C H R I S T O P H E R

S E I D
612 Bristol Trace Alpharetta, Georgia 30022 c (207) 310-0789 cwseid@gmail.com christopherseid.com
SUMMARY I am a creative and accomplished copy director with extensive experience in brand, direct, multi-channel, and relationship marketing across a wide range of industries and media. I have deep skills in copywriting, creative direction, marketing strategy, qualitative research and development and staffing. I consider myself a strong leader, who builds high-performance teams and cultivates solid p artnerships across an organization to ensure the achievement o f business goals. I also possess a p roven record o f creating compelling copy to reach the target audience and drive s ales. EXPERIENCE BENCHMARK BRANDS, Atlanta, Georgia Copy Director, Direct Response Presently Lead copy and editorial development for the FootSmart catalog and footsmart.com Website. Responsibilities include defining and implementing the distinctive voice of the FootSmart brandits personality, attributes and key messages. Write catalog copy, emarketing communications and corporate collateral. Demonstrate and teach best practices of direct response copywriting principals and technique. Lead a team of three writers and one editor in the execution of all copy elements across customer touchpoints, including front cover messaging, product copy, versioned emails, home page copy, YouTube video titles and descriptions and much, much more. Manage copy process for 17 annual catalogs with numerous versions. Collaborate daily with merchandisers, designers, photo art directors, developers, vendors, content and account managers, and meet regularly with the CEO. THE ORVIS COMPANY, Sunderland, V ermont Senior Manager, Sales A ctivism/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 channelscatalog, Web, and retail. Managed input and output of copywriting and contentserving as hub and conduit through which all requests from around the company for multi-channel copy and content were funneled. Directed team of four full-time copywriters and one part-time interndelegating 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. 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 (Outdoor Sporting, Kids, Home, Outdoor Discovery Schools, Direct-to-Business, and Traveler). Wrote product copy, 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. THE VIA GROUP, Columbus, Ohio, and Portland, Maine Communications Director 2000-2003 Served as co-principal and copy 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 marketing communications, including new business presentations, marketing 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 clients businesses. Pitched business and presented work to clients. Led and drove strategic, integrated marketing communications.

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ADDITIONAL EXPERIENCE BRANN WORLDWIDE, Wilton, Connecticut, Associate Creative Director, Copywriter 1998-2000. Co-managed department of writers 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 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 o ffers. 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. Oversaw integrated DR print and mail campaigns for Sun Microsystems. Wrote DRTV spot for Weight Watchers International. Responsible for Ivomec direct mail, in-store displays, and collateral for Merck. 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 H unting, 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 H unting, 2006 Columbus A DDY Awards: Inforonics Stationery Package; 2000 A merican Eagle A nnual Report, 2000 1 Show Merit Award: Online Banners Launching BetterHealth.com, a division of iVillage.com, 1998 Cannes Lions International A dvertising Festival Winner and NetTech 21 Award Winner: Enliven Banners, 1998 Cannes Lions International A dvertising 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 WORK Safe Passage, Yarmouth, Maine + Guatemala City, Guatemala YMCA of Cumberland County, Freeport, Maine The Telling Room, Portland, Maine