DIRECTOR
Creative Services
Blue Cross Blue Shield of Massachusetts

Boston, MA       2019–Present

• Help lead the brand team to launch a refreshed brand with a multi-media campaign
  including TV, radio, and paid social.

• Work closely with external agency partners on creative execution, media planning and
  PR amplification/engagements.

• Oversaw the macro calendar and day-to-day operations for brand executions.

• Lead internal brand readiness logistics cross functionally including the creation of messaging
  playbooks, training teams, and internal communications.

• Incorporate testing within the process to ensure key messaging and creative resonated with audiences.

SENIOR MANAGER
Strategic Brand Positioning and Content Development
Blue Cross Blue Shield of Massachusetts

Boston, MA       2015–Present    

• Provide strategic direction to innovate and contemporize the brand.

• Direct and socialize the brand voice across the organization.

• Lead teams to produce B2B and B2C marketing materials, including websites,
  video production, social media, paid media, email campaigns, white papers and value propositions.

• Develop and implement a new sales strategy for national account acquisition and retention.

• Distill complicated health care information into simple, easy-to-understand messaging.

• Responsible for new product marketing campaigns and associated promotional materials.

• Train and lead the entire organization in Plain Language disciplines—reinforcing the company’s goal of communicating with 3M members in a clear, concise manner

• Developed B2B marketing strategies (including paid search and SEO) for domestic and global franchise growth.

• Rebranded the corporate and franchise marketing materials—website, app, and sales materials.

• Lead and directed the company’s national and international online marketing, direct marketing, social media, public relations, advertising and event marketing efforts.

• Developed unique value propositions, business partnerships and targeted marketing to increase brand awareness and bring the company international exposure.

• Contributed to the company's profitability and inaugural international expansion.

• Co-produced a TEDx talk presented by President & CEO, Kevin Maggiacomo, “Awaken The American Dream.” Click here to watch.

• Oversaw company's brand voice direction for website, social media, web marketing, SEO, catalogs (average circulation of 3M) and retail collateral (supporting 500+ stores in the U.S. and Canada).

• Lead, managed and inspired seven copywriters, two proofreaders and two interns.

• Worked closely with key decision makers and business owners.

• Managed the copy department’s yearly budget and freelance dollars.

DIRECTOR OF MARKETING
WholeBody Solutions

Quincy, MA       2008–2010

• Responsible for the overall marketing strategy, creative direction and voice of the company.

• Launched new branding materials and an ecommerce website.

• Increased company’s profitability in 2008–2009 through online initiatives, outside events and partnerships.

• Created relationships with like-minded, green businesses, including Whole Foods and Natura World.

SENIOR COPYWRITER/COPY MANAGER
The J. Jill Group, Inc.

Quincy, MA       2000–2008

• Supervised a copywriting team focusing on omni-channel consumer experiences,
  including catalog, web and retail.

• Directed creative work on national ad campaigns, website, emails and SEO copy.

• Led web usability studies for jjill.com and launched initial ecommerce website.

• Implemented a copy database that improved productivity by 50% for entire creative team.

• Wrote all interactive copy for clients’ websites, email campaigns and banners.

SENIOR COPYWRITER
Student Advantage, Inc.

Boston, MA       1999–2000

• Created B2B and B2C copy for advertising vehicles, including magazine ads, collateral material and direct mail.

COPYWRITER
Talbots, Inc.

Hingham, MA      1996–1999

• Crafted copy for advertising mediums, including store signage, promotional campaigns, newspaper ads, direct mail, editorial and catalogs.

MEDIA PLANNING INTERN
Ingalls, Quinn & Johnson

Boston, MA          1996
Account: T.J. Maxx

• Led and implemented an internship project that resulted in the first-ever customer database for TJX Company.