Crafted and oversaw copy that connected with prospective students and their families to drive application and enrollment. 2019/20 academic year applications increased 13%, then another 24% in 2020/21. First-year student enrollment for 2022/23 surpassed admissions stretch goal by 12%.
• Created engaging on-brand, strategy-driven copy for recruitment collateral, advertising, web content, online orientation, video scripts and internal engagement.
• Collaborated with design team to develop strategic creative concepts and tactics that inspired action.
• Guided marketing copy for nine academic colleges and several departments to maintain unified strategic brand voice.
• Worked with internal clients and reviewed and edited copy from various outside contractors.
• Collaborated on university’s visual rebrand, wrote visual identity guide and brand guide and developed internal communications for rebrand awareness.
• Leveraged design expertise to strengthen unity of art and copy and contribute to design reviews.

Developed concepts and copy for packaging, in-store promotions, displays, eCommerce and sales support collateral, working primarily on Kellogg’s entire US consumer brand portfolio, including snacks, ready-to-eat cereals and frozen foods.
Other clients included Mars, Amway and Dawn Foods. Co-branded/licensed clients included Carl’s Jr., DC Comics, Disney, Illumination Studios, Marvel, Nintendo, 7-11, Sony Playstation and Universal Studios.
• Crafted feature/benefit copy, brand guides, design style guides, Amazon A+ content, naming for various products & flavors. Directed freelance copywriters on multiple projects.
• Collaborated with multiple design and brand strategy teams to create concepts that connected with audiences and hit client targets.
• Led group brainstorming sessions, created and presented creative concept pitches.
• Partnered directly with brand managers from briefings through final creative presentations.
• Supported design team as needed, from creating design concept roughs to finished packaging and POP projects.
• Participated in design reviews to ensure copy and art created cohesive brand experiences.

Contracted as graphic designer, transitioned to staff copywriter and creative director, producing award-winning work along the way.
• Created integrated regional consumer ad campaigns and B2C communications for McLaren Health Care, YMCA, Wells Fargo, Perrigo, Michigan Radio, Allegan General Hospital and Doctors Medical Center of Modesto.
• Led campaign concept development and design that aligned print, broadcast and outdoor.
• Designed and implemented new brand identity for McLaren Health Care, a $6 billion statewide health care system.
• Directed in-house and freelance copywriters, designers and interns; managed multiple concurrent project budgets, estimates and deadlines.
• Supported account management as needed, working with clients through entire project lifecycle.
• Helped lead company’s annual 24-hour pro bono marathon. Worked with agency partners to develop marketing programs and finished creative work for select non-profit organizations.

Designed educational activities website for accredited continuing medical education (CME) provider. Guided development team to ensure high usability and adherence to ACCME standards and integrate site into existing corporate site. Designed direct mail, digital messaging, educational course materials, promotional pieces and corporate identity proposal pieces.

In-house designer for Talent Recruitment & Organizational Capabilities team within Human Resources Department.
• Sole designer on large-scale internal projects like employee training and benefits materials.
• Art director on quarterly print magazine for WaMu’s 7,000 management employees.
• Collaborated with copywriters and instructors to create course materials used in all levels of the company.

In-house designer for marketing department of software company serving government municipalities.
• Designed communications collateral sent to customers, prospects and partners, as well as trade ads, direct mail and tradeshow displays.
• Created and maintained corporate intranet web site encompassing eight departments.
• Developed effective marketing tools & presentations in collaboration with sales team.
(Tidemark Solutions was acquired by Accela, Inc., in May 2001.)

Designed UI and graphics for web- and computer-based training used by commercial airline flight crews. Designed for print and digital, including event support materials, company newsletters, invitations, trade ads, media packaging and product brochures.
Provided creative direction for web and digital video content.
(Contracted as a designer by Matsushita Avionics Systems, a division of Panasonic.)

True confession time: There was a single required credit of physical education that I did not complete for nearly four years after I had finished my other studies. So technically, I guess you could say it took me ten years to get my degrees. Within that time, however, I had already built up a good chunk of experience working for two small marketing agencies in Kalamazoo (Creative Ink and Improvisions).