Resume — Cat Penfold

Link to resume (Word)

Creative director, writer, and raconteur who brings tea, charm, and creativity to marketing. I write creative marketing and branding content and adeptly manage creative teams. I deliver creative work, including the design and utility of websites, micro-sites, and mobile experiences; develop brand and digital campaigns; conceptualize and execute promotions and digital content (short-form videos, social advertising, photography). I collaborate closely with strategy, technology, and production to ensure high creative thinking and final product quality. I lead pitches and present work to thrilled clients.

Abilities: Creative Direction, both art and copy | Creative problem-solving | Clear, concise, human, and persuasive writing | Leading and inspiring awesome teams

Proven video storytelling: NMAAHC, Pitney Bowes, VSP Vision to Share, Duncan Hines’ Perfect Size Cake, Duncan Hines Social Videos

Hands-on concepting and copywriting: Airbnb, Duncan Hines, Stella D'oro

Websites: accenture.com, IBX.com,

Award-winning work: NMAAHC Seven Telly Awards (four Gold, three silver), including Gold for best writing. JetBlue one Webby

Executive Creative Director
Accenture Song. NYC + Pittsburgh.
2017-2023

Writing, wrangling, wreaking havoc — as needed.
As an ECD at Accenture Song, I worked with global teams and multinational clients. Provided creative strategy, collaboration across disciplines, and hands-on writing and editing.

Airbnb: I led a team of writers tasked with revamping Airbnb’s most-viewed Help Center articles. We simplified wording, updated for accuracy, and gave them all a more warm and playful tone, saving Airbnb $5.2 million in customer service costs.

National Museum of African American History and Culture: I was honored to be the lead creative on the Why We March video project. It was an amazing 20 days of interviews, researching, writing, recording, and editing. We won Seven Telly Awards (four Gold, three silver), including Gold for best writing.

Drug Enforcement Administration: Ran the DEA’s first-ever social media recruitment campaign, organizing a photo shoot with helicopters, agents, and fake drugs. Coupled with some kick-ass copy, the resulting advertising inundated recruitment centers with so many valid applicants, the campaign only ran for three of the eight weeks expected.

Also: Microsoft, Aer Lingus, Pitney Bowes, Highmark Health, Berkshire Hathaway, Colgate whitening Toothpaste, New York Life, Vertex, Independence Blue Cross, USPS.

Creative Director
Tenthwave/Wirestone. NYC.
2013-2017

Like all the really great scrappy independent agencies, we did a lot with a little. A core team of creatives and strategists made apps, websites, digital campaigns, event materials, 360 campaigns, and so much more.

Duncan Hines: I led the creative and social media team for all of Duncan Hines' social media channels and website. We made 45 unique monthly posts and videos, including all baking, food styling, and photography.

FLOWER Beauty by Drew Barrymore: for its first year, Flower Beauty products were only advertised on social media, which I led. We created campaigns and all-new content for social channels and ran the brand's first contest, Face of FLOWER.

Gap Casting Call: I was the creative lead for Gap Casting Call 2016, a contest for proud parents of irrepressible babies and kids, which included a microsite, social media push, and a Snapchat-style photo doodler.

eBay: I revamped the eBay Partner Network website, eBay's affiliate program, and was lead creative for numerous sweepstakes, promotions, landing pages, and banners.

Also: Shiseido, BareMinerals, The Toy Association, VSP Vision Care, Carbonite, American InterContinental University, Hanky Panky, Stella D'oro Cookies, Archway Cookies, Farmers Insurance, Securities America, Facebook, Hain Celestial, VOSS.

Lead Creative
Digitas. NYC.
2012-2013

I worked with a large, dynamic team mostly focused on American Express. I jumped at every pitch and in-house creative opportunity too.

American Express: I led email and direct mail projects, launched new products, and created digital assets and microsites.

Mondeléz International: Competition brings out creativity — and content. We sourced new recipes from our colleagues by challenging them to a Recipe Rumble, creating dishes using only our clients’ products, such as Oreo’s and Swedish Fish.

Taco Bell: I pitched an innovative rewards program tailored to the adventurous nature of Taco Bell fans.

Associate Creative Director
AIMIA (formerly Carlson Marketing}. NYC.
2007-2012

I brought humanity, empathy, and insight to loyalty and rewards marketing at AIMIA. It’s all about treating the well-informed and enthusiastic fan properly. I also ran numerous pitches, including UMPV, Virgin America, Pfizer Rewards, and Delta Amex credit card.

JetBlue: I successfully re-launched and rebranded TrueBlue, JetBlue’s loyalty program. This included a communication stream with current TrueBlue members and JetBlue employees. We designed educational break room collateral and a very popular online quiz game. To create public buzz for the “Be True” campaign, we created an award-winning (Webby) website including six “Trueist” videos, plus a Yoga event in Central Park, a Facebook page, subway poster domination, posters, and a media ring at T5, JFK.

British Airways: I increased ticket sales through the British Airways Executive Club frequent flyer program by finding the right tone and content. Developed a cohesive contact stream as well as trigger emails. We redesigned member welcome kits for all levels of membership — cutting printing and mailing costs while maintaining the expected feeling of quality.

Amtrak Guest Rewards (AGR): I wrote, managed, and directed teams for AGR. We created email, direct mail, banners, and web content to drive member acquisition, engagement, and revenue. The teams’ efforts increased revenue by nearly 27%. I also wrote destination-specific content for Amtrak.com.

General Motors Protection Plan (GMPP): Created and tested variable mailings to car, luxury vehicle, and truck customer contact streams. Shaped a consistent message and voice for GMPP across customer and dealership materials.

Also: Amtrak.com, United Mileage Plus Visa Card, AARP, Northwest Airlines, and Delta Airlines.

Creative Supervisor
DRAFTFCB. NYC.
2001-2007

Managed teams, both staff and freelance, plus provided firepower from conception to completion of projects. Worked with directors, editors, and graphic houses on TV shoots. Directed photo shoots. Wrote and edited radio spots. Collaborated well with internal groups, from account to the studio.

Verizon FiOS: Successfully launched Verizon's fiber-optic Internet and TV, Verizon FiOS, helping to create its brand and voice. Rolled out contact streams as FiOS came to new markets, utilizing direct mail, print ads, and newspaper inserts. Staged an event to showcase the high speed of FiOS Internet to gamers through an online competition and finals in L.A. Produced high-impact vehicles for FiOS messaging, including billboards and car wraps.

Verizon: Worked with Verizon’s spokesperson, James Earl Jones, on a number of TV and radio ads. Developed acquisition and retention campaigns for triple play packages, including DIRECTV, as well as bundled services, long-distance, and international plans.

Birch Family Services: Created ads and ideated events to help raise awareness and funds for people with autism and developmental disabilities.

Target: Produced materials for the grand opening of new Target stores—direct mail and print ads.

Creative Manager
Rise Agency. NYC.
1999-2001

A key player in a small, energetic agency. Built a core team. Designed logos and branding guidelines for start-up companies. Wrote and designed websites, emails, banners, and landing pages.

Swatch Group: Produced award-winning print ads (WOW award), packaging, direct mail, and in-store promotional materials.

Meat and Livestock Australia: Created a successful print campaign resulting in a 300% increase in response.

HBO: Designed marketing materials for reps, helping them to increase sales.

American Lawyer Media: Increased acquisition for American Lawyer Media with a targeted print campaign and flyers.

Also: McGraw Hill, ThomasNet, Zactus, e-News, HFM.

Freelance Creative
1998-1999

Worked all over town in big and small agencies. Lithely maneuvered between different processes and groups. Got up to speed quickly and consistently produced on-point work. Created direct mail packages and collateral.

Clients: Columbia House, Gevalia, Fleet Bank, Mykronesia, Bell Atlantic, Matchprint printers.

Copywriter
Bozell. NYC.
1997-1998

Worked within a large team on a single client with acquisition, retail, B to B, and retention programs. Wrote everything from statement stuffers to TV ads and billboards to magazine inserts.

Bell Atlantic Mobile: Created a single brand and voice for Bell Atlantic Mobile (now Verizon Wireless) from a series of disparate wireless networks. Transitioned from regional to national advertising. Conceived, presented, and executed very successful national TV ads. Introduced cutting-edge color phones! And they only weighed a pound.

Copywriter/Art Director
DraftWorldwide. NYC.
1993-1997

Directed photographers, retouchers, and the studio. Wrote and edited radio spots.

Bell Atlantic: Pitched and won Bell Atlantic and helped grow it into the agency’s biggest account. Conceived and wrote or designed print ads, radio, and direct mail.

Cunard: Wrote travel articles for their luxury traveler newsletter.

Philip Morris: Wrote an ongoing romance story that was included in a special direct mail package for the Parliament Lights mailing list.

Also: British Airways, Nynex Mobile, Time Warner Cable, Upjohn.

Junior Copywriter
Saatchi & Saatchi. London.
1992-1993

Won pan-European through-the-line advertising for HP. Created popular store-opening buzz mail for Habitat. Conceived and developed general advertising, direct mail, print ads, radio, packaging, promotional material, and retail campaigns. Attended photo shoots. Learned my trade from some of the best in the industry.

Hewlett-Packard: Won pan-European through-the-line advertising, retail, and B-to-B collateral.

Habitat: Wrote pithy store event and opening postcards which won Gold at DMA.

Also: LensCrafters, Harveys Bristol Cream, British Telecom, Renault.

EDUCATION
(Seriously, I'm impressed that you made it this far down.)

Epsom School of Art and Design, UK
HND in Graphic Communication, specializing in advertising (equivalent to a Bachelor's Degree)

Hastings School of Art and Technology, UK
OND in Graphic Design (equivalent to an Associate Degree)

Adhouse
Advertising
Advanced Concept Development with Jeff Kling, David Grey, and Peter Kain, New York.