PLEASE NOTE: THIS BOOK IS AN AMALGAMATED CLIENT COLLAGE/SAMPLING OF COPY. IT DOES NOT INCLUDE ALL COMMERCIALS, RADIO SPOTS, OR OOH FOR FILE SIZE AND ACCESS/NDA RESTRICTIONS. *PLATFORMS SHOWN: TELEVISION, YAHOO MOBILE MOMENTS, PINTEREST, TIKTOK, META REELS, META STATIC, LANDING PAGES, DIRECT MAIL, BUS WRAPS, BROCHURE, LEAVE BEHIND COLLATERAL, GOOGLE RESPONSIVE, GOOGLE DISCOVERY, BILLBOARDS, DIRECT MAIL, LINKED IN, EMAIL, T-SHIRTS & PRINT.
HeyDude: Current Global Director of Copy
Walmart+: Agency ACD (Deutsch LA) on the Walmart+ account overseeing the Performance creative team. Oversaw ads for Meta (static, video, reels), Yahoo, Google Discovery, Google Responsive, Banner/IAB ads, and other paid social for Walmart+, Walmart InHome, Walmart Travel, Walmart Business.
Conceptualized “Discount Dopamine” concept which outperformed all rivals. | Codified the tagline, “The membership that pays for itself.”
Conceptualized Members Save On This + So Much More campaign formats & territories for scale as well as message testing framework adopted by other partner agencies.
Extended team worked on commercials such as Fred Armison Walmart+ Week (which pulled through upper, mid and lower funnel assets) & mother’s day campaign Cardi B Ultimate Mom Hack.
Wayfair: Digital copywriter (6-month contract) on incremental emails, Wayfair US landing page, Yahoo Mobile Moments, Holiday (catalog & website), direct mail, banner ads and partnership launches like Le Creuset.
Chewy: Led a 10-member creative pack touching all copy for Chewy master brand including: organic and paid social across Pinterest, Facebook, Instagram, Google Responsive, TikTok and paid search.
Direct Mail
Direct Mail
Website
Website
Codified Autoship subscription language including tag, “What your pet needs. On repeat.”
Partnership content with Marvel & Disney.
Direct Mail
Wrote catalog, launch copy and all direct mail pieces including holiday.
Conceptualized and approved all video content for Chewtorials, a sub-platform, which I named. Also named proprietary products for Frisco, co-branded events and sales.
Conceptualized the holiday campaign for Holiday 2021.
Amazon: Senior CW and Interim Creative Director overseeing a 23-person team (includes skip levels). Built message tests and scripted ads for Amazon Air, PillPack, Whole Foods, Amazon CamperForce and other business lines. Oversaw all testing, email, paid search, direct mail, SMS, landing pages, Facebook, Instagram, Reddit, TikTok, Linked In, Google ads and both ADA and GDN display.
Conceptualized :15, :30 and :60-second radio spots, OOH, bus wraps and other transit.
Wrote all direct mail, leave behind collateral, signage and other print collateral.
Ancient Nutrition/Dr. Axe: Oversaw all DTC copy across daily email, direct mail, website, brand tone guides, product description pages, landing pages, promotional and in-store copy, paid social and search, SMS and shooting scripts for DRTV. Worked closely with HTC legal compliance directors on FDA and FTC claim language.
SoftBank Robotics: Agency CW on the SoftBank Robotics account. Crafted B2B copy for lead generation ads, case studies, paid social, organic social and banner ads for Pepper the Robot. (Midnight Oil, LA)
Dogeared Jewelry: Directed all copy across email, product description pages, naming, organic social, packaging, press releases, brand tone guides, textured items and CPG copy for over 100 assets. Named exclusive accessory line for Nordstrom (Petalbox). Oversaw the marketing team, email strategy and message testing.
Screenshot
Screenshot
Emails
American Kennel Club: Contract freelance CW on banner ads and email at a 3x weekly cadence.
Mattel: Contract CW on product launch, Aristotle, responsible for packaging copy, launch assets and website.
Garland Hotel: Print and event collateral for boutique hotel in Los Angeles on retainer.
Volaris Airlines: Agency new business pitch copy for Volaris Airlines. (TBWA NY)
North River Lobster Company: Launch copy for new NYC restaurant on a boat. Guerrilla marketing, bus wraps, print ads, t-shirt copy, email and social media.
World Yacht NYC: Copy crafted across email, paid search, radio spots, print collateral, menus, OOH, paid and organic social and TV commercials. (Brochure and print campaign for Time Out NY shown.)
Revere Jewels of Beverly Hills: Freelance Creative Director of Copy on re-brand and complete website overhaul.
TBWA NY: Ownership of monthly newsletter to TBWA global offices (323 total) recapping best TBWA campaigns around the world.
One Hoboken Mayoral Campaign ’13: Oversaw all campaign comms, brochures, social media, buttons, fliers and bios.
Drape Kings / Media Services: Oversaw all B2B copy including press releases, trades, promo materials, email and social.
Press releases, case studies and partnership content.
For other long-form (scripts, press releases, web content, etc.) please ask.
Other Writing Done For/
*AREAS OF EXPERTISE (SOMEWHAT IN ORDER): CAMPAIGN CONCEPTUALIZATION, TESTING, PAID SOCIAL, EMAIL, NAMING, GDN/ADA, DIRECT MAIL, LANDING PAGES, USER JOURNEY, OOH & TRANSIT, RADIO, COMMERCIAL/DRTV, CATALOG, PDP PAGES, SEARCH, UX/UI, PACKAGING
a spaghetti wall of what stuck. 