Rebecca Bregman
Brand and marketing strategist in New York.
Six years at New York agencies turning consumer insight into campaigns for Ford, Mercedes-Benz, and Coca-Cola, then a Master’s in Marketing in London.
Selected work
All workPhotography
See allI shoot 35mm film, mostly black and white, mostly friends.
Work
Captain D’s × Daymond John
Captain D’s had already signed Daymond John. My job was to give him a real reason to be there, twice.
- Agency
- Merkley + Partners
- Year
- 2024
- My role
- Led from brief to launch
$5.99 Meal Deals, TV
Captain D’s signed Shark Tank’s Daymond John before there was an idea. He had to carry two launches: the $5.99 Meal Deals and the brand’s first chicken.
He’s famous for judging deals, so he’s the right person to call $5.99 a good one. In one spot, Daymond improvised a nod to his Shark Tank costar Kevin O’Leary, aka Mr. Wonderful.
If one person in the family won’t eat seafood, nobody goes to D’s.
Chicken removes that veto. And for a seafood restaurant to roll out chicken, well, that’s big. Bigger than any celebrity.
*At the client’s request, chicken launched as a sub-brand. I named it Chick-N-D’s because fans already call the brand D’s, so the name carried existing brand equity.
Chick-N-D’s, TV
Led both launches from brief to launch: insight, creative, casting, voiceover and on set. Ran across 400+ restaurants.
I See Coke
Coke was losing to Pepsi on the shelf in Saudi Arabia. On screen, nothing could keep up with Coke.
- Agency
- VML Commerce, with VML’s Dubai team
- Award
- Silver Lion, Radio & Audio, Cannes 2023
- My role
- Insight and the Alexa replies
Case film
Coke is the more iconic brand, so why was it behind Pepsi in Saudi Arabia? Because its icon status lives in pop culture: a century of films and TV.
Stop competing on the shelf, where Pepsi was winning. Compete on the screen, where Pepsi couldn’t keep up.
Spot a Coke on screen, say “Alexa, I see Coke,” and get a reply written for that scene plus an offer. Machine learning found hundreds of scenes.
Worked on the insight. Wrote the Alexa replies.
Bentley × Virgin Atlantic
Turning Bentley’s craftsmanship from something you own into something you experience.
- Context
- Real client brief, Hult International Business School
- Presented to
- Bentley’s team in London
- Date
- March 2026
Bentley’s buyers are getting younger, but the brand still reads as old money. Its next buyers are self-made, still building, and rank premium travel as their favorite luxury (frog, 2025).
A Bentley × Virgin Atlantic partnership that meets them in Upper Class, starting with the chauffeur Virgin cut in 2020, so they experience a Bentley before they’re asked to buy one.
Left: concept image
Moving Up.
For self-made founders who treat luxury as fuel, each stage moves them one seat closer to a Bentley of their own.
The Movement
Upper Class passengers between New York and London get a chauffeured Bentley to and from the airport.
The Experience
A long-term test drive, with the car living at their home for a while.
The Immersion
An invitation to Crewe to start building their own Bentley.
Launch in New York, then Mumbai and Dubai, where research found the strongest appetite for luxury and for cars.
Owned it end to end, from consumer research to the partnership, and presented it to Bentley’s team in London.
- Bentley Motors, 2025 financial results (March 2026)
- “Bentley bets big on hybrids and a younger luxury consumer” (2024)
- frog, part of Capgemini Invent, The New Lines of Luxury (June 2025)
- One Mile at a Time, “Virgin Atlantic cuts chauffeur service” (February 2020)
Ford Crew Interviews
Ford wanted people to notice its sales events without feeling sold to.
- Agency
- VML
- Year
- 2025
- My role
- Created the concept
Make people link the Ford Crew with sales events on social, without anything that felt like an ad.
Borrow the talk-to-camera interview format magazines like Vogue were posting from their events. Sam from the Ford Crew answers real buyer questions in front of the sales event signs.
Electric Dream Days
We turned electric into a feeling. And we made that feeling an opportunity.
- Agency
- Merkley + Partners
- Work
- TV and social
- My role
- Creative direction, concept and scripts
TV
Two years of everything: lease, charging and maintenance.
Short social videos built anticipation first. Then TV announced the limited-time sales event.
Creative direction, concept and scripts for TV and social.
Captain D’s Brand Refresh
The old feed couldn’t decide what it was. The new one leads with the crunch.
- Agency
- Merkley + Partners
- Work
- Brand refresh
- My role
- Audit, visual direction, content calendar and rollout
Before
Audit finding: every post had its own look, with different backgrounds, fonts and styles, so the feed never added up to one brand.
After
The fix: one look, fresh, playful and understated. Captain D’s blue in every frame, a short line of copy, and the food shot close enough that you can almost hear it crunch.
Ran the audit, led the visual direction, and led the content calendar and rollout across social, TV and digital, so every asset followed the new look.
Photography
35mm film
Hi, I’m Rebecca.
I spent six years developing campaigns across automotive, CPG, pharma and QSR brands.
In 2025 I moved to London for a Master’s in Marketing at Hult International Business School. Now I’m back in New York, working toward brand and marketing strategy roles.
Outside of work I love shooting and developing 35mm film, trying new restaurants, and testing the latest and greatest beauty products.
Resume
New York, NY · rcbregman@gmail.com · LinkedIn
Marketer and strategic storyteller with 6+ years at NYC agencies turning consumer insight into campaigns for Ford, Mercedes-Benz and Coca-Cola. Recently completed a Master’s in Marketing in London, focused on brand strategy, consumer research and analytics.
Senior Copywriter, VML
Nov 2024 – Jul 2025Omnichannel messaging for Ford Motor Company, Ford Credit, Ford Pro and Ford Racing, owning after-sales marketing, paid display and paid social.
- Managed a team of 5 to plan and execute Ford’s presence as official sponsor of the Kentucky Derby, coordinating vendors and overseeing digital and on-site activation.
- Rewrote and recut every digital asset in Ford’s spring sales campaign two days before launch in response to rising tariffs, contributing to a 6% YoY U.S. sales increase.
- Designed and led creative reviews for Ford Motor Company, Ford Racing and Ford Pro as separate clients, building presentations for senior client leadership.
- Collaborated with external partners to bring Ford Racing’s brand refresh to Ford’s social channels.
Senior Copywriter, Merkley + Partners
Jun 2022 – Oct 2024Led creative for Mercedes-Benz, Captain D’s and White Castle, owning every CRM asset plus paid social, paid search and display.
- Translated tech-forward positioning into luxury creative, lifting U.S. sales of all-electric Mercedes-Benz models by 1.5%.
- Organized a team meeting on inefficiencies in Mercedes-Benz social content. It surfaced that followers saw the brand as a tastemaker more than a source of feature news, which led the team to add proactive creative ideas to monthly organic briefs.
- Managed strategic direction, launch and production for the Captain D’s x Daymond John partnership across 400+ restaurants and digital channels. Decided casting, managed all VO recordings and managed talent on set.
- Managed Mercedes-Benz’s monthly digital content calendar, delivering 50+ assets a month.
- Built shot lists and selected directors for every shoot across TV, social and digital.
- Reviewed A/B test and heat map results with third-party testing agencies and adjusted display creative to improve performance.
- Mentored interns and managed creative teams.
Copywriter, VML Commerce
Mar 2020 – Jun 2022eCommerce messaging strategy for brands including Coca-Cola, Smartwater and BAT Vapor.
- Turned Coca-Cola’s product placement in movies into “I See Coke,” a shoppable Amazon Alexa skill in Saudi Arabia, driving a 96% offer redemption rate and +234% brand awareness. Cannes Lions Silver, 2023.
- Helped Vuse overtake Juul as category leader by developing hyperlocal messaging across 30+ U.S. markets.
- Launched an artist collaboration for Vuse Alto during COVID, replacing in-person events with an online content series.
- Adapted Smartwater’s eCommerce messaging by funnel stage to drive online conversion.
Associate Copywriter, TBWA\Chiat\Day
Oct 2019 – Mar 2020- Developed the social campaign that acquired 34K+ participants for the Johnson & Johnson/Apple Heartline Study.
- Wrote and secured legal approval for AJOVY’s website refresh and supported the national launch of the AJOVY migraine treatment campaign.
Bentley Brand Strategy (real client brief)
Mar 2026Identified Bentley’s generational perception gap through consumer research, defined a new target segment and developed a brand partnership presented to Bentley’s team in London.
Retail Analytics Dashboard (Databricks)
Mar 2026Built an executive dashboard and KPI framework from 200K+ synthetic retail orders, then prioritized five growth and margin opportunities by impact and feasibility.
Agentic Commerce Brand Assessment (Publicis)
Nov 2025Evaluated how AI search platforms rank products using structured data and recommended ways to improve a leading appliance brand’s visibility across LLMs.
Digital Marketing Strategy (Levi’s)
Nov 2025Identified price as the core barrier to vintage Levi’s adoption and built a funnel-based go-to-market strategy anchored by a curated archive collection.
Digital Marketing Plan (Booking.com)
Nov 2025Found that guilt, not price, was the real barrier to booking. Built the proposition “One price. All in.” with segmentation, a customer journey map and an omnichannel plan.
Master’s in Marketing, Hult International Business School, London
Aug 2026Brand Management, Product Development, Consumer Research, Digital Growth Strategy, Marketing Metrics & Analytics, AI Strategy & Agentic Commerce, AI & Big Data
B.S., Advertising, Syracuse University’s Newhouse School
May 2019Five national student advertising awards (Graphis New Talent, Ads of the World)
Strategy: brand and campaign strategy, brand positioning, messaging strategy, consumer research, survey design, customer journey mapping, trend and competitive monitoring
Channels: paid social, paid search, display, CRM and lifecycle, organic social, eCommerce, retail and POS, sponsorship activation
Analytics: A/B tests and heat maps, funnel strategy, forecasting, dashboards, KPI frameworks, agentic commerce and AI search
Tools: Microsoft 365, Google Workspace, Adobe Creative Cloud, Databricks, monday.com, Trello