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, overactive bladder, HPV, obesity, TTR-FAP, HPV, rheumatoid arthritis (RA), psoriatic arthritis (PsA), MS, restless leg syndrome (RLS), high cholesterol, high blood pressure, vitamin deficiency, idiopathic nocturnal polyuria.

WORK HISTORY

At a glance

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

Pharma/Wellness

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) and HUMIRA/UPA messaging research stimuli (determining how these brands will integrate).
  • 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.
Non-pharma

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