Kip Finch has extensive creative experience within the direct marketing industry and knows what it takes to successfully implement creative that contributes directly to the bottom line.
As Executive Creative Director, Kip is known for generating substantial revenue through his strategic direction and creative execution of marketing initiatives — including printed and interactive, web based materials. He has expert knowledge securing and effectively managing the appropriate creative resources, art directing designers, writers, photographers and illustrators and overseeing an efficient production staff and front-end web developers.
Kip has collaborated with senior marketers, search engine optimization experts, product developers, account managers and sales executives to execute highly effective, profitable creative campaigns — on time and within budget.
If your organization is interested in marketing a product or service, Kip knows what it takes to be more profitable in today's very competitive marketplace. From creating a new web site to advertisements, brochures or newsletters to creating web sites and taking just the right photo, Kip Finch is your source for success.
I had the pleasure of working with Kip throughout my tenure at Vertrue.
He is a strategic and creative thinker and leads a team of dynamic
talented professionals. He is an asset to any project he is part of.
Sean Condren, Senior Product Manager, Vertrue
Kip Finch background and experience includes:
1995 - 2008: VERTRUE INCORPORATED
Parent Company to Adaptive Marketing and previously named MemberWorks Incorporated
Responsible for the strategic creative development, implementation and delivery of a wide variety of interactive and print material for Vertrue — an $800 Million dollar marketing firm. Product categories include credit monitoring, reporting and scoring services, discount shopping and lifestyle products, elective medical procedures and real estate foreclosure subscriptions.
Specialties:
- Inspires, motivates and cultivates a talented creative group of over 25 staff members including designers, writers production and front-end web development staff
- Possesses persuasive leadership skills to establish and maintain a highly productive, cooperative team environment
- Demonstrates strong art direction, problem solving skills collaborating with marketers, designers, writers and technical teams
- Exercises solid workflow management and production skills with a strong emphasis on project management and technology
- Utilizes cutting edge SEO (search engine optimization) marketing solutions which provides breath and depth to promotional/branding campaigns
- Talent to forge strong alliances with top consumer retailers and service providers such as Barnes & Noble, Blockbuster, Home Depot, JC Penney, Lowe's, Sharper Image, Toy R Us, Universal Studios, Walt Disney and others
- Successfully execution of profitable creative development for top Internet partners including AOL, Earthlink, MSN, Yahoo and others
- Prudent control of $3.2 million departmental budget including salaries, benefits, outsourced freelance talent, stock and custom photography
2007 - 2008: VICE PRESIDENT, CREATIVE SERVICES - ADAPTIVE MARKETING
Business Successes:
- Implemented successful organic brand management SEO strategies resulting in 95% positive search results
- Established current controls for online member acquisition test panels that generated $10,000,000 per month in sales
- Forged new online marketing channel for Bargain Network Homes that targeted a new B2C customer base
- Instituted enterprise-wide workflow process that significantly increased promotional materials speed to market by 25%
2001 - 2007: VICE PRESIDENT, CREATIVE SERVICES — VERTRUE INCORPORATED
Business Successes:
- Built in-house web capabilities including design, back end programming and networking which reduced outsourcing costs by 30% and increased speed to market by 50%
- Launched over 45 product lines including all member communication materials and web site which generated approximately 3.5 billion dollars in cumulative combined gross revenue
- Promoted to Vice President for accomplishments in leadership and direction
1995 - 2001: DIRECTOR, CREATIVE SERVICES — MEMBERWORKS INCORPORATED
Business Successes:
- Redesigned and standardized print fulfillment materials across all product lines creating a 25% cost reduction while maintaining or increasing retention of programs.
- Created profitable direct mail packages for healthcare, entertainment, leisure and travel programs generating a cumulative 2.5% response rate and approximately 800,000 fee based subscriptions
- Promoted from Creative Services Manager to Director within one year of hire
1993 - 1995: ART DIRECTOR — NEWFIELD PUBLICATIONS
Shelton, Connecticut
Creative/production of response-generating, sales-producing, direct mail packages, space ads, FSI's and other advertising material for a variety of adult, juvenile and school markets. Work closely with copywriters, marketing personnel, and editorial department. Also responsible for freelance photographers, illustrators and designers.
Business Successes:
- Created new direct mail control packages for such products as Reading Rainbow, Sports Pages, Young Students Learning Library and Weekly Reader Book Club
- Developed a system whereby electronic mechanicals for shipping cartons was instituted saving the company substantial production costs
- Produced new enclosures that resulted in a 35% response (15% over projection) for new Dinosaur product line.
1991 - 1993: ART DIRECTOR — WEEKLY READER CORPORATION
Middletown, Connecticut
Produced classroom instructional materials for leading children's newspaper used by over 30 million teachers. Responsible for free-lance designers, illustrators and photographers.
Business Successes:
- Redesigned an entire product line (Skills Books) that resulted in increased
sales of 40%. - As Chair of Mac Committee Advisory Board, addressed the training needs of art directors so they could produce work better, faster and more efficiently.
1989 - 1991: CREATIVE DIRECTOR — SPORTS CLUB, INCORPORATED
Cheshire, Connecticut
Creative/production of mail order catalogs, direct response advertising, wholesale departments, merchandising and retail of sports/active wear apparel and equipment manufacturer.
Business Successes:
- Set up, staffed and oversaw in-house art/advertising desktop publishing department.
- Forged direct contact with Weider Publishing to establish successful, costume, branded direct mail catalog line
1987 - 1989: ART DIRECTOR — GRIFFIN:THOMAS COMMUNICATIONS
West Haven, Connecticut
Created promotion, direct mail, collateral and recruitment advertising. Accounts managed include: Society for Savings, Dictaphone, Ames, Stamford Hospital/Center for Continuing Care, United Way, Yale New Haven Hospital, and Bryant Electric
Education: 1987 B.F.A. Paier College of Art, Hamden, Connecticut
Groups and Associations: Who's Who, LinkedIn, eOffice, NetSquared, eMarketing
Honors and Awards: Connecticut Art Directors Club gold award winner, X-Team Recognition awards, LookMyBest.com Recognition award, Dale Carnegie Training certification, Global Web Operation certification
Mac/PC literate: Adobe, Microsoft Office, QuarkXpress
