Rugiet

I lead brand strategy across channels and run the creative studio.

• Part of the company leadership team as we scaled the business from $XXm to $XXXm ARR
• Repositioned the brand from gas station boner pills to performance medicine for men, and then rebranded the business across all touch points, from identity to website to packaging.
• Took a 3 person creative team and built it into a 25 person creative studio with designers, copywriters, art directors, video editors, project managers, and producers.
• Built an internal photo and video production function that regularly made everything from creator ads to TVCs.
• Created an always on ad creative workflow that was running 50+ creators at a time, and produced, on average, 400+ ads per week.
• Codified the brand for AI systems, allowing us to build accelerated workflows and increase both output and bandwidth across the team.

I built and managed teams that created 360 brand campaigns, social content, and stunts for companies directly and by sub-contracting for agencies in New York City, like Stink Studios, Quality Meats, and Mother.

• Tripadvisor: Created their first brand platform and wrote the TV spot for the campaign.
• Barilla: Created a TV campaign for chickpea pasta with too many chickpea jokes.
• Panera: Worked on a new brand platform to help them recover from killer lemonade.
• Venmo: Worked on an activation to help the microbusinesses on Venmo that aren’t drug dealers.
• Smirnoff: Created social content and campaign assets to try to make Smirnoff cool.
• Showtime: Created real ads for a TV show by making fake ads for real businesses.
• Mercari: Wrote a holiday musical starring puppets made from items for sale on Mercari.
• American Express: Created multiple social content series to sell you money you don’t have.
• Drugs for Plants: Faked a protest at Rockefeller Center and, separately, made plants weep.

I co-founded an organic fertilizer company that is currently available in 350+ stores nationwide.

• Sourced and worked with horticulturalists and manufacturers to develop the product and packaging.
• Established direct-to-consumer, Amazon, and retail wholesale channels.
• Created numerous ad campaigns and product promotional assets, from UGC to AI and everything in between.

I worked at various ad agencies in Boston and New York, including Digitas, Havas, and Possible (now VML), as a copywriter and senior copywriter.

• Wild Turkey: Created, and often shot, social content, sometimes featuring Matthew McConaughey
• Giant Eagle: Created a 360 campaign that positioned sales as bribes.
• CenturyLink: Worked on a 360 brand refresh campaign.
• Bank of America: Created digital advertising and content for all of the Bank of America brands.
• Kaspersky: Created an interactive campaign with a Batman narrative that was approved by Christopher Nolan.
• Reporting: Wrote about the effect of untreated mental illness on young men in Boston’s poorest neighborhoods.