Colin Cunningham
Creative Director
Jessup,MD
Summary
Proven performance marketing creative director with strong background in leading creative and studio teams to produce compelling B2C and B2B marketing content. Expertise in brand development, campaign strategy, and innovative design concepts, contributing to successful project completions. Demonstrated proficiency in fostering team collaboration and driving creative excellence.
Overview
13
13
years of professional experience
Work History
Creative Director
EXL Service
08.2021 - Current
- Specializing in P&C and financial clients.
- Lead a team of copywriters, art directors and designers in building cross-channel B2C and B2B performance marketing campaigns.
- Promote a data-driven test and learn approach for optimizing creative to drive measurable business results.
- Helped increase revenue by 30% with improved creative performance.
- Optimized teamwork involving creative, analytical, media and account management units.
- Conduct market research to derive new insights and strategies to inform future creative development.
- Report to clients regularly on campaign performance and next steps.
- Streamlined creative processes for improved efficiency and team productivity.
Senior Creative Director
Merkle
01.2012 - 08.2021
- Directed a substantial creative team comprising copywriters and art directors.
- Led creative on the agency's largest client, overseeing campaign development on 9 different lines of business.
- Grew revenue by 100% for key P&C insurance client in a span of three years.
- Monitored industry trends to keep creative materials fresh and engaging.
- Directed winning creative pitches for national healthcare and retail accounts.
- Built strong relationships with clients, leading to long-term partnerships and repeat business opportunities.
Education
Bachelor of Arts - Radio & Television
Ryerson University
Toronto, ONSkills
- B2C
- Creative strategy
- Creative execution
- Management team leadership
- Digital
- Direct mail
- Data analytics
- Customer segmentation
- Problem-solving
- Marketing materials
- Wrike, Figma, Powerpoint, Excel, Word, Adobe
Accomplishments
- Drove a 40% lift on an $80 million marketing spend for a large P&C insurance client.
- Successfully implemented a digital-first marketing approach to better inform all cross-channel creative, including direct mail.
- Continually drive new ways to improve creative performance while staying aligned with brand guidelines and brand principles.
- Pioneered an innovative creative strategy methodology for driving significant annual lifts in performance.
- Developed workshops for internal cross-functional teams and agency partners.
Timeline
Creative Director
EXL Service
08.2021 - Current
Senior Creative Director
Merkle
01.2012 - 08.2021
Bachelor of Arts - Radio & Television
Ryerson University
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