Christopher Seid Cv Scribd 2-2012
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CHRISTOPHER SEID c(207)310-0789 [email protected] www.creativeseid.com SUMMARY Anaccomplishedcopywriterandcreativemarketingprofessionalspecializinginbrand,multi-channel(Web,retail,catalog)marketing acrossarangeofmediachannels,industriesandcategories.Skilledatconceptdevelopment,copywriting,brandstorytelling,creative directionandmarketingstrategy.Astrongcommunicatorcapableofbuildingsolidrelationshipsacrossanorganization. EXPERIENCE FOOTSMART,Atlanta,Georgia CopyDirector&Writer 2011 Led brandvoice, copyand editor ial develo pment for the FootSmart catalo g and footsm art.co m Website. Respon sibilit ies inclu ded defini ng and implementing the distinctive voice of the FootSmart brand—its personality, attributes and key messages. Wrote and edited catalog copy, emarketing communications and corporate collateral. Demonstrated and mentored best practices of direct response copywriting principles and techniques. Led a teamofthreewritersandone editor in theexecuti onof allcopyelement sacrosscustomertouchp oints,inclu dingfrontcovermessagin g,product copy,versioned emails , home page cop y,YouTu bevideodescr iptions and mor e.Managed copy proces s for 17annual catalogswith numerous versions. Collaborated regularly with merchandisers, designers, photo art directors, product developers, vendors, content and account managers and human resources. THEORVISCOMPANY,Sunderland,Vermont SeniorManager,SalesActivism/Copywriting 2010 Respon sibleforselli ngbrand,produc tsandoutdoorsportin glifestylethrough a variety ofmediachannels .Champione dbrandDNAandmanaged consistent and accurate application (voice and visual) across stakeholder touchpoints and multiple channels—catalog, Web and retail. Managed input and output of copywriting and content—serving as hub and conduit through which all requests from around the company for multi-channel copy and contentwerefunneled.Directedteamoffourfull-timecopywritersandonepart-timeintern,delegatingworkbasedonskillsetandavailability. Ensuredcontentreflectedcoreattributesofbrandandwasalignedwithcompanystyleguide.Commentedonandcritiquedcatalogs,Web pages and e-ma ils rout ed throughout company in prep arat ion for final appr oval . Coll abor ated insi de and outs ide company in mult i- channellandscapeasitaffectedcatalog,Web-pagedevelopmentandproductnaming,coordinatingwithdirectorsofmerchandising,print andWebdesigners,marketinganalysts,listmanagersandcorporatecounsel. L.L.BEAN,INC.,Freeport,Maine AssociateCreativeDirector,Copy 2004-2009 Managedandmentoredteamoffourcopywriters,twoeditors,andonegraphicdesignerindevelopingcopyandcontentforsixbranded,award- winn ing spec ialty consumer catal ogs (Outd oor Sport ing, Kids, Home , Outdo or Disco very Scho ols, Dire ct-to-Business and Trave ler) . Wrote productcopy,coverlines,headlinesandsectionopeners,aswellasmanagedcontent,copywriters,processandprojectsforthosecatalogsand llbean.com.Responsiblefordirecting andmaintainingbrandvoicestandardsaswellashiringand developingtalent . Oversaw creative concepts, branded content, product naming, research and product positioning across multiple channels, including print, Web and retail. Directed conceptual development for print advertising, DM and retail collateral, including partnership ads with Subaru and Mount Washington Observatory, L.L.Bean retail storesand the L.L.Bean Visa credit card,plus numerous non-p rofitorganizatio ns and in-store and in-ca talogevent promotions. Collaborated with designer to develop distinctive look and feel for Web drivers as design elements in response to density challenges and emergence of Web as primary shopping channel. THEVIAGROUP,Columbus,OhioandPortland,Maine CommunicationsDirector 2000-2003 Serve das co-pri ncipa land copyleade rof Columb us,Ohio,office.Co-man agedstaffofeight,institut ingbestpractice sin direct marketingandthe creative process to drive integrated marketing strategies, concepts and tactics. Responsible for copywriting and P&L management. Led writing for all marketingcommunications,includingnewbusinesspresentations,marcomplans,printads,Websites,emailanddirectmailpieces.Co-authored creative briefs. Partnered with design and strate gy direc tors to create relev ant and distin ctive advert ising intended to grow clien ts’ busine sses. Pitched business and presented work to clients.
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CHRISTOPHERSEIDc(207)[email protected]
SUMMARY
Anaccomplishedcopywriterandcreativemarketingprofessionalspecializinginbrand,multi-channel(Web,retail,catalog)marketing
acrossarangeofmediachannels,industriesandcategories.Skilledatconceptdevelopment,copywriting,brandstorytelling,creative
directionandmarketingstrategy.Astrongcommunicatorcapableofbuildingsolidrelationshipsacrossanorganization.
EXPERIENCE
FOOTSMART,Atlanta,Georgia
CopyDirector&Writer 2011
Ledbrandvoice,copyand editorialdevelopment fortheFootSmartcatalogandfootsmart.comWebsite.Responsibilitiesincludeddefiningand
implementingthedistinctivevoiceoftheFootSmartbrand—itspersonality,attributesandkeymessages.Wroteandeditedcatalogcopy,emarketing
communicationsandcorporatecollateral.Demonstratedandmentoredbestpracticesofdirectresponsecopywritingprinciplesandtechniques.Leda
teamofthreewritersandoneeditorin theexecutionofallcopyelementsacrosscustomertouchpoints,includingfrontcovermessaging,produc
copy,versioned emails,homepagecopy,YouTubevideodescriptions andmore.Managedcopyprocess for 17annualcatalogswithnumerou
versions.Collaboratedregularlywithmerchandisers,designers,photoartdirectors,productdevelopers,vendors,contentandaccountmanagersand
humanresources.
THEORVISCOMPANY,Sunderland,Vermont
SeniorManager,SalesActivism/Copywriting 2010
Responsibleforsellingbrand,productsandoutdoorsportinglifestylethroughavarietyofmediachannels.ChampionedbrandDNAandmanaged
consistentandaccurateapplication(voiceandvisual)acrossstakeholdertouchpointsandmultiplechannels—catalog,Webandretail.Managedinput
andoutputofcopywritingandcontent—servingashubandconduitthroughwhichallrequestsfromaroundthecompanyformulti-channelcopyand
contentwerefunneled.Directedteamoffourfull-timecopywritersandonepart-timeintern,delegatingworkbasedonskillsetandavailability.
Ensuredcontentreflectedcoreattributesofbrandandwasalignedwithcompanystyleguide.Commentedonandcritiquedcatalogs,Web
pages and e-mails routed throughout company in preparation for final approval. Collaborated inside andoutsidecompany inmulti
channellandscapeasitaffectedcatalog,Web-pagedevelopmentandproductnaming,coordinatingwithdirectorsofmerchandising,print
andWebdesigners,marketinganalysts,listmanagersandcorporatecounsel.
L.L.BEAN,INC.,Freeport,MaineAssociateCreativeDirector,Copy 2004-2009
Managedandmentoredteamoffourcopywriters,twoeditors,andonegraphicdesignerindevelopingcopyandcontentforsixbranded,award-
winning specialty consumer catalogs (Outdoor Sporting,Kids,Home, Outdoor Discovery Schools,Direct-to-Business andTraveler). Wrote
productcopy,coverlines,headlinesandsectionopeners,aswellasmanagedcontent,copywriters,processandprojectsforthosecatalogsand
llbean.com.Responsiblefordirectingandmaintainingbrandvoicestandardsaswellashiringanddevelopingtalent.
Oversawcreativeconcepts,brandedcontent,productnaming,researchandproductpositioningacrossmultiplechannels,includingprint,Weband
retail.Directedconceptualdevelopmentforprintadvertising,DMandretailcollateral,includingpartnershipadswithSubaruandMountWashington
Observatory, L.L.Beanretail storesand theL.L.BeanVisacredit card,plus numerousnon-profitorganizationsandin-storeandin-catalogeven
promotions.CollaboratedwithdesignertodevelopdistinctivelookandfeelforWebdriversasdesignelementsinresponsetodensitychallengesand
emergenceofWebasprimaryshoppingchannel.
THEVIAGROUP,Columbus,OhioandPortland,Maine
CommunicationsDirector 2000-2003
Servedasco-principalandcopyleaderofColumbus,Ohio,office.Co-managedstaffofeight,institutingbestpracticesindirectmarketingandthe
creativeprocesstodriveintegratedmarketingstrategies,conceptsandtactics.ResponsibleforcopywritingandP&Lmanagement.Ledwritingforal
marketingcommunications,includingnewbusinesspresentations,marcomplans,printads,Websites,emailanddirectmailpieces.Co-authore
creativebriefs. Partneredwithdesign andstrategydirectors to create relevantanddistinctive advertisingintendedto growclients’businesses
Pitchedbusinessandpresentedworktoclients.
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ADDITIONALEXPERIENCE
BRANNWORLDWIDE,Wilton,Connecticut,AssociateCreativeDirector,Copywriter 1998-2000.Co-manageddepartmentofwritersand
artdirectors,creatingcatalogs,DRprintadsandCRMcampaignsinsupportofIBM’sentryintomulti-channelmarketingarena.Developed
presentations, wrote creative briefs andworked closely on strategy with clients and account management. Drove development o
marketingmaterials for relationshipmarketingacquisitionandupgradecampaign for IBMgold service loyalty program,yielding18%
responserate.MigratednewandexistingcustomerstopersonalizedextranetWebsites,buildingone-to-onerelationshipswithaccoun
representativesthroughoffersandincentives.
J.WALTERTHOMPSON, New York,New York,Copywriter, 1995-1997.Part of copywriter/art director team responsible for concept
development forintegrated campaigns, includingDRTV,print,directmail andcollateral, aswell as creative briefs,research,product
positioning andpresentations.Oversaw integratedDR print andmailcampaigns forSunMicrosystems.WroteDRTV spot forWeight
WatchersInternational.ResponsibleforMerck’sIvomecdirectmail,in-storedisplaysandcollateral.
EDUCATION
VERMONTCOLLEGE,Montpelier,Vermont
M.F.A.,CreativeWriting
AWARDS
1GoldMulti-ChannelMerchantAward:L.L.BeanSummerOutdoors,2009
1GoldMulti-ChannelMerchantAward:L.L.BeanKids;1SilverMCMAward:L.L.BeanHunting,2008
2GoldMulti-ChannelMerchantAwards:L.L.BeanOutdoor,SummerandWinter,2007
1GoldMulti-ChannelMerchantAward:L.L.BeanKids;1SilverMCMAward:L.L.BeanHunting,2006
ColumbusADDYAwards:InforonicsStationeryPackage;2000AmericanEagleAnnualReport,2000
1ShowMeritAward:OnlineBannersLaunchingBetterHealth.com,adivisionofiVillage.com,1998
CannesLionsInternationalAdvertisingFestivalWinnerandNetTech21AwardWinner:EnlivenBanners,1998
CannesLionsInternationalAdvertisingFestivalFinalistforwww.audiusa.com,1998
PUBLICATIONS
Author:SincerityistheHallmarkofaSuccessfulMarketer :http://tinyurl.com/aeljesAuthor:PrayerstotheOtherLife,1997MarianneMoorePoetryPrize;HeliconNinePress,KansasCity,Missouri
FREELANCECLIENTS
YMCAofCumberlandCounty
SafePassage
www.mainelifehomes.com
www.dibbitt.com
EMG3
SperryTop-Sider
MaineMagazine
UnumInsuranceMcCabe-Duval+Associates
Idexx
VOLUNTEERWORK
SafePassage,Yarmouth,Maine+GuatemalaCity,Guatemala
YMCAofCumberlandCounty,Freeport,Maine
TheTellingRoom,Portland,Maine
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