917 554 5960 / carljbaldassarre@gmail.com
IBM campaign microsites.

From losing weight to choosing a server.

I've led copy, content strategy and user experience for a wide range of sites, most with a strong tie to core business goals and strategies. 

IBM campaign microsites.

IBM campaign microsites.

I wrote a series of six microsites, each focusing on a specific use case for IBM servers and software. 

Ogilvyone.com

Ogilvyone.com

I wrote the OgilvyOne site, including agency capabilities and case studies.

NYLife/AARP

NYLife/AARP

I led creative, copy and content strategy on the sales platform for New York Life's partnership with AARP.  Capabilities included comparison of life insurance and annuity policies and end-to-end online sales.

Jackson Annuities

Jackson Annuities

I led creative and copy for both the consumer and advisor sites. Content included sales support, product information and the first consumer brand positioning.

HighTower Advisors launch.

HighTower Advisors launch.

I wrote the anthem site for a new financial advisory firm built on a customer-first approach. 

SlimFast MealPlanner launch.

SlimFast MealPlanner launch.

I led creative, copy and user experience for a SlimFast site built around meal-planning functionality.

Honey Bunches of Oats

Honey Bunches of Oats

I led creative, content strategy and copy for the campaign microsite, including a "perfect spoonful" widget.

BabyNes launch.

BabyNes launch.

I led copy and content strategy for what some have called a Nespresso machine for baby formula, as well as for the in-store demo kiosk.

Teflon Pan America Challenge.

Teflon Pan America Challenge.

I led creative, content strategy and copy for a contest pitting DuPont Teflon pans against ceramic non-stick rivals in tough diner conditions.

BlackRock iRetire eCRM.

BlackRock iRetire eCRM.

I led creative and copy for a retirement-focused iShares ETF and BlackRock mutual fund eCRM program.