Hi. I put the 'wit' in Hurwitz.
I’m an Associate Creative Director and Copywriter with 15+ years in copy, content, and creative strategy, 6 of those guiding fast-moving, in-house creative teams. I bring strategic thinking, brand voice, and storytelling to every channel, with experience across healthcare, financial services, retail, wellness, and consumer brands.
I’m currently freelancing with Peloton, Rocket Mortgage, and Insulet Corporation on brand voice, customer communications, campaign concepts, and copy across customer-facing channels.
Catch the rest on good ol’ LinkedIn: https://www.linkedin.com/in/carolinehurwitz/
EXPERIENCE
Freelance Creative Director & Writer
June 2025 - Present
Peloton Interactive — CRM and promotional/renewal copy
Rocket Mortgage — brand voice, campaign ideation, client scripts
Insulet / Omnipod — brand storytelling, campaign/content work
Associate Creative Director, CVS Health
February 2018 - December 2024
Voice architect and creative lead for CVS’s Pharmacy & Health Services division, shaping brand voice strategy and omnichannel copy execution across 9,000+ stores and digital platforms. Managed a team of writers and designers within a 100-person in-house agency. Partnered cross-functionally to drive brand consistency and emotional resonance across digital, print, social, email, and broadcast.
Highlights:
‾‾‾‾‾‾‾‾‾‾‾‾‾‾
CVS Beauty Mark: Co-led creative for national authenticity campaign.
■ 3.6B+ earned impressions, 80% lift in brand perception
Wrote and led campaign to reduce stigma and build trust around women's postpartum mental health
Co-developed creative for beauty retail pilot, positioning CVS as a trend-forward destination
🏆 Awards & Press:
Gold Clio Award | CVS Breakthrough Award | Featured in TODAY, Fast Company, The New York Times, Ad Age, WWD.
Senior Copywriter, CVS Health
June 2015 - February 2018
Recruited to elevate voice and brand storytelling across CVS’s expansive footprint from MinuteClinic to wellness aisles. Defined and executed a modern, human-centered voice across 9,000+ retail locations and digital platforms.
Highlights:
‾‾‾‾‾‾‾‾‾‾‾‾‾‾
■ Led brand voice execution across print, digital, in-store, OOH, and radio, balancing clarity and emotion in high-volume creative environments.
■ Collaborated with design and business leads to create seamless omnichannel experiences that moved the needle.
■ Built team capacity under pressure, advocating for quality over speed and prioritizing sustainable growth.
■ Served as voice lead on high-profile naming projects as part of CVS’s Enterprise Naming Team.
■ Won CVS Health Breakthrough Award for concepting and writing NYC Korean beauty pop-up campaigns, helping CVS break into new market segments.
Copywriter, PJA Advertising + Marketing
April 2012 - April 2015
Collaborated, concepted, and wrote copy for digital, broadcast, radio, print, social and out-of-home campaigns for: Straight Talk Wireless, Total Wireless, Cambridge Trust, Boston Scientific, SDL, Westlake ACE Hardware and Honeywell.
Contract Copywriter, Studiocom (Now VML)
February 2011 - April 2012
Collaborated, concepted and created web content, social media promotions and print collateral for: Dunkin’, Citizens Bank and Taubman Centers.
Interactive Copywriter, BEAM Interactive & Relations
July 2010 - January 2011
Created web content, financial service offers and all things digital for: MINI Cooper, Merrill Edge, Boost Mobile, Athena Health and Living Proof.
Actor & Writer in New York City
2004 - 2007
Performed with an NYC sketch comedy troupe and wrote professionally for entertainment websites, reviewing theater and film for online publications. Built a foundation in storytelling, audience engagement, editorial judgment, and emotional resonance.
EDUCATION
Sarah Lawrence College
B.A. Theater & Creative Writing
The Creative Circus, Advertising Portfolio Program
Formal training in copywriting, concepting, campaign development, and verbal identity.
FUN FACTS
• Performed in over 30 plays and danced for 12 years
• Won the 7th-grade regional science fair. Fell asleep during the awards ceremony.
• Lived in London during my junior year abroad and studied at the British American Drama Academy
• Had my face featured on a digital billboard in Times Square as part of a beauty campaign. Move over, Lion King. ;-)