JAMES PIERETTI
(904) 651-9361 ¥ jimpier1@comcast.net
ADVERTISING CREATIVE LEADERSHIP AND COPYWRITER
Experienced in developing advertising strategies and communications for traditional, digital and mobile media for major national ad agencies and Fortune 500 companies, as well as small and medium sized local and regional businesses. Proven leader and dynamic conceptual thinker experienced at developing and executing strategic marketing ideas, managing staff, partnering with clients, senior management and cross-functional teams.
EXPERIENCE
Left Brain Agency & AdVieux Mobile Marketing, Jacksonville, FL
V.P. Director, 2/07- Present
Consult and manage local creative, social and mobile marketing companies. Develop advertising strategies and creative executions for advertising, branding, print, direct mail and mobile marketing campaigns including text messaging campaigns, mobile websites and CRM applications. Websites: advieux.com & leftbrainagency.com
¥ Major Accounts: Brightway Insurance; Suddath Relocation; BCBS Florida; Georgia Southern University; First Coast Family Medicine; Brooks Healthcare; CSX
Harte-Hanks Direct Marketing, Jacksonville, FL
Creative Director, 6/08- 10/09
Led advertising creative services department of $2.5 million in billings. Responsible for the strategic direction and implementation of marketing campaigns and customer communications. Directed creative, traffic and production staff of 10 in developing direct marketing, email, digital and collateral for financial services, retail, travel and business-to-business clients. Handled business development including answering RFPs and presentations.
¥ Won First Group Transportation account. Grew account organically to include collateral, digital and print
to approximate billings of $100K+ per year.
¥ Won Orlando Visitors and Convention Bureau direct marketing project work.
¥ Coached staff to higher caliber of creative work as measured by increased client satisfaction.
¥ Major Accounts: Countrywide/Bank of America; US Bank; National City Bank; Mercedes Benz;
HoneyBaked Ham Company; First Group Transportation; Orlando Visitors and Convention Bureau.
Citigroup, Jacksonville, FL, 1998-2007
AT&T Universal Card, Jacksonville, FL, 1995-1998
V.P. Director In-house Creative Agency, 1999-5/2007; A.V.P. Associate Creative Director, 1995-1999
Directed in-house advertising and employee communications department equivalent in scope to $6.5 million in agency billings. Managed staff of 25 in developing advertising strategies, concepts and creative executions for print, direct mail and collateral for customer acquisition, retention, sales stimulation and brand identity for a variety of credit products, services and loyalty programs. Reported to CMO.
Business Development & Quality Improvement
Increased project scope 70% to over 250 national and cross-cultural projects annually, accounting for up to 25% of Citi Cards total national direct response projects.
¥ÊGrew internal agency to achieve over $4.5 million net save in external agency fees annually.
¥ Improved Creative Quality 22% and Client Service 16% to create a highly respected in-house agency.
¥ Established agency as center of excellence for customer marketing, acquisition, and employee communications.
Creative
¥ Developed creative strategies and executions that increased customer acquisition, usage/sales per account,
and lowered cost-per-piece over controls for a broad range of card products, services and loyalty programs.
¥ Partnered with web team to create synergistic communications for email and web marketing.
¥ Led development and deployment of company branding of employee communications.
¥ Developed creative positioning for innovative products and product extensions for consumer testing.
Leadership & Employee Engagement
¥ Consistently achieved leadership caliber that significantly exceeded industry and Citigroup on employee
engagement, retention and business culture as quantified by industry VOE metrics. Managed staff to high levels
of performance and satisfaction by motivating, coaching and career development.
¥ Based on proven success, was chosen to lead a task force that achieved across-the-board improvements in
employee engagement and business culture among 500+ employees. Matrix reported to EVP.
¥ Directed Client Service, Creative, Desktop Publishing, Finance and Macintosh Technology departments.
¥ Received Citi Team Award; Citi Leadership Award.
Saatchi & Saatchi Advertising, New York, NY
V.P. Creative Supervisor, 1993-1995; Senior Copywriter, 1991-1993
Supervised staff of four Art Directors and Copywriters. Developed creative strategies, concept and copy
for mail, ads, collateral, and sales promotional materials for consumer and business-to-business accounts.
Heavy client contact and business development.
¥ Launched AT&T TrueVoice and AT&T Simple Savings calling plan.
¥ Increased response rates and enrollments in various AT&T calling plans.
¥ Major Accounts: AT&T; MCI; Con Edison; Sony ImageSoft; IMP Publishing.
Foote, Cone & Belding Advertising, New York, NY
Copy Supervisor, 1991
Developed strategy, concept and copy for print, mail and media kits for consumer, business-to-government
and technical accounts.
¥ Major Accounts: Century 21 Realty; Kraft Foods; AT&T; Marriott Hotels; Showtime/The Movie Channel.
NW Ayer Advertising, New York, NY
Copy Supervisor, 1990-1991; Copywriter, 1988-1990
Supervised staff of three Copywriters. Developed strategy, concept & copy for financial, package goods and
business-to-business mail, print and catalogs.
¥ Major Accounts: AT&T Consumer Products; AT&T Lease Service; Citibank; Folgers.
EDUCATION
S.I. Newhouse School of Public Communication, Syracuse, NY
B.S. Television/Radio Production; Psychology minor
S.I. Newhouse Scholarship; DeanÕs List
INDUSTRY AWARDS & RECOGNITION
First-Place John Caples Award; Gold Effie Award; First-Place FCS Financial Portfolio Awards;
New York Festival Awards; FCS Financial Portfolio Awards; American Graphic Design Awards.
COMMUNITY & PRO-BONO
¥ Member of the Jacksonville Chamber of Commerce.
¥ Marketing Consultant: The Big Fun Box, a non-profit that raises money for pediatric patients.
¥ Jacksonville WomenÕs Business Center: Volunteer as marketing mentor to small business owners.
¥ Clara White Mission: Developed brand identity, graphic standards, advertising and collateral.
¥ÊTheater Jacksonville: Developed logo, and volunteer for Theater Jacksonville.