Doug Rosenfeld has spent more than 14 years figuring out what makes people pay attention. His work spans national brand campaigns for Genesis and Lexus, performance advertising for Skillz and Intel, and digital experiences that turn complicated products into compelling stories.
For Doug, the creative process doesn't end when the work goes live. He's just as interested in what happens next. He digs into performance data, studies audience behavior, and uses those insights to find new angles, challenge assumptions, and make the next round of creative stronger. It's an approach that has helped him create work that connects with audiences and delivers measurable results.
He believes creative needs to give people a reason to care. Authenticity earns attention, and a great idea gives people a reason to stick around.
Experience
Senior Copywriter at Skillz Inc.
2021 – Present San Francisco, CA
Led performance creative for mobile games including Blackout Bingo, Dominoes Gold, and Big Buck Hunter. He developed campaign concepts, paid social ads, video scripts, and messaging designed to attract and convert new players. Using performance data to refine creative, his work helped increase CTR by 22% and reduce CPM by 40%.
Copywriter at Innocean USA
Dec 2019 – Ongoing Freelance Huntington Beach, CA
Developed national integrated campaigns for Genesis and Hyundai across TV, paid social, digital, CRM, and web. Created campaign concepts, brand messaging, and product storytelling that made complex automotive features relevant to consumers. Also developed personalized direct mail campaigns with exclusive offers coordinated across CRM email, contributing to work that increased engagement by 40%.
Senior Copywriter at Ansible//REPRISE
Sept 2018 – Oct 2019 Los Angeles, CA
Led content strategy and copy development for the complete Kia.com redesign, including landing pages, model pages, vehicle configurators, and digital shopping tools. Worked with product, design, development, and analytics teams to simplify complex vehicle information, strengthen the customer journey, and refine messaging based on user behavior.
Copywriter at Designory // eg+
March 2017 – Aug 2018 Long Beach, CA
Created B2B and consumer advertising for Intel across digital, paid social, video, and audio. Developed campaign concepts and audience-specific messaging that made complex technology more approachable. Used research, microtargeting, and performance insights to improve campaign results by 30% and social response rates by 20%.
Sr. Manager, Product Insights / Copywriter at Team One
November 2013 – February 2017 Playa Vista, CA
Wrote national Lexus copy across websites, brochures, digital experiences, and print collateral, translating complex vehicle features into compelling consumer stories. Collaborated with digital and print creative teams to develop messaging that reflected the Lexus brand across campaigns and customer touchpoints. Also led the Product Insights team, managing three direct reports and developing brand guidelines, content systems, and workflows that improved accuracy and efficiency.
Product Information Specialist at Designory
August 2012 – November 2013 Long Beach, CA
Managed Audi product information and communications across digital, print, and interactive vehicle configurators. Worked directly with clients and creative teams to maintain technical accuracy, product consistency, and clear messaging across vehicle models and marketing materials.
Education
BA – Communications, Advertising at California State University Fullerton
2011 Fullerton, CA
Awards
2021 Effective Mobile Marketing Awards, EMMA
Finalist
Excellence in Innovation, Designory
“In honor of the solutions the rest of us wish we had come up with”