As a senior creative working in-house for a global medical technology corporation:
Generating market-specific creative strategy and executing across channels, business segments and regions. Developing brand strategy and maintaining brand fidelity across channels, business segments and regions. Providing sales enablement materials. Working from value proposition through execution in partnership with stakeholders. Also blood. A lot of blood. Not kidding.
As an ad agency creative:
More than a decade of it. Big agency, small agency, boutique, freelance. Cross-channel advertising for everything from a major air carrier to the local bike shop. Where I cut my teeth.
Experience
Terumo BCT March 2011–Now: Sr Creative
Key Responsibilities:
Generating creative strategy, concepts and deliverables against business objectives, carrying vision across media channels, marketing and corporate communications, business segments, products, regions
Applying an advanced understanding of the company and industry landscape to ensure the effectiveness of creative solutions
Driving consistent presence of brand standards from macro to micro, from top-line global corporate initiatives down to
individual UI components
Executing segment marketing initiatives across print, collateral, environmental/trade show, digital
For a healthcare device manufacturer of more than 5,000 employees with headquarters in 5 countries, manufacturing centers in 6 countries and operations in 120:
A primary creative contributor to the successful migration of the Caridian BCT brand to Terumo BCT following its acquisition, upholding 20 years of equity while connecting associates, customers and prospects with a new corporate identity
Drove the complete redesign and restructure of terumobct.com, a year-long effort that traversed the entire organization, essential involvement in developing new taxonomy, site architecture and content strategy
Evolved and advanced the Terumo BCT brand:
Established and evolved brand aesthetic, including marks, color, UI, and typographical precedents
Evolved graphic standards through experimentation and iteration in campaign-speci c development efforts and corporate communications support
Supported construction of a new cross-segment messaging architecture
Fundamental role in global strategic creative development:
Drove new creative mindset in expansive, adaptive and experimental problem-solving.
Immunotherapy Unit—Creative strategy referenced directly from testing results, repositioning to an experiential/consultative value proposition, completely new approach for a cross-segment commercialization effort
Neurology Campaign—Essential creative involvement in the business’ rst campaign targeting disease states globally
Blood Center Services Unit—Completely new global creative platform for the business unit, its offerings and regions.
Developed as a response to contraction in mature markets and shift to emerging market targets. The rst new creative strategy for this segment in 5 years.
Expertise
(cont’d)
Freelance January 2009–March 2011 Creative Director/Art Director/Designer
Fixler Davis August 2008–January 2009 (agency’s closure) Sr Creative
Tool Studios January 2008–August 2008 Sr Creative
Freelance May 2006–January 2008 Creative Director/Art Director/Designer
Moroch June 2004–April 2006 Senior Art Director
Temerlin McClain June 2000–May 2004 Art Director
As a creative for agencies and clients:
Crafting insightful, memorable, compelling communication concepts in support of business objectives
Design and execution of the resulting deliverables across all audience touch points
Cultivating and applying knowledge of the business and its segment in relation to project objectives
In development phase, presenting, demonstrating and debating the merits of creative recommendations to stakeholders, meaningful discussion of those recommendations in group settings
Driving the continued success of mature brands through innovation and adherence to established standards
Driving awareness and growth of young brands through novel, generative thinking
Support of and collaboration with a team, including supervision and mentorship of junior team members
Clients included:
Manufacturing & CPG:
Subaru, Bell Helicopter, Mrs. Baird’s, Tia Rosa, Odwalla Juice, Russian Standard Vodka, Whitewave Foods, Revolution Health Supplements, Ladyluck Jewelry, Imagiplay Toys, Flow Jewelry, Nuop Inc Toys
Travel & Hospitality:
American Airlines, Paris Las Vegas/Bally’s Hotel & Casino/Flamingo Las Vegas, Dallas Area Rapid Transit, Westin Resorts, Denver Metro Convention & Visitors Bureau, La Quinta Resort Palm Springs, Denver Theater District, Denver Center Theater Company, The Butterfly Pavilion, Pura Vida Fitness & Spa
Tech & Professional Services:
Nortel Networks, Texas Instruments, Uniden, Bellco Credit Union, Charter Communications, Fiserv, Chaf n Light Real Estate, Renown Health, Tax Guard, Law Of ces of Cox, Wootton, Grif n & Poulos, Western Union, Miles Kunkel Real Estate, SignsAlign, Williams Communications, Entrust
Sports & Recreation:
Adams Golf, Trek retailers, Cateye, Niwot Cycles
Restaurant:
McDonald’s, Boston Market, Colterra Restaurant
Non-profit:
National Endowment For Financial Education, Regis University, Leukemia & Lymphoma Society