Work

Assoc. Creative Director - Imagination, Birmingham, MI

October 2023 - Present

Develop data-driven strategies for experiential activations primarily for Ford.
Define and track KPIs for press events, auto shows, and other live experiences as well as report on results.
Work with clients to originate tight, detailed briefs that enable on-message creative thinking.
Create message frameworks, brand manifestos, purpose statements, and campaign narratives to ensure we’re telling rich stories.
Generate big, conceptual ideas that nail the problem, key audiences and insights, the core narrative, amplification, and ROI/performance across a variety of platforms and channels
Lead agency writing efforts for video, signage, on-stage presentations, and more.
Oversee freelance writers and provide creative direction.

Sr. Creative Strategist + Assoc. Creative Director - Latcha + Associates, Farmington Hills, MI

December 2020 - September 2023

Develop data-driven strategies for CRM emails, web, social, programmatic, video, and print campaigns that increased engagement for major automotive brands including Kia, Audi, Ford, and Hyundai.
Brainstorm and plan content strategies for campaigns based on client business goals, budget, product benefits/features, marketing intelligence insights, and innovative creative ideas.
Research audience targeting, products, social trends, competitive brands, and first-party data to deliver optimal campaign performance.
Map customer journeys to identify the moments that matter and how customers can be best influenced/supported.
Focus on relevance, personalization, and the customer journey, using tactics such as dynamically built messages, triggered communications, and personalized video experiences.
Present campaign ideas and reasoning to clients, including executive-level managers.
Review analytics and continually incorporate insights into campaigns.
Manage strategic and creative executions to ensure client business objectives are met.
Review analytics and continually incorporate insights into campaigns.
Provide creative direction and team management alongside the creative director.
Develop engaging copy for web, print, video, CRM emails, social media, and other digital media.

Senior Copywriter - Latcha + Associates, Farmington Hills, MI

February 2018 - November 2020

Developed messaging for web, print, video, CRM emails, social media, and other digital media for major automotive brands (Kia, Hyundai, Ford, Audi)
Crafted content strategies with marketing intelligence teams to build targeted, digital communications.
Partnered with graphic designers to build engaging campaigns and content.
Directed video shoots and editing to ensure correct content, messaging, and brand voice are captured.
Spearheaded the use of new technologies in creative work such as personalized video, livestreaming, and more.
Managed deadlines and deliverables of creative and strategic materials.
Oversaw junior copywriters, reviewed their work, and helped their professional development.

Copywriter - Latcha + Associates, Farmington Hills, MI

August 2016 - February 2018

Wrote for print, web, video, social media, and other digital media – mainly for major automotive brands (Kia, Hyundai, Ford, Audi, etc.).
Partnered with graphic designers to build engaging campaigns and content.
Collaborated with marketing intelligence to build targeted, data-driven digital communication strategies.
Assisted with video shoots and editing to ensure correct content and tone are captured.
Utilize technologies such as dynamic content emails and personalized videos.

Lead Copywriter - Revel Marketing, Muskegon/Grand Rapids, MI

November 2015 - July 2016

Managed agency writing team. Scheduled workloads, reviewed work, and was responsible for maintaining agency standards.
Wrote copy for print, web, video, social media, and inbound marketing.
Created names/brands for products and companies.
Concepted campaign themes, ad messaging, and design.
Designed strategy for media, marketing, and promotions.
Executed Search Engine Marketing campaigns (AdWords).
Developed and managed all aspects of inbound marketing campaigns including content offers, blogging, automated email workflows, etc.

Copywriter - Revel Marketing, Muskegon/Grand Rapids, MI

June 2015 - November 2015

Wrote copy for print, web, video, social media, and inbound marketing.
Created names/brands for products and companies.
Concepted campaign themes, ad messaging, and design.
Designed strategy for media, marketing, and promotions.
Executed Search Engine Marketing campaigns (AdWords).
Developed and managed all aspects of inbound marketing campaigns including content offers, blogging, automated email workflows, etc.

Account Manager/Copywriter - Revel Marketing, Muskegon/Grand Rapids, MI

August 2014 - June 2015

Solely responsible for 20+ client accounts and managing the creative team.
Ensured timelines and client deliverables were met.
Developed new business for the agency.
Wrote engaging copy for print, web, video, social media, and inbound marketing.
Created names/brands for products and companies.
Concepted campaign themes, ad messaging, and design.
Developed strategy for media, marketing, and promotions.
Executed Search Engine Marketing campaigns (AdWords).
Managed all aspects of inbound marketing campaigns including content offers, blogging, automated email workflows, etc.

Project Manager/Copywriter - Revel Marketing, Muskegon/Grand Rapids, MI

August 2013 - July 2014

Managed creative and web development deliverables for 30+ clients.
Coordinated workloads, client deadlines, and bandwidth for creative and development teams.
Worked alongside account managers to communicate with and manage clients.
Wrote engaging copy for print, web, video, social media, and inbound marketing.
Created names/brands for products and companies.
Concepted campaign themes, ad messaging, and design.
Developed strategy for media, marketing, and promotions.

Smarts

Master of Science, Data Marketing Communications - West Virginia University

August 2018 - December 2019

Bachelor of Science, Communications - Grand Valley State University

August 2008 - December 2012

Do you really care where I went to high school?

Stuff

Summit International Award (Silver) - Kia Stinger Launch Materials

Davey Award (Gold) - Kia Connect Video Newsletter

Davey Award (Gold) - Kia Light Up the Night Experiential

Davey Award (Silver) - Hyundai Finance Lease End Video

West Michigan ADDY Award (Gold), Saugatuck Brewing Co. Packaging

West Michigan ADDY Award (Silver), Verdoni's Signage

Inbound Marketing Certified - Hubspot

Peeps Who Vouch

Resume