Christopher Seid by TB38T6q

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									                                             CHR ISTO PHE R SE ID
          369 Oakwood Drive  Yarmouth, Maine 04096  H (207) 846-0625  C (207) 310-0789  cwseid@gmail.com


SUMMARY

         An accomplished creative director and copywriter with extensive experience in brand, direct, multi-channel and
         customer relationship marketing across a wide range of industries and media. Established capabilities in copywriting,
         creative direction, marketing strategy, advertising, marketing communications, research and analysis, project
         management, training and development and staffing. A skilled leader, who builds high-performance teams and
         cultivates strong partnerships across an organization to ensure the achievement of objectives. Possesses a proven track
         record of creating compelling copy to reach target audience and drive sales, contributing to the success of a company.


EXPERIENCE

THE ORVIS COMPANY, Sunderland, Vermont
Senior Manager, Sales Activism/Copywriting                                                                                                    2010

Responsible for selling brand, products, and outdoor sporting life style. Championed brand DNA and managed 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 copy and content were funneled. Directed team of
four full-time copywriters and one part-time intern — delegating work based on skill set and availability.

Ensured created content reflected core attributes of brand and was aligned with company style guide. Commented on and critiqued
catalogs, Web pages, and e-mails routed throughout company in preparation for final approval. Collaborated inside and outside company
in multi-channel landscape as it affected catalog, Web-page development, and product naming, coordinating with directors of
merchandising, print and Web designers, marketing analysts, list managers, and corporate counsel.

      Managed and guided team of copywriters in best brand and direct marketing practices across channels.
      Hired and developed talent.
      Worked closely with HR, leading in-depth search for senior copywriter from start to finish.
      Drove company-wide brand audit of internal and external stakeholder touchpoints to align points with refreshed brand guidelines.
      Wrote copy for two catalogs — Men’s Gift and Women’s Gift — as well as various print ads, direct mail pieces, collateral, e-mails,
       affiliate marketing, Web pages and banners, SEO, and social media (blogs, Facebook, and Twitter feeds).
      Launched and drove initiative to bring more Web drivers into catalogs, migrating more customers to transact business at orvis.com
       versus phone.
      Managed product naming process, resulting in names for two new fly rods and reels.


L.L.BEAN, INC., Freeport, Maine
Associate Creative Director                                                                                                             2004-2009

Managed and mentored team of four copywriters, two editors, and one graphic designer in developing copy and content and for six branded,
award-winning specialty consumer catalogs — with total circulation of 75,000,000, generating more than $300 million in demand (Outdoor
Sporting, Kids, Home, Outdoor Discovery Schools, Direct-to-Business, and Traveler). Wrote product copy, promotional cover lines, headlines,
and section openers, as well as managed content, copywriters, process, and projects for those catalogs and llbean.com. Responsible for hiring
and developing talent, as well as directing and maintaining brand voice standards.

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 stores, and the L.L.Bean Visa credit card, plus numerous non-profit organizations and in-store and in-catalog event
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.

      Established company-wide process to improve efficiencies, including work flow and approvals, for special projects.
      Developed promotional messaging for the relaunch of L.L.Bean’s Visa Card Outdoor Advantage Program — one of the top five co-branded
       cards in Visa’s portfolio.
      Championed research to provide valuable insight into customer shopping behaviors across catalog and online.
      Formulated format test for kids’ catalog, resulting in a smaller, more cost-efficient catalog.
                                                                                                                         Christopher Seid, Page 2


      Served as co-leader of corporate task force’s response to Cabela’s entry into Portland, Maine, retail market.
      Hired two copywriters and one editor.
      Collaborated across company with merchants and marketing strategists to determine copy and visual themes for each catalog,
       special promotions, product positioning, and names.
      Wrote strategy briefs, product hang tags, and in-store signage. Collaborated effectively with design counterparts.


THE VIA GROUP, Columbus, Ohio, and Portland, Maine
Creative Communications Director                                                                                                          2000-2003

Served as co-principal and creative leader of Columbus, Ohio, office. Co-managed staff of eight, instituting best practices in direct marketing and
creative process to drive development of integrated marketing strategies and tactics. Responsible for copywriting and P&L management. Led
writing for all advertising and marketing communications, including new business presentations, planning, creative briefs, estimates, print ads,
Websites, and direct mail.

Collaborated with design and strategy directors to create relevant and distinctive advertising intended to drive clients’ businesses. Pitched business
and presented work to clients. Led and drove strategic, integrated marketing communications plans for clients, from initial discovery to deliverable.
Pursued new business by networking and cold calling. Led projects in collaboration with team of designers, writers, and strategists. Managed
vendors, including landlord and building maintenance crew.

      Managed creative development for integrated print advertising, collateral, and direct and Web marketing for business-to-consumer and
       business-to-business, multiple channels, media, and industries.
      Led team on major integrated brand audit for Nationwide Insurance.
      Developed new business, pursuing leads, cold-calling, presenting agency credentials, and developing RFP responses and pitches.
      Responsible for consumer acquisition and retention print, mail, and in-branch print ads for BrownCo, Adams Harkness, and TD
       Bank and Harvard Pilgrim Health Care.
      Oversaw and wrote print advertising and collateral for Stora Enso. Wrote copy for annual report for American Eagle Outfitters, as
       well as catalogs, direct mail, and print advertising for American Ski Corporation.
      Oversaw brand identity and wrote collateral for Inforonics.


ADDITIONAL EXPERIENCE

BRANN WORLDWIDE, Wilton, Connecticut, Associate Creative Director, 1998-2000. Co-managed department of writers and art
directors, creating catalogs, DR print ads, and CRM campaigns in support of IBM’s entry into multi-channel marketing arena. Developed
presentations, wrote creative briefs, and worked closely on strategy with clients and account management. Drove development of
marketing materials for relationship marketing acquisition and upgrade campaign for IBM gold service loyalty program, yielding 18%
response rate. Migrated new and existing customers to personalized extranet Websites, building one-to-one relationships with account
representatives through special offers.
CKS, New York, New York, Copy Supervisor, 1997-1998. Served as copy supervisor and copywriter. Managed strategy, concept
development, research and usability testing, creative optimization, presentations, and project management. Oversaw projects, including
Websites, banner advertising, micro sites and jump pages, PointCast ads, acquisition email, and print collateral. Launched Audi TT sports
coupe in U.S. market for Audi USA. Managed award-winning, drive-to-site banner campaign for Better Health. Oversaw lead generation
banners for Travelocity. Directed concepting and copywriting for CareerBuilder, Duracell, and W.W. Grainger Websites.
J. WALTER THOMPSON, New York, New York, Senior Copywriter, 1995-1997. Served on copywriter and art director team responsible
for concept development for integrated campaigns, including DRTV, print, direct mail, and collateral, as well as creative briefs, research,
product positioning, and presentations. Responsible for Merck Pharmaceutical’s Ivomec direct mail, in-store displays, and collateral.
Oversaw integrated DR print and mail campaigns for Sun Microsystems. Wrote DRTV spot for Weight Watchers International.
CHAPMAN DIRECT ADVERTISING, New York, New York, Senior Copywriter, 1990-1995. Responsible for direct response marketing
campaigns, as applied to acquisition, retention, and fulfillment strategies. Worked closely with art director partner, creating business-to-
business and business-to-consumer print ads and direct mail packages for Digital Equipment Corporation and the AT&T Reach Out World
campaign. Tested marketing messages, identified controls, and beat controls. Wrote DRTV spots for Arrowhead Mountain Springwater
consumer product and print ads for International Olympic Committee. Served as lead acquisition writer on AT&T Universal Card credit
card account for college market.
                                                                                                                 Christopher Seid, Page 3



EDUCATION

VERMONT COLLEGE, Montpelier, Vermont
M.F.A., Creative Writing


AWARDS

1 Gold Multi-Channel Merchant Award: L.L.Bean Summer Outdoors, 2009
1 Gold Multi-Channel Merchant Award: L.L.Bean Kids; 1 Silver MCM Award: L.L.Bean Hunting, 2008
2 Gold Multi-Channel Merchant Awards: L.L.Bean Outdoor, Summer and Winter, 2007
1 Gold Multi-Channel Merchant Award: L.L.Bean Kids; 1 Silver MCM Award: L.L.Bean Hunting, 2006
Columbus ADDY Awards: Inforonics Stationery Package; 2000 American Eagle Annual Report, 2000
1 Show Merit Award: Online Banners Launching BetterHealth.com, a division of iVillage.com, 1998
Cannes Lions International Advertising Festival Winner and NetTech 21 Award Winner: Enliven Banners, 1998
Cannes Lions International Advertising Festival Finalist for www.audiusa.com, 1998


PUBLICATIONS

Author: Sincerity is the Hallmark of a Successful Marketer: http://tinyurl.com/aeljes
Author: Prayers to the Other Life, 1997 Marianne Moore Poetry Prize; Helicon Nine Press, Kansas City, Missouri


VOLUNTEER

Safe Passage, Yarmouth, Maine + Guatemala City, Guatemala
YMCA of Cumberland County, Freeport, Maine
The Telling Room, Portland, Maine

								
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