Diane L.

McKernan
59 Broadway, Ocean Grove, NJ 07756
848.248.5932 | www.dianemckernan.com
CAREER SUMMARY
* Direct Response Copywriter with 15+ years of experience creating campaigns in
print, broadcast, and digital media for brands including AT&T, RCN, HSBC, Bayer,
and Educational Testing Service
* Extensive experience in product/service launches including naming, branding,
and positioning
* Creative Services Manager with experience leading creative teams (copywriters,
designers, and Web developers)
* Areas of Creative Expertise: Direct response (print and digital), integrated m
arketing campaigns (print, digital, PR)
EXPERIENCE
Sr. Copywriter and Creative Team Manager, Dittman Incentive Marketing
New Brunswick, NJ | www.dittmanincentives.com | April 2008 - March 2010
Sr. Copywriter and Creative Team Manager for an employee engagement and performa
nce improvement company. Wrote and managed the creation of marketing communicati
ons (print and digital), websites, interactive applications, and all marketing c
ollateral. Clients included HSBC, Bayer, Fifth Third Bank, Montblanc, and SuperM
edia.
* Created comprehensive portfolio of marketing communications (print and digital
) to support company's line of new performance improvement products, launched in
2009
* Developed HTML email campaigns and e-catalogs to drive company's product sales
and promote client programs
Editorial Services Manager, Educational Testing Service
Princeton, NJ | www.ets.org | January 2005 - January 2008
Managed team of copywriters and proofreaders in the creation of marketing commun
ications (advertising, direct mail, and digital campaigns) and internal communic
ations (intranet, company-wide initiatives, HR communications). Copy supervisor
for all product launches including naming, brand development, advertising, direc
t mail, print collateral and online communications. Partnered with art director
to create concepts promoting the ETS brand and its premier assessments - the SAT
, GRE, TOEFL and TOEIC tests and related test-prep products. Created and maintai
ned the ETS editorial style guide.
* Created the branding (product name, positioning, and video promotion) for Proo
fWriter(R) - a proprietary software product designed to help students improve t
heir writing skills
* Partnered with ad agency to create a campaign to increase TOEFL test-taker reg
istrations worldwide via digital and social media
Sr. Copywriter and Creative Services Manager, RCN Corporation
Princeton, NJ | www.rcn.com | October 2001 - January 2005
Wrote copy to drive customer acquisition, up-sell and retention initiatives for
telecommunications company. Directed creative services team including art direct
or, graphic artists and Web developer. Managed the creation and implementation o
f consumer-focused communications including welcome kits, user manuals, sales co
llateral, direct mail, and advertising (print, online, and broadcast).
* Managed the creation of more than 250,000 pieces of direct mail monthly
* Integral member of RCN brand evolution team
Copywriter, McCann Relationship Marketing/Gillespie
Lawrenceville, NJ | www.mrmworldwide.com | January 1997 - October 2001
Created concepts, wrote copy, presented to clients, and managed direct response
campaigns for a variety of accounts including: AT&T, Lucent Technologies, Househ
old Bank, Excite, Direct Merchants Bank, Columbia House, and Cushman & Wakefield
.
* Member of launch teams - Household Bank World Card, Excite@Home, and Columbia
House DVD Club
* Created brand (company name, positioning, promotion) for SynchronOSS Technolog
ies
EDUCATION
Bachelor of Fine Arts, Creative Writing
Emerson College, Boston, Massachusetts
AWARDS

2009: MarCom Awards, Platinum, Marketing/Promotion Campaign,

Gold, Ads/Magazine, Web/Interactive Capabilities, Website Overall, Dittman Incen
tive Marketing
2008: New Jersey CAMA ASTRA Awards, Sales Promotion - Sales Kit/Folder, Brochure
-Non-Profit, Transition Kit, Special Event Invitation, Print Campaign, ETS
2006: American InHouse Design Awards, Website, Sales Kit, Print Campaign, Print
Magazine, ETS
2006: Web Marketing Association WebAward, Outstanding Achievement in
Website Development
2005: New Jersey CAMA ASTRA Silver, Multimedia Campaign, Website, Sales Kit, Pri
nt, ETS
2002: New Jersey CAMA ASTRA, Gold, Business/Trade Pubs - Campaign,
Munich-American Risk Insurance
2001: New Jersey CAMA ASTRA, Gold, Interactive - CD-Based Package,
Lucent Technologies
SOFTWARE
Proficient in Microsoft Office Suite (Word, Excel, PowerPoint), Adobe CS3 (InDes
ign, Photoshop), Workzone Project Management Software