Hi. I put the 'wit' in Hurwitz.
Creative Director/Copywriter who’s written for CVS, Dunkin, and ACE Hardware, led a creative team at CVS, and am currently freelancing for select clients like Rocket Mortgage and Insulet Corporation.
15+ years experience in both agencies and in house, bringing voice and storytelling into every channel: digital, print, social, email, in-store, and broadcast. Equal parts creative visionary and hands-on doer, I rally teams that shape voice, not just copy. I believe the right message, told well, can change how people see a brand, a product, or even themselves.
See the rest on good ol’ LinkedIn: https://www.linkedin.com/in/carolinehurwitz/
EXPERIENCE
Freelance Writer
February 2025 - Present
Currently writing for clients like Rocket Mortgage and Insulet Corporation on voice-driven brand storytelling, campaign ideation, and cross-channel content strategy.
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 (2019) | 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 (2017) for concepting and writing NYC Korean beauty pop-up campaigns, helping CVS break into new market segments.
2017 recipient of a CVS Health breakthrough award for two Korean beauty pop-up shops in NYC.
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 the following clients: Straight Talk Wireless, Total Wireless, Cambridge Trust Company, 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 the following clients: Dunkin’ Donuts, 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 at NYC comedy clubs in a sketch comedy troupe. Hired as freelance writer to blog about the experience for an entertainment website and reviewed theater and film for an online magazine.
EDUCATION
Sarah Lawrence College
B.A. Theater and Creative Writing
The Creative Circus
Copywriting
FUN FACTS
• Performed in 30 plays and danced for 12 years
• Won the 7th grade regional science fair. Fell asleep during the awards ceremony.
• Lived in London 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.