Email: kezzalynch [at] gmail.com
Senior manager of copywriting Evolved By Nature, Boston [March 2020-May 2022]
Created compelling stories and messaging about the many health, environmental and performance benefits of EBN’s nature-based biotechnology within fashion, skincare, medical care and more. Instrumental in every aspect of copywriting for EBN, from creating their tagline (“the better-natured biotech company”) and product naming to multidimensional ad campaigns, social media and digital presence. Oversaw writing and consumer experience for complete overhauls of the EBN website and a DTC site for their skincare brand, Silk Therapeutics. Managed junior creatives, deadlines and workflow.
Associate creative director SimpliSafe, Boston [2018-2020]
Created an all-new brand presence and increased consumer awareness for an award-winning home security company. Crafted a unique brand voice and maintained a consistent and compelling visual style across all messaging, including TV, social media, digital, print, podcasts/radio and more. Managed and mentored junior teams.
Associate creative director MullenLowe, Boston [2016-2018]
Crafted and oversaw campaigns and messaging across an array of media: TV, digital, social media, print, CRM initiatives, radio and more. Translated high-level strategies into compelling stories and experiences that elevated a variety of brands and products. Managed junior creatives and interns. Clients: U.S. Cellular, Royal Caribbean, American Greetings, USAA, Hyatt.
Freelance copywriting & creative direction [2009-2016]
Copywriting and creative direction for digital, video/TV, print, experiential, social media, radio, packaging, etc. Clients: New Balance, Mass College of Pharmacy, Carnival, Progressive, CVS, Acuvue, Holiday Inn, Keds, Crest/Oral-B, Naturalizer, Best Western, Hearts On Fire, more. Agencies: Arnold, McCann, Sapient, Digitas, Lehman Millet, ISM, Toth & Co., Almighty, Mechanica, more.
Associate creative director McCann Worldgroup, Singapore [2011-2012]
Crafted and oversaw integrated campaigns and ads for clients in Singapore and the Asia/Pacific region. Managed junior writers and designers. Worked with international teams on pan-Asian campaigns. Clients: Acuvue, Holiday Inn Express, Nippon Paint, MasterCard, Coke.
Senior copywriter Modernista!, Boston [2007-2009]
Wrote and conceptualized campaigns for a variety of clients, including digital, print, broadcast, radio, video and experiential projects. Managed a complete overhaul of Cadillac collateral to fit with new branding. Created a multidimensional experience for Hearts On Fire jewelry, including a video, fashion show, website and book. Clients: Cadillac, Hearts On Fire, TIAA-CREF, (RED).
Senior copywriter Goodby, Silverstein & Partners, San Francisco [2006-2007]
Created integrated campaigns and wrote copy for print, digital, experiential, TV, out of home and multimedia projects. Clients: HP, Saturn, Adobe.
Associate creative director/copywriter Arnold, Boston [2001-2006]
Set creative direction and oversaw copy and user experience for the Volkswagen website, including managing a very successful total redesign of the site. Wrote for VW web, print and multimedia, as well as collateral and experiential/brand promotions projects. Mentored junior writers. Clients: Volkswagen, OceanSpray, Truth.
B.A., Binghamton University, State University of New York
Wine Studies Program, Boston University
One Show • Mobius • Cannes • London International Design Awards • WebAwards • Communication Arts • International Automotive Advertising Awards • Hatch