EXPERIENCE
Resume available upon request; just email me at robinebeattie @ gmail.com
Looking for concepts? Strategic thinking? A Swiss Army Knife content writer and headline Houdini? Well, then! I’m your Creative Director/Copy Director/Content Director/Editorial Director/Copywriter/Strategic Pragmatic Conceptual Thinker and so on. My first love is the written word, though I've worn many a hat, from which I can pull all of the following and more:
Comprehensive, omni-channel campaigns (writing the concepts and scripts to hands-on shooting and spending quality time in an editing room); paid and organic social content; digital video/TV scripts, packaging copy, proofreading, directing voiceover records, print ads, radio scripts, emails, press releases, celebrity wrangling, web product page copy, in-store signage, hangtags, naming, displays/shelf talkers, long-form editorial articles, the repositioning and defining of brand voice and creative strategy + creative “big ideas” executed against the strategy.
FREELANCE COPYWRITER – CURRENT CLIENTS:
Pinrose Scents, NeoStrata skincare (a Johnson & Johnson brand) for the agency 3 Mad Fish, and Aethern Liquid Beauty Vitamins.
Branding
Brand identity and advertising campaigns
E-commerce (product copy, emails and home pages)
Fragrance names, package copy and new fragrance development and testing
Creative strategy
Website overhaul strategy and its creative execution for Aethern – structure, utility and creative vision.
FREELANCE COPY DIRECTOR, BORGHESE ROMA BEAUTY
NOVEMBER 2019 to March 2020
I covered maternity leave – working on site for Borghese Roma, the heritage Italian beauty brand, concepting, strategizing, writing and aligning copy across all channels, including e-commerce (product copy, emails and home pages), upcoming campaigns, product names, package copy, organic and paid social copy and retail collateral. I also came up with the concept and strategy for how to revamp the website ABOUT page to live within their evolving branding, and wrote it, too. Borghese’s YOY sales increased by 19% in my first month on the job.
CONSULTING DIRECTOR OF BRAND MESSAGING AND CREATIVE STRATEGY, ETHAN ALLEN INTERIORS
APRIL 2019 to JULY 2019
This contract role included managing the copy and editorial team and working with the CD/Art Director to strengthen and streamline Ethan Allen’s creative strategy and brand messaging across every communication channel: Digital: E-commerce, advertising, blog, emails and social, both paid and organic. TV, radio, print advertising, in-store collateral, in-store displays, direct mail, advertorials, corporate communications, launch and concept for the Ethan Allen Platinum Credit Card, re-write of contractor website.
VELOCITY OMC (FORMERLY ROBERTS + LANGER DDB)
AS SVP CREATIVE DIRECTOR: JUNE 2015 to July 2017
AS VP ASSOCIATE CREATIVE DIRECTOR: FEBRUARY 2010 to JUNE 2015
I was at Roberts+Langer DDB (now called Velocity OMC), a boutique beauty ad agency, for seven and a half years.
For the last two years I was SVP/CD on Aveeno Global Beauty. The agency had the full ad business, including digital. Before being promoted to CD I was an ACD on Neutrogena and a couple of other J&J brands, like Rembrandt, as well as a good deal of behind-the-scenes strategy for Lubriderm.
I was also the key creative on the Hunter Douglas Window Fashions account, which is unique from all other categories I’ve worked on in that the purchase cycle is much longer. The last campaign we created and executed was with style icon Iris Apfel.
CREATIVE SUPERVISOR/WRITER GREY NEW YORK
JUNE 2006 to FEBRUARY 2010
CoverGirl, Pantene, Max Factor: The P&G experience! I worked with Rihanna, Drew Barrymore, Stacy London, and attended many a focus group. I also wrote the Clairol CRM publication, called *Color Source*, which was basically like shooting and writing a magazine every quarter. Awards from my time at Grey include: Bronze Effie for Max Factor · P&G Best of Beauty Award for Best Re-Launch, Max Factor · Gold Team P&G Award for Best Delivery of Beauty Sense & Sensibility.
SENIOR COPYWRITER SAKS FIFTH AVENUE
MAY 2004 to JUNE 2006
This is where I learned luxury fashion writing and worked on the “Saks Loves” campaign. There were always in-store events to name and I came-up with the handle for their most successful and long-running beauty event, “Brushes with Greatness.” My time at Saks (as well as on other in-house creative teams) taught me much about brick and mortar retail.
Previous to Saks Fifth Avenue I worked as a copywriter for Brooks Brothers, Avon Salon & Spa and IMAN Cosmetics.