Lynelle Kerstine

Provide full range creative consultative services to entertainment, CPG clients, and/or agency clients including HBO, Sony Pictures, Warner Bros., Fox Home Entertainment, Dreamworks, Skechers, Canyon Design Group, 30sixty Design, and Mattel.

Conceptualize, write, develop, and manage a children's book series and licensing brand.
* Drive all aspects of business including book authoring, illustration and design direction, printing, trademark acquisition, website development and maintenance, editorial content writing, social media outreach, video production, sales, inventory management, trade show material creation, and budgets.
* Grow brand from concept to over 70,000 books sold/downloaded through multiple sales channels
* Spearhead marketing efforts, garnering traditional and online media coverage including US Weekly, Newsday, Brides Magazine, MomTV, and Today Show's Mom Blog.
* Built promotional website into the go-to online destination for flower girl information and fun.
* Act as brand spokesperson at live events including Licensing Expo, Book Expo America, LA Times Festival of Books, Wedding MBA, Mom2.0, and Girl Scouts events.
* Lead creative writing presentations and workshops for Girl Scout Troops

Served as lead Creative Executive, overseeing in-house staff, vendors, and division’s creative and copy direction across all media for multimillion-dollar home entertainment marketing campaigns.
* Provided creative vision and leadership, achieving campaigns that exceeded marketing expectations and elevating department’s stature with company’s senior management.
* Led team from concept stage through production to develop and maintain a film’s brand identity across all a/v, consumer packaging, retail merchandising, and print advertising. Supervised coordination with DVD production, international, online and digital marketing groups.
* Strategized as part of senior staff, establishing department sales goals and marketing vision.
* Liaised directly with talent, filmmakers and representatives, negotiating diplomatically and
firmly to secure final approvals.
* Revised trafficking/routing systems, reducing errors and delivering projects on time and budget.
* Reformed existing vendor relationship, maximizing efficiencies and cutting overtime fees by 90%.
* Directed and coordinated photo shoots, overseeing talent, crew and photographers.
* Selected for New Line Cinema’s 40th Anniversary executive team. Spearheaded the creation of a
commemorative gift set and participated in planning global events for this company initiative.

Managed in-house staff and served as Creative Director on a variety of projects including DVD, VHS, online, international, gaming, cable, and consumer products.
* Achieved and exceeded marketing goals while supervising trailer companies, design agencies, and freelance copywriters in the creation of award-winning a/v and print materials.
* Led consumer print advertising efforts and six consecutive yearlong branding campaigns driving awareness of MGM’s massive content catalog and consistently escalating annual market share.
* Participated as part of senior management team in evaluating business opportunities, increasing profitability and efficiency; served as point person for improving divisional workflow systems.
* Oversaw creative budgets; co-developed cost planning guide, improving bottom line.

Oversaw editorial division by supervising freelancers, in-house staff, and all copywriting.
* Wrote or edited all copy for packaging and collateral materials on VHS and gaming projects. Wrote copy for select consumer products and direct mail projects.
* Supervised the execution of MGM's award-winning catalog comprising over 4,000 titles.
* Reshaped and oversaw internal routing and proofing procedures, improving efficiencies. * Participated in multiple video trade shows planning, booth management, and hosting talent.