Lisa Goodfriend
San Francisco,CA
Summary
Skilled Creative Director adept at overseeing writers, designers, photographers, videographers and other creative professionals to accomplish challenging objectives. Excellent communicator, problem solver and detail-oriented creative leader.
Overview
32
32
years of professional experience
Work History
Senior Creative Director, Global Creative Team
Benefit Cosmetics
09.2014 - Current
- As the Senior Creative Director, Campaign & Content I lead a team of creatives to ideate, develop and execute breakthrough omni-channel marketing campaigns for all consumer touch points
- I developed and oversee Benefit Cosmetics' global brand program that includes model payoff, product photography and video
- I built an internal content studio and led the redesign of Benefit's website in 44 languages (three times!)
- I also oversee the creation of ongoing content for global etailers and social channels that include engaging product stories, educational content, how-to 'sell videos' and brand work
- Additionally I provide creative direction and feedback to regional teams developing local specific creative work.
Creative Director
AKQA
04.2013 - 09.2014
- Rebuilt the creative team on Google+, elevating the quality of work and regaining client trust
- Launched Google's new social shopping product that was voted one of the most contagious ideas in 2013 by Contagious Magazine
- The launch video was viewed over 1.5 million times in the first week
- Other responsibilities include successfully leading new business pitches for numerous global clients, strategic oversight and content creation for all social channels that including leading photoshoots, video production, editing and motion design.
Creative Director
Razorfish
11.2011 - 04.2013
- Led creative on a global social campaign for the launch of Lenovo's new IdeaPad Ultrabook that included coordination with multiple partner agencies
- Developed the tone and conceptualized the 2012 TED Prize launch video as well as leading creative for the accompanying website
- Developed the tone and visual style of an immersive experience for PG&E and supervised a team of creatives that created and maintained the project.
Associate Creative Director
AKQA
09.2009 - 11.2011
- Part of the leadership team that drove a tremendous growth period on the Target account by elevating the work, building a robust team and bringing a high level of production experience
- Created and led the first integrated campaign that included TV, print, digital and social
- Managed the launch of Target's Style social that included robust editorial content creation for all their channels.
ACD/CW
Tribal DDB
05.2006 - 09.2009
- Worked on Clorox's award-winning and most successful new product launch, Green Works
- Led the creative on the digital campaign featuring real women video blogging about their experience with the product before the term 'mommy blogger' had been invented and heavily exploited
- Created high profile TV, print campaign and outdoor campaigns for Pine Sol, Fresh Step and Glad.
Senior Copywriter
EVB
08.2003 - 05.2006
- As EVB's first copywriter, we pitched and won the LeapFrog account and many new Wrigley projects
- I brought a new level of strategic thinking and creative approach to help create innovative, cutting-edge web films, websites and digital experiences
- Won a Cannes Cyber Lion 'Best in Show' and included in Communication Arts for Redwood Creek winery work.
Senior Copywriter
Freelance
06.2000 - 08.2003
- Created campaigns directly for clients and agencies across a wide variety of projects to help establish the brand tone, crystalize the vision and come up with creative executions
- Honed my skills at writing persuasive copy for print, websites, banners and direct mail as well as worked with photographers and other outside vendors to produce the work.
Copywriter
Anderson & Lembke/McCann Erickson
05.1998 - 05.2000
- Worked across many parts of the Microsoft account including the launch of Office 2000, SQL Server and education products
- Concepted, wrote and created multiple TV, print, radio and digital advertising campaigns.
Copywriter
Gardner Geary Coll & Young
01.1995 - 05.1998
- Part of the winning pitch team that wrote and concepted work the Stridex account
- Wrote and produced radio spots for the award-winning Torani Syrup campaign
- Wrote and produced TV and print for Fisher Price Power Wheels and The Fairmont Hotel Group.
Jr. Copywriter
The Bridge
09.1992 - 11.1995
- In my first job as a copywriter I worked in a team to concept and develop creative ideas for all the agency's clients winning awards on work for Health Education Board for Scotland and Scottish Blend.
Education
No Degree - High Impact Leadership
Haas School of Business
Berkeley, CA03.2034
Skills
- Creative team leadership
- Concept Development
- Campaign Development
- Design leadership
- Strategic Thinking
- Visual storytelling
- Multimedia production
Krop
https://www.krop.com/lisagoodfriend/
Awards
- 2013 Creativity Innovators of the Year Shop the Hangout Google+
- 2013 Contagious Magazine Shop the Hangout Google+
- 2009 Silver Effie Green Works
- 2004 Cannes Cyber Lion "Best in Show" Redwood Creek
- 2004 Communication Arts Redwood Creek
- 2000 SF Show Microsoft
- 2000 Mobius Award Microsoft
- 2000 Mobius Award E-Color
- 1995 Scottish Radio Scholarship
- 1994 ROSE'S (Regional Advertising Awards) Unilever
- 1993 Scottish Advertising Awards Unilever
Timeline
Senior Creative Director, Global Creative Team
Benefit Cosmetics
09.2014 - Current
Creative Director
AKQA
04.2013 - 09.2014
Creative Director
Razorfish
11.2011 - 04.2013
Associate Creative Director
AKQA
09.2009 - 11.2011
ACD/CW
Tribal DDB
05.2006 - 09.2009
Senior Copywriter
EVB
08.2003 - 05.2006
Senior Copywriter
Freelance
06.2000 - 08.2003
Copywriter
Anderson & Lembke/McCann Erickson
05.1998 - 05.2000
Copywriter
Gardner Geary Coll & Young
01.1995 - 05.1998
Jr. Copywriter
The Bridge
09.1992 - 11.1995
No Degree - High Impact Leadership
Haas School of Business