Experience

StudioNorth

• United States
• Advertising Services
• 1 - 100 Employee

• Senior Creative Director

  • Mar 2021 - Present



Caterpillar Inc.

• United States
• Machinery Manufacturing
• 700 & Above Employee

• Global Creative Director

  • Nov 2018 - Sep 2020

  Unified creative strategy and communication across 62 separate marketing business units by reorganizing team of 55 creative professionals into 17 pods comprised of SEO Specialist, Account Manager, Digital Media Specialist, Art Director, Copywriter, Video Editor, Video Producer, Production Designer, Project Manager, and Digital and Technical Subject Matter experts. Streamlined brand identity throughout corporation to clarify brand messaging and cultivating an overarching brand identity to eliminate duplication, drive efficiency, and reduce corporate spend. Due to new organizational structure, provided increased quality of service and value to 60+ client partners, enabling a deeper understanding of clients’ unique business challenges and opportunities. Cultivated a cross-functional, standardized platform to deliver umbrella brand work across enterprise, communicating to customers with one voice. ► Mitigated internal competition and outbidding against business units on search keywords through new integrated marketing strategy. ► Directed and implemented the “Let’s do the Work” campaign across multiple countries - a brand initiative to celebrate global support with business units to design marketing campaigns worldwide in alignment with new brand voice and direction. ► Adapted new brand direction in China, Japan, and India, delivering 70%+ market growth in each country, cultivating recognition of internal marketing agency for developing and executing highly-strategic communication plans. ► Newly established pods outpaced offerings from external advertising agencies, enabling robust insights into strategies for Caterpillar marketing efforts to drive value. ► Innovative marketing work resulted in over 17 awards in 2019, including ten Gold and Silver Telly Awards. Show less



LoSasso Integrated Marketing

• United States
• Advertising Services
• 1 - 100 Employee

• Executive Creative Director

  • Sep 2017 - Nov 2018

  Reengineered privately-owned, midsized advertising agency, spearheading rebranding and promotion efforts within the industry. Defined internal brand identity and cultivated strategic direction, key differentiators, and target audience focus. Directed diverse campaigns, strategic communication, and marketing plans across all disciplines: digital strategy, ecommerce, and annual marketing planning for client partners. Created and deployed high-impact creative products from concept through completion, developing trailers and promotional content for corporate campaigns. Negotiated vendor contracts and services in alignment with established budgetary constraints. ► In alignment with strategic rebranding, collaborated with key stakeholders and created a comprehensive communication plan, showcasing newly developed brand voice, public relations, content marketing, social, and digital based upon new agency direction. ► Highly successful rebranding campaign delivered over 700% increase in web traffic, with a majority of first-time visitors, received 39 new business leads online, cultivated opportunities for agency principles to speak at industry conferences as subject matter experts, and positioned LoSasso Holiday Video was recognized within the industry. ► Transitioned client focus from trade show business to expand into automotive, manufacturing, and healthcare, building clients including Case IH (industrial machinery), Connect Hearing (hearing aid manufacturer), Jayco (recreational vehicles), and Lindsay (farm irrigation). Show less



Yamamoto Chicago

• Greater Chicago Area

• Executive Creative Director

  • Mar 2016 - Sep 2017

  Evaluated complex subject matter and extracted the human insight hidden within to create and deliver simple and compelling messaging across diverse touchpoints (digital, print, social, and broadcast television), launching key storylines to drive visibility and increase brand impact. Served as subject matter expert, leading team in “Transformative Brands” strategy, to provide high-touch service for clients including Foundation Medicine, Cancer Treatment Centers of America, PetCure Oncology, Chicago Booth School of Business, and Ohio State University. ► Leveraged expertise in consumer research to uncover data to create powerful and emotional insights, creating highly relevant communication campaigns targeting newly-diagnosed cancer patients for key client, Cancer Treatment Centers of America, resulting in 40% increase in referrals from five of six CTCA-owned hospitals. Show less



Geometry Global

• United States
• Advertising Services
• 300 - 400 Employee

• Executive Creative Director

  • Jan 2015 - Dec 2015

  I was hired on contract by Geometry Chicago to establish a full-service marketing agency in Minneapolis to serve as the primary integrated marketing agency for General Mills. I hired and trained 26 associates, resulting in 17M in revenue in our first year. I was hired on contract by Geometry Chicago to establish a full-service marketing agency in Minneapolis to serve as the primary integrated marketing agency for General Mills. I hired and trained 26 associates, resulting in 17M in revenue in our first year.



Leo Burnett

• United States
• Advertising Services
• 700 & Above Employee

• Creative Director

  • Jun 2012 - Dec 2014

  Spearheaded structure of creative team in London, while maintaining and growing key strategic accounts cultivated in Rome and Paris. Collaborated with Chairman of Leo Burnett London to optimize opportunities to capture market share. Created and facilitated integrated marketing training strategy to develop employees, win new business, and grow existing accounts. ► Selected by Procter & Gamble’s Head of Brand Building Integrated Communications as a featured speaker, delivering presentation in “How to Get to Big Ideas” at a conference in Cannes. ► Rolled out impactful integrated campaigns across social, digital, shopper, experiential, and additional platforms for new clients, including Jeep/Chrysler UK, the Aussie Hair Care brand, and expanded P&G surface care brands to drive value and strengthen return on investment. Show less



Leo Burnett Rome

• Rome Area, Italy

• Creative Director

  • Jul 2010 - Jun 2012

  Due to impactful results transitioning winning agency-within-an-agency in Paris to local leadership, chosen to replicate model in the Rome office. ► Maintained and expanded portfolio of key client accounts: Fiat Motors, Coca-Cola Italy, and Procter & Gamble CEEMA. Due to impactful results transitioning winning agency-within-an-agency in Paris to local leadership, chosen to replicate model in the Rome office. ► Maintained and expanded portfolio of key client accounts: Fiat Motors, Coca-Cola Italy, and Procter & Gamble CEEMA.



Leo Burnett Paris

• Paris Area, France

• Creative Director

  • Jan 2009 - Jul 2010

  Selected as lead Creative Director to develop and launch credible integrated marketing practice throughout Western Europe. Recruited, hired, and trained a team of art directors, designers, and writers, establishing foundational knowledge to support key enterprise global accounts. ► Onboarded and exceeded expectations for high visibility clientele, including Coca-Cola, Petit Navire, Symantec, and Procter & Gamble. ► Recognized with awards for creative ideation and development for Surface Care brands across Western Europe, CEEMA, and North America based upon the initial campaign developed for Swiffer. Show less