YP

One of the largest local advertising platforms in the US, with 55 million monthly visits to more than 20 million businesses.

• Established and led the company's first creative department focused on national brands and agencies, hiring and leading a team of gifted designers, developers, producers and copywriters. Instrumental in aligning projects and unifying strategic direction between creative, marketing, brand, product, consumer and sales teams.

• Produced original video content for the ‘Make Every Day Local’ campaign, underscoring YP’s leadership in local search with the help of celebrities including Reggie Bush, Cedric the Entertainer, Ty Pennington and Jane Lynch.

• Produced and developed the ‘Selling the YP Way’ campaign, a motivational manifesto for YP’s 3,200 member sales force featuring a tent-pole video, all-new branding and breakthrough messaging.

• Conceived, scripted and executive produced the company’s first product explainer video, a top sales tool later replicated for all products.

• Spearheaded the development, design and rollout of a new company website specifically targeted to the national ad sales audience, unifying and reinforcing the brand’s message and benefits.