For a primarily B2B supplements and nutrition business, Lycored sure knows how to have fun. When we fully rebranded the company in 2015, we made sure it boldly stood out in its industry with all kinds of activations (like the retro arcade-style video game Betablasters! and the world's biggest tomato salad event in Times Square) that supported the “Cultivating Wellness” tagline. Since then, I’ve helped lead the creative efforts for the company across CRM email newsletters, conference booths and stunts, videos, microsites, and award-winning campaigns to nourish connections during the pandemic—with everything designed to reflect the promise of promoting wellness rooted in science, nature and love.
As a contractor at Hulu during their “We’re about to ruin TV” campaign and brand refresh and fall TV season, things were busy. While mostly focusing on email and digital campaigns for deepening engagement with existing subscribers and reacquiring former subscribers, I also helped with display ads, original content promotion, partnership strategy and ad platform activations. Oh, and I got paid to watch loads of TV.
As a ACD/Copywriter and B2B creative consultant coordinating creative intake, concepting and production across Accenture Interactive agencies in the US, Costa Rica and Ireland (Rothco) for demand-gen advertising and customer story videos in the largest ever media buy at the world’s largest digital agency for the world’s largest startup (Stripe), I got to set the wheels in motion for some big things. for a fintech brand that’s quietly taking the world by storm. Highlights included: refreshing performance marketing creative campaigns, new visual identity explorations and employer branding campaign ideation.
I worked on a few different radio, social and display campaigns for Zarbee’s vitamins, probiotics and cough soothers but they all focused on the company’s biggest differentiator: ingredient purity.
So we used actual ingredients like honey and milk in the art and for one campaign, we even found some pretty cute "experts" to tell us what they thought of some of the weird ingredients some companies use.
But my favorite project was creating a corny fake Twitter handle (H.F. Corn Syrup @thehighfructose) to troll the official Zarbee's account to raise awareness about processed sugar.
While at Madwell, I helped pitch a contest to boost Vita Coco's slower winter sales that riffed off their “Stupidly Simple” tagline with Stupidly Simple New Year’s Resolutions.
The idea was basically just incredibly obvious and punny ways to get healthy (and get prizes) while shopping. In-store activations were tied to digital, social and OOH work all leading to the cash and tropical island giveaway.
What started as side work for a neighbor who was launching a new food tech startup has blossomed into a marvelously playful brand that’s won major backers, big name clients and a steadily growing legion of fan/customers who can’t enough of our cheesy and irreverent food puns. I’ve helped Phenium establish brand identity and tone of voice, build several iterations of their website, create an anthem video, and write social, email, blog, sales, and pitch content.
Working on the marketing team at this Brooklyn-based 3D printing startup was like nothing else I’ve ever done. The pace was fast but the work was fun and after a few months, I was tapped to start my own copy team focused on the Americas.
We launched new products, wrote emails, blogs and social posts, completely refreshed the website (which raised page views +35%, order value +27%, time on page +16%, CPC -30%), overhauled the CRM content strategy and format (which raised open rates by 40%), created curricula, partnered with other brands, promoted our design community (and their universe of open-source 3D designs), launched software updates, documented user stories, nimbly confronted customer service issues, made award-winning conference booths and store displays, created sales and events collateral, optimized paid search and even developed, pitched and launched our own display ad lead-gen campaign.
They say nothing brings people together like food and this 360 campaign was no different. After getting to write video scripts, banner ads, subway ads, web copy, sponsored content, product copy, bus wraps, billboards and store displays for the organization’s massive annual summer 2015 Fancy Food Fair in New York by making several of the company’s members humble champions of “Craft, Care and Joy”, we saw a dramatic spike in interest: increasing web 70%, retail partner sales 45% and NYC metro area brand recall above 10%. Best of all, I got to see my ads on the way to work.
Getting promoted from lead copywriter to the first ever manager of the new copywriting team, meant I had my hand in just about every pot we had cooking.
From staffing up, training and coaching the 13-person team to orchestrating a full rebrand, designing templates and helping implement content strategy across departments and assets to creative directing numerous product campaigns across banners, social, videos, activations, NFL sponsorships, infographics, customer stories, quizzes, blogs and all the web pages, the role was comprehensive to say the least.
Augmented Reality wayfinding app for Seattle Seahawk’s Lumen Field.
Augmented Reality wayfinding app for Seattle Seahawk’s Lumen Field.
Working on the creative and brand management team at CFA Institute for six years, I covered a lot of ground and became the de facto in-house voice and tone expert. I wrote and coordinated B2B and B2C email prospect and member enrollment campaigns, created the identities and marketing collateral for dozens of investment conferences around the world, wrote all manner of print brochures, wrote articles and conducted numerous interviews and photoshoots. I also notably helped oversee a complete brand refresh and relaunch that included writing brand & tone guidelines and training staff across the organization and also helped rebrand Harvard Business School’s Investment Management Workshop.
I have of course worked on loads of other things, including spec and pitch work, articles, one-off freelance projects, and personal creative endeavors, including greeting cards, restaurant reviews, songs, blogs, and…there’s just no telling what you’ll find here.
