erin knitis | big guns creative
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memorable, measurable marketing maven
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Citibank
Agency
Publicis
Role
Creative Director, Copy
Project type
Omnichannel advertising
Skills
Creative direction, copywriting, concepting, overseeing video & audio editing, directing voiceover talent (including the incredible Steve from Blue's Clues!), directing photo/video shoots, print production, proofreading in English & Spanish, collaboration, leadership, teamwork, TV, radio, podcast, print, OOH, social media, website creation, email, promotional sweepstakes, experiential & events, UGC, product naming, branding, & launching, writing comprehensive brand guidelines, tagline creation, customer acquisition, customer retention, financial, fintech, B2B, B2C
After I was integral in winning several new biz pitches for Publicis, they brought me on board to manage a handful of cross-functional teams scattered around the U.S. & the world. The group I oversaw during my tenure averaged 30 people, with freelancers & loaners from other brands joining from time to time, & as my responsibilities grew & more teams & lines of business were added to my plate.
Together, my teams & I created highly effective acquisition & retention campaigns for several global Citibank lines of business. We launched the Citi Mobile App; cross-branded Samsung, Android, & Apple Pay digital wallets; and a partnership with No Kid Hungry and a roster of international sports stars. We transformed the ThankYou Rewards program, ran a massively successful sweepstakes for ThankYou, & produced an annual interactive digital catalog. (Writing that catalog one year, I was able to crack the nut of a rewards program that not even the Citi brand marketing team couldn't explain.) We launched a purchase rebate program that was so successful -- aka, Citi had to pay out so much in rebates due to major card purchases -- senior leadership shut it down just a year after our initial advertising push.
There was Commercial Banking B2B work in Europe, ThankYou & Cards advertising in APAC, & one campaign just to recoup $23 billion in banking customer passthroughs (that last one was just me & my partner, & yeah, we did it!).
No audience stone was ever left unturned. We used TV, radio/podcasts, social media, email, print (remember magazines?!), digital, & OOH channels, & even custom experiences & events to reach potential & existing Citi customers. The work was an extraordinary experience, & some that I'm proudest of creating & shepherding.
