EXPERIENCE:
Consultant: Brand Strategy | Creative Director | 2009– Present
Agencies: Doner, Tierney, Brownstein, Glover Park, Nucleus Digital, Seiden
• Resident Brand Coach at Laziridis Scale-Up Accelerator. Coaching start-ups through the branding process.
• Conceived one cohesive brand blueprint for Peekay LLC’s chain of retail stores. The new vision helped
GEM Private Equity raise 100+ million dollars in investment capital to expand to 50+ stores nationally.
• Positioned, named, and created the brand blueprint and executed an integrated
marketing campaign for Dranoff Properties luxury condominium, Arthuas.
• Positioned and rebranded Jersey City Medical Center, resulting in a 23% brand awareness increase.
Won an Addy, One Club for the Healthcare category, and NJ Ad Club.
• Positioned, conceived, and executed St. Barnabas Medical Center’s CyberKnife Unit,
resulting in a 38% increase in patients. Won a One Club Award for the Healthcare category.
Garage Branding: Creative Director | NY, NY 2008– 2009
• Led the 360° rebranding effort: brand strategy, e-commerce, print, video, packaging, and social media.
• The client’s sales increased by 11%. Facebook followers went from 572 to over 35,000+ in six weeks.
Seiden: Creative Director| NY, NY 2003– 2008
• Led and won the Visiting Nurse Service of NY, Georgia-Pacific, Polytechnic University, and
Mercy College, which resulted in the agency’s double-digit growth in three years.
• Repositioned Weightwatchers away from celebrity endorsements toward empowerment.
• Positioned BD’s blood glucose testing kit, increasing new prescriptions by 19.4% and core target brand awareness by 47%.
• Positioned and conceived the “Now What?” campaign for VNSNY. Raised brand awareness by 90% and increased
consideration by over 60%. “Now What?” won the “Integrated Campaign of the Year” at the Global Healthcare Awards.
Siegal + Gale: ACD | NY, NY 2000– 2001
Anderson Lembke: Sr. Art Director | NY, NY 1997– 1999
Kirshenbaum & Bond: Art Director | NY, NY 1993– 1997
EDUCATION:
School of Visual Arts | BFA | 1993
Advertising | Graphic Design
CATEGORIES:
Apparel, Automotive, Beauty, Beverage, Consumer Electronics, Finance, Healthcare, Higher Education,
Hospitality, Industrial Products, Luxury, Media, Packaged Goods, Pharmaceuticals, Technology, Wellness.
MEDIA:
Brand Strategy, Brand Books, TV, Print, Digital/Online, Websites, Radio, Out-of-Home, Direct Response, Packaging,
Product Placement, Mobile, Sponsorships, Collateral, Contests, Events, Giveaways, Street Stunts, Signage, In-Store
Promotions, Social Media (Facebook, Instagram, Youtube), Tradeshow Booths, B2C, B2B, D2C, and Internal Communications.
AWARDS & PRESS:
The New York Times, Graphis, Creativity, Archive, Ad Age, How and Adweek. Ace Award, New York Festivals,
Global Health Care Campaign of the Year, Print Best of Show, Addys and One Club (formely Art Director’s Club)
TEACHING:
The Made Institute | Philadelphia, PA
• Fashion History Seminar
• The Business of Fashion
SPEAKING:
• Guest Lecturer at the SVA Photography Dept and Advertising & Design Department
• Guest Lecturer at Temple University Dept of Marketing
• Chamber of Commerce of Greater Philadelphia
• Conceived, Hosted, and Curated “Brand Makers” Art Directors Club Speakers Series.
Speakers included Lee Nadler, VP of Marketing, Mini Cooper
Laura Houghton, VP Social Marketing, Coca-Cola
• Femcity Philadelphia featured Speaker
• S.H.E. Summit, NY, NY