about me

Creative director with proven brand development experience, consistently delivering thoughtful and strategic marketing.

ROUGE 24

Freelance Creative Director, 2016

  • Creative direction of Sam’s Club private-label brand packaging, including the 2017 Outdoor Living program.

PAMPERED CHEF

Senior Manager of Marketing Projects, 2015 – 2016

  • Led rebranding initiative for Pampered Chef, a Berkshire Hathaway company. Partnered with agency to develop brand strategy, compelling brand story and vision. Guided development of new logo and brand guidelines. Orchestrated successful launch of new brand at Pampered Chef’s annual conference, cascading reveal to international markets. Facilitated internal brand socialization workshops. Collaborated company-wide with internal teams to align each point of contact with the brand.
  • Directed creative for redeveloped heritage and identity space, honoring Pampered Chef consultants. Partnered with vendor and internal team to develop overall look & feel for renovated home office and open floor plan.
  • Redefined the corporate identity with a strategic approach that reduced cost of inventory by 45%.
  • Facilitated change from region-specific packaging to universal product packaging, functional for all company markets, with a projected annual reduction in expenditure of $300K, creating efficiencies for marketing, supply chain, product development and operations.
  • Assessed auto-generated emails and developed strategies to align with new brand and current programs, including a plan to optimize loyalty program emails with a projected annual revenue gain of $1M.
  • Assisted restructure of marketing team to improve functionality, increase integration between channels and create better brand consistency.

Senior Creative Services Manager, 2013-2015

  • Managed a group of fifteen individuals, comprised of design, production, copy, image, photo, and multimedia teams. Developed art directors, in-house photography resources, and brought on new high-performing talent.
  • Reduced 2015 department budget by 10%.
  • Creative direction of Pampered Chef marketing with expert-level brand knowledge, supporting both independent consultant programs and consumer-facing materials.
  • Increased catalog effectiveness by implementing product performance analysis, aligning space allocation with revenues. Developed cross-sells and “must-haves”.
  • Led effort to produce consumer-facing videos for top-selling and seasonally relevant products, blending them into both print and digital catalog experiences.
  • Drove consumer and consultant engagement with highly creative, editorial content marketing for innovative product applications and compelling, seasonal recipe tips published across print, digital and social media channels with outstanding positive response.
  • Redefined image strategy of public site and consultants’ personal web site home pages, reducing photography expenses by $20K.
  • Led copy team to develop simplified messaging with compelling marketing hooks for the Pampered Chef opportunity and host programs. Created alignment across departments and supported team in effort to create singular and consistent product names for all channels.
  • Collaborated with editorial team and art directors to re-imagine monthly 20-page magazine, driving consultant engagement.

Creative Services Manager, 2007-2013

  • Led team of designers to produce printed marketing materials, product packaging, campaign concepts, and provided photo art direction for all Pampered Chef markets, domestic and international.
  • Merchandised and created seasonal stories for consumer catalogs and pamperedchef.com supporting company promotional strategy.
  • Cross-functional team member tasked with expansion into Mexican market. Guided in-country agency to develop culturally relevant marketing materials while maintaining Pampered Chef brand.
  • Consistently inspired and motivated consultants with outstanding creative and brand experiences for Pampered Chef event marketing, including themes, logos, collateral, signage, and speaker support.
  • Implemented image management and brought most retouching and pre-press in-house to reduce costs from $332K annually to $45K. Oversight of data asset management system.

Freelance Art Director, 2006-2007

  • Streamlined and redesigned the New Consultant Kit improving the user experience.
  • Established consistent branding across print and digital channels.
  • Supported development of online training center with photo art direction and brand support.
  • Collaborated with newly created internal account services team to redefine and improve internal project request/creative brief and review processes.

GASTON ADVERTISING

Freelance Art Director, 2006

  • Concept and development, art direction, layout/design for Ulta Beauty annual beauty blowout campaign.

GSP MARKETING

Freelance Art Director, 2005 – 2006

  • Start-to-finish creative for a variety of clients including FTD, Follett’s Bookstore, ADA, Sears, Lasik, and Otto-Sumisho.
  • Worked closely with FTD Marketing and Brand Development on FTD corporate rebranding, including national print advertising, catalog, point-of-purchase, collateral materials for both consumer and B2B. Selected to oversee incorporation of new brand in corporate headquarter environment. Collaborated on creative development for FTD/Vera Wang cross-branding national campaign.

  • Creative developed for Follett’s University Bookstores resulted in multi-year contracts with additional school catalogs, tripling agency revenue.

ABD GROUP / AMBROSI

Senior Art Director, 2002 – 2004

  • Led art directors and designers to create pre-prints, direct mail and specialty pieces for Sears. Mentored team to ensure consistent high-quality creative and production, with lowest reshoot rate in agency.
  • Art directed Sears on-figure fashion photography in New York and Chicago. Coordinated with studios and producers to facilitate and plan photo shoots.
  • Developed creative for pitch that won Butterfield Blooms account, a new FTD
    sub-brand. Developed and executed branding, catalog and photography concepts.
  • Selected to art direct new business account, Linens-N-Things.  Developed and executed creative, including print collateral and in-store signage.

Art Director, 1999-2002

  • Designed layouts for pre-prints, direct mail and specialty pieces for Sears. Mentored designers, and image coordinators on production and design best practices. Art directed photography for Sears soft-lines and hard-lines at several studios maintaining brand consistency. Collaborated on several creative initiatives, including Sears brand refresh, back-to-school and holiday marketing.

Graphic Designer, 1998 – 1999
Production Artist, 1998

EDUCATION
Scripps College 
Bachelor of Fine Art  |  Studio Art Major  |  French Minor

DePaul University Integrated Marketing Communications Certificate
Jacobs & Stone Multichannel Marketing & Communications   |  Marketing ROI  
Social Media Marketing  |  Practical Internet Marketing  | Digital Marketing Strategies
Effective Presentation & Communication Skills

SKILLS
Adobe Creative Cloud (InDesign, Photoshop, Illustrator)  |  Microsoft Office (Excel, Word, PowerPoint)  |  Cloud-Based Project Management Platforms (JIRA, Confluence, BaseCamp, ProofHQ, Box, TeamGantt)

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