Kevin DeLury

Creative execution inside a regulated financial-services compliance environment.

• I own creative execution across my portfolio: I write and defend the briefs, decide what reaches the team, and partner with Legal and Compliance before anything goes out.
• I direct creative inside a structured testing program: develop hypotheses with the strategy team, read results against the old version, and turn findings into documented guidance for the next round.
• Results: I led the call-to-action creative on a direct mail test, quote rate up 12%. I rebuilt an email so people reached the message with less scrolling, and clicks went up 16%. I took over the email program, found the old copy stale, and delivered tighter creative that beat it by 10% and 11% in the next two rounds.
• I write the briefs behind thought leadership and executive communications for C-suite stakeholders, then guide the writers who execute them.
• I manage external creative agency partners against brand, quality, and compliance standards, and escalate when output falls short.

A decade with Tyson Fresh Meats and its brand portfolio, on a Fortune 100 account. Rose from Copywriter to Associate Creative Director.

• Created The Beef & Pork Experts for Tyson Fresh Meats. Nearly a dozen brands with no architecture connecting them. I named the umbrella that organized them, wrote the language behind it, and co-authored the visual identity. It ran across every communication for six years.
• Played a key role in the Midan Marketing website redesign.
• Named a Tyson product line and contributed to its development.
• Named six menu concepts Birchwood Foods pitched to Taco Bell, eighteen names in all, from the Meatball Griller to the Breakfast Flatbread.
• Led a creative team of art directors and copywriters while staying hands-on in concepting and writing.
• Wrote and produced “Lead With Heart,” a B2B campaign that drew more than 174,000 viewers to Tyson's campaign video.
• Created, produced, and edited an internal Tyson podcast featuring the company president, a future CEO, and animal welfare scientist Temple Grandin.
• Concepted and wrote the advertising for Châtel Farms, a ground-up brand build for FPL Food. Originated the line behind Birchwood Foods’ campaign.
• Led art and copy on Walmart retail media campaigns measured by an independent study: sales went up 10.6%, and every dollar spent came back as $5.32.
• Directed long-form video and built the brand's presence on the trade-show floor and the plant floor.

Sole copywriter across three e-commerce storefronts and a retail showroom, selling the same furniture to business buyers, design-led consumers, and price shoppers.

• Held three separate brand voices day to day: office furniture for business buyers, modern design for consumers, and a discount channel.
• Wrote the printed catalog cover to back, running to both business and consumer lists, plus manufacturer launch pages for Steelcase, Herman Miller, Haworth, and Humanscale.
• Kept copy commercially sharp and technically accurate across a catalog of thousands of products from ten manufacturers.

Started as the only person standing between unhappy buyers and burned creatives. Left having built the system that did it at scale.

• Built the platform's first documented fraud-response protocol, addressing design theft, buyer fraud, and identity fraud across a marketplace whose talent pool grew to 220,000+ creatives in 195 countries.
• Co-authored the platform's foundational FAQ and launched a 200+ article help center, replacing one-off email triage with a self-service system that cut dispute resolution time from days to hours.
• Hired, led, and coached the support team that took the function over as it scaled, working from documented standards I'd written.

Editor of Camel’s national independent-music platform, a program running under federal advertising restrictions where every piece cleared legal and public relations review before publication.

• 181 public documents carry my name on the author line in the UCSF Industry Documents Library: R.J. Reynolds internal records, disclosed under the Master Settlement Agreement, each with a permanent public URL.
• Responsible for all editorial on the program’s website. Set the topics, decided which features ran, and executed final proof with the site director before anything reached the client.
• Ran a contracted network of freelance writers and photographers across five markets on a monthly production cycle with signed agreements and a fixed client approval gate.
• Wrote the booklet inside a compilation CD mailed to 540,000 households. The client’s own research found 71% of people surveyed remembered getting the mailing, and more than 80% of those recognized the booklet. A third of recipients said the piece improved their opinion of the brand.
• Wrote Camel’s centerfold for Rolling Stone’s 40th anniversary issue.
• Program emails were opened 15.6% more often than the brand’s usual event emails. The sign-up rate was 51%, against 36% at the client’s standard events.
• Served as the program’s single point of contact across the agency, the client, and five market managers. Owned the master event calendar and the status reporting that fed it.
• Also worked on AirRaid, a 24/7 streaming music platform built four years before Twitch: editorial production, broadcast operations, and on-air talent.

Gold: Website redesign, Midan Marketing  ·  Silver: B2B campaign, Birchwood Foods

Led creative on the Tyson Fresh Meats account, recognized with five Davey Awards in 2023.

First Place: Corporate Identity  ·  First Place: Consumer Advertising Campaign  ·  First Place: Advertising Campaign Element  ·  Merit: Website  ·  Merit: Social Media Campaign