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V O C A T I O N
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Digitas
As my projects for MM&T neared completion, I needed a new challenge. I created profiles on all the major career sites and quickly received a call from a recruiter with Digitas—known at the time as Modem Media. After a few phone conversations, I was invited to interview for a project management position. I accepted, but—after noticing other open positions on their website—asked if I could interview for a copywriting gig as well. As they say: The rest is history. My work on Delta and Song Air Lines quickly earned me a reputation—according to my first annual review—as one of Modem Media's "brightest rising stars." And just a year later, I've climbed the proverbial corporate ladder to become Senior Copywriter and lead Information Architect/Interaction Designer for the Kraft account. I often lend a hand on pitches and projects for clients such as Sony, Revlon, AOL, and Subway too.
CapriSun.com Website Redesign (Kraft) | Capri Sun wanted to kick off 2007 with a brand new website touting its great-tasting, better-for-you drinks in a way that appealed to both kids and moms. In just four short months, we took the new site from pitch to production. In addition to planning, writing, and editing all content on the site, I lead development of site architecture and navigation. Acting as both copywriter and information architect for this project, I was able to develop a new, comprehensive copy deck format to suit client, design, and programming needs alike.
Exit US/Discover Campaign (Delta) | Designed to raise awareness about Delta’s new international routes, this campaign utilizes everything from simple copy-driven ads to an expandable, rich media banner that lets users invite a friend to one of Delta’s new destinations. All media drives to city-specific pages at delta.com/markteting/discover. Aside from writing the copy for the majority of all campaign assets, I played a key role in concepting the Invite banner and landing page experience.
Pink Plane Page (Song) | In October of 2005, Song formed an alliance with the Breast Cancer Research Foundation and added a "pink" plane to its fleet. We created a website to raise awareness about the partnership and plane, as well as a community where people could read and send messages of hope off in their own virtual pink plane. Not only was it the first promotional site I worked on at Modem Media, but it was for a great cause and—as a two-time cancer survivor myself—one I supported on a personal level. (I still get all warm and fuzzy reading the messages!)
Sony Rewards Site Tutorials (Sony) | Just when Modem's Sony team was ready to launch the new-and-improved SonyRewards.com, they found themselves without a copywriting resource for their final deliverable: video tutorials that users could access on demand to learn more about site and program features. In addition to my regular work assignments, I helped out by writing scripts and supervising the shoot for 12 video tutorials.
In-Flight Experience Banner (Song) | After two years in market, it was time to spread the word about what set Song apart from other low-fare carriers—the in-flight experience. Research indicated that the majority of people who flew Song instantly became loyal customers. So our mission was clear: bring the Song experience to passengers—without them ever having to leave ground. This interactive banner showcased Song’s many in-flight amenities by giving people a "behind-the-seat" look at how three passengers passed the time on their way from JFK to LAX.
"On The Fly" Monthly E-mail Contact Program (Song) | In the spirit of the brand, on the fly was a loyalty program—without the program. It took shape as a monthly e-mail and blog—written by a "Song employee"—to give customers the inside scoop on everything from new destinations to partner promotions. Although only profile members were contacted, a forward-to-a-friend component and exclusive access to free downloads from the goody bag served as a profile acquisition tool. The e-mail highlighted new content and drove traffic to the site, which was updated and re-designed around each month’s "theme". In addition to helping define the overall program strategy and writing all content, I often took the lead role in providing creative direction and presenting ideas to the client through all phases of development.
Vital Radiance Site Launch Pitch (Revlon) | I took the reigns on this project, directing the pitch-winning creative for the site launch of Vital Radiance—a make-up line marketed to confident, active women over 55. Based on customer insights, my idea was to show women who embraced what are typically considered signs of aging—wrinkles, sun spots, thinning eyebrows—as signs of life. The narrative was eventually dropped, but the live site has its roots in the design and navigational ideas presented in the pitch.
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Responsibilities