Strategic Marketing and Creative Director
ABOUT
EXPERIENCE
EyeMed (A division of Luxottica) Cincinnati, Ohio
America’s fastest growing vision benefits company with over 60 million members
Director, Marketing // 2015-Present
Own the EyeMed brand— crafting all aspects of a unique, ownable brand identity including brand purpose, promise, personality, voice, messaging and visual identity across all channels and all mediums.
Manage all agency relationships— maintain the optimal agency mix to get the best work while driving budget efficiencies. Manage quarterly agency reviews and direct all creative assignments.
Lead in-house creative team focused on content strategy and creation. Hire, train, coach and inspire team members—including bi-weekly 1:1 touchbase meetings, annual performance reviews, salary adjustments and promotions.
Oversee annual planning and budgets for the in-house creative team, media and agency retainers.
Own all EyeMed media including print, video, display, email, paid social, paid search, webcasts, ABM programs and content syndication.
Direct all EyeMed creative both in-house and with agencies and freelancers—ensuring deliverables are on-brand, on-brief,
on-budget and of the highest quality.
Present marketing and creative strategies to leadership to drive alignment and budget.
Proficient in Adobe software: InDesign, Photoshop, Illustrator, After Effects and Microsoft software: Word, Excel and PowerPoint.
Strategic marketing and creative director, skilled at developing future-focused brands. With more than 20 years experience, I excel at translating business objectives into marketing campaigns that drive people to action and advocacy. Both a doer and a leader, I am passionate about collaborating to create great work with measurable results.
Brand, creative and agency responsibilities :
• Translate business strategies into brand strategies and creative briefs.
• Direct the creative across all constituents: brokers, employers, members, providers and resellers.
• Integrate messaging across channels and campaigns—including: direct mail, email, websites, social media, paid media, member and sales support materials, digital tools, videos, presentations and thought-leadership content.
• Collaborate with research, business analytics, product, and startegy teams to strengthen the brand across all initiatives.
• Champion a customer-centric mindset that drives innovation and creates product differentiation.
• Lead weekly brand and creative review sessions.
• Create and socialize brand tools—including brand guidelines, campaign and messaging toolkits, digital toolkits and ADA compliance documentation.
• Work with photographers and directors to oversee photo and video shoots. Involved in all aspects of script writing, storyboarding and pre and post production.
Paid media responsibilities:
• Define full-funnel media strategies to target various EyeMed constituents: brokers, employers, member open enrollment, and EyeMed Individual with the right message, at the right time on the right channel.
• Develop highly-targeted media to maximize budget, including: geo-targeteing, retargeting, acount-based marketing, and look-a-like audiences to acquire new leads.
• Implement “pay-for-performance” content syndication extending the reach of EyeMed thought-leadership content.
• Oversee quarterly sponsored webcasts—partnering with trade organizations and publications to extend reach.
• Manage all paid social across multiple channels, including Facebook, LinkedIn and Twitter.
• Manage paid search to support campaign and business objectives.
• Implement attribution model to prove the ROI of media spend.
• Implement test-and-learn approach to optimize messages and channels.
Possible, Cincinnati, Ohio 1,200+ person global advertising agency specializing in large-scale digital marketing
Creative Director // 2007– Present
Own creative strategy and execution for some of the world’s largest CPG brands including ConAgra Foods (Healthy Choice, Egg Beaters, Orville Redenbacher, Marie Callender’s, Kid Cuisine, PAM, Ro*tel plus coalition CRM sites Simple and Delicious, Start Making Choices and Ready Set Eat) Abbott Nutrition (Similac StrongMoms CRM program, Ensure, Glucerna, Juven, Pedialyte and PediaSure) and J.M. Smuckers Company (Folgers, Millstone, Dunkin Donuts, Cafe Bustelo, and Pelon)
• Creative director for POSSIBLE’S largest account — J.M. Smuckers ($15 million)
• Oversee the development of strategic concepts and frameworks that deliver on client business and brand needs
• Develop creative briefs based on measurable, insight-driven marketing objectives that grow the client’s business and category
• Partner with clients and their agencies to set strategic tone and develop marketing plans that ensure integration across all consumer touch points
• Lead brainstorming sessions and apply design thinking to drive innovation and consumer- centric solutions√
ranslate business strategies into brand strategies and creative briefs
• Evaluate/critique all creative output, ensuring work is on brief with world-class execution
• Foster collaboration across disciplines (strategy, account planning, research, user experience, SEO, tech) and partner agencies
• Champion creative within the agency and with clients, showing the power of design and how it impacts ROI
• Manage and mentor a creative staff of writers and designers, including weekly 1-on-1 reviews, raises and promotions, and annual employee development plans
LPK, Cincinnati, Ohio
500+ person global brand and innovation consultancy
Design Director // 2005–2007
Established the overall brand architecture and equity for each of LPK's core competencies, including product design, beauty, food, kids, and technology.
HSR/Gyro, Cincinnati, Ohio
Full-service B2B marketing and advertising firm
Senior Director of Design // 1995-2005
Managed a staff of seven designers and writers. Projects included both traditional and interactive media.
Frequency Marketing, Cincinnati, Ohio
Relationship/loyalty marketing agency
Art director // 1993-1995
Designed member communications for customer-relationship programs. Projects included direct mail, catalogs, and program identities.
EDUCATION
University of Cincinnati
College of Design, Art, Architecture and Planning—Bachelor of Science in Design
Lindner College of Business—Marketing Minor