R1
Internal Multimedia Event
Role: Executive & Creative Lead
Role: Executive & Creative Lead
My Services
Creative Operations/Team Management, Expert-Level Copywriting, Viral Content Creator, Creative Direction, Branding, Integrated Marketing Campaigns, Concepting, Display/Paid/Organic Social, Content Strategy and Marketing, UX, Events and Experiential, Demand Generation, ABM, Personas, Social Strategy
About Me
An experienced brand and creative professional, I know how to write the words and market them, too. Special interest in guerrilla tactics that enhance brand loyalty and strategic event experiences. I build creative teams who collaborate.
Currently seeking a new role where I can continue hands-on, strategic copywriting while helping to build and mentor a creative team that rakes in the revenue and keeps clients smiling.
Experience
Current: VP Creative, Channel, R1
Prior: Creative Director, Teradata
See most recent creative work below.
Contact Me
508-577-1387
Raleigh/Durham, NC / San Diego, CA
R1
Technology Partnership Announcement
Role: Executive Creative Direction, Multimedia Producer
Role: Executive Creative Direction, Multimedia Producer
R1
2025 Global Rebrand Support
Role: Executive Creative Direction
Role: Executive Creative Direction
R1
2025 PGA Championship
Role: Executive Creative Direction
Role: Executive Creative Direction
Geoforce
The Problem: Global or local, construction businesses struggle with flimsy equipment tracking technology.
The Campaign: Four, distinct themes were developed for this campaign. Featured here within a "Tough Enough" theme selected by the client, headlines and look/feel demonstrated how Geoforce satellite tracking devices are the most durable on the market, so businesses can keep equipment in sight and on time for the next job.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Four, distinct themes were developed for this campaign. Featured here within a "Tough Enough" theme selected by the client, headlines and look/feel demonstrated how Geoforce satellite tracking devices are the most durable on the market, so businesses can keep equipment in sight and on time for the next job.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Not Planning for Black Friday and 2024 Yet? (Yikes.)
Ready or not—it’s go time for holiday campaigns and 2024 planning. And this year, that means some big challenges for brands, especially with customer targeting. Here are some critical insights as advertisers head into the season.
Expect the unexpected. Old school holiday campaign timing and targeting just doesn’t work anymore in light of new consumer behaviors. Customers are buying seasonal items earlier, focusing more on necessities rather than sale-priced luxury items, and buying up trending
Expect the unexpected. Old school holiday campaign timing and targeting just doesn’t work anymore in light of new consumer behaviors. Customers are buying seasonal items earlier, focusing more on necessities rather than sale-priced luxury items, and buying up trending
Teradata
The Problem: Over six years, I had the unique honor of playing a role in the strategizing and execution of two, 180-degree Teradata rebrands. Testing was a critical aspect of all campaigns with a wide variety of options deployed to social, digital and offline channels. The call was for “sassy and a little badassy” content, with our team’s creative often cited in global marketing meetings. Creative also included a complete reboot of all corporate templates.
The Campaign: The goal was of this concept was to present clean copy with a visual background that highlights said copy. While the sub-head was added at the 11th hour, the intent was to present the simple headline and pique interest to click. In this multi-part series, we took a direct hit at our foremost competitor by addressing their business model (cloud-only) to targeted and tagged digital travelers.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: The goal was of this concept was to present clean copy with a visual background that highlights said copy. While the sub-head was added at the 11th hour, the intent was to present the simple headline and pique interest to click. In this multi-part series, we took a direct hit at our foremost competitor by addressing their business model (cloud-only) to targeted and tagged digital travelers.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
eBay Motors
Security Page Hero Video
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Flashpoint
Cybersecurity Video Teaser
Role: Creative Strategy, Creative Direction, Branding, Copywring
Role: Creative Strategy, Creative Direction, Branding, Copywring
Teradata
The Problem: An internal initiative for Teradata, the organization wanted to boost team input into ongoing innovation efforts, as well as encouraging overall "voice of the employee".
The Campaign: We took full advantage of some of the most priceless real estate on the San Diego campus. Utilizing bold, large imagery, we demonstrated the uniqueness of the Teradata workforce to show how we may be many, but we are still one.
Role: Creative Strategy, Branding, Human Resources, Creative Direction, Copywriting
The Campaign: We took full advantage of some of the most priceless real estate on the San Diego campus. Utilizing bold, large imagery, we demonstrated the uniqueness of the Teradata workforce to show how we may be many, but we are still one.
Role: Creative Strategy, Branding, Human Resources, Creative Direction, Copywriting
Apple Music
The Problem: Apple Music's reliance on their internal analytics left critical data insights hidden from their view. Already a Teradata customer, internal sales teams sought ways to demonstrate product capabilities.
The Campaign: Demonstrating technical product capabilities simply wasn't cool enough for Apple, and we knew it. We needed to not only show them in action, but also present them as business opportunity. Researching new music and market trends, and Apple user forums, we focused on the then resurgence of vinyl sales ... and turning old classics into new gold. The pitch evolved into uncovering an entirely new iTunes category based on advanced subscriber analytics in more precisely matching user interests to expand sales. The data science team also prepared a live demo to show in real-time how Teradata identified this new market - which could be applied to other opportunities, as well.
The orange ads similarly demonstrated the advantages of applying advanced analytics to uncover hidden audience data insights. In this case, discovering unknown subscriber data insights can lead to unexpected answers—and actionable opportunities. This campaign was especially rewarding, as Spotify launched a very similar, mass market campaign within the same year. The “#generationdata” first CTA is a direct nod to the marketing executive we presented to who came from Pepsi and organized their Pepsi Generation concert series.
Role: Creative Direction, Creative Strategy, Copywriting
The Campaign: Demonstrating technical product capabilities simply wasn't cool enough for Apple, and we knew it. We needed to not only show them in action, but also present them as business opportunity. Researching new music and market trends, and Apple user forums, we focused on the then resurgence of vinyl sales ... and turning old classics into new gold. The pitch evolved into uncovering an entirely new iTunes category based on advanced subscriber analytics in more precisely matching user interests to expand sales. The data science team also prepared a live demo to show in real-time how Teradata identified this new market - which could be applied to other opportunities, as well.
The orange ads similarly demonstrated the advantages of applying advanced analytics to uncover hidden audience data insights. In this case, discovering unknown subscriber data insights can lead to unexpected answers—and actionable opportunities. This campaign was especially rewarding, as Spotify launched a very similar, mass market campaign within the same year. The “#generationdata” first CTA is a direct nod to the marketing executive we presented to who came from Pepsi and organized their Pepsi Generation concert series.
Role: Creative Direction, Creative Strategy, Copywriting
Uber
The Problem: Uber marketing relied on open source development, seeing no need for vendor-supplied data analytics. To demonstrate Teradata capabilities, we needed to show the full breadth of our innovation above and beyond what was already working for them.
The Campaign: Diving into Uber rider and driver forums, social media, and market trends, we quickly found a growing problem for Uber. Riders weren't receiving the customized experiences they craved, and drivers felt the same way. First targeting drivers, we showcased enhanced application features based on real-time data integration and analysis that could lead to better retention, as drivers increasingly were moving to other rideshare apps.
The first campaign shown here demonstrates how Teradata could help Uber better retain and recruit drivers against competitors like Lyft by utilizing advanced analytics to re-validate their intentions in driving in the first place.
Executed concepts across all themes were positioned within a 1/4 radius of Uber headquarters in San Francisco. As other rideshare apps shared locations near Uber, the ads actually did double-duty for Teradata marketing.
Role: Creative Direction, Creative Strategy, Copywriting
The Campaign: Diving into Uber rider and driver forums, social media, and market trends, we quickly found a growing problem for Uber. Riders weren't receiving the customized experiences they craved, and drivers felt the same way. First targeting drivers, we showcased enhanced application features based on real-time data integration and analysis that could lead to better retention, as drivers increasingly were moving to other rideshare apps.
The first campaign shown here demonstrates how Teradata could help Uber better retain and recruit drivers against competitors like Lyft by utilizing advanced analytics to re-validate their intentions in driving in the first place.
Executed concepts across all themes were positioned within a 1/4 radius of Uber headquarters in San Francisco. As other rideshare apps shared locations near Uber, the ads actually did double-duty for Teradata marketing.
Role: Creative Direction, Creative Strategy, Copywriting
Apple Music
The Problem: Apple Music's reliance on their internal analytics left critical data insights hidden from their view. Already a Teradata customer, internal sales teams sought ways to demonstrate product capabilities.
The Campaign: Demonstrating technical product capabilities simply wasn't cool enough for Apple, and we knew it. We needed to not only show them in action, but also present them as business opportunity. Researching new music and market trends, and Apple user forums, we focused on the then resurgence of vinyl sales ... and turning old classics into new gold. The pitch evolved into uncovering an entirely new iTunes category based on advanced subscriber analytics in more precisely matching user interests to expand sales. The data science team also prepared a live demo to show in real-time how Teradata identified this new market - which could be applied to other opportunities, as well.
The orange ads similarly demonstrated the advantages of applying advanced analytics to uncover hidden audience data insights. In this case, understanding and tracking handles across different playlists to capture a complete view of every subscriber to create more relevant offers.
Role: Creative Direction, Creative Strategy, Copywriting
The Campaign: Demonstrating technical product capabilities simply wasn't cool enough for Apple, and we knew it. We needed to not only show them in action, but also present them as business opportunity. Researching new music and market trends, and Apple user forums, we focused on the then resurgence of vinyl sales ... and turning old classics into new gold. The pitch evolved into uncovering an entirely new iTunes category based on advanced subscriber analytics in more precisely matching user interests to expand sales. The data science team also prepared a live demo to show in real-time how Teradata identified this new market - which could be applied to other opportunities, as well.
The orange ads similarly demonstrated the advantages of applying advanced analytics to uncover hidden audience data insights. In this case, understanding and tracking handles across different playlists to capture a complete view of every subscriber to create more relevant offers.
Role: Creative Direction, Creative Strategy, Copywriting
MeridianLink
The Problem: Financial institutions and lenders are challenged to meet the rising expectations of consumers when it comes to the digital experience.
The Campaign: Three, distinct themes were developed for this campaign. Featured here within a "Relational Banking" theme selected by the client, headlines and look/feel demonstrated how MeridianLink facilitates relational banking in a digital, touchless world, helping organizations build deep trust with their customers/members.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Three, distinct themes were developed for this campaign. Featured here within a "Relational Banking" theme selected by the client, headlines and look/feel demonstrated how MeridianLink facilitates relational banking in a digital, touchless world, helping organizations build deep trust with their customers/members.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
NordHealth
The Problem: Scandinavian company, NordHealth, had an identity crisis in trying to break into the overpopulated North American software market. To address the unique needs of overworked, underserved veterinarians, they wanted to break the mold of their current ad strategies and look/feel to garner immediate attention.
The Campaign: For this campaign, we developed four themes. As part of the "We See You" theme, this concept sought to identify with vets on a personal level, while highlighting ways NordHealth technology could facilitate their growth so they could focus on what matters to them most - their patients.
Role: Creative Strategy, Branding, Creative Direction
The Campaign: For this campaign, we developed four themes. As part of the "We See You" theme, this concept sought to identify with vets on a personal level, while highlighting ways NordHealth technology could facilitate their growth so they could focus on what matters to them most - their patients.
Role: Creative Strategy, Branding, Creative Direction
Geoforce
The Problem: Global or local, construction businesses are faced with two major challenges: maximizing equipment efficiency and usage, and doing so within some potentially extreme environments.
The Campaign: Four, distinct themes were developed for this campaign. Featured here within a "Now You See It" theme selected by the client, headlines and look/feel demonstrated how Geoforce satellite tracking devices are the most durable on the market, able to locate resources in even the most extreme situations so businesses can keep equipment in sight and on time for the next job.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Four, distinct themes were developed for this campaign. Featured here within a "Now You See It" theme selected by the client, headlines and look/feel demonstrated how Geoforce satellite tracking devices are the most durable on the market, able to locate resources in even the most extreme situations so businesses can keep equipment in sight and on time for the next job.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Intuit
Role: Creative Strategy, Copywriting
Amperity
The Problem: 60% of companies spend at least 50% of their media budgets on digital advertising. But justifying ad spend and achieving higher return on investment (ROI) is increasingly difficult with current market conditions and limitations on data access.
The Campaign: Five, distinct concepts were developed for this campaign. Featured here within a "Optimize Digital Spend" theme selected by the client, headlines and look/feel demonstrated how Amperity increase identify match rates to optimize customer data lists, while measuring the impact of online ads and ROI on offline sales to calculate ROAS more accurately.
Role: Creative Strategy, Creative Direction
The Campaign: Five, distinct concepts were developed for this campaign. Featured here within a "Optimize Digital Spend" theme selected by the client, headlines and look/feel demonstrated how Amperity increase identify match rates to optimize customer data lists, while measuring the impact of online ads and ROI on offline sales to calculate ROAS more accurately.
Role: Creative Strategy, Creative Direction
MeridianLink
The Problem: Financial institutions and lenders are challenged to meet the rising expectations of consumers when it comes to the digital experience.
The Campaign: Three, distinct themes were developed for this campaign. Featured here within a "Growth and Revenue Generation" theme selected by the client, headlines and look/feel demonstrated how MeridianLink helps financial institutions and lenders transform technology into a revenue or growth accelerator (instead of an ongoing cost center) via a number of modern and in-demand internal and customer-facing features that enable significant market differentiation.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Three, distinct themes were developed for this campaign. Featured here within a "Growth and Revenue Generation" theme selected by the client, headlines and look/feel demonstrated how MeridianLink helps financial institutions and lenders transform technology into a revenue or growth accelerator (instead of an ongoing cost center) via a number of modern and in-demand internal and customer-facing features that enable significant market differentiation.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Teradata
The Problem: Over six years, I had the unique honor of playing a role in the strategizing and execution of two, 180-degree Teradata rebrands. Testing was a critical aspect of all campaigns with a wide variety of options deployed to social, digital and offline channels. The call was for “sassy and a little badassy” content, with our team’s creative often cited in global marketing meetings. Creative also included a complete reboot of all corporate templates.
The Campaign: Data can either be the salvation or the bane of an organization’s existence. The goal of this concept was to simplify the elevator pitch of what Teradata does while giving a shin-kick to the monster we helped businesses wrangle to their complete advantage.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Data can either be the salvation or the bane of an organization’s existence. The goal of this concept was to simplify the elevator pitch of what Teradata does while giving a shin-kick to the monster we helped businesses wrangle to their complete advantage.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Teradata
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Amperity
The Problem: CMOs have a problem. Target audience sizes and match rates are declining due to the degradation of third-party data.
The Campaign: Three, distinct concepts were developed for this campaign. Featured here within a "Match Game" theme selected by the client, headlines and look/feel demonstrated how Amperity increases match rate and addressability so CMOs (and teams) can target high-value customers with unheard of precision by uncovering little known insights.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Three, distinct concepts were developed for this campaign. Featured here within a "Match Game" theme selected by the client, headlines and look/feel demonstrated how Amperity increases match rate and addressability so CMOs (and teams) can target high-value customers with unheard of precision by uncovering little known insights.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
Intuit
Role: Creative Strategy, Copywriting
Amperity
The Problem: CMOs have a problem. Target audience sizes and match rates are declining due to the degradation of third-party data.
The Campaign: Three, distinct concepts were developed for this campaign. Featured here within a "Match Game" theme selected by the client, headlines and look/feel demonstrated how Amperity increases match rate and addressability so CMOs (and teams) can target high-value customers with unheard of precision by uncovering little known insights.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
The Campaign: Three, distinct concepts were developed for this campaign. Featured here within a "Match Game" theme selected by the client, headlines and look/feel demonstrated how Amperity increases match rate and addressability so CMOs (and teams) can target high-value customers with unheard of precision by uncovering little known insights.
Role: Creative Strategy, Creative Direction, Branding, Copywriting
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