CH RISTOP H ER SEID

369 Oakwood Drive  Yarmouth, Maine 04096  H (207) 846-0625  C (207) 310-0789  cwseid@gmail.com

SUMMARY

A creative and accomplished copywriter and marketing manager, with extensive experience in brand,
direct, multi-channel, and relationship marketing across a wide range of industries and media.
Established capabilities in copywriting, creative direction, marketing strategy, advertising, marketing
communications, research and analysis, project management, training and development and staffing.
A skilled leader, who builds high-performance teams and cultivates strong partnerships across an
organization to ensure the achievement of objectives. Possesses a proven track record of creating
compelling copy to reach target audience and drive sales, contributing to the success of a company.

EXPERIENCE

THE ORVIS COMPANY, Sunderland, Vermont

Senior Manager, Sales Activism/Copywriting 2010

Responsible for selling brand, products, and outdoor sporting life style. Championed brand DNA and managed consistent
and accurate application (voice and visual) across stakeholder touchpoints and multiple channels — catalog, Web, and
retail. Managed input and output of copywriting and content — serving as hub and conduit through which all requests
from around company for copy and content were funneled. Directed team of four full-time copywriters and one part-time
intern — delegating work based on skill set and availability.

Ensured created content reflected core attributes of brand and was aligned with company style guide. Commented
on and critiqued catalogs, Web pages, and e-mails routed throughout company in preparation for final approval.
Collaborated inside and outside company in multi-channel landscape as it affected catalog, Web-page development,
and product naming, coordinating with directors of merchandising, print and Web designers, marketing analysts, list
managers, and corporate counsel.

• Managed and guided team of copywriters in best brand and direct marketing practices across channels.
• Hired and developed talent.
• Worked closely with HR, leading in-depth search for senior copywriter from start to finish.
• Drove company-wide brand audit of internal and external stakeholder touchpoints to align points with refreshed
brand guidelines.
• Wrote copy for two catalogs — Men’s Gift and Women’s Gift — as well as various print ads, direct mail pieces,
collateral, e-mails, affiliate marketing, Web pages and banners, SEO, and social media (blogs, Facebook, and
Twitter feeds).
• Launched and drove initiative to bring more Web drivers into catalogs, migrating more customers to transact
business at orvis.com versus phone.
• Managed product naming process, resulting in names for two new fly rods and reels.

L.L.BEAN, INC., Freeport, Maine

Associate Creative Director 2004-2009

Managed and mentored team of four copywriters, two editors, and one graphic designer in developing copy and content
and for six branded, award-winning specialty consumer catalogs — with total circulation of 75,000,000, generating
more than $300 million in demand (Outdoor Sporting, Kids, Home, Outdoor Discovery Schools, Direct-to-Business, and
Traveler). Wrote product copy, promotional cover lines, headlines, and section openers, as well as managed content,
copywriters, process, and projects for those catalogs and llbean.com. Responsible for hiring and developing talent, as
well as directing and maintaining brand voice standards.

Oversaw creative concepts, branded content, product naming, research, and product positioning across multiple channels,
including print, Web, and retail. Directed conceptual development for print advertising, DM, and retail collateral, including
partnership ads with Subaru and Mount Washington Observatory, L.L.Bean retail stores, and the L.L.Bean Visa credit card,
plus numerous non-profit organizations and in-store and in-catalog event promotions. Collaborated with designer to
develop distinctive look and feel for Web drivers as design elements in response to density challenges and emergence of
Web as primary shopping channel.
 Christopher Seid, Page 2

• Established company-wide process to improve efficiencies, including work flow and approvals, for special
projects.
• Led development of promotional messaging for the relaunch of L.L.Bean’s Visa Card Outdoor Advantage Program —
one of the top five co-branded cards in Visa’s portfolio.
• Championed research to provide valuable insight into customer shopping behaviors across catalog and online.
• Formulated format test for kids’ catalog, resulting in a smaller, more cost-efficient catalog.
• Served as co-leader of corporate task force’s response to Cabela’s entry into Portland, Maine, retail market.
• Hired two copywriters and one editor.
• Collaborated across company with merchants and marketing strategists to determine copy and visual themes
for each catalog, special promotions, product positioning, and names.
• Wrote strategy briefs, product hang tags, and in-store signage. Collaborated effectively with design
counterparts.

THE VIA GROUP, Columbus, Ohio, and Portland, Maine

Communications Director 2000-2003

Served as co-principal and copy leader of Columbus, Ohio, office. Co-managed staff of eight, instituting best practices in
direct marketing and creative process to drive development of integrated marketing strategies and tactics. Responsible for
copywriting and P&L management. Led writing for all marketing communications, including new business presentations,
marketing communication plans, estimates, print ads, Websites, and direct mail pieces. Co-authored creative briefs.

Collaborated with design and strategy directors to create relevant and distinctive advertising intended to drive clients’
businesses. Pitched business and presented work to clients. Led and drove strategic, integrated marketing
communications plans for clients, from initial discovery to deliverable. Pursued new business by networking and cold
calling. Led projects in collaboration with team of designers, writers, and strategists. Managed vendors, including landlord
and building maintenance crew.

• Managed creative development for integrated print advertising, collateral, and direct and Web marketing for business-
to-consumer and business-to-business, multiple channels, media, and industries.
• Led team on major integrated brand audit for Nationwide Insurance.
• Developed new business, pursuing leads, cold-calling, presenting agency credentials, and developing RFP responses
and pitches.
• Responsible for consumer acquisition and retention print, mail, and in-branch print ads for BrownCo, Adams
Harkness, and TD Bank and Harvard Pilgrim Health Care.
• Oversaw and wrote print advertising and collateral for Stora Enso. Wrote copy for annual report for American
Eagle Outfitters, as well as catalogs, direct mail, and print advertising for American Ski Corporation.
• Oversaw brand identity and wrote collateral for Inforonics.
• Earned two Columbus ADDY awards for Inforonics and American Eagle annual report.

ADDITIONAL EXPERIENCE

BRANN WORLDWIDE, Wilton, Connecticut, Associate Creative Director, 1998-2000. Co-managed department of
writers and art directors, creating catalogs, DR print ads, and CRM campaigns in support of IBM’s entry into multi-
channel marketing arena. Developed presentations, wrote creative briefs, and worked closely on strategy with
clients and account management. Drove development of marketing materials for relationship marketing acquisition
and upgrade campaign for IBM gold service loyalty program, yielding 18% response rate. Migrated new and existing
customers to personalized extranet Websites, building one-to-one relationships with account representatives
through special offers.
CKS, New York, New York, Copy Supervisor, 1997-1998. Served as copy supervisor and copywriter. Managed
strategy, concept development, research and usability testing, creative optimization, presentations, and project
management. Oversaw projects, including Websites, banner advertising, micro sites and jump pages, PointCast ads,
acquisition email, and print collateral. Launched Audi TT sports coupe in U.S. market for Audi USA. Managed
award-winning, drive-to-site banner campaign for Better Health. Oversaw lead generation banners for Travelocity.
Directed concepting and copywriting for CareerBuilder, Duracell, and W.W. Grainger Websites.
J. WALTER THOMPSON, New York, New York, Senior Copywriter, 1995-1997. Served on copywriter and art director
team responsible for concept development for integrated campaigns, including DRTV, print, direct mail, and
collateral, as well as creative briefs, research, product positioning, and presentations. Oversaw integrated DR print
 Christopher Seid, Page 3

and mail campaigns for Sun Microsystems. Wrote DRTV spot for Weight Watchers International. Responsible for
Ivomec direct mail, in-store displays, and collateral for Merck.
CHAPMAN DIRECT ADVERTISING, New York, New York, Senior Copywriter, 1990-1995. Responsible for direct
response marketing campaigns, as applied to acquisition, retention, and fulfillment strategies. Worked closely with
art director partner, creating business-to-business and business-to-consumer print ads and direct mail packages
for Digital Equipment Corporation and the AT&T Reach Out World campaign. Tested marketing messages, identified
controls, and beat controls. Wrote DRTV spots for Arrowhead Mountain Springwater consumer product and print
ads for International Olympic Committee. Served as lead acquisition writer on AT&T Universal Card credit card
account for college market.

EDUCATION

VERMONT COLLEGE, Montpelier, Vermont

M.F.A., Creative Writing, 1985

AWARDS

1 Gold Multi-Channel Merchant Award: L.L.Bean Summer Outdoors, 2009

1 Gold Multi-Channel Merchant Award: L.L.Bean Kids; 1 Silver MCM Award: L.L.Bean Hunting, 2008
2 Gold Multi-Channel Merchant Awards: L.L.Bean Outdoor, Summer and Winter, 2007
1 Gold Multi-Channel Merchant Award: L.L.Bean Kids; 1 Silver MCM Award: L.L.Bean Hunting, 2006
Columbus ADDY Awards: Inforonics Stationery Package; 2000 American Eagle Annual Report, 2000
1 Show Merit Award: Online Banners Launching BetterHealth.com, a division of iVillage.com, 1998
Cannes Lions International Advertising Festival Winner and NetTech 21 Award Winner: Enliven Banners, 1998
Cannes Lions International Advertising Festival Finalist for www.audiusa.com, 1998

PUBLICATIONS

Author: Sincerity is the Hallmark of a Successful Marketer: http://tinyurl.com/aeljes

Author: Prayers to the Other Life, 1997 Marianne Moore Poetry Prize; Helicon Nine Press, Kansas City, Missouri

PERSONAL

Married. Two children. Enjoys reading, writing, hiking, running.