CURIOUS. CREATIVE. AND CRAFT DRIVEN.

I like to think, write and spitball ideas. I like to stretch across all kinds of projects. I don't like lengthy preambles, so let's get to it.

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Experience

I got a 3D snot bubble in Times Square for Kleenex, wrote a campaign for Pfizer starring TV chef Sunny Anderson and won a pitch for Walmart fashion.

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Launched a new platform for Kleenex, the brand’s first new campaign in over 5 years, and sold a 3D billboard in Times Square.

Wrote a Pfizer campaign starring Food Network host Sunny Anderson. It reached 23M people, the video completion rate went up by 75% and Instagram profile visits increased by 127%.

Won a new business pitch for Walmart fashion.

Select Clients: Kleenex, Pfizer, Cox

Senior Copywriter
FCB Chicago, a full-service creative agency
Chicago, IL
2021-Present

I wrote the weekly homepage for The Home Depot during Covid, a time of DIY-fueled record sales, chaotic supply chains and remote collaborations.

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Managed a fully-remote collaboration with dozens of internal stakeholders to ensure messages were aligned across all touch points and accurately reflected the inventory.

Led a complete overhaul of the Careers website, which helped the company fill 400 positions over the next 18 months.

Saw a creative AOR search up close from the client's perspective.

Senior Copywriter
The Home Depot, a major home improvement retailer
Atlanta, GA
2020-2021

I wrote the first-ever campaign for Delta's most lucrative line of business. Plus, I wrote speculative fiction to reimagine a Fortune 10's business model and bring to life recos worth $40B in profits.

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Delta Results: 39% increase in digital click-through rate, 12% increase in email open rate, and Delta won “Best Overall Airline for Business Travel” each year.

Worked on a team that reimagined what a Fortune 10 oil and gas company's entire billion dollar business model and product portfolio would look like in the year 2050.
• We explored the future of mobility globally to develop recommendations worth $40B in net profits.
• I wrote speculative fiction narratives that brought the recommendations to life.

Created a Futures Thinking game for the agency to use during client workshops. The game was featured at a global strategic foresight conference.

Select Clients: Delta Air Lines, Fortune 10 oil and gas company

Senior Copywriter
Sparks Grove, an experience design agency
Atlanta, GA
2018-2020

I shifted FLOR from transactional advertising to narrative storytelling. And I sold a new platform they didn't ask for, but absolutely needed (and still use).

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Led a complete repositioning of the brand from a carpet tile manufacturer to a design-savvy rug maker.

Revised FLOR’s brand strategy to align with how customers thought about the category and simplified customer-facing language.

Recognized a storytelling opportunity for FLOR in the environmental space. I proactively created a platform and sold it to the client. They’re still using it today.

Results: FLOR reached its annual revenue goal in just 6 months, with 40% more web sales (YOY), 23% more email sales (YOY) and 32% more organic revenue.

Recognition:
• American Marketing Association Atlanta: Paid Media Campaign (Winner), Email Marketing (Finalist), eCommerce (Finalist)

• Atlanta Interactive Marketing Association: Best in Show

• PR Daily: Email Marketing (Winner)

• Pubcon Interactive Marketing Awards: Best Email Campaign (Winner), Best Retail/eComm (Shortlist), Best Integrated Campaign (Shortlist)

Select Clients: FLOR, Invest Atlanta, Turner Classic Movies

Senior Copywriter
Nebo, a 100-person, independent digital agency
Atlanta, GA
2017-2018

I crafted narratives and films to help Fortune 500s remember why they do what they do. I also created a plan to land the agency more business.

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Work for Interface led to the creation of a carpet tile that reverses global warming.

Work for Dr Pepper guided innovations like the Strawberries and Cream flavor and found a positive place for the brand in a category that’s often under scrutiny.

Presented and sold work to Fortune 500 C-Suite executives.

Recognized an opportunity to land more business for the agency through its digital presence, so I put together a plan and implemented it.
• This project played a key role in the company’s acquisition by the Boston Consulting Group (BCG) in 2015.

Select Clients: American Express, Atlanta Jewish Film Festival, BF Goodrich, Dr Pepper, Interface, KPMG

Senior Copywriter
BrightHouse, a purpose-driven creative consultancy
Atlanta, GA
2013-2016

Select Clients

Education

University of North Carolina, Chapel Hill

B.A. Media & Journalism

Miami Ad School, Minneapolis

Copywriting Certificate

Creative Circus, Atlanta

One year of art direction to round out my skills

Extras

Exhibition Copywriter (Pro Bono)

Museum of Design Atlanta

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MODA is the South's only museum dedicated to design. During one visit, I noticed how much writing went into the exhibition. Recognizing a need and wanting to support design in my city, I introduced myself to MODA's director and volunteered my skills. For five years, I worked with these fantastic folks to create exhibition copy.

Blacksmith Apprentice

Invictus Forge

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I was building a table for shooting stop motion movies. My attempts to figure out the camera mount led me to a local blacksmith named Ray. I went to his shop, hardware in hand, and made precisely what I needed. That feeling hooked me. For two years, until Ray left Atlanta, I came by to pitch in on projects and build a few more of my own. He generously shared his time, tools and expertise with me, and I absorbed it all.

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LET'S CONNECT

hello@kgbwriter.com

Currently in Chicago, IL

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