resume - cliff notes version
BRAND SPECIALIST & STORYTELLER - DARCY INK CREATIVE LLC
(February 2021-present)
Bringing my love for brand storytelling to my own business. You name it, I create it from naming and branding at all levels to new product launch narratives (tons of work in skincare, beauty and wellness) nitty, gritty best-practices emails, customer experience (CX) journeys, organic social media, and SEO-smart websites, digital ads and blogs. B2C, B2B and B2B2C. Every experience I have chosen to partake in has led me back to being my own boss girl again. Reach out for writing, content and creative projects S, M, L and XL for spot-on creative that engages, inspires and sells. Ego aside. Fun always.
SENIOR WRITER - HOT DISH ADVERTISING (B2B focus)
(2020-February 2021)
Bringing my eons of creative, conceptual and copywriting expertise to a full-service FranFocused℠ and BrandFocused advertising agency with 20 years of experience in franchise marketing. Paid, lead-generation digital social advertising, videos, trade ads, printed sales collateral, SEO-driven blogs and websites for a variety of B2B franchise clients including Buffalo Wild Wings, Freddy's Frozen Custard & Steakburgers, Tropical Smoothie Cafe, Sola Salon Suites, Captain D's Seafood, Pet Supplies Plus, Express Employment Professionals and many more. Incepted the #FranchStrong social movement to recognize and celebrate franchises doing good for their communities and employees during COVID-19.
CREATIVE DIRECTOR OF CONTENT - IMAGEHAUS DESIGN (Heavy non-profit experience)
(2018-2020 + 18 years of freelancing with IH)
Brought my love for storytelling and branding to a team of award-winning visual zealots. After years of freelancing with IMAGEHAUS, I joined the design firm full-time to expand their services into content direction, copywriting and presentation storytelling. Exceeded new business goals in bringing in high-caliber clients specifically for messaging strategies, copy tone and content development. Also took the lead on social media calendar and posting strategy for the design firm. From naming, visual identity, style guides, brand DNAs, blogs, packaging, social and website experiences for B2B, B2C and non-profits, I was the sole writer on staff working with high volume and receiving glowing client reviews. Some clients included: LAKA coolers, HealthPartners Little Moments Count, CannaPrime Cannabis, Dunn Brothers Coffee, Violence Free Minnesota and many more.
CREATIVE DIRECTOR & WRITER - ICF OLSON 1:1
(2011-2018)
Fast-paced, strategically-rich environment, steeped in leading-edge CRM, digital and analytics. A few highlights include:
•Lead creative team of 2nd largest account in agency - Wyndham Rewards and 14 brands under that umbrella in all digital & email lifecycles using dynamic content, animated gifs, personalized landing pages, promotional campaigns and more.
•Named and branded NuSkin's skincare line, RAU, along with numerous other branding and design work including style guides and new initiative sales presentation stories
•Re-branded Pei Wei and P.F. Chang's through email campaigns, website, digital banners, social, OOH and radio.
•Named and branded loyalty program for Pei Wei and P.F. Chang's and created all communications.
•Creative lead for Target Optical CRM, launching first e-commerce website and try-at-home experience.
•Launched Lancome's first loyalty program - naming, website, video, social, style guide and all CRM communications.
•Concepted, wrote, hired talent and directed radio spots for Old Chicago, Pei Wei and Rock Bottom Brewery.
•Launched LensCrafters presence on Facebook with two interactive contests.
PROPRIETRESS - DARCY INK
(2001-2011)
Created the voice of many brands in all capacities with some of the most talented design and advertising agencies in the Twin Cities. Naming, brand DNAs, editorial stories, social, websites, e-commerce, re-branding across all channels. Some clients included: Panera Bread, Whole Foods, OfficeMax, New French Bakery, 3M, Mosaic (Cargill), China Mist Teas, Lifetime Fitness, Wilson's Leather, Target, Herbal Clean, Mr. Bubble, Hallu bath products and many more.
COPY DIRECTOR - DAYTON'S/TARGET (NOW MACY'S)
(March 1999-July 2000)
Hired to help lead the creatives to more conceptual thinking and teamwork. Managed, inspired, evaluated and trained staff of writers and freelancers working on ROP, DM, catalogs, special events, storewide themes, e-commerce and branding projects including the naming of Fruigurt.
SENIOR WRITER - CARLSON COMPANIES - LOYALTY CREATIVE DEPT.
(September 1998-July 1999)
Heavily involved in the branding and positioning of the WorldPerks frequent flyer program through DM, collateral, ads and B2B communications. Also created all sales and collateral materials for WorldPerks Visa Card.
SENIOR WRITER - E.B. LANE & ASSOCIATES - PHOENIX, AZ.
(September 1996-July 1998)
Largest agency in Phoenix at that time. Worked on a very diverse client base across all channels including radio and TV. Some clients included: Arizona Cardinals, Popular Outdoor Outfitters, Cox Cable, Kyoto Bowl, Roy's International Restaurants, National Parks and Make-A-Wish.
IN-HOUSE WRITER - AMERICA WEST AIRLINES - TEMPE, AZ.
(April 1992-September 1996)
Wore many hats in creating copy and concepts for all internal departments including America West Airlines, America West Vacations,
Travel Agent Administration, FlightFund Loyalty Program and public relations.
...AND SO ON..."WANT MORE? ASK AND WE'LL SHOOT A FULL RESUME OVER TO YA — LICKETY SPLIT".
"OH, and yes - she has a degree."
BA - CORPORATE COMMUNICATIONS, BUENA VISTA UNIVERSITY, STORM LAKE, IA.
(February 2021-present)
Bringing my love for brand storytelling to my own business. You name it, I create it from naming and branding at all levels to new product launch narratives (tons of work in skincare, beauty and wellness) nitty, gritty best-practices emails, customer experience (CX) journeys, organic social media, and SEO-smart websites, digital ads and blogs. B2C, B2B and B2B2C. Every experience I have chosen to partake in has led me back to being my own boss girl again. Reach out for writing, content and creative projects S, M, L and XL for spot-on creative that engages, inspires and sells. Ego aside. Fun always.
SENIOR WRITER - HOT DISH ADVERTISING (B2B focus)
(2020-February 2021)
Bringing my eons of creative, conceptual and copywriting expertise to a full-service FranFocused℠ and BrandFocused advertising agency with 20 years of experience in franchise marketing. Paid, lead-generation digital social advertising, videos, trade ads, printed sales collateral, SEO-driven blogs and websites for a variety of B2B franchise clients including Buffalo Wild Wings, Freddy's Frozen Custard & Steakburgers, Tropical Smoothie Cafe, Sola Salon Suites, Captain D's Seafood, Pet Supplies Plus, Express Employment Professionals and many more. Incepted the #FranchStrong social movement to recognize and celebrate franchises doing good for their communities and employees during COVID-19.
CREATIVE DIRECTOR OF CONTENT - IMAGEHAUS DESIGN (Heavy non-profit experience)
(2018-2020 + 18 years of freelancing with IH)
Brought my love for storytelling and branding to a team of award-winning visual zealots. After years of freelancing with IMAGEHAUS, I joined the design firm full-time to expand their services into content direction, copywriting and presentation storytelling. Exceeded new business goals in bringing in high-caliber clients specifically for messaging strategies, copy tone and content development. Also took the lead on social media calendar and posting strategy for the design firm. From naming, visual identity, style guides, brand DNAs, blogs, packaging, social and website experiences for B2B, B2C and non-profits, I was the sole writer on staff working with high volume and receiving glowing client reviews. Some clients included: LAKA coolers, HealthPartners Little Moments Count, CannaPrime Cannabis, Dunn Brothers Coffee, Violence Free Minnesota and many more.
CREATIVE DIRECTOR & WRITER - ICF OLSON 1:1
(2011-2018)
Fast-paced, strategically-rich environment, steeped in leading-edge CRM, digital and analytics. A few highlights include:
•Lead creative team of 2nd largest account in agency - Wyndham Rewards and 14 brands under that umbrella in all digital & email lifecycles using dynamic content, animated gifs, personalized landing pages, promotional campaigns and more.
•Named and branded NuSkin's skincare line, RAU, along with numerous other branding and design work including style guides and new initiative sales presentation stories
•Re-branded Pei Wei and P.F. Chang's through email campaigns, website, digital banners, social, OOH and radio.
•Named and branded loyalty program for Pei Wei and P.F. Chang's and created all communications.
•Creative lead for Target Optical CRM, launching first e-commerce website and try-at-home experience.
•Launched Lancome's first loyalty program - naming, website, video, social, style guide and all CRM communications.
•Concepted, wrote, hired talent and directed radio spots for Old Chicago, Pei Wei and Rock Bottom Brewery.
•Launched LensCrafters presence on Facebook with two interactive contests.
PROPRIETRESS - DARCY INK
(2001-2011)
Created the voice of many brands in all capacities with some of the most talented design and advertising agencies in the Twin Cities. Naming, brand DNAs, editorial stories, social, websites, e-commerce, re-branding across all channels. Some clients included: Panera Bread, Whole Foods, OfficeMax, New French Bakery, 3M, Mosaic (Cargill), China Mist Teas, Lifetime Fitness, Wilson's Leather, Target, Herbal Clean, Mr. Bubble, Hallu bath products and many more.
COPY DIRECTOR - DAYTON'S/TARGET (NOW MACY'S)
(March 1999-July 2000)
Hired to help lead the creatives to more conceptual thinking and teamwork. Managed, inspired, evaluated and trained staff of writers and freelancers working on ROP, DM, catalogs, special events, storewide themes, e-commerce and branding projects including the naming of Fruigurt.
SENIOR WRITER - CARLSON COMPANIES - LOYALTY CREATIVE DEPT.
(September 1998-July 1999)
Heavily involved in the branding and positioning of the WorldPerks frequent flyer program through DM, collateral, ads and B2B communications. Also created all sales and collateral materials for WorldPerks Visa Card.
SENIOR WRITER - E.B. LANE & ASSOCIATES - PHOENIX, AZ.
(September 1996-July 1998)
Largest agency in Phoenix at that time. Worked on a very diverse client base across all channels including radio and TV. Some clients included: Arizona Cardinals, Popular Outdoor Outfitters, Cox Cable, Kyoto Bowl, Roy's International Restaurants, National Parks and Make-A-Wish.
IN-HOUSE WRITER - AMERICA WEST AIRLINES - TEMPE, AZ.
(April 1992-September 1996)
Wore many hats in creating copy and concepts for all internal departments including America West Airlines, America West Vacations,
Travel Agent Administration, FlightFund Loyalty Program and public relations.
...AND SO ON..."WANT MORE? ASK AND WE'LL SHOOT A FULL RESUME OVER TO YA — LICKETY SPLIT".
"OH, and yes - she has a degree."
BA - CORPORATE COMMUNICATIONS, BUENA VISTA UNIVERSITY, STORM LAKE, IA.