Creative Director Associate
Resume:
Kelly Muñiz Browne
Creative Director Copy Chief
kellymuniz.com
password: opensesame1!
**** ** *** **. *** 5196
Miami, Florida 33130
*****@*********.***
I love nothing more than finding just the right words to carry a pitch and send little paper airplanes into my clients' minds.
With 23 years in the advertising world, I’m an award-winning creative director, copy chief, strategic leader, business owner and brand-building marketer. I thrive in creating emotional, benefits-based storytelling via elevating the work, streamlining processes, and growing creatives.
Associate Creative Director (Copy)
Benchworks
May 2022–Present
Philadelphia, PA, U.S.
Partnered with multidisciplinary teams to create engaging content from complex data for various audiences, including HCPs, patients, caregivers, and sales reps.
Created original content across digital and print media for projects serving clients such as Pfizer’s Cormirnaty, EUFLEXXA, RADICAVA, JORNAY, and others.
Ensured top-notch quality and accuracy by thoroughly referencing and annotating materials.
Incorporated feedback while maintaining material integrity.
Collaborated closely with Editorial and Medical content leads to keep style guides and core claims documents up to date.
Presented work in client and creative reviews, explaining decisions to internal and client stakeholders.
Collaborated with Project Management teams to set and meet realistic project timelines.
Associate Creative Director (Copy)
closerlook, inc.
Nov. 2021–May 2022
Chicago, IL, U.S.
Led a team of six copywriters for the branded product launch of Vyvgart in the rare disease space.
Guided the team through the branded concepting phase.
Led the Patient Services Program (PSP) for Vyvgart's product launch.
Oversaw monthly content launches for MG-United.com, an unbranded lifestyle magazine for people living with myasthenia gravis (MG).
Supported strategic business objectives by encouraging people with MG to demand more from their healthcare and inquire about new treatment options.
Oversaw the concepting and execution of premium content:
o"A Mystery to Me," a Cannes Lion award-winning documentary film series about myasthenia gravis.
o"Cooking Together: Recipes From the MG Community," a printed cookbook.
o"Energy Savers: A Collection of Tips and Tricks From the MG Community," a gated lifehacks eBook.
o"MG Real Talks," a video series featuring roundtable discussions with HCPs and people living with MG.
Copy Chief, Creative Director
AdventHealth
Oct. 2017–Nov. 2021
Orlando, FL, U.S.
Consultant and Founder, Agile Copy:
oManaged content for Adventist Health System and Florida Hospital's extensive rebrand, the largest for the nation's third-largest health system.
oTransitioned to a permanent role as Creative Director at AdventHealth.
Creative Director, AdventHealth:
oOversaw a team of six in-house writers, eight freelancers, and a vendor with 76 remote writers.
oLed a team specializing in high-quality, strategic content for digital, traditional, and broadcast channels.
oCollaborated with Brand and Project Managers for resource management, translating creative briefs, and providing creative direction.
oLed brainstorm sessions, taught concepting principles, and guided disciplined creative processes.
oLed pitches, created decks, and wrote speeches for C-suite executives, positioning them as industry leaders through the Thought Leadership program.
oIncorporated high-quality readings and recordings into pitches and sourced music for advertising via sync licensing, leveraging a background in voiceover.
oShowcased team's understanding of business needs, resources, and costs for creative production.
Senior Copy Consultant
Orlando Health
Jun. 2017–Oct. 2017
Orlando, FL, U.S.
Joined the organization to evolve the "I Choose" branding campaign to the "I Choose 2.0" omni-channel marketing campaign.
Translated prior messaging from features-based to consumer-centric language, emphasizing benefits and leveraging an emotional tone.
Duties included:
oConcepting and art design.
oWorking with directors and producing shoots for print, TV, and video.
oCreating campaign strategy outlines.
oLeading brainstorming sessions and pitching campaign concepts.
oPresenting campaign ideas.
oLeading a weekly writers' roundtable to discuss the latest creative trends and practical applications.
oWriting radio scripts, TV ads, expo displays, outdoor, print, and digital copy.
oConsulting on design and art direction across all channels.
Sr. Group Copy Supervisor
NBCUniversal
Dec. 2014–Jun. 2017
Orlando, FL, U.S.
Emigrated to Orlando to become a key player in the extensive website redesign for the K2 Project.
Led a team that created over 690 pages of original content with UX design in mind.
Integrated the largest marketing campaign the company has ever undertaken with e-commerce components and email, direct marketing, and social media campaigns.
Crafted a new brand tone and creative direction for Universal Orlando.
Navigated the submission and approval process of original content to over 20 licensed partners, including:
oJ.K. Rowling’s Blair Partnership Group
oUniversal Pictures
oWarner Brothers Studios
oAmblin Entertainment
oHasbro
oTwentieth Century Fox
oMacy’s
oMarvel Entertainment
oCBS Broadcasting
oDreamWorks Animation
oNickelodeon Studios
oSony Pictures
Acted as a subject-matter expert in collaboration with self-organizing, cross-functional teams.
Conducted user acceptance testing using Rally within an Agile software environment.
Senior Copywriter
Zahra Publishing
Aug. 2011–Feb. 2014
Greystones, Co. Wicklow, Ireland
Developed web and social media content, as well as digital marketing strategies for all brands.
Wrote and produced original video content and optimized articles for the websites, driving more traffic than the prior three years combined.
Worked as a content provider online and in print publications, including:
oEasy Food
oEasy Health & Living
oEasy Parenting
oArthritis Life
Created awareness of the main brand beyond the original reader base.
Drove current and potential readers to the core brand product.
Positioned Zahra Publishing as an innovative multi-platform publisher.
Maximized online revenue opportunities for the flagship Easy Food brand.
Senior Copywriter, Content Manager
Visit Orlando
Jun. 2008–Dec. 2010
Orlando, FL, U.S.
Gained expertise in destination marketing and led a team of five copywriters.
Developed, managed, and enhanced content for leisure consumer and travel trade communications through multiple channels:
oPrint
oVideo
oRadio
oBroadcast
oKiosks
oWebsites
oOther digital communications including video and social
Targeted multiple international markets, including researching and creating reports on emerging markets.
Created publishing calendars to identify and fulfill cross-over campaign opportunities for domestic and international consumer, travel trade, and mobile websites.
Managed a team producing content for multiple in-house print publications.
Developed copy to support marketing campaigns via:
oTravel manuals
oMagazines such as Orlando Style
oNewspapers
oGuides
oMicrosites
oPromotions
oAdvertorials
Implemented SEO techniques and created content for various e-newsletters.
Ghostwrote presentations, magazine columns, speeches for the CEO, on-hold messages, and other communications as needed.
Copywriter, Travel Writer
Wyndham Worldwide
Sept. 2007–Jun. 2008
Orlando, FL, U.S.
Created all advertising and developed brand identity, including the development of brand standards.
Ensured consistency and usability across all types of media.
Duties included:
oCreating print, television, and internet advertising.
oDeveloping campaign concepts and conducting marketing research.
oWriting travel articles, podcasts, radio, and television scripts.
oProducing credibility campaigns and conducting demographic and industry research.
oWriting restaurant and hotel reviews.
oConducting customer interviews and field reporting.
Digital Copywriter
Starwood Hotels and Resorts
May 2005–Oct. 2007
Orlando, FL, U.S.
Worked closely with designers and internet architects on the interactive team.
Collaborated with the copy chief to develop nine unique brand voices for:
oSheraton
oWestin
oLe Meridien
oFour Points by Sheraton
oElement by Westin
oAloft Hotels
oThe Luxury Collection
oW Hotels
oSt. Regis
Created all copy for CRM and marketing websites, including:
oAudio and video podcast scripts
oApplication copy
oOnline help
oBanner ad copy
oCorporate and owner-side site content
oDirect mail letters
oOver 15 email campaigns across five consumer markets each month
Edited copy for brand tone, legal standards, and marketing efficacy.
Managed web content projects, including brand and legal reviews, client support and communication, web testing, and production scheduling.
SKILLS
Advanced Microsoft Word
Managing a team of creatives
Agile and waterfall processes
Managing budgets
Digital writing (landing pages, microsites, web copy, digital display, email, social, 8-second and 15-second videos)
Proven ability in persuasive pitching and creating pitch decks
Editorial calendar management
PR writing (press releases, PR talking points, expert quotes)
Elevating the work, creative directing
Refining processes
InDesign, Illustrator and Acrobat
RFP and SOW creation
Internal communications (video scripts, web modules, speechwriting)
SEO writing
Internet architecture (strategy, wireframes)
Strong conceptual skills
Leading brainstorms, concepting and ideation
Traditional writing (TV, radio, print, OOH)
Longform ghostwriting
TV and video production
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