THOUGHTFUL | RELEVANT | SUCCINCT
Creative Consultant | 2008–Present
CVS – Created POP collateral for in-store pharmaceutical promotions.
Cybex – Created materials to help educate prospective buyers on the unique features of the CYBEX product line.
Cynthia Steffe – Created brand identity, mobile and print concepts for this upscale women’s clothing line.
epic – Launched this global consulting group that specializes in green initiatives.
Essex Street Inn – Created B2B awareness campaign, work included e-mail and DM.
Meghan Beaudry – Developed identity and designed music CD packaging.
New England Conservatory – Designed exhibit used to recruit musicians to NEC.
Turkish Coalition of America – Created materials to encourage Turkish Americans to join the coalition.
Woodwards Resort – Developed and created their ski & stay promotion.
Gannett/USA Today – Captivate Network | Creative Director | 2007-2008
Developed mobile and social initiatives that enabled real-time feedback from viewers. Created Branded Sponsorships to sync client ads with relevant content. Implemented a text message campaign to drive response thru digital OOH channel. Developed a new website to include up to minute editorial leveraged from the Network. Redesigned layout of the Network screens to better utilize broadcast campaigns.
IDG – e for all Expo| Creative Consultant | 2007
Launched e for all Expo – a global gaming and networking event produced by IDG. Work Included positioning, logo, tag line, website, sales kit, collateral, interactive kiosks, and experiential marketing.
Together RX Access – a Johnson & Johnson Coalition | Creative Consultant | 2006
This integrated campaign was developed to represent a coalition of 19 pharmaceutical companies. The campaign was up-beat and positive. A new website was created which allowed visitors to check eligibility and sign-up with just two clicks. The site worked in conjunction with DR TV, ADS, OOH, DM, POS, social, and collateral. Enrollment was doubled and page views tripled within weeks of launch.
H&R Block | Creative Consultant | 2005-2006
Created an integrated online campaign with Mullen to re-launch H&R Block TaxCut. This campaign resulted in a sales increase of 33%, reversing a 12% decline.
TJX | Interactive Creative Director | 2004-2005
Collaborated with TJX management team to test viability of e-commerce websites for TJMaxx and HomeGoods retail brands. Built and managed internal team from 3 to 34. Launched both e-commerce sites in 6 weeks. Within four Months TJMaxx.com peaked at revenues of $100,000/day—equivalent to the largest TJMaxx retail store. Developed websites to support other TJX brands—Marshalls, Bob’s, Bob’s Teen, TJMaxx Teen, and AJ Wright. Many with proprietary content, games, and UGC.
Disney – Walden Media | Creative Consultant | 2003
Conducted an extensive UX exercise that incorporated the three entities of Walden Media—education, entertainment and corporate. Developed a site map that clearly showcased interaction and support between each entity.
Repechage | Creative Consultant | 2002
Created multiple advertising campaigns utilizing underwater photography to elevate the brand attributes of a seaweed-based skin care line. Designed product packaging and spa interior elements.
Digitas | VP, Creative Director | 1999-2001
Creative leader on accounts worth more than $20 million. Hired, mentored and managed staff of writers, designers, UX, content editors, producers and programmers. Directed 3 launches for AT&T. Launches encompassed web, advertising, DM, DVD, e-mail, packaging, tutorial, customer support, sign up, demos, traveling road show and interactive kiosks. Developed the prototype for an e-commerce web site for specialty retailer, Horchow.
Launched an online college degree site for Harcourt – coordinating with two third party content providers.
Thunderhouse | Creative Director | 1998-1999
Spearheaded creative efforts for Olympus, Nestlé and Hasbro. Managed team of writers, producers and designers.
AOL | Associate Creative Director | 1992-1998
Partnered at high levels with AOL management to help grow AOL from 2.6 million members to over 14 million members, moving AOL from an ISP to a global media entity. Developed strategy, brand, design and interface for online and offline initiatives supporting three divisions of AOL. Creative work included interactive TV, kiosks, collateral, videos, AOL channels, web sites, logos, and print advertising. Special projects included interactive TV interface (NetHold | Amsterdam) and interactive kiosk (Smart Car | Milan).
Johnson & Johnson
Norwegian Cruise Lines
Concept | Strategy | Positioning
Event | Experiential
Identity | Branding | Logo
Print | Collateral | Packaging
UX | UI | IA