Wednesday, November 28, 2012

Monday, May 21, 2012

CompanyLiving Blog

Here are links to a few blog posts I wrote for the Company Living blog, sponsored by The Company Store:

Let's get small.

Toy Swap!


Read all about it. 

Dust never sleeps.

Thursday, December 8, 2011

Monday, August 16, 2010

Landing Page: American Express

Current client: American Express
Cardfinder Quiz

Landing Page: American Express

Current client: American Express

Tuesday, February 24, 2009

Catalog: Company Kids

Current client: Company Kids (Hanover Direct), Weehawken,, NJ

Catalog: Back in the Saddle

Current client: Back in the Saddle, Chelmsford, MA

Website: Dale & Thomas Popcorn

Current client: Dale & Thomas Popcorn, Englewood, NJ

Catalog: Frontgate

Past client: Frontgate, Cincinnati, OH

Catalog: Spilsbury

Past client: Spilsbury, Oak Brook, IL

Website: HyperQuality

Current client: HyperQuality, Seattle, WA

Catalog: PhotoWorks

Previous client: PhotoWorks, Seattle, WA

Catalog: The Right Start

Previous client: The Right Start, Westlake Village, CA

Catalog: Animal Town

Previous client: Animal Town, Healdsburg, CA

White Paper: HyperQuality

Current client: HyperQuality, Seattle, WA

Catalog: Office Depot

Previous client: Office Depot, Boca Raton, FL

Catalog: Dale & Thomas Popcorn

Current Client: Dale & Thomas Popcorn, Englewood, NJ

Catalog: Brooks Brothers

Previous Client: Brooks Brothers, New York, NY

My Resume

Laurie Goodman 1470 West Carmen Ave., #502 • Chicago, Illinois • 60640
551-206-1996 •

Summary of Qualifications
• Strong marketing-based, direct response copywriter
• Unique ability to balance bottom-line performance with powerful creative concepts
• Talent for maintaining customer-focus in all marketing and creative efforts
• Leadership that focuses a group’s attention and energy for results, from completing a productive meeting to producing multiple simultaneous catalogs or multi-media campaigns, on-time and on-budget
• Twenty-two years' experience in concept, branding, marketing strategy, creative, copywriting, production, circulation planning, prepress & printing, response analysis, staffing & workflow.
•Online experience built upon a firm print foundation

Copywriter, Creative Consultant 2/01 to present
Providing copywriting, concept development, creative strategy and project management to multi-channel marketers.
• Writing for catalogs, e-commerce websites, print direct mail, e-mail marketing, print and online newsletters, business plans, white papers and customer service communications.
• Develop and implement creative strategies for bottom-line results.
• Complete production management of print and online projects, including schedule, budget, creative management, pre-press and print buying & supervision.

Director of Direct Marketing & Creative, 8/99 to 2/01
Established this new brand as a catalog and online business, from concept through deployment of $25 million direct marketing budget.
• Wrote the business plan that secured initial funding.
• Responsible for strategic brand direction and operations within creative/marketing department.
• Managed creation of all content for website, catalog, print ads, collateral, online banners, e-mails, etc.
• Directed teams and successfully established processes, financial models and interdepartmental procedures for branding and marketing goals, as well as production schedules, budgets, circulation plans and all direct marketing analysis.
• Worked with technology group to develop catalog management/ordering and reporting system from the ground up.

Director of Creative Development, (Genesis Direct) 8/98 to 8/99
Supervised all creative strategy and production for 9 catalogs and 2 e-commerce websites.
• Supervised all concept development, art direction, photography, copy, traffic, project budgets, departmental P&L, schedules and staffing.
• Worked with marketing departments to build a distinct creative identity for each brand.
• Worked with other company directors to create and refine internal production process for catalog and print projects.
• Coordinated repurposing of creative resources for Internet projects, including establishing schedules and creating an interdepartmental process.

Copy Chief, Genesis Direct, Inc. 9/97 to 8/98
Directed all brand positioning and copywriting for 25+ catalog titles (each a distinct brand).
• Managed content and delivery of copy for all catalogs, space ads and other pieces.
• Directed concept development, copy voice and tone, schedules and workflow for 15 copywriters.
• Responsible for copy for 15,000 products and sales of $250 million.
• Developed and maintained unique copy voice for each brand.

Vice President, Principal, Boomerang Direct Marketing, Inc. 6/96 to 9/97
Started this catalog agency to provide creative and production services to catalog companies of all sizes.
• Developed creative concepts, managed production schedules and budgets, supervised photo buying and direction of desktop publishing for a number of clients, including Domestications (Hanover Direct), Playclothes and The Right Start.
• Responsible for business development and day-to-day agency operations.

Copywriter / Creative Consultant, 10/91 to 6/96
Provided marketing-based creative services to catalogs and small businesses.
• Developed positioning and produced award-winning catalog copy.
• Provided complete creative / production management and supervision of brand strategy, concepts, art direction, copy, photography, desktop publishing, pre-press, printing, budgets and schedules, for clients such as Sundance, The Right Start and Hello Direct.
• Managed ongoing public relations campaigns for new catalog drops.

Account Services Manager, The MoreNow Corporation 1/88 to 9/91
Production Manager, The MoreNow Corporation 10/86 to 1/88
• Created the company's client service handbook, establishing schedule benchmarks, creating all forms, communications and client service procedures, and setting account management standards
• Provided on-going project management for the company’s high-profile accounts, including schedule, budget, pre-press and print buying, creative direction of art & copy, media, public relations and circulation planning.

Master of Arts, Soviet & East European Studies, University of Kansas, 1986
Courses at Leningrad State University, USSR, June-August 1986
Bachelor of Arts, Journalism/Mass Communications, University of Denver, 1984

Awards, Industry Activity, Etc.
• Speaker, DMA Catalog Conference, 1999, 2000, 2001 "Your Catalog's Unique Voice"
• Speaker, DMA Annual Conference, 2000, 2002 "Managing Combined Online/Offline Creative/Production" & “How to TALK So Your Target Will Listen”
• Speaker, Merit Direct Co-Op Conference, 2001, 2002, “B2B Creative”
• American Catalog Awards, Silver Award, The Right Start, 1996
• American Catalog Awards, Gold Award, Sundance, 1989
• American Catalog Awards, Silver Award, S.I. Video, 1987
• Articles published in DM News, Catalog Age, Catalog Success magazine
• Lecturer at New York University School of Professional & Continuing Studies, Master’s in Direct Marketing program, “Catalog Creative,” October 2001, March 2002

Clients & Projects 1986-present
Alpha Shirt Co.
Brooks Brothers
Devon & Jones
Liz Claiborne
Maryland Square Shoes
Popular Club
Quixtar Store for More

Children & Family
American Girl Dolls
Animal Town
Disney Store
Hand In Hand
Pleasant Company
The Right Start

From the Sidelines
Hot Off The Ice (NHL)
Major League Baseball
National Basketball Association
Redline (NASCAR)

Broderbund Software
Businessland Direct
Power Up! Software
Software Publishing Corp
The Learning Company
Lifestyle Fascination

Gifts & Travel
A Southern Season
Carol Wright Gifts
David Kay
Oriental Trading Co.
Pebble Beach Catalog
Playboy Catalog
Rand McNally
The Voyager’s Collection

Dale & Thomas Popcorn
Ethel M Chocolates
Gevalia Coffee
Honeybaked Ham
See’s Candies

A High Country Garden
Back In The Saddle
Char-Broil Grill Lovers
Company Kids
Sugar Hill
The Company Store

American Express
Direct Marketing Technology
Frontier Communications
Hello Direct
Integrated Direct Marketing
NEBS (New England Business Systems)
New England Serum Co.
Nightingale Conant
Office Depot
Proceed Media Group
Rubber Stampede

Consumer Reports
Short Slate
The Safety Zone
Tool Town