COPYWRITER HATS
• Wordsmith • Brainstormer • Strategist • Patient interviewer
• Scriptwriter • Researcher • Annotator and referencer
• Storyteller • Collaborator, partner, team player
QUALIFICATIONS SUMMARY
15+ years of agency copywriting experience includes:
- 10 years in pharmaceuticals
- 7 months in shopper marketing
Broad skillset includes:
- Concepting, developing, and executing branded and unbranded print campaigns; also direct mail, collateral, websites, emails, banners, online/offline CRM.
- Adding value to new business pitches, e.g., ideas, concept statements, headlines.
- Interviewing patients; developing patient testimonial and MOA videos
- Applying FDA/med-legal rules and regulations to pharma communications.
- Creating myriad messages for focus groups and testing.
- Annotating, referencing.
Versatile work history spans many industries and health conditions:
- Pharmaceuticals, technology, finance, automotive, insurance, telecommunications, alcohol, packaged goods.
- Asthma, allergic asthma, chronic idiopathic urticaria (CIU), allergies, diabetes,rheumatoid arthritis (RA), psoriatic arthritis (PsA), ankylosing spondylitis (AS), juvenile idiopathic arthritis (JIA), overactive bladder, HPV, obesity, TTR-FAP, HPV, MS, restless leg syndrome (RLS), high cholesterol, high blood pressure, vitamin deficiency, idiopathic nocturnal polyuria.
WORK HISTORY
Jul. 2018 – present | Saatchi & Saatchi Wellness, New York, NY
Copy Supervisor – HUMIRA rheumatology indications
Oct. 2017 – Jul. 2018 | Havas Health & You, New York, NY
Copy Supervisor – several diabetes-related brands
Sep. 2012 – Aug. 2017 | Geometry Global, New York, NY
Senior Copywriter – XOLAIR, Tylenol, BreathTek, Aetna, Berocca, Listerine, Ford; Team Unilever Shopper accounts Knorr, Good Humor, I Can’t Believe It’s Not Butter, Country Crock, Lipton
Jan. 2012 – Jul. 2012 | Ogilvy Healthworld, CreativeNet, McIntyre Group, NY and CT
Freelance Copywriter – Nocdurna, Tafamadis, Healthy Directions
Nov. 2009 – Dec. 2011 | RAPP, New York, NY
Associate Copy Director – Vytorin, Zetia, Gardasil, Humana, Singulair, OneTouch, Medco, Merck
Nov. 2007 – Nov. 2009 | Ogilvy Healthworld, New York, NY
Copywriter – Extavia, LAP-BAND, Mirapex, XYZAL, Sanctura
Apr. 2006 – Nov. 2007 | Saatchi & Saatchi Consumer Healthcare – Glow Worm, NY, NY
Senior Copywriter – Enbrel (US and Worldwide), Altace, Encora
Aug. 2003 – Mar. 2006 | Euro RSCG 4D, New York, NY
Copywriter – Volvo, Guinness, Baileys, Ciroc, Canadian Tire Financial Services, MCI
Mar. 2002 – Jul. 2003 | The Creative Group, Stamford, CT
Freelance Copywriter – Delta Airlines, Synapse Group, i3 Mobile
Jan. 2000 – Jan. 2002 | Brann Wilton, Wilton, CT
Copywriter – IBM (North America & Worldwide), Fleet Credit Card, Brann Worldwide
Jul. 2018 – present | Saatchi & Saatchi Wellness, New York, NY
Copy Supervisor – HUMIRA rheumatology indications
- Developing SpA and RA messaging research stimuli (optimizing interactive sales aids) .
- Evolving pan-rheum HUMIRA DTP campaign (in response to research findings).
- Concepting and executing for annual rheumatology conventions ACR and AAO.
- Updating reprint carriers, developing print pieces, writing SERMO posts.
Oct. 2017 – Jul. 2018 | Havas Health & You, New York, NY
Copy Supervisor – several diabetes-related brands
- Led launch of high-capacity basal insulin pen; ensured brand alignment across print and digital promotional materials including leave-behinds, FAQs, emails, and website updates.
- Created high-science MOA video, working closely with art leads, medical director, and production studio.
- Developed research messaging and concepted branded campaigns.
Sep. 2012 – Aug. 2017 | Geometry Global, New York, NY
Senior Copywriter – XOLAIR, Tylenol, BreathTek, Aetna, Berocca
- Concepted and developed branded and unbranded DTC campaigns for XOLAIR’s two indications, allergic asthma and CIU.
- Researched, organized, and wrote the XOLAIR HCP website for allergic asthma; worked closely with UX, creative design leads, strategy, and HCP agency RevHealth. Continued in a consultative role for several months when the account transitioned to a WPP sister agency.
- Overhauled and optimized the existing XOLAIR patient support program to increase conversion and retention; rebranded program included new name/logo, DM kits, and email CRM.
- Wrote the unbranded allergic asthma website (allergicasthma.com) and unbranded direct mail pieces and banners; wrote direct mail for Aetna.
- Crafted research messaging for XOLAIR focus-group testing and attended focus groups.
- Interviewed CIU patients and wrote scripts for patient testimonial videos; monitored video shoots.
- Contributed to new business pitches and opportunities for Tylenol, BreathTek, and Berocca; brainstormed with account, strategy and creative departments; wrote concept statements, headlines.
Jan. 2012 – Jul. 2012 | Ogilvy Healthworld, CreativeNet, McIntyre Group, NY and CT
Freelance Copywriter – Nocdurna, Tafamadis, Healthy Directions
- Developed branded and unbranded HCP messaging for marketing research.
- Updated branded and unbranded websites per client and legal feedback.
Nov. 2009 – Dec. 2011 | RAPP, New York, NY
Associate Copy Director – Vytorin, Zetia, Gardasil, Humana, Singulair, OneTouch, Medco, Merck
- Concepted and executed direct mail, collateral, and digital CRM.
- Evolved Rapp’s award-winning Vytorin/Zetia “Get to Goal” DM program to integrate digital media; expanded the program to target and engage prospects.
- Helped research and execute strategies aimed at improving patient adherence across Merck brands with communications and tools to aid pharmaceutical reps and HCPs.
- Refined paid-search messaging to increase traffic to Vytorin/Zetia websites; adjusted keyword lists and ad groups to ensure user satisfaction with content.
- Helped RAPP become lead agency for Humana; contributed to launch of the OneTouch Verio IQ.
- Oversaw development of unbranded Vytorin/Zetia brochures by sister agency DDB Remedy.
- Interviewed HPV patients for collateral purposes.
Nov. 2007 – Nov. 2009 | Ogilvy Healthworld, New York, NY
Copywriter – Extavia, LAP-BAND, Mirapex, XYZAL, Sanctura
- Concepted and executed direct mail, emails, and collateral for LAP-BAND, Mirapex,
XYZAL and Sanctura. - Helped win Novartis new business (Extavia).
- Interviewed RLS patients and observed MS focus groups.
Apr. 2006 – Nov. 2007 | Saatchi & Saatchi Consumer Healthcare – Glow Worm, NY, NY
Senior Copywriter – Enbrel (U.S. and Worldwide), Altace, Encora
- Concepted and executed DM, emails, collateral, and DVDs for Enbrel.
- Concepted and developed new business print concepts for Encora; concepted DRTV for Altace.
- Interviewed RA and PsA patients for Enbrel DVDs; oversaw VO recording sessions.
Sep. 2012 – Aug. 2017 | Geometry Global, New York, NY
Senior Copywriter – Tylenol, Aetna, Listerine, BreathTek, Berocca, Ford; Team Unilever Shopper accounts Knorr, Good Humor, I Can’t Believe It’s Not Butter, Country Crock, Lipton
- For Team Unilever Shopper accounts, “shopperized” brand KVs; executed FSIs, coupons, circulars; wrote LA outdoor print and radio scripts for Good Humor; concepted brand-focused activities to get reps excited about 2018 innovations at national sales meetings.
- Developed flu-season bundling concepts and pain franchise concepts for Tylenol.
- Wrote platform headlines for Listerine; concept statements and in-store advertising for H. pylori BreathTek; new business concept statements for Berocca and Ford; DM for Aetna.
Aug. 2003 – Mar. 2006/ Euro RSCG 4D, New York, NY
Copywriter – Volvo, Guinness, Baileys, Ciroc, Canadian Tire Financial Services, MCI
- Concepted and executed direct-response print, direct mail, microsite content, collateral,
e-mails, banners, and CRM
Mar. 2002 – Jul. 2003/ The Creative Group, Stamford, CT
Freelance Copywriter – Delta Airlines, Synapse Group, i3 Mobile
- Created rich interactive banner ads for Delta Airlines
- Wrote direct-mail packages for the Synapse Group – marketing consumer magazines and other subscription-based services to frequent flyers, credit card holders, and catalog customers
- Created banners to promote i3 Mobile’s telephone subscription service “Pronto”
Jan. 2000 – Jan. 2002/ Brann Wilton, Wilton, CT
Copywriter – IBM (North America & Worldwide), Fleet Credit Card, Brann Worldwide
- Concepted and executed direct-response print, direct mail, and collateral
RECOGNITION
For Guinness’ “A Tale of Goodness” Holiday Touch:
- Best Beverage Microsite in the Internet Advertising Competition
- Third-place in the XXVIII John Caples International Awards Competition (for Interactive Category – Email Customer Retention and Consumer Website)
EDUCATION
University of Virginia
B.A., History