CURRENT

The Hershey Company, Hershey, PA - Creative Lead, 2022-current

Leading development and execution of full-funnel advertising campaigns across portfolio of iconic brands. Responsible for key in-house agency projects and counsel on external agency projects. Brands include Hershey's, Reese's, Kit Kat, Twizzlers, Payday, Jolly Rancher, Ice Breakers and more, as well as salty snack and protein bar brands.

Spearheaded sourcing, proof-of-concept, and integration of new AI partner into international markets
Collaborated with external agency to develop and execute new Kit Kat campaign, driving purchase intent +8%
Led creative on all in-house agency projects from 2022-2024, achieving $12 million in cost avoidance in 2024:

Earned trust of leadership to shift full-funnel projects on largest brand (Reese’s) to in-house team
In-house team surpassed key creative concept test metrics across seven distinct brands
Launched Shaqalicious brand via social-only strategy, sales out-performing projections by over 50%
3-for-3 winning in-house pitches vs. external agencies, winning Dot’s Pretzels, One bar, and Fulfil bar projects
Three years since campaign launch, Dot’s Pretzels market share +50%

FULL-TIME PAST

DDB, Chicago - Group Creative Director, 2015-2022

Partnered with account, strategy, research and clients to conceive, develop and execute campaigns across a range of mediums. Led teams of 20+ creatives to craft effective work. Provided oversight and direction of all creative work for the $400 million U.S. Army account. Developed campaigns across all mediums, including organic/paid social, linear TV, OLV, digital, direct, media partnerships, outdoor, print, radio, email, local and event marketing

Prior to Army account role, directed and executed full-funnel campaigns on numerous accounts, including:

State Farm National Auto & Home insurance
Capital One March Madness and launch of Capital One Auto Navigator
Jeep Gladiator & Jeep Cherokee, including Gladiator’s first national TV work
Rebrand of MillerCoors Blue Moon beer, America’s #1 craft beer
Campaigns for McDonald’s, including Fresh Beef/Grand Mac/McPick2
National and Small Business campaigns for La Quinta

Y&R, Chicago - VP Creative Director, 2013-15

Provided creative leadership across key agency accounts. Guided teams of 20+ creatives on Bel Brands, Butterball, CPG International and Carfax. Led winning pitch for Carfax, won project work for Lavazza coffee. Wrote and produced work for Craftsman and Land Rover.

Launched Carfax’s car listings app, leading to record traffic, revenues, and increased marketing investment
Created Bel Brands International 2014 Ad of the Year, increased social following +400% in one year

Leo Burnett, Chicago - Creative Director, 2011-13

Led Allstate’s National Retail, Roadside Assistance, Motorcycle and African American work. Guided teams of 20+ creatives in executing integrated campaigns, including Allstate’s highest-performing broadcast campaign, which ran for eight years.

DDB, Chicago - Associate Creative Director, 2009-11

Executed campaigns for McDonald’s, Anheuser-Busch InBev, State Farm and Wrigley. Developed integrated campaign for national launch of McDonald’s hot chocolate.

Goodby, Silverstein & Partners, San Francisco - Copywriter, 2007-09

Wrote and produced campaigns for Anheuser-Busch, Sprint, Commonwealth Bank of Australia, Dreyer’s and Comcast. Executed numerous online and event-marketing experiences for Sprint’s NASCAR cross-promotion.

Other roles: DDB Chicago, Copywriter 2005-2007 | R&R Partners, Copywriter 2003-05 | DDB New York, Copywriter 2000-03

Notable accounts: Westin Hotels, Starwood Preferred Guest, Las Vegas Convention & Visitors Authority

FREELANCE PAST

FCB Chicago, DDB, High Dive, Vitro, Pereira & O'Dell, Devito/Verdi, OKRP, M&C Saatchi, Anton & Partners

HIGH FIVES

Cannes Lions

One Show

Communication Arts Annual

Webby YouTube Ad of the Year

Effies

Jay Chiat Awards

National Addys

AICP

Clios

Art Directors Club

LIAA

Radio Mercury Awards

In-House Agency Federation

YoungGuns

MPA Kelly Awards

Lurzer's Archive

Adweek Best Spots of the Year

Shoot Online - Best Work You May Never See

HOO-HOO-HOOSIERS!

Miami Ad School ‘99 - Miami, Minneapolis, NYC

Indiana University, Bloomington ‘96 - BS Business Marketing + BA Telecommunications