SERENA CONNELLY New York, NY
773 255 2721
CREATIVE DIRECTOR / COPYWRITER
Proactive, dynamic, and empathetic creative leader skilled in developing award-winning brand platforms, global campaigns, and Intellectual Property with extensive experience leading, growing, and managing high-performing teams and creative departments in advertising and marketing companies.
Expert in guiding brands to articulate, define and amplify their higher purpose. Skilled in conceptualizing brand platforms, anthems and manifestos, brand storytelling, emerging technology, innovative digital, product development, executing social activations, and deploying branded content. Spearheading strategic positioning and creative direction for consumer-centric experiences, transforming brands through elevated design, while motivating and inspiring cross-functional team members. Ability to collaborate with artists, designers, copywriters, technologists, and producers while providing creative guidance. Ensuring a positive work environment, promoting curiosity and grit, coordinating staff, solving operational problems, monitoring expenses, and establishing project goals. Passionate, mindful leadership from positioning and branding, to targeted outreach and go-to-market strategy, for a variety of awareness campaigns, experiential events, and global communications.
• Creative Innovation
• Executive Leadership
• Business Development
• Market Research
• Strategic Positioning & Messaging
• Brand Positioning
• Content Creation & Implementation
• Emerging Technology Marketing • Intellectual Property Patents
• Promotional Campaigns
• Digital & Social Media Marketing
• Brand Management
• Staff Training & Development
• Cross-functional Team Management
• Stakeholder Collaboration
• Co-creating with Clients
FREELANCE CREATIVE DIRECTOR / STRATEGIC BRANDING CONSULTANT / COPYWRITER, 2012 to Present
Ginormous, Inc. – New York, NY
Conceptualize ideas, establish strategic platforms, and introduce, as well as lead, effective, purpose-driven campaigns across all marketing channels. Communicate brand stories through a variety of platforms, such as live, digital, traditional, mobile, broadcast, and experiential. Develop new brand strategies into actionable, topical, audience-focused messaging and content. Rebrand international and reputable Fortune 500 company, resulting in press and industry recognition. Encourage innovative and experimental ideas across all departments while providing authority in managing and implementing creative affairs.
• Won a key $75 million pitch for America's Biopharmaceutical Companies.
• Acquired two major intellectual property patents while maintaining originality and novelty of the concepts.
• Recently honored with Gold Clio Award and three other Clios.
• Consistently appreciated by clients and other senior executives for thinking out of the box.
Clients: Nike, Target, Google, Chase, Estee Lauder, New Balance, Johnson & Johnson, Wired, Realtor.com, Memorial Sloan Kettering, Verizon, Electrolux, Electrolux EMEA, AEG Europe, Dove, Hasbro Global, Sally Hansen, Amazon Fashion, and Chateau Montelena.
Agencies: Mother, VMLY&R, Johannes Leonardo, Pereira & O'Dell, Saatchi & Saatchi, SS&K, McCann, Edelman, DDB, OKRP, Sapient, AKQA, Grey, Ogilvy, Imaginary Forces, Havas, Publicis, Code and Theory
VP, GROUP CREATIVE DIRECTOR, 2017 to 2018
Momentum Worldwide – New York, NY
Served as a creative lead on American Express experiential marketing initiatives while spearheading a cross-functional creative team, consisting of 12 members, to deliver innovative technological solutions, large-scale experiences, and integrated campaigns for American Express.
Enhanced brand awareness and strengthened brand repute by actively promoting the company across a variety of media, including traditional, experiential, digital, and social media. Marketed the brand and worked across B2C and B2B lines while modernizing the brand tone of voice. Liaised with internal teams to assure best transformation of ideas into reality within allocated time and budgetary resources. Supported and backed ideas coming from every agency discipline and recognized the best solutions irrespective of place of origination. Directed and guided new business pitches with senior management and external IPG agency partners, leading to favorable outcomes. Attended both the senior leadership team and inter-agency partner meetings to co-create and deliver strategic insights and press-worthy ideas before relaunching the brand. Promoted tech-forward and consumer insight-driven culture by leading teams to incorporate innovation and smart technologies into the development of client solutions.
• Developed and maintained strong relations with more than 15 clients across marketing disciplines from Sponsorship to Legal Affairs.
• Received 4 Clio Awards for American Express “Air Tennis” at the US Open and achieving increased throughput from 9K to 20K+ within one year
GROUP CREATIVE DIRECTOR, 2014 to 2015
RAPP – New York, NY
Managed company’s most high-profile client, Humana and acted as the representative and main point of contact for all creative endeavors.
Collaborated with senior leadership to devise effective strategies, identify as well as address operational issues, fulfill staffing requirements, and ensure organizational success. Contributed to a comprehensive competitive analysis and generating a key business report, comprising of industry forecasts and digital trend data. In accordance with set objectives and KPIs, developing consumer journeys from discovery to conversion, as well as a content strategy and framework for both social and traditional media. Developed and executed a new program by advising on the implementation of a client strategy summit. Attended annual stakeholder’s meetings and directed all creative heads for internal experiences. Conducted off-site idea generation events for the brand’s social causes while welcoming new and fresh ideas on board.
• Cooperated with senior management to lead a team in excess of 50 individuals, including Art Directors, Writers, and Graphic Designers and realize corporate objectives.
• Generated a fresh 360 brand platform to convey brand’s story while distinguishing the brand from the rest of the competitors.
• Shot more than 100 hours of footage along with capturing 10K+ photos for a documentary style report to provide proof of the brand’s actions.
Additional Experience as Executive Creative Director at Blast Radius | Group Creative Director at LBi US, | Creative Director at Grey Group Creative Director at StrawberryFrog | Associate Creative Director at R/GA | Senior Copywriter at Leo Burnett | Copywriter at The Integer Group
Bachelor of Science in Advertising
University of Colorado Boulder, CO
Bachelor of Fine Arts in Acting
DePaul University, Chicago, IL
Natural Gourmet Institute for Health and Culinary Arts
Wine & Spirit Education Trust Level 2, Wine Steward/Sommelier
AWARDS, PATENTS, & PUBLICATIONS
Cannes International Festival of Creativity Lions | Gold Clio Awards | One Show Pencils | Art Directors Club Cubes | London International Awards | Webby Awards | Shorty Awards | Ad Age Award | Jay Chiat Award | Inventor: 2 US Patents