimize by rigorously testing and measuring creative performance to maximize efficacy. Skills: Creative direction, branding, logos and identity systems, sales support, creative product design & sales, UI, UX, direct response copywriting, art direction, branding, team management, pitching/presenting, digital marketing (SEO/SEM, vertical search, programmatic display advertising, social media, content creation). |
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Summary
Creative Director
12/2015 - Present, RPM Direct, an EXL Company
RPM offers direct response marketing for the insurance, financial services, and healthcare spaces. Our creative development process is informed by intense analytics, including access to thousands of individual consumer characteristics, proprietary models and scores, and credit data. We continually optimize performance, and accordingly have an excellent track record of beating established control positions. I sit on a management team that has grown digital accounts by over 300% in four years.
As Creative Director, I lead and execute all creative efforts, bringing tested and proven direct marketing techniques together with the brand needs of Fortune 500 and 1000 clients including Amica, Aetna, MetLife, Farmers, MassMutual, Berkshire Hathaway, Costco, Lending Point, Lending Club, and many others. I lead proprietary multi-day Design-Thinking sessions that include client discovery and initial digital concept creation, using the results to lead my creative team including designers, copywriters, and web developers, collaboratively responsible for over $57M in revenue. I also oversee the overall creative for direct mail, totaling over 150M pieces mailed annually.
Lead Art Director
2/2014 - 8/2015 - The Laurel Group, Hamilton, NJ
The Laurel Group is a full service branding agency specializing in advertising, display design, POP and FSOfor the biggest brands in personal consumer goods & pharma brands. As lead Art Director, I generated and pitched concepts to clients from the most popular consumer brands including Johnson & Johnson (Listerine, Aveeno, Neutrogena, Band-Aid, etc.), healthcare companies like Ortho Clinical Diagnostics, and pharmaceutical startups like AgNovos. Using existing brand guidelines, I designed new creative in the form of websites, digital marketing campaigns and print and collaterals, concept through completion.
Marketing Director
8/2012 - 2/2014 - F&W Professional Services, Hamilton, NJ
F&W is the company behind highly respected, hospital-affiliated health centers including Robert Wood Johnson Fitness & Wellness and HackensackUMC Fitness & Wellness Powered by the New York Giants. F&W Centers focus on the 'whole health' of each member, closely integrating both fitness and medical care. As Marketing Director, I was responsible for allocation and tracking the overall marketing budget, managing mergers with other clubs and partnerships with outside organizations such as the National Football League (NFL), and creating individual marketing plans and budgets for 9 individual locations.
Creative Director
7/2006-7/2012 -JCG New Media, Fort Washington, PA
As the Creative Director for JCG New Media I was responsible for the overall design, copywriting,and user experience of online marketing strategies for our Insurance Industry client base. I managed a team of designers, copywriters, and developers and actively pitch new business. JCG partners with carriers like Prudential, Mutual of Omaha, AIG, Wellmark, and Blue Cross/ Blue Shield to develop and execute profitable online marketing initiatives. We challenged ourselves and our clients to find new ways to leverage digital media to build new markets, lower customer acquisition costs and deepen customer relationships.
Marketing Director
1/2003-7/2006 - The Newtown Athletic Club, Newtown PA
The Newtown Athletic Club (NAC) is an internationally recognized giant in the fitness industry. The NAC is much more than a fitness club, including a waterpark, restaurant, night club, community center, children's training center, and more. The NAC actively supports government initiatives for health and wellness education, and gives over $1M annually to health and wellness charities. As marketing director, I designed and executed all creative efforts including website design, direct mail, email campaigns, digital marketing, social media, and Community Partner advertising program.
12/2015 - Present, RPM Direct, an EXL Company
RPM offers direct response marketing for the insurance, financial services, and healthcare spaces. Our creative development process is informed by intense analytics, including access to thousands of individual consumer characteristics, proprietary models and scores, and credit data. We continually optimize performance, and accordingly have an excellent track record of beating established control positions. I sit on a management team that has grown digital accounts by over 300% in four years.
As Creative Director, I lead and execute all creative efforts, bringing tested and proven direct marketing techniques together with the brand needs of Fortune 500 and 1000 clients including Amica, Aetna, MetLife, Farmers, MassMutual, Berkshire Hathaway, Costco, Lending Point, Lending Club, and many others. I lead proprietary multi-day Design-Thinking sessions that include client discovery and initial digital concept creation, using the results to lead my creative team including designers, copywriters, and web developers, collaboratively responsible for over $57M in revenue. I also oversee the overall creative for direct mail, totaling over 150M pieces mailed annually.
Lead Art Director
2/2014 - 8/2015 - The Laurel Group, Hamilton, NJ
The Laurel Group is a full service branding agency specializing in advertising, display design, POP and FSOfor the biggest brands in personal consumer goods & pharma brands. As lead Art Director, I generated and pitched concepts to clients from the most popular consumer brands including Johnson & Johnson (Listerine, Aveeno, Neutrogena, Band-Aid, etc.), healthcare companies like Ortho Clinical Diagnostics, and pharmaceutical startups like AgNovos. Using existing brand guidelines, I designed new creative in the form of websites, digital marketing campaigns and print and collaterals, concept through completion.
Marketing Director
8/2012 - 2/2014 - F&W Professional Services, Hamilton, NJ
F&W is the company behind highly respected, hospital-affiliated health centers including Robert Wood Johnson Fitness & Wellness and HackensackUMC Fitness & Wellness Powered by the New York Giants. F&W Centers focus on the 'whole health' of each member, closely integrating both fitness and medical care. As Marketing Director, I was responsible for allocation and tracking the overall marketing budget, managing mergers with other clubs and partnerships with outside organizations such as the National Football League (NFL), and creating individual marketing plans and budgets for 9 individual locations.
Creative Director
7/2006-7/2012 -JCG New Media, Fort Washington, PA
As the Creative Director for JCG New Media I was responsible for the overall design, copywriting,and user experience of online marketing strategies for our Insurance Industry client base. I managed a team of designers, copywriters, and developers and actively pitch new business. JCG partners with carriers like Prudential, Mutual of Omaha, AIG, Wellmark, and Blue Cross/ Blue Shield to develop and execute profitable online marketing initiatives. We challenged ourselves and our clients to find new ways to leverage digital media to build new markets, lower customer acquisition costs and deepen customer relationships.
Marketing Director
1/2003-7/2006 - The Newtown Athletic Club, Newtown PA
The Newtown Athletic Club (NAC) is an internationally recognized giant in the fitness industry. The NAC is much more than a fitness club, including a waterpark, restaurant, night club, community center, children's training center, and more. The NAC actively supports government initiatives for health and wellness education, and gives over $1M annually to health and wellness charities. As marketing director, I designed and executed all creative efforts including website design, direct mail, email campaigns, digital marketing, social media, and Community Partner advertising program.
Experience
Education
• Ithaca College, Ithaca, NY, Roy H. Park School of Communications
• Graduated Class of 2002, Cum Laude, GPA 3.6
• Bachelor of Science: Communications, Concentration Advertising & Public Relations
• Minor: Creative Writing • Minor: Vocal Performance
• Internship: Communiqué Design & Marketing, Ithaca, NY 2002
• Internship: NBC Print Advertising, Los Angeles, CA 2001
• Ithaca College, Ithaca, NY, Roy H. Park School of Communications
• Graduated Class of 2002, Cum Laude, GPA 3.6
• Bachelor of Science: Communications, Concentration Advertising & Public Relations
• Minor: Creative Writing • Minor: Vocal Performance
• Internship: Communiqué Design & Marketing, Ithaca, NY 2002
• Internship: NBC Print Advertising, Los Angeles, CA 2001
Awards
• Reader’s Choice Awards, Best Graphic Designer, SJ Biz Magazine 2012
• Joint Downtown Newtown Corporation, Pride of Newtown Award, 2005 & 2006
for excellence in marketing the tourism, dining and shopping experience of Newtown, PA
• First Night International Prism Award: First Place Button Design, 2005 &
Honorable Mention, Poster Design for excellence in communicating the feeling of the First Night
International event, a non-alcoholic family celebration of the arts on New Year’s Eve
• Reader’s Choice Awards, Best Graphic Designer, SJ Biz Magazine 2012
• Joint Downtown Newtown Corporation, Pride of Newtown Award, 2005 & 2006
for excellence in marketing the tourism, dining and shopping experience of Newtown, PA
• First Night International Prism Award: First Place Button Design, 2005 &
Honorable Mention, Poster Design for excellence in communicating the feeling of the First Night
International event, a non-alcoholic family celebration of the arts on New Year’s Eve
Tools of the Trade
Photoshop • InDesign
Illustrator • Canva Adobe Acrobat Pro Microsoft Office Mac OS • Windows Wrike • Workflow Max Nimbus •.PlaceIt |
Outside the Office
I'm a classically trained opera singer, and I perform with local companies. My heart prefers jazz, so I grab any chance I can perform with a live band or in a cabaret. I am also active in my river town, currently the Marketing Chair for SPLASH, whose mission is to educate youth about the environment and importance of the watershed.
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