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Rachel Nicole Urbach

Creative Strategist

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  • LevelSenior
  • LocationAmsterdam, Netherlands
  • AvailabilityLocked Pro Plan feature
  • ProfessionsSenior Copywriter - Social Media Strategist - Freelance Creative

About me

7+ years developing integrated storylines, creative concepts and digital content strategies for ad agencies, fashion brands, live events, e-commerce environments, and social media campaigns. Crazy passionate about working with socially responsible startups and nonprofit organizations to develop and/or strengthen visual and verbal identity strategies, communication plans, and digital media direction.

Locked Pro Plan feature


  • Advertising Concepts
  • Copywriting
  • Client Pitches
  • Brand Communication Planning
  • 360 Branding
  • Branding Identity
  • 360 Campaigns
  • Social Meda Strategy
  • Social Media Advertising
  • Campaign Strategy

Work history


Social Media Strategist

Tommy Hilfiger

Dec 2015 - Dec 2016
  • Amsterdam, Netherlands
  • Full Time
  • Manager of brand-wide global social media accounts. Included but was not limited to; creative campaigns & content development, oversaw fashion week content production for social, strengthened voice/tone/persona across all channels, all calendar planning and approvals for day-to-day posting, hired and managed social coordinator and interns. Routinely wrote copy for all social related presentations, ad hoc posts and special campaigns, and outlined communication style for major launches and events.



Laird + Partners

May 2014 - Oct 2015
  • New York, United States
  • Full Time
  • Fullstack copywriter - Brands/Projects: - Rimmel (concepts/TVC/print) - Tommy Hilfiger (print marketing strategy & editorial) - Four Seasons (loyalty program creative) - Banana Republic (FW14, SS15 360 campaign concepts & digital communication strategy) - Donna Karan (digital concepts, manifestos) - Diane Von Furstenberg (manifestos/digital editorial strategy) - Karl Lagerfeld (print & digital media creative/fragrance) - Sally Hansen (print ads, TVC) - Calvin Klein (product naming/POS communications) - CK Color (print ads/in-store displays) - Jockey (brand positioning/digitally-led campaign concept & execution) - Lane Bryant (concepting/digital communications) - Swarovski (concepts B2B/B2C print/digital content) Brand Books: Derek Lam Danier Franco Sarto



Victoria's Secret

Aug 2013 - May 2014
  • New York, United States
  • Freelance
  • - Editorial content/seasonal storyline development for site, mobile and direct marketing mediums - Verbal identity framework for new beauty and fragrance initiatives - Developed unique selling properties for new beauty & fragrance launches - Produced editorial for emails, landing pages, banners, mobile, special content for online, and print - Created copy style guide for beauty/fragrance - Streamlined workflow through business-wide audit of fragrance communication materials and assets


Digital Copywriter

Calvin Klein

May 2013 - Oct 2013
  • New York, United States
  • Freelance
  • Executed weekly social media content strategy plans and copy.


Junior Copywriter


Apr 2013 - Sep 2013
  • New York, United States
  • Freelance
  • Collaborated in the first phases of brand concept/campaign development Participated in brand positioning & market strategy for both new and ongoing business Developed language and naming conventions for CPG launches Created copy for packaging, brochures, and B2B sales presentations Contributed copy and creative ideas to 4 pitches. Brands: Stuart Weiztman David Yurman Ann Taylor LOFT Guess 7 For All Mankind Westfield World Trade Center (real estate) Tequila Herradura Woodford Reserve Banana Republic + more.


Creative Intern

Vs. Magazine

Jan 2013 - May 2013
  • New York, United States
  • Internship
  • - NYFW correspondent - Writer of weekly digital articles - Site content management - Social media strategy/writing - SEO



Bachelor Communications

CSU Channel Islands

Sep 2009 - Jun 2011
  • Camarillo, CA, USA
  • Public Relations, Advertising, and Applied Communication


Associate in Arts

Santa Barbara City College

Feb 2007 - Jun 2009
  • Santa Barbara, United States
  • Received triple honors in Journalism; 1 - Writing & Editing 2 - Digital Media 3 - Broadcast Media