-
8/9/2019 Seid Christopher Cv Creative Mgr
1/3
CHRISTOPHER SEID369 Oakwood DriveYarmouth, Maine 04096H (207)
846-0625C (207) [email protected]
SUMMARY
A creative and accomplished copywriter and marketing manager,
with extensive experience in brand,direct, multi-channel, and
relationship marketing across a wide range of industries and
media.
Established capabilities in copywriting, creative direction,
marketing strategy, advertising, marketingcommunications, research
and analysis, project management, training and development and
stafng.A skilled leader, who builds high-performance teams and
cultivates strong partnerships across anorganization to ensure the
achievement of objectives. Possesses a proven track record of
creatingcompelling copy to reach target audience and drive sales,
contributing to the success of a company.
EXPERIENCE
THE ORVIS COMPANY, Sunderland, VermontSenior Manager, Sales
Activism/Copywriting 2010Responsible for selling brand, products,
and outdoor sporting life style. Championed brand DNA and managed
consistenand 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 requestsfrom around
company for copy and content were funneled. Directed team of four
full-time copywriters and one part-timeintern delegating work based
on skill set and availability.
Ensured created content reflected core attributes of brand and
was aligned with company style guide. Commentedon and critiqued
catalogs, Web pages, and e-mails routed throughout company in
preparation for final approvalCollaborated inside and outside
company in multi-channel landscape as it aected catalog, Web-page
developmentand product naming, coordinating with directors of
merchandising, print and Web designers, marketing analysts,
listmanagers, 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 Mens Gift and
Womens Gift as well as various print ads, direct mail pieces
collateral, e-mails, afliate marketing, Web pages and banners,
SEO, and social media (blogs, Facebook, andTwitter feeds).
Launched and drove initiative to bring more Web drivers into
catalogs, migrating more customers to transactbusiness at orvis.com
versus phone.
Managed product naming process, resulting in names for two new
fly rods and reels.
L.L.BEAN, INC., Freeport, MaineAssociate Creative Director
2004-2009Managed and mentored team of four copywriters, two
editors, and one graphic designer in developing copy and contenand
for six branded, award-winning specialty consumer catalogs with
total circulation of 75,000,000, generating
more than $300 millionin demand (Outdoor Sporting, Kids, Home,
Outdoor Discovery Schools, Direct-to-Business, andTraveler). Wrote
product copy, promotional cover lines, headlines, and section
openers, as well as managed contentcopywriters, process, and
projects for those catalogs and llbean.com. Responsible for hiring
and developing talent, aswell as directing and maintaining brand
voice standards.
Oversaw creative concepts, branded content, product naming,
research, and product positioning across multiple channelsincluding
print, Web, and retail. Directed conceptual development for print
advertising, DM, and retail collateral, includingpartnership 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 todevelop distinctive look and feel for
Web drivers as design elements in response to density challenges
and emergence ofWeb as primary shopping channel.
-
8/9/2019 Seid Christopher Cv Creative Mgr
2/3
Established company-wide process to improve efciencies,
including work flow and approvals, for speciaprojects.
Led development of promotional messaging for the relaunch of
L.L.Beans Visa Card Outdoor Advantage Program one of the top five
co-branded cards in Visas 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-efcient
catalog. Served as co-leader of corporate task forces response to
Cabelas 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 eectively with design
counterparts.
THE VIA GROUP, Columbus, Ohio, and Portland, MaineCommunications
Director 2000-2003Served as co-principal and copy leader of
Columbus, Ohio, office. Co-managed staff of eight, instituting best
practices indirect marketing and creative process to drive
development of integrated marketing strategies and tactics.
Responsible forcopywriting and P&L management. Led writing for
all marketing communications, including new business
presentationsmarketing communication plans, estimates, print ads,
Websites, and direct mail pieces. Co-authored creative briefs.
Collaborated with design and strategy directors to create
relevant and distinctive advertising intended to drive
clientsbusinesses. Pitched business and presented work to clients.
Led and drove strategic, integrated marketingcommunications plans
for clients, from initial discovery to deliverable. Pursued new
business by networking and coldcalling. Led projects in
collaboration with team of designers, writers, and strategists.
Managed vendors, including landlordand 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. Earned two Columbus ADDY
awards for Inforonics and American Eagle annual report.
ADDITIONAL EXPERIENCE
BRANN WORLDWIDE, Wilton, Connecticut, Associate Creative
Director, 1998-2000. Co-managed department ofwriters and art
directors, creating catalogs, DR print ads, and CRM campaigns in
support of IBMs entry into multi-channel marketing arena. Developed
presentations, wrote creative briefs, and worked closely on
strategy withclients and account management. Drove development of
marketing materials for relationship marketing acquisitionand
upgrade campaign for IBM gold service loyalty program, yielding 18%
response rate. Migrated new and existingcustomers to personalized
extranet Websites, building one-to-one relationships with account
representativesthrough special oers.
CKS, New York, New York, Copy Supervisor, 1997-1998. Served as
copy supervisor and copywriter. Managedstrategy, concept
development, research and usability testing, creative optimization,
presentations, and projectmanagement. Oversaw projects, including
Websites, banner advertising, micro sites and jump pages, PointCast
adsacquisition email, and print collateral. Launched Audi TT sports
coupe in U.S. market for Audi USA. Managedaward-winning,
drive-to-site banner campaign for Better Health. Oversaw lead
generation banners for TravelocityDirected 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 directoteam responsible for
concept development for integrated campaigns, including DRTV,
print, direct mail, andcollateral, as well as creative briefs,
research, product positioning, and presentations. Oversaw
integrated DR prin
Christopher Seid, Page 2
-
8/9/2019 Seid Christopher Cv Creative Mgr
3/3
and mail campaigns for Sun Microsystems. Wrote DRTV spot for
Weight Watchers International. Responsible foIvomec direct mail,
in-store displays, and collateral for Merck.
CHAPMAN DIRECT ADVERTISING, New York, New York, Senior
Copywriter, 1990-1995. Responsible for directresponse marketing
campaigns, as applied to acquisition, retention, and fulfillment
strategies. Worked closely withart director partner, creating
business-to-business and business-to-consumer print ads and direct
mail packagesfor 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 prinads for International
Olympic Committee. Served as lead acquisition writer on AT&T
Universal Card credit cardaccount for college market.
EDUCATION
VERMONT COLLEGE, Montpelier, VermontM.F.A., Creative Writing,
1985
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, 20082 Gold Multi-Channel Merchant Awards:
L.L.Bean Outdoor, Summer and Winter, 20071 Gold Multi-Channel
Merchant Award: L.L.Bean Kids; 1 Silver MCM Award: L.L.Bean
Hunting, 2006Columbus ADDY Awards: Inforonics Stationery Package;
2000 American Eagle Annual Report, 20001 Show Merit Award: Online
Banners Launching BetterHealth.com, a division of iVillage.com,
1998Cannes Lions International Advertising Festival Winner and
NetTech 21 Award Winner: Enliven Banners, 1998Cannes Lions
International Advertising Festival Finalist for www.audiusa.com,
1998
PUBLICATIONS
Author: Sincerity is the Hallmark of a Successful Marketer:
http://tinyurl.com/aeljesAuthor: Prayers to the Other Life, 1997
Marianne Moore Poetry Prize; Helicon Nine Press, Kansas City,
Missouri
PERSONAL
Married. Two children. Enjoys reading, writing, hiking,
running.
Christopher Seid, Page 3
http://tinyurl.com/aeljeshttp://www.audiusa.com/http://tinyurl.com/aeljeshttp://tinyurl.com/aeljeshttp://www.audiusa.com/http://www.audiusa.com/
