The Orvis Company is a privately held sporting goods manufacturer, retailer, and lifestyle brand.I was promoted through successive roles directing the enterprise branding, creative, and communications strategy as executive leader of Orvis's internal creative agency, FLYBOX. In this capacity, I headed an organization of 35 copywriters, graphic designers, and other creatives producing all the branding, content, and marketing vehicles for umbrella campaigns, e-commerce website, advertising, social media, print, video, copy, imagery, point-of-sale, out-of-home, and video. Within my scope were creative concept ideation and delivery, pitches, strategy, and a $50M brand spend. Key achievements:►Transforming Orvis' global brand equity, delivering the first unified creative vision and brand calendar across platforms and customer touchpoints with the highest quality and compelling concepts across brand expressions.►Evolving the creative department from a production house to a full-service agency “living the full spectrum of the brand.”►Hiring and leading a high-performing organization with distinguished creative talent delivering all digital vehicles, 85 catalogs, national print ads, store signage, mailers, video, and 6,000+ product descriptions annually.►Collaborating on a roadmap that delivered the highest EBITDA in company history.►Leading creative development on the 2019 IHAF Gold Award Winning “The Great Awaits” brand campaign.►Orchestrating a migration to a “digital-first” planning mindset, activating new concepts and bringing new components and customer segments to life.►Creative directing video and photo shoots, including authoring detailed scripts for highly polished productions.►Shaping the long-term marketing strategy as an internal consultant.►Shifting the creative approach in response to COVID-19, providing a springboard for post-pandemic consumer habits.►Recruiting, developing, and promoting world-class creative talent into elevated roles.

I was recruited by Orvis to modernize the communications and copy strategy and operations, including the brand framework, vision, manifesto, and voice direction. As such, I managed a team of 8 writers responsible for building the messaging for several business units and channels comprised of Men’s, Women’s Home, Dog, and Hunt & Fishing, with responsibility for 85 catalogs, national print advertising, more than 24 site updates, 3 daily CRM-driven emails, video scripts, store signage, postcards, mailers, and over 6,000 product descriptions per year. Key achievements:►Professionalizing the communications function with an enterprise rebranding. I applied a modern copy perspective to write the copy brand book and bring critical change to the marketing calendar, briefs, and brand equity.►Serving as a member of an executive task force that executed a ground-up rework of the catalog schedule, shortening the production schedule by 2 months and enabling more agile, market-aware business decisions.►Acting as the creative lead and liaison to our outside agency for the Helios 3 premium fly-rod launch, the company’s first large-scale, award-winning product launch and campaign in Orvis history.

Lands’ End, Inc. is a leading multi-channel retailer of clothing, accessories, footwear and home products.I was the owner of the creative strategy and content for building and maintaining the Lands’ End Kids’ apparel brands across channels to maximize brand imprint, surpass sales goals, and deepen customer loyalty. My role entailed writing and directing headlines, product copy, video scripts, and editorial for all channels including 15 full-size catalogs, 24 site updates, daily emails, retail signage, and a regular cadence of business-to-business RFPs, videos, and editorials. Key achievement:►Architecting a roadmap that helped accelerate category revenues by triple digits. I helped redefine the strategy, upgraded our copy, sharpened the distribution cadence, and innovated omnichannel campaigns.

During this time, I served in successive roles leading copy development for multiple categories. I was a member of the product naming team, and worked with our merchants to craft compelling product stories, track promotions, and manage change.

Thomson Course Technology was the EdTech division of Thomson Reuters.In my time at Course Technology I built a strong foundation of editorial and departmental leadership, corporate communications chops, project management savvy, and exceptional marketing-writing skills.