Multifaceted Creative Director with a multitude of experience leading teams, building brands, and driving positive change. A meticulous attention to detail, profound grasp of consumer behavior, and diverse background is the magic formula that allows them to transform good ideas into outstanding, resonant and results-driving campaigns.
Hi, I’m
Jessica Colón
Denver,CO
Summary
Overview
18
years of professional experience
Work History
WALKER ADVERTISING
Director, Creative & Brand Strategy
09.2023 - Current
Job overview
- Champion Transformation: Spearhead strategic initiatives that drive positive change, increase efficiency, and elevate brand impact.
- Goal Alignment: Ensures all creative endeavors and campaigns align seamlessly with brand vision and direction of the company.
- Multichannel Campaign Development: Lead development of multichannel campaigns, overseeing every step of the process to ensure creative is aligned with goals, strategy, and best-in-class standards.
- Strategic Writing and Direction: Write and direct scripts and copy for broadcast, paid, social media, digital, and organic platforms.
- Collaboration with Leadership: Work closely with VPs, department heads, and CMO to pitch, develop, and implement quarterly marketing initiatives and projects.
- Data-Driven Results: Deliver continuous and measurable results for internal brands. Utilize relevant data, consumer insights, category knowledge, and performance metrics to improve creative performance and increase revenue (+22% growth in Q4, +28% growth in Q1 of this year).
- Market Insights & Growth Strategies: Evaluate competitive strategies and market trends to inform creative approaches. Drive creative experimentation and identify opportunities to increase performance and revenue.
- Mentorship & Team Development: Mentor a team of 12 copywriters, designers, art directors, videographers, and content creators, providing guidance, transparent feedback, performance evaluations, and opportunities to grow creatively and professionally.
- Creative Experimentation: Build testing roadmap and creative framework to identify winning creative and optimize through smart iteration.
Danone North America
Creative Consultant & Brand Strategist
03.2023 - 06.2023
Job overview
- Award-Winning Rebrand: Collaborated with key stakeholders and VPs to develop a modern and consumer-driven refresh of the Light & Fit brand.
- Research & Strategy: Conducted in-depth category and competitive research, SWOT analysis, and three brand positioning workshops to inform every step of the project.
- Voice & Tone: Developed and implemented a modern, empowering and engaging voice and tone for the brand, leveraging consumer insights, market data and creative intuition to ensure the voice resonates with audiences.
- Developed Brand Book: Worked with design director to create the new brand book, along with copy guidelines and best practices for retail, broadcast, digital, social, and e-commerce platforms.
HUNT, GATHER
Creative Director
01.2022 - 03.2023
Job overview
- Impactful Creative: Wrote, conceptualized, directed, and provided creative insights and strategy for several Gold and Silver Addy campaigns, including Human Nature for Chipotle, Porch Season for Lone Star Beer, and Green American Road Trip featuring Shawn Johnson East and Family.
- Optimized Creative Briefs: Implemented new creative brief process, improving accuracy (+30%) and quality (53% reduction in client changes) thanks to clear objectives, outlined deliverables, detailed timelines, and inspiring insights.
- Elevated Agency Reputation: Furthered positive reputation, drawing in new clients with smart, strategic pitches and continually effective work.
- Kept Up With Industry Trends: Created and presented detailed trend and consumer insight decks, sharing category, design, cultural, and marketing updates to keep abreast of what's new and next.
- Sparked Efficiency: Worked with HR to restructure creative org chart and process, increasing efficiency and reducing missed deadlines by 33%.
- Collaborated with Clients: Partnered with clients from GNC and Environmental Defense Fund to create stronger marketing materials, more engaging copy, and cohesive multichannel campaigns.
- Managed Team of 10: Mentored copywriters, art directors, designers, illustrators, UX developers, and editors, providing honest guidance and transparent feedback to help them grow as creatives and marketing professionals.
- Spearheaded Agency Initiatives: Led development of all internal materials, projects, team building activities, and pro-bono campaigns.
- Wrote All The Things: Crafted engaging, strategic copy for all consumer-facing platforms including PDPs, social media, television, radio, audio streaming, OOH, and digital media.
- Kept Up With Fast & Furious Workload: Managed multiple projects and clients simultaneously, always ensuring timely completion, high quality work, and seamless execution.
OVERTONE
Copy Director, Creative ACD
01.2020 - 01.2022
Job overview
- Turned Overtone Into Cult-Status Brand: Lead and created compelling and entertaining campaigns, content, marketing assets, tactics, and activations, transforming Overtone from small startup, to iconic brand.
- Provided Revenue-Driving Solutions: After identifying unique consumer insights, pitched and developed custom "Mixology" kits, which doubled average cart total and helped sell $260,000+ in overstock products.
- Launched New Products: Collaborated with Marketing Leadership, Strategists, and Research & Development teams to launch a new haircare line, new shades, and 12 new Overtone products.
- Expanded Retail Partnerships: Worked closely with brand and marketing teams, overseeing retailer-specific packaging, campaigns, digital assets, social media posts, and in-store displays for Target, Walmart, and Urban Outfitters.
- Developed Smart Strategies: Worked with VP of Marketing to build detailed strategies for e-commerce, email retention campaigns, paid digital, and product launches.
- Built Colorful Social Presence: Wrote, filmed, edited and produced entertaining social content focused on category trends, beauty tips, brand mission, and pop-culture—earning 18,000+ new followers, +26% share of voice, and +58% engagement in 7 months.
- Nurtured Brand Partnerships: including collaborations with Disney's Cruella, Refinery29, InStyle Magazine, Rosen Skincare and hundreds of rising beauty influencers.
- Crafted Unique Brand Voice: Formulated and implemented distinctive brand voice, drawing insights from core audience demographics, product characteristics, and brand ethos.
- Oversaw creation and refinement of all consumer-facing creative and copy across every Overtone platform including e-commerce, web, email, video, packaging, product detail pages (PDP), in-store marketing, blog content, "listicles" and more.
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
- Managed Administrative Tasks: Including budgets, vendor relationships, and project timelines.
- Built Small But Mighty Team: Hired new creatives to build multi-talented, agile team of designers, art directors, copywriters, and content creators.
- Acted as Creative Consultant During Company Acquisition: Worked with investors to reduce inefficiencies, optimize processes, and ensure brand personality remained in tact.
INTEGER GROUP/TBWA
Associate Creative Director, Senior Copywriter
01.2013 - 01.2020
Job overview
- Went Head-to-Head with Alex Bogusky: Successfully beat out the advertising icon and team to secure a 5-year Agency of Record contract with Red Robin.
- Developed High-Impact Campaigns: Wrote copy and directed creative for results-driven traditional advertising, shopper marketing, e-commerce, digital, and social media campaigns.
- Gained Deep Knowledge of Conceptual Thinking: Became highly skilled at leading brainstorming sessions, independent concepting, tactical thinking, and the ability to think above and beyond the ask, bringing valuable plus-up ideas to the table.
- Relaunched Red Robin's Social Media Channels. Worked closely with clients and strategists to develop and implement a new, modern, and hilarious brand voice, persona and tone.
- Juggled Clients & Timelines: Successfully managed multiple projects simultaneously, ensuring timely delivery of high-quality work within budget constraints.
- Gained a Wide Range of Category Knowledge: Worked across a wide variety of clients and brands in DTC, e-commerce, restaurant, retail/shopper marketing verticals, working on brands like Secret, Tampax, CoverGirl, Kevita, Mars, Blue Moon, Coors Light, Costco, and Red Robin.
- Mentored & Managed: Managed various teams of content makers and creatives, overseeing and directing all social content, concepts, design and video assets.
- Created Winning Work: Won Addy, Webby, and Clio awards for campaigns including Red Robin / All The Fulls, Starbucks / At Home, CoverGirl / Besties, Red Robin / Brand Strategy, Naked / Drink Good, Do Good, and Blue Moon/Artfully Crafted.
- Crafted High-Impact Copy: Led the creation of all consumer facing and in-store copy, from menus and PDP pages to cooler decals, retail displays, television scripts, and radio.
- Built Messaging Strategies: Created messaging maps and guidelines for several clients in the Health & Wellness, Beauty, and Food & Beverage sectors, helping to create cohesive, compelling copy aligned with overarching brand and marketing goals.
Education
UNIVERSITY OF MN, TWIN CITIESMinneapolis, MN
BA from Journalism, Advertising
05.2003
University Overview
Skills
- Food & Beverage
- Beauty, Health & Wellness
- Retail & Shopper Marketing
- Multichannel Marketing & Advertising
- Creative & Messaging Strategy
- Campaign & Concept Development
- Branding & Positioning
- Copywriting & Content Creation
- Leadership, Career Development & Mentoring
- Activations, Experiences & Events
- People Management & Conflict Resolution
Key Clients
Key Clients
- HubSpot • Overtone • Revl Fruits
- Sally Hansen • Red Robin • Light & Fit
- Ocean Spray • Chipotle • Havenly Interior Design
- GNC • CoverGirl • Environmental Defense Fund
- Disney • Pampers • Venus
- P&G • Blue Moon • Miller Lite
- Hopdoddy • Coors Light • Char-Broil
- Oklahoma Joe's • I and Love and You
- Each & Every • Lone Star Beer
Timeline
Director, Creative & Brand Strategy
WALKER ADVERTISING
09.2023 - Current
Creative Consultant & Brand Strategist
Danone North America
03.2023 - 06.2023
Creative Director
HUNT, GATHER
01.2022 - 03.2023
Copy Director, Creative ACD
OVERTONE
01.2020 - 01.2022
Associate Creative Director, Senior Copywriter
INTEGER GROUP/TBWA
01.2013 - 01.2020
UNIVERSITY OF MN, TWIN CITIES
BA from Journalism, Advertising
Fun Facts
Fun Facts
- Dog mother extraordinaire, mom to a cool human
- Former lead singer in a punk band.
- Excels at solving puzzles and problems
- 5th grade Spelling Bee Champion
- Vintage fashion guru
- Trend hunter
- Passionate mentor
Hobbies and Interests
Hobbies and Interests
- Music
- Travel
- Pop Culture
- Skincare
- Beauty
- Literature and film
- Social justice
- Memes and pop culture
- Food and wine
- Art and fashion
- Mentorship
Similar Profiles
Clara CeronClara Ceron
Client Services Coordinator at Walker AdvertisingClient Services Coordinator at Walker Advertising
Stephen SwenyStephen Sweny
Business Development Executive at Walker AdvertisingBusiness Development Executive at Walker Advertising
Kinisasha WaltersKinisasha Walters
Remote Contact Center Representative at Walker AdvertisingRemote Contact Center Representative at Walker Advertising