Creative Director Marketing Executive
Resume:
ELIZABETH KERRIGAN
Elkins Park, PA 19027
PROFILE
Senior Creative Marketing Executive with proven record of creating new revenue streams while growing existing sources. Expertise in CRM strategies, consumer insights and integration of innovative, multi-platform marketing solutions to drive response, increase engagement, and manage budgets to leverage profits. Excellent managerial skills for building, managing and motivating highly productive teams.
CAREER SUMMARY
Integrated Marketing and Content Solutions, Philadelphia,PA 2/2017-Present
Clients Include:
•Conceptualizing added value programs, new consumer revenue streams, new product launches, video scripts, and membership programs for HEARST
•Digital strategies, copy and design for new membership programs including The Culinary Institute of America and This Old House
•Nutrisystem branding initiatives and product descriptions
•Marketing e-mails and content writing for Health eCareers.com
•Re-branding concepts for Castle Connolly
•Copyediting content for Country Living loyalty program
•Donor renewal initiatives for Bauer Media Group and Foreign Affairs Magazine
•Drip email campaigns for Columbia University
•Online banners for Kraft Heinz My Friends and Family site
•Rewriting new site architecture for Face2Face Health
TAG WORLDWIDE, New York, NY 11/2015-2/2017
Creative Director, Time Consumer Marketing Account
Led former in-house Time Inc. creative team which was acquired by TAG in a cost cutting initiative.
Accomplishments included:
•Successfully re-imagining B2B and B2C mail to revitalize fatiguing response rates.
•Conceptualized wireframes and consumer friendly copy to re-engineer consumer service portal across brands from GOLF and TIME to PEOPLE and SPORTS ILLUSTRATED.
•Directed new online acquisition landing pages and order forms optimized for multi-platform response including mobile.
•Led super-targeted print and digital creative executions tailored to consumer passion points which doubled conversion rates on ENTERTAINMENT WEEKLY.
•Participated in COMCAST brainstorm initiative with Time Inc. Content Solutions to win back former subscribers.
TIME INCORPORATED, New York, NY 4/1992-11/2015
Creative Director, Time Consumer Marketing
Directed and supervised staff of up to15 writers, art directors and designers within centralized in-house advertising agency for all 21 Time Inc. magazine brands from ALL YOU and ENTERTAINMENT WEEKLY to PEOPLE, TIME and SPORTS ILLUSTRATED, and REAL SIMPLE.
•Spearheaded new marketing initiatives to retain existing customers and grow incremental revenue through print, direct mail, point of purchase sales, free standing inserts, cross-sell and e- commerce marketing.
•Created online audience development initiatives including remnant ad banners for InStyle.com, and Health.com, plus new newsletter templates for Real Simple.com which resulted in millions of incremental page views.
•Wrote and directed channel optimization creatives on PEOPLE.com which generated an incremental $1.2MM in revenue in 2014.
•Launched successful renewal at birth campaign for TIME and SPORTS ILLUSTRATED, which resulted in a 4-9% incremental revenue along with Cancel/Save initiatives.
•Co-directed development of Web Apps for FORTUNE and REAL SIMPLE.
•Created innovative, new strategies to leverage consumer response while cutting costs, through new business-to-business and collection communication streams.
•Initiated successful loyalty programs for TIME, SPORTS ILLUSTRATED and THIS OLD HOUSE which raised renewal rates by 65%.
•Created SEM online order form template that resulted in 20% lift across brands.
•Managed departmental rate card budget.
•Devised and executed online and offline collateral to effectively merchandize tablet and smart phone digital content.
•Worked with outside clients including Martha Stewart Omni Media, Rodale, and Harvard Business Review to create breakthrough new creative online and offline concepts, which realized these companies, lifts in excess of 40%.
•Created win-back direct-to-consumer mail packages for TIME WARNER CABLE and HBO.
•Directed successful CRM loyalty initiative for FORD which realized an incremental
•$12MM to Content Solutions division through targeted regional content.
•Managed creative executions for TIME and FORTUNE International.
•Conceptualized, wrote and directed Olympics promotion which netted European editions an incremental $1MM.
•Re-engineered, wrote and directed new CRM communications in 2014-2015 for COOKING LIGHT, INSTYLE, ALL YOU, PEOPLE STYLEWATCH and ESSENCE which lifted response up to 60%.
EDUCATION
Barnard College, Columbia University B.A.
English Literature
CONTINUING EDUCATION
Digital Marketing Courses at NYU
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