I help brands grow through authentically belonging to communities.

I rarely miss a detail yet think big. I’m intuitive, curious, and courageous. My story began close to Hobbitville in New Zealand. After studying and working in Auckland for several years, the frivolity of youth led me to London, then Amsterdam, and now New York. Human behavior fascinates me and I love design – two solid reasons I’m still in the industry after 20+ years. You can chat to me about start-ups, I’ve launched three (in home décor, fashion, and pet goods), two are still alive and luckily so am I… it’s a relentless yet exhilarating experience. I’m passionate about wellness, non-toxic living, and giving a damn. There’s an interior design course in my future and likely a Lego project with my daughter. In 10 years I see myself on a beach with a pinã colada.  

SKILLS

EXPERIENCE
• Brand Development and Growth
• Creative Strategy and Direction
• Concepting and Copywriting
• Integrated Campaign Solutions
• Product Launch Activations
• Brand Partnerships/Collaborations
• Brand Identity Development
• Photographer/Director/Influencer Selection
• Talent Direction in Studio/On Set
• Client Management
• Articulate and Not-boring Presenter
• 1x Mobile app UX Design for iPhone
• 3x Start-up Founder

CHANNELS
• Digital/Online (Paid ads, E-commerce, OLVs)
• Social (Paid and Organic content)
• Experiential Events and Moments
• Broadcast
• Retail
• Audio Ads
• Print and OOH

WORK HISTORY

(REMOTE) FREELANCE US: April 2017 - ongoing
Creative Director/Copy
• 2x pitch wins for Berlin Cameron.
• Concepting and copywriting for US national campaigns covering social, digital, brand experiential/activation, outdoor, broadcast and OLV.
• Agencies: Critical Mass | BBDO (LA), McCann, VML, St John (Jacksonville), and Di Massimo Goldstein.
• Clients: AT&T, Walgreens, Aperol, AIG, Emblem Health, Thinx, Avon, Rooms To Go, and Doritos. 

BERLIN CAMERON | VML New York, US: May 2019 - Aug 2022
Creative Director/Copy
• Led creative vision and team for Wild Turkey Bourbon US. Concept development and copywriting for brand and product campaigns, social, digital, and experiential activations.
• Concepted and launched its music partnership platform to drive brand growth.
• Co-managed the brand’s group of agencies to ensure consistency across channels.
• Integral in securing further Campari portfolio brands for the agency; Longbranch Bourbon, Aperol, Espolon, and Grand Marnier.

START-UP FOUNDER EXPERIENCE
LOU+LIXI Amsterdam 2024
• Co-Founder/Brand and Creative Director of the European premium pet goods e-commerce brand. Developed brand strategy and identity. Ongoing e-commerce, social comms, and growth tactics.
ONCEPT New York 2021
• Launched the designer footwear start-up, developing brand strategy, identity, and social comms alongside the co-founders.
FRAMAFOTO New York 2016–2020
• Co-Founder/Creative Director of the creative custom framing app for iPhone. Developed UX design, brand identity, social campaigns, e-comms... all the things.

PUBLICIS New York, US: Nov 2015 - Jan 2017
Associate Creative Director/Copy
• Digital Citibank team.
• Concept development and copywriting for e-commerce, emails, paid digital, mobile app, and online catalogs.

AVRETT FREE GINSBERG New York, US: May 2012 - June 2015
Associate Creative Director/Copy
• Led Nestlé Purina Friskies through a successful brand refresh.
• Launched Friskies first treat product with impactful experiential and social to secure further market share.
• Developed and executed broadcast spots and print for Gourmet, Fancy Feast, Purina ONE, Felix (Europe).
• Further clients: Little Remedies, Monistat, Ethan Allen, new business including Ciroc and Voli Vodka.  

TBWA\NEBOKO Amsterdam, NL: May 2003 - Jul 2011
International Account Director/Copywriter
• Global experiential events/activations for adidas Football and Heineken. Managed and contributed to creative concepting, execution, and adaptation across 26 countries.
• As global lead agency, managed and contributed to integrated campaigns for WE Fashion, TomTom, and Japan Tobacco, ensuring brand consistency across retail and digital.

TBWA\GGT London and TBWA\WHYBIN Auckland
• Early days on clients Apple, Nike, Nissan, NIVEA, Stax Fashions, Triumph Lingerie, ASB Bank, and NatWest.

EDUCATION

INTERIOR DESIGN INSTITUTE New York, NY: 2024
Current part-time student acquiring Diploma in Interior Design

AUCKLAND UNIVERSITY OF TECHNOLOGY Auckland, NZ: 1994 - 1996 (3 years full time)
Advertising Diploma
Major - Creative development and copywriting. Graduated top of copywriting class.
Marketing and communications from business law to media, management, and creativity. 
Introduction to Graphic Design.

LONDON COLLEGE OF FASHION London, UK: 2005
Fashion Styling - introduction course. Make-up Artistry - introduction courses I and II.

RECCOS 

VERBAL REFEREE:  Dave Moore, Head of Brand Content, McCann XBC. david@mccannxbc.com, 646-255-9750.

VERBAL REFEREE:  Ray Fallon, [Former] VP/Creative Director CRM, Publicis. ray.fallon@outlook.com, 347-622-1845.

“Heidi is an amazing writer. She has the ability to work across several brands each with a different voice without missing a step. She was very much a go to writer, her ideas and creativity helped contribute to several new business wins. Heidi is an incredible team player who clients truly value. She would be an asset to any team with much value to offer.” – Dawn Terrazas, Executive Group Managing Director at AFG&.

“Heidi is an amazingly talented writer whose ideas are not only clever and funny but also strategic and intelligent. She brings such energy and enthusiasm to every project we work on, and I honestly feel privileged to work with her.” – David Estoye, Creative Director/Art. Worked with Heidi in New York.

"Mainly her razor sharp wit makes Heidi stand out. We already started missing her before she went to pursue her career in the capital of the world. She is known to be a hard working lady with a keen eye. Who gets highly demanding projects done effectively. Working with Heidi was a real pleasure. I wouldn't doubt a second to hire her." – Elisabeth Neid, Creative Director/Copy. Worked with Heidi at TBWA\ in the Netherlands.