About CHeryl

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Hi There.

I’m a Creative Director/Writer who’s never understood the allure of moving up the ladder and not being able to still make the work, too. So I’ve kept my pencil sharpened (really fingers clicking on keys) doing work in all mediums: broadcast, print, digital and mobile.

You’ll see I’ve done a lot of drugs. And proud of it. Creating something great in DTC advertising is incredibly challenging.  It can feel like doing the tango with a straightjacket on. And even with those multilayered restrictions, you’ve still got to make something that truly moves people—and the brand.

Resume
(download resume)
EMPLOYMENT
EVOKE HEALTH, New York 

Freelance Associate Creative Director, 2013—February, 2014
New business pitch and launch of Otezla (psoriasis)
Botox, Solvadi, Welchol

DIGITAS HEALTH, New York 

Freelance Creative Director, 2010—October, 2013
DuaVee launch exploratory
Eliquis consumer launch/unbranded AFib campaign
Xalkori consumer/HCP launch
Unbranded lungcancerprofiles.com, ASCO outdoor 
Sculptra YouTube channel
Toviaz/YourWay website revamp
Spiriva, Celebrex, Crestor, Gerosa

LOWE, New York 

Freelance Creative Director, 2008—2009
Zicam
Lunesta “Boxing Bed” TV, print, patient education
TakeBackYourSleep.com DR TV and radio
Catalina Health Resource website, print
Nucynta patient education

PACE, INC., New Jersey

Senior Vice President, Creative Director Copy, 2003—July, 2008
Headed the newly formed Direct-to-Consumer group, growing it organically and through new business wins.

Seasonale, “Dots” and “Almost Exactly” launch
Fewerperiods.com, “Sailboat” and “Kayak” unbranded launch
Seasonique, “Both Sides” launch
Exforge (hypertension), “Water People” DR launch, online push
Plan B, “Second Chance” college marketing
ParaGard relaunch Patient Ed: Asmanex, Revatio, Nasonex, Foradil, Xalatan

FREELANCE

2001-2003
Zyrtec, Paxil, Curad, Crestor, Natural White, Ester-C vitamin supplement, Dona glucosamine sulfate

MEDICUS, New York

Senior Vice President, Creative Director, 1992—2001
Helped develop the consumer group within this professional agency.
Created one of the first DTC branded TV spots with Allegra’s “Wheatsurfer.” Expanded the boundaries of consumer/patient communications. New Business Strategist, Belief Dynamics Leader, Seminar Workshop Moderator-DTC Advertising. 

Lunelle, “In Tune with the Moon” multi-media launch
Depo-Provera, alternative college marketing
Nolvadex, “Myths” campaign
Allegra, "Wheatsurfer" and “Meadowskier” launch
Vagifem, “Feel as Sexy as You Are” campaign
Lamisil, “Cover-Up,” “Dare to Be Bare” consumer launch
Seldane-D, "Trust Your Day" campaign
Boost, carethere.com, Proscar, Seldane, Estrace, Vagistat-1

AWARDS

Highlights from over 25 wins : 1st  and 2nd  Place International Mobius Awards, Gold Rx Award, Gold Effie, Gold DTC National Awards, Gold/Silver MMA In-Awe Awards, 1st  Place REX Award, 1st  Place Time Inc. International Awards.

JUDGING

Radio Mercury Awards, The Globals

EDUCATION
SCHOOL OF VISUAL ARTS, New York 

Advertising concept classes.

UNIVERSITY OF LONDON, London

Master's work courses, Art History.

UNIVERSITY OF CONNECTICUT, Storrs

Bachelor of Arts degree (summa cum laude) in Art History.
Phi Kappa Phi Honor Society.