Associate Creative Director (Copy) and Executive Director of Casting, November 2021-Present

Kanahoma, San Diego, CA (Remote) — kanahoma.com

  • Develops brand strategy and creative campaigns that differentiate clients from their competition, drive results, and build brand affinity

  • Crafts strategic, on-brand messaging and story-telling tailored to target audiences across all platforms, including print, radio, TV, digital, paid/organic social, and OOH

  • Directs pre-production and production of video and photoshoots, including talent outreach and selection, shot list development, production team collaboration, and on-set creative or art direction

  • Ensures copy aligns with brand messaging, research, and insights; is consistent in style, quality, and tone of voice; is optimized for search engines; and fosters engagement, retention, lead generation, and user experience

  • Manages, trains, and mentors full-time and freelance copywriters

  • Collaborates with cross-functional teams including paid social, web development, account management, and video production

Associate Creative Director (Copy), July 2019-November 2021

National University System, San Diego, CA — nusagency.org

  • Managed the creative workflow — from strategy and ideation to production — for brand campaigns across all platforms, including print, radio, TV, digital, paid/organic social, and OOH

  • Directed pre-production and production of video and photoshoots, including talent outreach and selection, shot list development, production team collaboration, and on-set creative direction

  • Led brainstorms, concepted high-level campaigns, and crafted and executed marketing initiatives tailored for target audiences

  • Ensured copy aligned with brand messaging, research, and insights; was consistent in style, quality, and tone of voice; was optimized for search engines; and fostered engagement, retention, lead generation, and user experience

  • Managed, trained, and mentored a team of junior and mid-level copywriters 

  • Collaborated with cross-functional teams including paid/organic social, web development, account management, video production, and email marketing

Senior Copywriter, July 2017-July 2019

National University System, San Diego, CA

  • Lead creative and copywriting teams for the National University System, driving the brand voice for National University and its four affiliate universities

  • Concepted and produced integrated marketing campaigns, including national TV commercials, radio, video, paid social, display, email, web, print, and out of home 

  • Partnered with creative, marketing, and accounts teams and clients to create strategic marketing plans and produce creative assets 

  • Managed a team of copywriters, mentoring junior creatives and developing mid-level creatives

  • Lead casting process for broadcast campaigns, integrated marketing campaigns, video projects, and photoshoots

 

Senior Copywriter, April 2014-July 2017

Southern New Hampshire University, Manchester, NH

  • Concepted and crafted copy for integrated advertising campaigns that included national broadcast commercials, radio, digital video, direct response banner ads, email, paid and organic social media, microsites, homepage takeovers, print, out of home and nationwide events 

  • Partnered with creative, web, social media, accounts teams and clients to create stand-out collateral and campaigns for national, Hispanic and local markets 

  • Researched and wrote academic program content for SNHU’s website and content articles 

  • Reviewed creative work, mentored junior-level copywriters and designers, and maintained brand standards and best practices in terms of department process

  • Proofread and edited content for spelling, grammar, SEO and clarity

 

Junior Copywriter, January 2013-April 2014

Staples Inc., Framingham, MA

  • Served as junior copywriter for the Staples Rewards and Staples Credit Card teams, writing print copy (direct mail, newspaper ads, in-store signage and flyers) and online copy (social media, A/B email testing, email nurture campaigns, websites and banners)

  • Wrote print and online copy for field marketing, internal communications, Hispanic marketing, acquisition and seasonal promotions

 

Account Executive/Proofreader, May 2010-January 2013

Staples Inc., Framingham, MA

  • Managed and fostered partnerships with Staples’ merchandising, marketing and creative teams to facilitate the creation of print and online circulars, flyers and in-store signs

  • Proofread web pages, catalogs, direct mail, circulars and other online and print collateral

Copy Editor/News Editor, October 2005-May 2010

The Telegraph, Hudson, NH

  • Edited, designed and managed the community news section Neighbors by assigning local news and human interest stories to staff, editing stories, planning the layout, and designing the pages using InDesign, InCopy and Photoshop

  • Managed content of The Telegraph’s community news website

Accolades

2021 Emmy® Award winner for National University’s Home Campaign commercial

2020 Emmy® Award winner for National University’s #My30 Kirstie Mini Documentary

2019 Emmy® Award nominee for short form writing for National University’s #My30 Anthem commercial

2020 AVA Digital gold award recipient for NU #My30 Anthem commercial and the CityU website redesign

2020 AVA Digital Platinum Award recipient for #My30 Kirstie Mini Documentary

Education

  • BA in English/Journalism, University of New Hampshire, 2001-2005

Interests

  • Artsy pursuits, such as watercolors, charcoal and sub-par Instagram photography

  • Force-snuggling my 5-year-old pit bull mix Porter

  • Traveling and, when not traveling, creating Airbnb wishlists