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ERIN KNITIS

creative director, branding expert

 
 

WHAT I DO

BRANDING

from scratch, or refurbished

I have a face that's launched a thousand Brands. I'm also not afraid to host a Brandtervention for a big ol' dinosaur. What I'm saying is Brands are my jam. From startups to things you'll find in your kitchen, wallet, and living room, let me at 'em.

CREATIVE DIRECTION

herding the creative hordes

Teamwork is the name of every game, and lucky for you, I'm an awesome teammate and leader. I teach, I hone, I encourage, I push, I mold. Across the country, and in other countries, my proteges have called me a delight, and many regularly seek to work with me again and again.

COPYWRITING

even though nobody reads it

Scripts, websites, emails -- whaddya need? "Can she grasp the complexities of my business challenges and market?" You betcha. "Create voices that speak to specific people and get them to change their behaviors?" Yep, do it daily. Try me.


 
 
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When not giving tours of my ever-growing shoe collection, I’m a religious sports fan, avid reader and TV-watcher and conqueror of crossword puzzles. I bake and cook as my schedule allows, and am a regular human guinea pig for new restaurants and diversions.

 

TALK TO ME

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CURRENT FREELANCE CLIENTS

DTC Medication Management System Startup, Freelance Copywriter/Creative Director

For this DTC startup, I conceptualize and create acquisition and retention advertising across TV, radio, social media, email, other digital and mobile properties, print, and out of home channels. Through a variety of marketing collateral, I've helped launch new product lines, features for existing products, and even a partnership with a major healthcare company. For each launch, I've played a critical role in defining the voice, tone, and visual ID. I also research and write compelling blog posts and articles for trade publication insertions. My passion for digging into research and metrics allows me to provide content and communication strategies as an added value.

Agency-Contracted Freelance Copywriter/Creative Director

I've helped launch new Bausch + Lomb Brands, and directed rebranding of the voices and visual ID for established Bausch + Lomb Brands. I also research and write marketing and educational articles, and create social media advertising for a variety of branded and unbranded properties.

Agency-Contracted Freelance Copywriter/Creative Director

I research and write video scripts for PayPal, answering RFPs to expand global partnerships.

Agency-Contracted Freelance Communication Strategist/Creative Director

In a crucial role, I'm conducting research and creating a soup-to-nuts communication strategy, including media and messaging by audience segmentation, for Emory University's upcoming capital fundraising campaign.

 

ADDITIONAL CV HIGHLIGHTS

Publicis, NYC

CREATIVE DIRECTOR, COPY

  • Developed and executed hyper-targeted, multi-channel campaigns credited with bringing in more than $5 million in new deposits to Citibank accounts in the drive's first month, smashing expectations

  • Managed teams of creatives, developers, and analytics and account folks across multiple U.S. and worldwide offices on several global lines of business for Citibank, Walmart, and Garnier

  • Concepted, created, and guided creative on acquisition and retention campaigns across TV, radio, social media, email, print, and out of home channels

  • Led cross-functional Director-level teams rebranding the True Colors Fund (Cyndi Lauper’s organization working to end LGBTQ+ youth homelessness) and GEMS (Girls Educational and Mentoring Services, serving women escaping sex trafficking)

  • Was hand-picked from hundreds of creative professionals to be Creative Lead and Mentor for summer internship advertising pitch project for the True Colors Fund

  • Directed several successful multimillion-dollar omnichannel account pitches

TBWA \ CHIAT \ DAY, NYC

FREELANCE ASSISTANT CREATIVE DIRECTOR

As a freelance ACD managing three creative teams, I developed the Brand voice and guidelines for Vonage, as well as advertising across all channels. I helped win several pitches, including Michelin and Cablevision, and created full 360° campaigns for Tassimo home beverage brewing system, and HomeAway.com luxury rentals. I also served as the go-to customer retention microsite and newsletter maven for Sprint.

The Seiden Group, NYC

SENIOR COPYWRITER

As sole copywriter on all accounts, including two successful multimillion-dollar account pitches, I was always busy. Chiefly, I maintained distinct branding and voices for five Visiting Nurse Service of New York brands. For each, I crafted successful campaigns that included online, out of home, radio, brochures and direct mail. I also helped introduce Crystalens premium cataract replacement lenses with an integrated campaign credited with moving more than 15,000 units in the first year, smashing expectations.

Digitas, NYC

COPYWRITER

As an Associate, then full Copywriter, I worked on the following American Express Brands: 2006 TriBeCa Film Festival, americanexpress.com/travel, Consumer Cards, OPEN, and the launch of the One Card. I helped brand and launch GameTap and Turner Broadband Sports, and won several pitches.

Other Freelance Gigs

FREELANCE CREATIVE DIRECTOR, ACD, COPYWRITER

Full Roster of Agencies & Startups – Cheil Worldwide, Cowboy, Digital Pulp, Eight Communications, Fab.com, Hawkfish, Hero, Ideas United, Lyda Fire, Principe di Salinas resort, Publicis Kaplan Thaler, Rauxa, Spike DDB, Source Communications, Tinsel & Twine, Uproar


I helped the agencies win dozens of lucrative pitches, created full launch branding for the startups, and created advertising and branding for the following brands: Acuvue Contact Lenses, Aetna, American Express Platinum and Gold Cards, American Express Travel, Bausch + Lomb, Eliquis, Emory University, Hair Club, Hasbro Toys (My Little Pony, Operation, NERF, and many more), Hero, HP, ING Direct, Kraft, Medical Pedicure, Mike Bloomberg 2020, Mondelez, PayPal, Penthouse, Principe di Salinas resort, Samsung, Subway, Symbicort, Tinsel & Twine, TriBeCa Film Festival 2006, Virgin Mobile, and the Yale University Art Galleries.