Senior Consulting Writer October 2010-present
Concept and write copy for all strategic communications projects: emails, site copy, SEO copy, promotional print pieces, daily blog posts for this Inc. 500 new media company. Work with marketing project managers, creative director, and editorial director to create work that meets brand standards and drives site traffic and sales.
Senior Copy Manager 2008-2010
Concept, write and proof communications for all aspects of the $1.4 billion Better Homes and Gardens brand: in-store signage, online, packaging, marketing, product name development. Develop and maintain copy standards and tone. Manage freelance writers. Create clear and comprehensive editorial and packaging style guides. Develop working relationships with suppliers to obtain accurate product information. Partner with Legal and Technical to ensure that copy does not impose a business risk and complies with governmental regulations. Collaborate with art directors, designers, creative director, Meredith Publishing, Brand director and manager to create work that meets all brand standards and business objectives.
Senior Creative Manager, Copy 2006-2008
Directed strategy, conception, and execution of award-winning web, print advertising, inserts, packaging, product and owned-brand name development, corporate communications, PR, and in-store collateral for this $3 billion company. Managed and mentored a team of 5 writers and copyeditors. Presented and sold concepts to senior management. Worked closely with ad and design agencies in developing multi-channel campaigns. Partnered with Legal to ensure that all copy met legal standards and complied with governmental regulations.
Target Corporation, Mervyns division
Senior Creative Manager 2002-2006
Directed conception and execution of award-winning print and outdoor campaigns, web, corporate, credit and community relations collateral, credit, events, product and owned-brand name development, PR, and in-store materials. Managed and mentored a team of 10-14 art directors and copywriters. Evaluated and shaped campaign concepts; presented and sold concepts to senior management. Worked closely ad and design agencies in developing multi-channel campaigns.
Creative Manager, Copy 2001-2002
Managed a copywriter team of 8 and directed the concept and execution of print inserts, corporate collateral, newspaper advertising and in-store presentations.
Publicis & Hal Riney
Senior Copywriter 19971999
Concepted and executed print ad, collateral and direct mail campaigns for Saturn and Mirage Resorts in collaboration with art director partner. Presented and sold concepts to creative directors and clients.
Anderson & Lembke America (McCann Erickson)
Senior Copywriter 19951997
Concepted and executed print ad, collateral and radio campaigns for Microsoft, Wells Fargo, Revo, Autodesk and Global Link with art director partner. Presented and sold concepts to creative directors and clients.
Senior Copywriter 19861990
Concepted and executed print and radio ad campaigns, catalog copy, corporate collateral and outdoor advertising for Gap, Banana Republic, GapKids, and babyGap.
Lauren Kerr Creative
Brand strategy, communications, copywriting, creative concepts & journalism
Freelance (partial list)
- Banana Republic
- Catholic Charities of the East Bay
- Cost Plus
- Eddie Bauer
- Destiny Arts Center
- Family Builders
- Full Court Press Communications
- Gap Inc.
- Kar'ikter (Tintin Globetrotter)
- Mandela Foods Cooperative
- The Nature Company
- The North Face
- Oakland City Auditor
- Oakland Tribune
- Peruvian Connection
- The J. Peterman Company
- The Republic of Tea
- San Jose Metro
- Smith & Hawken
- Sundance Jewelry
- The Territory Ahead
- Way Basics
- Williams Sonoma
B.A. History, U.C. Berkeley
M.A. Creative Writing in progress, San Francisco State University
Pioneer Award, 1988, 1989, 1990, 1996
One Show Bronze, 1999
Athena Award, 2003, 2005
Retail Advertising Council Gold, Silver & Bronze Awards, 2003, 2004, 2005, 2006, 2007
Mac, PC, MS Office Suite, PowerPoint; fluent spoken & written Spanish
Available upon request.