Medical Content

SUMMARY: Multi-faceted content-development professional with a strong background in

copywriting, creative direction, and brand development

• Thorough knowledge of and experience with web content development, broadcast production, print

production, direct marketing (acquisition and retention), and e-newsletters

• Experience with ATG e-commerce CMS, SEO optimization, HTML, MS Office, and Photoshop

• Wrote TV, print, direct mail, and collaterial for the following financial businesses: AM South, Bank

of America, Crestar Bank, Fingerhut, GM MasterCard, Green Tree Mortgage Services, Mercantile Bank,

Norwest, NationsBank, National Penn Bank, Leesport Bank, Park National Bank, Southern Commercial

Bank, Steinhaus Financial, Stifel Nicolaus Investments

• Fluent in Portuguese; conversant in French and Spanish; some Welsh

EXPERIENCE AND ACHIEVEMENTS

SCOTTS-MIRACLE-GRO - MARYSVILLE, OH 2008 - 2011

WEB EDITOR, CONTENT DEVELOPMENT SENIOR SPECIALIST

• Achieved Foresee score satisfaction rating of 81 for non-branded content (10 pts above average)

• Recruited 7 regionally based writers and 1 publishing company for regional content

• Responsible for all non-product content for web site of a $2.5 billion lawn/garden category leader

• Duties include writing, editing, researching trends, interfacing with brands for e-newsletters

• Developed content for 2 monthly newsletters and 1 quarterly newsletter that reached 2 million people

• Responsible for updating 27 landing pages monthly, maintaining yearly editorial calendar for 5 regions

• Managed development of content for the Garden Email Reminder Service, a customizable service that

lets customers choose for which garden plants they wish to receive monthly reminders

• Developed content for the Ortho mobile app

HOLCOMB, GALLAGHER & ADAMS - COLUMBUS, OH 2006 - 2007

SENIOR WRITER

• Developed web content, banner ads, and sales-support materials for Abbott Labs nutritional products

(Ensure, Glucerna, and Juven)

• Developed advertising, collateral, and catalogs for SRA/McGraw-Hill

• Re-branded Greif Bros. Load-Securement Division and wrote web and marketing materials

• Pitched and won Zaner-Bloser Publishing account

DAVID ALLIANCE - COLUMBUS, OH 2002 - 2006

PRINCIPAL

• Co-founded RomantiQuest, a consumer products company which produced Surrender Chocolates®,

Romance Blends Coffee®, and Art of Romance stationery. Designed packaging, co-developed

complete market concept, positioning, marketing plan, and creative for Surrender Chocolates and

Romance Blends Coffee, and helped negotiate licensing agreements. Co-developed web site. Was one

of the first retailers on Amazon.com’s e-commerce platform. Other retailers included Marshal Field’s

and Nordstrom’s

• Pitched and won Park National Bank marketing projects, creating the first ad campaign produced

by an outside agency

• Developed repositioning strategy and holiday campaign for Fiesta Salons, a 200-store hair-salon chain

• Created direct-response campaign for The Ohio State University Alumni Association

• Created 5-year marketing campaign for Flavor and Fragrance Specialties

LORD SULLIVAN & YODER - COLUMBUS, OH 2000 - 2001

CREATIVE DIRECTOR

• Developed creative execution for a wide variety of accounts in all media. Heavily involved in

new-business and client presentations

• Created a TV Oversaw creative teams, worked with account service and clients to develop strategies and target core customers campaign for Steinhaus Financial (part of Lincoln Financial)

• Developed campaign for International Paper achieved a 15% market-share improvement

ANDERSON ADVERTISING - SINKING SPRING, PA 1999 - 2000

CREATIVE DIRECTOR

• Managed a department of 5 people (creative and production).

• Instrumental in retaining National Penn Bank, agency’s largest account, in competitive pitch.

• Oversaw development of creative-standards guidelines and newspaper ads for Bank of America.

• Created retail advertising and in-store signage for Leesport Bank

FREELANCE: 1997-1999

• Developed direct-mail campaigns for NationsBank, Norwest, AMSouth

• Created ad campaigns for medical accounts, including Wrymark Orthotics and Express Scripts

• Wrote recruitment ad campaign and collateral for BJC Health Systems and Clarian

THE ATKINSON GROUP - ST LOUIS, MO 1994 - 1997

SENIOR CREATIVE DIRECTOR

• Managed creative and production departments, a total of 13 people.

• Responsible for customer acquisition and retention programs for The GM Card,

producing 60–100 direct mail pieces a year

• Created direct mail, print, or collateral for the following financial accounts: Crestar Bank,

Green Tree Mortgage Services, Fingerhut Credit Card, Southern Commercial Bank

• Developed agency’s first award-winning medical campaign, which took the product from

#3 to #1 in one year.

• Created trade-show theme for client, which increased booth traffic by 150% and

duration of visit by 400%.

• Used knowledge of Portuguese and Brazil to cold-call, pitch, and win Azalea Shoes, the

world’s 4th largest shoe company.

OTHER EXPERIENCE

• Served as Creative Director at national and regional advertising agencies, managing teams to develop broadcast,

print, or direct mail campaigns (acquisition and retention) for the following clients:

CONSUMER:

Anheuser-Busch (Budweiser, Consumer Awareness and Education, Corporate, Natural Light, O’Doul’s), AT&T, ConAgra (Armour Dinner Classics, Banquet), Easton Town Center, M&M/Mars, Pet, Inc. (Old El Paso, Progresso, Van de Kamp’s), Proctor and Gamble (Ivory Shampoo), St. Louis Post-Dispatch

MEDICAL:

BJC Health System, Clarian Health, J. Norman Consulting, Ephrata Community Hospital, Ethex Pharmaceuticals, Express Scripts, Synthroid, Wrymark Orthotics, Mallinckrodt Medical (Imaging Radiology Devices, Contrast Media, MRI, CME Programs, Corporate), Sigma Diagnostics (HDL and LDL cholesterol products, instruments, test kits).

PRO BONO

AMA Cancer Research Center, Boy Scouts of America, Dance St. Louis, Franklin Park Conservatory, Phoenix Theatre for Children, Vail Concert Series

AWARDS

In Awe Medical Marketing Award (Best of Show), Mobius RX Club, TAM, Telly, Vision Award. Clio Finalist, ADDYS

EDUCATION AND BACKGROUND

Indiana University, BA, Liberal Arts • Have lived in Canada, Peru, Great Britain, and Brazil, and worked on international projects in Switzerland and Japan • References available upon request

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