Strategic Senior Creative Professional With Cross-Media Experience in Web, Catalog, Mail and other venues; specializing in integrated marketing and SEO.
More than 20 years’ experience creating copy rich in evocative imagery and results-motivating calls to action. Accomplished in turn-around situations and web-based solutions. Managerial experience ranging from one-on-one mentoring to group leadership of departments ranging from 6 to 70 creative professionals. Superior skills in maintaining and augmenting the integrity of brand voice and message synergy across all customer experiences. Proven track record of ROI success ranging from exceptional to extraordinary.
NITA MARTIN CREATIVE. DC Metro Present
Freelance Consulting Creative Dir, Copy, Strategic Mktg.
COLDWATER CREEK Boston, MA 2017-2019
Off-site and on-site copy and product positioning. Concept-driven copy to revive an iconic catalog title.
BLUESTEM BRANDS/ORCHARD BRANDS, Warren, PA 2013-2017
Rebranding of five dated fashion catalog titles, and one home goods title, including integration of two titles from Arizona. Mentor and manage a team of 6 copywriters. Exceeded sales goals in an environment of change and renewal, accomplished through the careful development of brand voice and redesign. Each catalog is unique: Bedford Fair is classic and more sophisticated; Old Pueblo Traders is a little sassy; Blair and Blair Classics are more practical and down to earth...but with a
INNOVATION, Philadelphia, PA 2010-2013
Project copywriting and targeted creative direction for web, print, direct mail and catalogs for clients such as Whitehall International, direct-selling company PartyLite, The Franklin Mint, Toys for Tots, Friends of the World Food Program, AAA, Veterans and Military Families for Progress, Showcase Exhibits and others. Also includes fundraising, PR, press releases, corporate communications, white papers, newsletters, long and short-form marketing materials and RFP’s. Emphasis on strategic web development including SEO and e-mail marketing plans.
INTERACTIVE MARKETING VENTURES
Senior Partner, Creative Director
FRONTGATE, Cincinnati, OH 2006-2007
Served as hands-on director and senior writer. Brought the level of sophistication in tone and presentation up to the expectations of an upscale audience and product line for an increase in lagging sales. Managed a staff in flux under new ownership and smoothly transitioned through layoffs, into the experimental use of an outside agency and back in-house again without missing deadlines on an intensive schedule of releases, and without sacrificing the expected high quality of the Frontgate branded catalogs and web presence. Took a leadership position in bringing the web into line with the Frontgate image and implemented best practices for SEO and e-mail strategies. Included retail store outlet needs. Was responsible for writing all customer promotional communications from the President and CEO.
COLDWATER CREEK, Sandpoint, ID 2005-2006
Senior Copywriter, Editor
Worked closely with graphic design to gain the most from photo shoot opportunities for targeted headlining, and with merchandising in product positioning to assure
product features were highlighted in ways that set them apart in the marketplace. Fresh, evocative, fun copy made this one of the most highly praised catalogs, and
earned a 45% net increase, the first in several years. Edited web copy to raise it above the level of basic description and make it more sales driven, with SEO
practices factored in overall. Included retail store materials.
INNOVATION, Philadelphia, PA 2003-2005
Created strategic position, branding, copy and art direction for new and established product introductions and lifestyle propositions for clients including catalog
companies, Prevention Magazine, Nicholas Perricone, CTC/Cendant, Time-Life, Cowles Media's 28 specialty publications, GNC, Vitaquest, National Media
Infomercials and many more. Included writing evening promos at CBS Philadelphia affiliate. Specialized in introducing retail companies to direct response venues.
TRISTAR PRODUCTS, INC. Fairfield, NJ 2000-2003
Vice President, Marketing
Created marketing strategy and copy for this lean entrepreneurial $400 million multi-channel direct response and retail company. Included corporate and product line branding and consistent integrated copy for TV, catalog, print, radio and web for home products, jewelry and fitness equipment. Wrote the AbRoller Plus infomercial, best-selling of its time at $300 million. Worked closely with HSN in bringing products to market, and served as on-air spokesperson. Consulted with HSN Online to optimize creative copy.
BERTELSMANN/DOUBLEDAY, New York, NY 1999-2000
Developed and integrated the first web-based sales with brand “voice” for Barnes and Noble Online. Led and implemented the major strategic and creative overhaul of the two biggest book club catalogs – Doubleday Book Club and Literary Guild. Gained the first sales increase for Doubleday Book Clubs in over a decade. Successfully introduced multiple new ancillary book clubs for segmentation value of larger list. Launched an exciting new “magazine” which featured editorial mixed with appropriate book promotions. It was so successful we received over 50 thank you letters for catalog-fatigued members. Launched the first member loyalty rewards “club”. Managed a staff of 23.
THE FRANKLIN MINT, Philadelphia PA 1992-1999
Vice President, Creative
Copywriter, Copy Director, then Executive Creative Director for the world’s largest direct response company at the time. Responsible for $200 million advertising budget for ads/mailings. Managed a staff of 70, divided into 5 creative groups across all product lines and international markets. Designed and successfully implemented the first collector buying “club” which brought the product line a 30% increase in sales and 30% increase in customer brand loyalty based on stream testing. Gained a $500 million sales increase in three years. Launched the company’s first successful catalog segment of the business.
Executive MBA Program, University of Southern Illinois
Bachelor of Arts, Communications, University of Washington