Kevin DeLury

Creative execution inside a regulated insurance-industry 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 ships.
• I run structured A/B testing across direct mail and email against a 6–7% significance threshold. Best 2025 result: +12.55% lift on a CTA optimization test.
• 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 corporate brand identity for Tyson Fresh Meats. Nearly a dozen brands with no architecture connecting them. I built the umbrella that organized it, and it ran across every communication for six years.
• Played a key role in the Midan Marketing website redesign.
• Led creative on Tyson Fresh Meats, an account recognized with five Davey Awards in 2023.
• Named and developed the Crafted Creations brand. Work across the Tyson portfolio won three First Place and two Merit awards at the 2016 National Agri-Marketing Association awards.
• Led a creative team of four 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.
• 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 third-party sales-lift study: +10.6% lift, $5.32:1 ROAS.
• Directed long-form video and built the brand's presence on the trade-show floor and the plant floor.

Content and copy across a B2B e-commerce platform selling commercial-grade office furniture and mid-century modern pieces.

• Owned brand voice and copy for all marketing collateral across seven sales channels, spanning an inventory of thousands of SKUs.
• Developed expertise in writing copy that has to perform commercially while staying technically accurate across a deep manufacturer catalog.

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 that 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.

• Responsible for all editorial content 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 people. Client research measured 71% recall of the mailing and more than 80% recall of the booklet. A third of recipients said the piece improved their opinion of the brand.
• Wrote Camel’s centerfold ad for Rolling Stone’s 100th anniversary issue.
• Program email opened 15.6% more often than the brand’s own benchmark for event email. Sign-up rate ran 51% against 36% for 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

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