Data-driven creative strategist and information architect
Start-to-finish website creation and migration expert
Search Engine Optimization (SEO) specialist
Award-winning creative director and copywriter
EXPERIENCE
2015 - 2022
Girl Scouts of the USA, New York, NY
Director of Digital Content - 2/2016 - 9/2022
Overall responsibility for all digital content appearing on www.girlscouts.org as well as the websites of 111 federated local Girl Scout councils—from strategy to sitemaps and wireframes to branded messaging, SEO, analytics, and CMS development.
In 2021, spearheaded a top-to-bottom rebuild of all websites as part of a major rebranding and site upgrade initiative. Brought innovative solutions to highly trafficked sections of the website including those for Girl Scout Cookies, Travel, and the new Girl Scout Activity Zone.
Digital Content Specialist - 5/2015 - 2/2016
Migration of selected content from existing website to a new AEM platform. All messaging was reviewed, rewritten, and edited to reflect updates for brand voice, search engine optimization, and consistency with other marketing messaging.
2002-2015
Creative Director/Copywriter, Consultant - Freelance, New York, NY
Work with major advertising, branding and public relations agencies to develop effective, engaging and responsive advertising and marketing campaigns.
Projects include content strategy and development for print and digital formats including direct mail, print advertisements, websites, email, banners, interactive experiences and social media applications. Highly engaging direct response efforts, brand implementation and strategic messaging bring a variety of products and services to life — and make real-world connections between brands and their constituents.
Agencies: Wunderman New York, McCann Worldwide/MRM, Weber Shandwick, Bodden Partners, Tipping Sprung, Epsilon Interactive/Bigfoot.
Brands: Dell, Chevron, Girl Scouts of the USA, Nationwide Insurance, CVS Caremark, Similac, Abbott Nutrition, Shire Pharmaceutical, Johnnie Walker, ESPN, Intel, Microsoft, National Education Association, Wilmington Trust, Brastilo Furnishings, American Automobile Association, Chase Financial Services, MetLife Bank.
Publishing: As part of a creative collective operating as Direct Response Creative, hold overall responsibility for the development and execution of all types of direct response marketing solutions — including direct mail and online efforts — for a diverse group of publishing and media clients.
Clients include the National Geographic Society (National Geographic, NatGeo Traveler, NatGeo Kids/Little Kids), Scholastic Book Clubs, Forbes, Condé Nast (Glamour, Allure, Essence, Bon Appétit, Women’s Wear Daily), Hearst Publishing (Town & Country, Esquire, Cosmopolitan), Sports Illustrated, Crain Communications (Automotive News, Crain’s New York), Hallmark Publishing, Maxim, The Sporting News, Council on Foreign Relations (Foreign Affairs).
1992-2002
Ziff-Davis Media Inc., New York, NY
Creative Director - 4/95 - 11/02
Led team responsible for the creation of all paid- and controlled-circulation development materials for the leading technology, Internet, travel and electronic gaming publications in the U.S. Direct development of cross-media campaigns to acquire and retain readers through direct mail, online advertising, direct-response e-mail, point-of-purchase displays, television and radio. Managed an 18-member in-house Creative Group as well as outside consultants. Developed major corporate positioning documents, white papers, presentations and trade show experiences.
Associate Creative Director - 1/95 - 4/95
Worked closely with Creative Director to develop all circulation-related promotional efforts.
Senior Copywriter - 6/92 - 12/94
Conceptualized and developed subscriber acquisition and retention materials.
1989-1992
The Thomson Corporation, New York, NY
Director of Marketing, SDC Publishing - 6/91 - 6/92
Spearheaded all marketing activities for publications serving financial service professionals. Responsibilities included direct mail marketing, creative development, list selection and acquisition, telemarketing, budgeting and forecasting. Handled marketing for three major annual industry conferences serving venture capitalists, buyout professionals and other financial executives.
Copy Director, Warren Gorham & Lamont - 3/89 - 6/91
Worked with Art Director and led a team of copywriters in developing all promotional materials for over 400 publications serving accounting, banking, human resources, law, real estate, engineering and information systems professionals. Supervised in-house copy staff plus freelancers. Worked closely with Senior Vice President and CEO to develop comprehensive corporate communications program.
1980-1989
Marketing Director, Atcom Publishing, New York, NY
Managed all functions related to marketing fifteen specialized business, professional and consumer newsletters. Developed direct mail packages, renewal series, print advertisements and other sales materials. Conducted market research and developed new products and services.
EDUCATION
Columbia College, Columbia University in the City of New York. Bachelor of Arts.
Activities: WKCR-FM, Board of Managers of Ferris Booth Hall, Senior Society of Sachems, Alpha Epsilon Pi, Big Brothers of Columbia, Ferris Reel. Two-time winner of Gold and Silver King’s Crown Achievement Awards
OTHER
Winner: Folio: CDMA Awards in Broadcast, Internet, Direct Mail, and Renewal Categories
Finalist: Capel Awards, Consumer Direct Mail Category
Featured speaker on marketing for the Newsletter Publishers’ Association