FOR MORE THAN 30 YEARS, MY MOM
HAS BEEN ASKING ME WHAT I DO.
I went to Miami Ad School in the early 90's, which is where I learned how to write ads.
Over the more than 3 decades since, I've worked with the top ad agencies in Las Vegas, a handful of notable agencies in Los Angeles, and as a Freelance Creative Director for private companies mostly in the hospitality industry.
On the corporate side I've worked in-house for MGM Resorts International, The Cosmopolitan of Las Vegas, Target Corporation (Dermstore.com), and I am currently the Creative Director of Copy for Caesars Entertainment.
My role is to manage, build & inspire the Creative Team at an in-house agency of 100+ people and help engineer the creative direction of more than 50 hospitality and gaming brands along with all of the restaurant, entertainment outlets and digital assets therein.
Throughout my career I've written award-winning 360º campaigns, more direct mail than I'll ever admit to, a few respectable TV spots, a whole lot of radio, and I even spent a year writing emails for the world's top beauty brands to better understand data-driven creative.
I've named all kinds of products & businesses, too, and even re-branded recognizable brands such as California Pizza Kitchen and Fresh & Easy Grocery Stores.
Nike Golf, Tillamook Farms, The North Face, NBC Universal, Mandalay Bay, Shark Reef and Carnival Cruise Lines are just a few recognizable brands that I've worked with throughout my career.
Along the way I also helped raise two amazing kids with my wife of nearly 30-years, and we built a few successful brands of our own.
In 1999, Bree Goldwater & I launched the first bikini waxing salon in the country.
Aptly, I named it BOX®.
BOX® spent nearly a decade on the Travel Channel, was featured on an episode of Showtime's Gigolos, got written up in the New York Times, and found its way into InStyle Magazine as well as their Beauty Black Book more than once.
The two of us created the blueprint for today's boutique waxing salon model. We built several successful salons around the country and Bree became a waxing guru; Providing and teaching her proprietary style of his & hers waxing to folks from all over the world.
Our original investment was $6K, and we started in Las Vegas' oldest shopping center. After 20-years of old-school branding and a whole lot of balls, we sold the name BOX® (the three letters) for almost $1M while retaining all the naming rights to our existing stores and retail.
We built a few brands along with BOX® that remain family owned & operated to this day, including Sac & Crack® (the world's finest deodorant for a dude's downstairs), BOX® WAX, bikiniwaxing.com, and Human Landscapers® waxing shops in Las Vegas, Manhattan Beach, and Nosara, Costa Rica.
Names, storytelling, creative strategy, building & motivating creative teams and doing whatever it takes to keep people talking about other people's brands - That's what I do.
Feel free to let my mom know.
