Experience

Senior Copywriter / FCB - New York, NY Jan ‘20 - Nov ‘20 / 11 mos

Brand: Jardiance [medication used to treat type 2 diabetes and cardiovascular diseases]

• Created brand messaging and crafted original content for search, medical, web, social customer engagement, and corporate communications.

• Collaborated with a 3rd party technology agency, Light Farm, and pitched an augmented reality app idea to improve the consumers’ cardiovascular health.

• Worked with creative directors, art directors, and visual producers to ensure all advertising assets are delivered on time and within the client’s expectations.

• Interacted with project teams and other stakeholders to understand the business objectives, audience demographics, and competitors’ activities. Copywriter / Havas - San Francisco, CA May ‘19 - Jan ‘20 / 9 mos Brand: Palynziq [injection medication in adults with the PKU disease]

• Drove processes that fostered in idea generation with the art director and crafted copy and concepts for regional adaptation in unique media opportunities.

• Collaborated with Strategy and Media in the execution across social (Facebook & Instagram Live events) and polished copy on various marketing platforms.

• Wrote an original script and developed a “needle phobia” video in collaboration with internal visual producers within the client’s project budget and deadline.

• Presented several internal pitches of creative ideas and integrated campaign presentations to the Chief Creative Officer, creative directors, and the client. Creative Brand Strategist & Copywriter / Young & Hungry Creative - San Francisco, CA Jun ‘18 - May ‘19 / 1 yr Brand: Blue Endeavors [non profit organisation that advocates on minimising impact on the oceans]

• Strategised an original concept, Unknown 95, for Blue Endeavors’ fundraiser event and collaborated with the creative director, art directors, and other stakeholders in order to produce the concept’s necessary assets (exhibition stalls, videos, posters & merchandise for silent auction, social media artwork, etc).

• Worked with renowned marine biologist Sylvia Earle, the fundraiser’s guest of honour, and showed commitment to work under pressure and deadlines.

• Crafted clear, persuasive, original copy for the entire campaign and maintained a high-quality work control on all campaigns assets with the other teams. Copywriter / DDB - San Francisco, CA Sep ‘17 - Jun ‘18 / 10 mos Brands: Ms. Representation Project [a campaign for Women’s Equality Day], Norton [Norton Core WiFi Smart Router]

• Developed and executed a zero-budget guerrilla and social media campaign, Ms. Representation Project, that got published on Ad Forum and Adweek. Additionally, the campaign went viral as it got picked up by several Instagram influencers and the campaign’s page had 20,000+ organic followers.

• Wrote a script and collaborated with the creative director, sound producer, and voice over talents to develop two radio spots for Norton Core Wi-Fi routers.

• Ideated and conceptualised new ideas in order to generate innovative strategies for various marketing platforms such as social, e-mail, radio, web, and print. Digital Marketing Manager / Johnson & Johnson - Dubai, UAE Sep ‘13 - Aug ‘17 / 4 yrs Brands: Johnson’s Baby, Johnson’s Skincare, Neutrogena, Listerine, Clean & Clear, Aveeno, Imodium, Tylenol, Carefree

• Owned and drove digital activities for 6 key brands and co-managed across other brands through collaboration with media, creative, and digital agencies.

• Launched 4 IMC campaigns and a plethora of local and always-on activities and measured performance consistently to assess against KPIs to optimise spends.

• Spearheaded the development and in-store activation mechanics of the first-ever 360º animated video for Listerine’s Total Care launch, resulting in a total of 4 million YouTube views and 12.8% video engagement on Facebook.

• Collaborated in the development of the first-ever user generated bath time song for Johnson’s Baby and solely proposed the partnership with the Arabic music app, Anghami, as the campaign’s media platform partner.

• Launched 12 new regional websites, 4 Facebook apps, and 2 mobile apps across 8 brands, through constant collaboration with technical developers, internal franchise partners, SEO, and creative agencies. Consequently, won two internal Encore bronze awards for “outstanding efforts to develop, lead, and launch the Johnson’s Adult website” and for “saving the brand $20,000 in unnecessary agency costs” for the Aveeno website. Portfolio

theYashRam.com

Yash

Ram

Education

Master of Arts in Advertising & Branded Media Technology / Academy of Art University - San Francisco, CA 2017 - 2019 magna cum laude honor - GPA 3.83/4

Bachelor of Business Administration in Marketing / Florida International University - Miami, FL 2009 - 2013 magna cum laude honor - GPA 3.71/4

E-Mail

adhbic@r.postjobfree.com

Phone

+971-**-*******

LinkedIn

linkedin.com/in/yashrr

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• Co-led a cross-functional team to develop the first truly integrated ‘social-to-store’ activation, driving Clean & Clear’s biggest ever social media sales spike by launching the See The Real Me campaign, and won an internal global Johnson & Johnson James E. Burke Marketing Award.

• Led the Search strategy (PPC & SEO) by owning monthly meetings and partnerships to drive consistent reporting for the first time ever and initiated a systematic campaign optimisation process in order to exceed all KPIs for 6 key brands.

• Introduced never-tested-before features such as social listening, ratings and reviews, and reimbursement programs, with best-in-class UX designs. Assistant Marketing Manager / Lion Fuse Digital Media - Miami, FL Jan ‘13 - Sep ‘13 / 9 mos Brand: Tiffany & Co.

• Established, delivered, and executed a campaign and ensured management of the daily tactics across channels went according to plan.

• Negotiated new contracts with vendors, saving over $100,000 for the marketing budget.

• Reviewed local campaign performance reports and deduced actions from those learnings and insights. Media Planner / Red Dot Media - Dubai, UAE Jan ‘12 - Jun ‘12 / 6 mos Brands: Westin Hotel, Harper’s Bazaar Arabia

• Co-led in the development of inflight print magazine and OOH media plan strategies leading to a full-scaled media execution.

• Promoted and absorbed the media coordinator role, attributable to independently revamping the entire portfolio of media factsheets.

• Coordinated activity between local media plans and global media plans and understood clients’ comments and gave constructive feedback to local markets. Awards

Gold / One Club Pencil Award ‘19 - Hewlett Packard Gold / Academy of Art Spring Show Award ‘18 - Converse Silver / Academy of Art Spring Show Award ‘19 - Heinz Silver / FCB x One Club Show Award ‘18 - Levi’s

Silver / American Advertising Award (ADDY) ‘19 - Imperfect Produce Bronze / American Advertising Award (ADDY) ‘19 - Spirit Airlines Bronze / Johnson & Johnson Encore Award ‘16 - Johnson’s Skincare Bronze / Johnson & Johnson Encore Award ‘15 - Aveeno James E. Burke / Johnson & Johnson Award ‘17 - Clean & Clear Published / Adweek & Ad Forum ‘18 - Ms. Representation Project Scholarship / Florida International University ‘12 - $10,000 Grant Study Abroad Program / Merit-based selection ‘11

Hobbies & Interests

Guitar

Community Service

Martial Arts

Stand-up Comedy

Skills

Digital Marketing (PPC, SEO, Website Optimisation, Social Media Marketing) Digital Analytics (Google, Facebook, Instagram, and YouTube Studio Analytics) SEO Content Writing

Graphic Design (Adobe Photoshop, Illustrator, InDesign) Videography & Editing (Adobe Premiere Pro, After Effects) Trained in CMS, HTML, CSS, and JavaScript coding

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