Work Experience
Edible Arrangements, Atlanta, GA
Creative Director | May 2021 - Dec 2022
Oversaw every stage of all creative output across all brands including Edible, BerryDirect, FruitFlowers, Incredible Edibles, Wolf Creek, Edible Robotics, and more. This included five re-brands and four new brand launches.
Built an exceptional full-service, in-house creative department in Atlanta (with a fearless support staff in Ukraine) and implemented improved processes and philosophies across the department.
Eliminated all dependency on outside creative agency retainers, saving the company over $100,000 per month.
Helped transform the Edible brand through an international, multi-year brand campaign, leveraging digital media, streaming, linear, print, OOH, radio, PR, email, SMS, and LSM.
Worked seamlessly with Marketing, Innovation, Technology, E-commerce, and Operations in a complex, fast-paced, high-pressure environment under a sophisticated business model that included 1,000 QSR franchises and a robust e-commerce and digital media platform.
Shifted the corporate culture from being dismissive and distrustful of in-house Creative to being genuinely enthusiastic and excited to work with the Creative department.
Earned a Gold Telly award for :30 Brand Anthem “Be Sweet Today” television spot.
Look Listen, Atlanta, GA
Creative Director | Feb 2017 - Nov 2020
Built and led a diverse team of talent through multiple, ongoing, complex initiatives across three offices and timezones.
Deftly conceptualized, articulated, executed, and presented industry-leading creative projects across all forms of marketing and advertising. Core formats included video production, branding, brand messaging, website design, media campaigns, print materials, and experiential marketing.
Transformed agency culture to reflect empathy over ego, balance over burnout, and laughter over loathing.
Worked proactively with Client Success, Development, Media, and Business Development to effectively and consistently deliver outstanding creative work that exceeded client expectations.
Developed and led multi-day workshops for enterprise brands on branding, product naming, and brand messaging and positioning.
Served as a key member of the Executive Leadership Team, leading company-wide strategy shifts and growth initiatives.
Earned a Gold Telly award for :30 “We the Consumer” digital spot.
Select brands: Porsche, Oracle, Rinnai, Facebook, Guinness, Charbroil, Arden’s Garden, Big Green Egg, Court TV, Autism Learning Partners
Look Listen, Atlanta, GA
Senior Copywriter | Feb 2016 – Feb 2017
Led creative concepting and ideation among the Look Listen content team.
Consistently demonstrated a keen understanding of how to leverage clever yet concise language to inspire action within a specific demographic.
Worked closely with the Creative, Development, and Client Success teams to write and edit marketing and advertising materials across a variety of media, including video, websites, email and landing pages, blogs, social media, and print.
Critiqued and edited the work of other writers.
Proofed copy within design and development for grammar, accuracy, spelling, and fidelity to source material.
Cobb Writing Company, Atlanta, GA
Owner | 2002 - 2016
Conceptualized, composed, and edited striking content designed to inspire targeted audiences into action.
Managed an international team of supporting writers and editors.
Long-form writing clients: DRUM! Magazine, HighRoller Magazine, TRAPS Magazine, Not for Tourists, Lugnuts, Atlanta Music Guide.
Agency clients: 22Squared, Edelman PR, Digital Yalo, Make & Build, Look Listen, Enablus, Stalcupmade Agency, Fury New Media.
Select brands: AT&T, MLB, Charmin, Gretsch, Quilted Northern
7oz. Productions, Atlanta, GA
Writer/Producer | 2004 - 2010
Developed storylines, composed shooting scripts, and managed all aspects of production (including pre- and post-production) for independent short and feature-length films.
Winner of Best in Philadelphia, Best Acting and Audience Award for short films in the Philadelphia International Film Festival.
Winner of Golden Palm Award for feature length film in Mexico International Film Festival.
DRUM! Magazine, San Francisco, CA
Editor | 2000 - 2002
Composed over 60% of the international consumer magazine’s content, including celebrity profiles, music reviews, and news.
Executed all editing and proofing responsibilities while managing a full staff of freelance writers and photographers.
Negotiated opportunities with publicists and created talent searches and story development.
Provided direct support to the Editor in Chief.