Paul P. Email & Phone Number

Northville, Michigan, United States

Detroit, Mi

This non-exhaustive list of clients and agencies hired me to manage strategy and creative services as needed:• Chase Ink (via SHINEY Agency) —Insights and data-based copywriting - Learn and uphold brand standards - Strategic CRM copy for Chase Ink business credit cards including email, landing pages, direct mail, and modal experiences based on small business owner customer insight and experience • Rarr! Goods —Customer-centric strategic services and copywriting - Developed research-based experience strategy to improve customer conquest and retention - Copy development for website, Amazon, and email marketing campaigns - Ongoing strategic/creative consult as needed • RB (Reckitt Benckiser) —Influencer livestream strategy, creative direction and copywriting - Worked with account team to create a 90-minute YouTube eCommerce livestream which included six (6) major consumer product line featurettes: Mucinex, Durex, K-Y, Amope, Veet, and Clearasil - Developed a strategic approach for customer engagement pre- and post-Livestream - Creative Direction for advertising, production outline, and run-of-show - Saw an average 30% conversion rate on product sales during the Livestream• Riteway Dumpster Service —Brand identity and web experience creation - Developed strategic pillars and brand purpose - Created customer archetypes to measure against the experience journey - Worked with clients to identify and create foundational messaging - Creative and Strategy Direction for a new customer-centric web experience with an industry first-of-its-kind, “rent online” feature that helped increase sales and company growth by 150% year over year

Chicago, Illinois, United States

Content analysis, communications strategy, and planning for ISACA.com + halo digital properties. Focused on delivering a cohesive, robust digital experience for both individual members and non-members alike, I/we performed:• Content audits• Gap analyses• Level 1 stakeholder hypothesis research• Level 2 customer interview validationFurthermore, I identified competitors and performed conquest analysis for comparison. This included organizations within the IT and Cybersecurity category, as well as high-quality digital experiences from businesses recognized by Semrush as having high authority scores.

Detroit Metropolitan Area

Experience strategy and brand guidance for Chris-Craft, Ford, and Hyundai Finance America.As a senior member of the Experience Strategy team, I became an expert in my clients’ business, customers, and brand guidelines in order to deliver data and research-based experience strategies. Utilizing research partners such as Mintel, Forrester and Brandwatch, I/we worked with cross-functional teams (client services, technology and creative) to put together strategic plans that delivered on business/customer needs.Highlights include:• Chris Craft —Customer Experience Journey Mapping - Level 1 stakeholder hypothesis research - Level 2 customer interview validation. - Persona development - Journey map creation - Creative POV and recommendations• Ford —Content Strategy and Customer Experience - Content Strategy and Communication Plan development for DYF (Discover Your Ford) Livestream, Owner How-to, and Feature videos - Social listening analysis and recommendations • Hyundai Finance America —Customer Experience & Content Strategy - Integrated web redesign for the finance arms of Hyundai, Genesis and Kia - Competitive analysis - Content and gap analysis - Partner with UX/UI and technology teams to execute on strategic proposals

Greater Detroit Area

Creative Direction and Experience Strategy for full list of agency clients.My leadership role included day-to-day client work, as well as months-long executive level strategy projects. • Led entire agency creative department, including UX/UI and digital integration • Led strategy-based, creative sessions for new projects —short- and long-term• Defined process for creative workflow and client approvals• Developed and implemented new branding/messaging process• Mentored and supported young creatives • Established internal marketing initiatives to elevate awareness of the agency’s brand• Led new business ideation and pitch presentations• Clients Include:o American Rental Association o Michigan Nonprofit Associationo Oakland County Water Resource Commissioner’s Office o PVS Chemicalso GM Defenseo Ascent Aerospace

Greater Detroit Area

Filled in as Sr. Copywriter on the Chevy social account. I had the distinct pleasure of working with a talented and hard-charging team to not only develop day-to-day social output, but strategize and create larger campaigns that extend beyond social and digital properties.

Greater Detroit Area

All things Lincoln - mostly the cars, but every now and again The Railsplitter popped up in need of some copy.In this role, I helped develop and create advertising collateral for The Lincoln Motor Company. While primarily acting as Senior Copywriter, my position also included a leadership role in strategy, production, presentation and mentorship of a team. While driving high-quality content in a fast paced environment, I was able to help further elevate the brand through both nameplate specific Tier 1 projects (including Navigator and Aviator) and Tier 3 digital projects that included the conceptualization and development of an entirely new and consistent site experience for all independent Lincoln dealerships.

Greater Detroit Area

Creative leadership and strategy development for American Family Insurance (AmFam).As a senior creative in the Detroit office, I directed and led creative content efforts and upheld brand standards. This included working closely with the experience strategy department in order to:• Define and create logical and engaging user journeys for AmFam customer experience• Assist in the development of AmFam’s Integrated Digital Experience & Content Strategy for the owned digital properties by identifying and remedying heuristic improvements, content gaps, SEO analysis, UX/UI, and site taxonomy• Produce a unified digital experience that saw AmFam rise 11 points in the US Auto & Home Insurers Customer Experience Index, 2018 from 15th in 2017 to 4th in 2018 —the most significant rise in the industry • Establish and implement a customer-centric user experience which led to a defined Motorcycle Personal Line content strategy yielding an online traffic increase of 270% YoY- 2016/2017• Concept and lead the creative development of the AmFam mobile app with a working “MyAlert” prototype for an AI-powered, weather-based alert and two-way SMS customer experience design to provide proactive customer protection and reduce weather-related claims

Rochester, Michigan

My responsibility as ACD and team lead included high level conception and day-to-day execution of user experience based traditional and digital projects. My role also allowed me to play key roles in creation and execution of client presentations and executive level support. It was also my efforts to create an internship program that re-imagined how young talent is discovered, that lead to a successful new pilot program.Clients included Hungry Howie’s Pizza, Flagstar Bank, University of Illinois Health, and Valley Children’s Hospital.

Rochester, Michigan

All kinds of writing.All kinds of projects.All kinds of clients.All kinds of awesome.Mainly Flagstar Bank, UI Health & Hungry Howie's Pizza (Flavored Crust Originators in case you didn't know) and Woodforrest Bank

Miami/Fort Lauderdale Area

My specific title was ‘Internal Brand Creative Senior Copywriter’ – this meant that I was charged with the branding and promotion of Sapient as a company both to the world, and to internal audiences. Kind of like a creative agency within the agency. Projects that I worked on ranged from building physical environments, guerilla marketing and digital and traditional media for events like SXSW, Adobe Max and a book tour for the NY Times Best Seller: Storyscaping: Stop Creating Ads, Start Creating Worlds. Executions were sometimes small one-offs, as well as larger initiatives that lasted a year or longer.

Greater Detroit Area

As digital copywriter for brands like Chevy, USAA, Kaiser Permanente, Federal Student Aid, US Navy, and Chicken of the Sea, I helped lead emerging technology and social media efforts that reached new audiences and engaged with new demographics. My most prominent (and fun) role was as the (not literal) voice of the Chicken of the Sea Mermaid. Re-branding and writing for such an iconic mascot was ridiculously rewarding and exciting.

Ba, English - Creative Writing

Certificate, Creative/Comedic Script Writing

Education record