Creative Strategist : Problem Solver : Digital Marketer : Brand Champion : Team Builder
EXPERIENCE
CENTERLINE DIGITAL : Executive Creative Director / Executive Studio Director : 2011-Present
Content marketing agency specializing in business outcomes and digital storytelling experiences for IBM and other large brands. Raleigh, NC.
Responsible for aligning long- and short-term business objectives with strategic, digital content.
Collaborate with account and strategy teams to guide strategic positioning/messaging, executional planning, brand engagement and execution for client content marketing, as well as driving new business in the technology, financial and healthcare sectors.
Partner with client senior management and VP positions within IBM, as well as other key accounts, as an accomplished leader responsible for effective engagement and the quality and efficiency of business-relevant content in all facets of digital media including 2D/3D animation, video, event engagement, design, web and interactive experiences.
Success includes revenue increases of 20% year-over-year and total agency revenue of $23 million at its peak.
Serving on the executive team with success in managing the efficiency, productivity and profitability of the agency in a fast-paced, high-volume environment.
Executive leadership includes presenting detailed client strategies and critical brand training, pushing innovation, increasing quality, mentoring director-level staff and driving all vendor resourcing and the development of key processes and workflow for the agency.
Recruiting, training and managing critical-thinking talent, and growing the teams by a factor of 75%.
Manage teams of up to 35 individuals during a period of agency growth from 60 to 135 overall employees in six years.
Responsible for the growth and effectiveness of digital content specialists including creative directors/art directors, motion graphics artists, writers, interactive designers/developers, editors and composers.
Maintained 90% team utilization, creating the most profitable group within the organization.
CLIENTS: IBM (all divisions focused on hardware, software and services), General Electric, Lowe's Home Improvement, Physicians Pharmacy Alliance, First Citizens Bank
• Led the IBM Master the Mainframe program initiatives, bringing millennial interest to the IBM Mainframe50 launch.
• Architect in the development and execution of the enterprise redesign of firstcitizens.com.
•Lead for brand identity, positioning/messaging, brand expressions and content strategy for Physicians Pharmacy Alliance, IBM Insurance Consulting and Security First, among others.
R+M : Creative Director / VP, Creative Director : 2002-2011
Regional agency specializing in building and launching brands in the health and wellness space. Cary, NC.
Instrumental in the agency’s restructuring and growth from a design group to a brand development agency, resulting in double-digit revenue growth.
Key contributor in operations and the agency’s business approach, increasing profitability and high-profile project wins.
As a member of the executive team, defined and implemented the agency vision and drove the strategic communications efforts of clients’ brands – and audiences’ experiences.
Increased client brand engagement, managed and led the development of positioning, strategic planning, naming and initial USPTO work, launches, content and campaigns.
Served primarily regional and national biopharma and CRO companies as well as RTP-based startups and community services in both the B2B and B2C space.
Hired, managed and trained all creatives – 50% of staff – increasing agency value in developing full brand campaigns, identity, advertising, design and digital engagements.
Responsible for managing a cross-disciplined team, as well as leading the integration of account management, strategy and creation.
CLIENTS: YMCA of the Triangle, Quintiles Transnational, Novella Clinical, PULSE Network, Lowes Foods, Wake County Environmental Services, Cancer Centers of NC, PENTAX Medical
•Lead for brand identity, positioning/messaging, brand expressions and content strategy for Wake County, etrials, L&M Foods, YMCA Camp Kanata, Seafarer & Seagull, among others.
ADDITIONAL KEY ORGANIZATIONS AND CLIENT EXPERIENCE
Additional long-term client engagements at director levels within regional and national, small and large, brand, advertising and content agencies.
McKinney & Silver, Howard Merrell & Partners, Merrell DesignWorks
• Blue Cross and Blue Shield of North Carolina, North Carolina Economic Development, CP&L
• BB&T, ING DIRECT, Fannie Mae
• IBM, Security First, ADP
• Kimberly-Clark, Hangers Cleaners, Coopertools
• Royal Caribbean Cruise Lines, The Bahamas Ministry of Tourism, Bryan Properties
TECHNICAL SKILLS SUMMARY
• Brand Development/Management
• Strategic Planning and Development
• Business-focused Creative Direction
• Event Support, Sales Enablement
• Organizational Systems Design/Implementation
• Motion Knowledge: Animation/Video
• Interactive Knowledge: Responsive Design, UX/UI, Baseline of HTML
• Digital and Print Advertising
GROWTH AND COMMUNITY
Center for Creative Leadership : Leadership Development Program : 2014
• Prestigious program focused on the factors vital to the success of managers.
WakeNature Preserves Partnership : Contributing member : 2010-13
• Responsible for design and communications guidance.
YMCA of the Triangle Camp Kanata : Board of Advisors : 2009-13
• Responsible for fund-raising and contributions to the organization’s focus.
EDUCTATION
Art Institute of Pittsburgh : Associate Degree in Specialized Technology with honors (GPA 3.8)
REFERENCES
Charles Long : CEO, Centerline Digital, charles@centerline.net, 919-821-2921
Tami Gaythwaite : COO, SVP, Accounts, Centerline Digital, tami@centerline.net, 919-821-2921
Beverly Murray : CEO, R+M, beverly@rmagency.com, 919-677-9555 x11
KEY CLIENT EXPERIENCES
