EXPERIENCE
CALENDLY
Head of Brand & Creative Services
Mar 2022-Aug 2024
• Develop and manage the execution of programs that build an iconic brand for Calendly while working directly for Calendly’s Chief Marketing Officer.
• Uphold the brand, while guiding the creative direction for major marketing initiatives that support business priorities and goals.
• Manage a team of creative professionals and work closely with Product Marketing, Demand Generation and Product Management.
• Drive engagement with internal and external audiences to embrace the brand and messaging while increasing brand awareness.
• Direct the production of the creative design team, responsible for the implementation of the brand design guidelines.
• Focus on digital and brand design, compelling content, and technology.
• Collaborate with the marketing team in developing marketing plans, analyzing results, and identifying opportunities where creative will make the difference.
• Develop and lead brand-specific marketing campaigns that translate marketing objectives into clear and motivating creative strategies that engage our ever-growing user base.
• Analyze and track all aspects of our brand presence in the market.
PARALLEL CANNABIS BRANDS
VP Creative Services & Creative Director
June 2020-February 2022
• In partnership with Brand Directors, I directed the development and management of all creative assets across our portfolio of cannabis brands (Surterra Wellness, Float, Coral Reefer, Heights, Goodblend, NETA, & Parallel).
• Within my first month, I creative directed the design and brand development of a new edibles and beverage brand called Heights. We launched with mints and eventually expanded into chocolate bars and flavored seltzers.
• Developed, conceptualized, designed and led all creative output as per the market standards, maintained the quality of creative work projects, and operated the design team in an efficient manner.
• Accommodated brand marketing needs and requirements as per the goals and strategies, created unique brand promotion concepts in accordance with promotional scheme, prioritized the creative work as per marketing demands, and translated marketing briefs into a creative visual experience.
• Managed professional development of creative team members, conducted creative workshops, provided weekly one-on-one individual guidance sessions and recommended promotion of deserving team members.
• Made key decisions that ensured the organizational profitability without compromising the creative quality of the project, directed constant improvement in creative quality, and enhanced design capabilities and efficiencies for accomplishing all creative tasks.
• Managed internal creative team (designers, copywriters, creative operations, contractors) and outside agency partners responsible for providing critical thought and design leadership for our brands.
• Implemented the company’s first Digital Asset Management system with Bynder.
• Single-handedly redesigned over 400 packaging pieces in one week when the Department of Health changed packaging rules and guidelines for the state of Florida.
• Designed and edited 600+ page license applications for the states of Georgia and Virginia.
RAKUTEN
VP Brand Creative
October 2017-June 2020
• Spearheaded a successful rebrand of Ebates to Rakuten Rewards while also increasing brand awareness from single digits to +60% aided awareness. No negative impact on shopping habits or revenue. AOV ~5% higher with Rakuten.
• Led brand re-design project, directed agency and worked with internal partners to make sure the new brand expression was adopted effectively.
• Led Rakuten Rewards internal design team and ensured that the group was significantly contributing to the success of the overall organization through elevated design thinking and execution.
• Directed the creative process for all marketing projects, including emails, social media, web promos, direct mail, tv commercials, direct response, etc.
• Partnered with Vice President of Brand Marketing to be a steward of the brand and helped guide the strategy for how Rakuten Rewards presented itself to the world.
• Provided guidance to outside agencies, freelance designers & copywriters and other relevant creative partners.
• Provided agency guidance and creative direction for television commercials, in-stadia activations with the Golden State Warriors, the Rakuten Optimism conference, NBA All-Star Game, etc.
• Reported directly to the President. Managed a team of 20+ designers, copywriters, & operations.
UNDER ARMOUR
Senior Creative Director, Global Consumer Experience, e-commerce
November 2014-August 2017
• Established and drove the overall creative strategy for design and execution of all e-commerce properties, including 30+ sites globally, e-mails and third party affiliates.
• Developed and executed a digital commerce strategy that balanced and maximized brand storytelling with insights and analytics, ultimately delivering on measurable KPIs to achieve business objectives.
• Drove cross-functional team collaboration between e-commerce, brand, merchandising and marketing to execute and deliver engaging creative assets that were both on time and under budget.
• Directed the conception, development and execution of creative assets (photo, video, graphics) used to support digital product merchandising and marketing for .com, social, UA Shop app and email.
• Collaborated with product management, development and engineering throughout the product life cycle to ensure designs were implemented accurately to address user and business needs.
• Partnered with global e-commerce stakeholders in EMEA/LatAm/China/Australia to deliver regionally relevant creative that addressed business needs, localizations/translations and reverse seasonality.
• Partnered with multiple agencies to creative direct and launch Under Armour’s first ever footwear customization program, UA Icon, as well as the mobile shopping app, UA Shop.
• Recruited, mentored and managed a team of 26 (art directors, designers, copywriters, UX, content) while also providing poignant feedback on creative output, personal development and career growth, resulting in a 96% retention rate.
NIKE
Global Design Director; e-commerce (Converse brands)
January 2013-June 2014
• Non-Compete enforced by Nike from Jun 2014 - Nov 2014
• Led the digital experience design and strategy for all global digital platforms, as well as the overall direction for graphics, photography, brand voice and brand standards.
• Worked seamlessly with marketing, merchandising and site operations to drive design initiatives to support the e-commerce business and product strategies.
• Collaborated with agency partners to re-launch a device agnostic, responsive e-commerce site.
• Managed, mentored and inspired creative team to elevate the design aesthetic of all deliverables.
Global Design Director, Graphic Center of Excellence (Converse brands)
April 2012-January 2013
• Led a team of 7 designers to translate category consumer insights into trend-right seasonal graphics, creating consistency and alignment across the pillars of brand, footwear and apparel.
• Ensured the ethos and visual identity guidelines were upheld at all times, communicated the right message and resulted in commercially and creatively successful product with positive revenue impact.
• Developed and implemented inclusive cross-functional collaboration across product teams.
• Built brand equity through relevant graphics while delivering against business needs across all distribution channels.
Global Design Director, Apparel Concepts (Converse brands)
October 2008-April 2012
• Collaborated with the VP of Apparel Design to conceptualize, create and present the creative vision and direction for all apparel categories, both men’s and women’s.
• Partnered with apparel merchandising, development, design and technical design to deliver brand right apparel products and stories.
• Researched, developed and presented consumer insights, creative strategies and product concepts that highlighted brand and category positioning to design and merchandising leadership teams.
• Managed a team of concept designers to research, design and create seasonal apparel concept books that outlined the look and feel, from colors to fabric to silhouette, as well as trend and retail reports for inspiration and concept confirmation to design and merchandising teams.
ABERCROMBIE & FITCH
Senior Global Concept Designer
July 2005-September 2008
• Conceptualized graphic direction for all categories and genders of all five A&F brands (Abercrombie & Fitch, abercrombie kids, Hollister Co., Ruehl and Gilly Hicks).
• Created weekly and seasonal trend, graphic technique and competitive shopping analysis reports.
• Designed original graphic packages for inspiration and new technique development.
• Extensive global trends research, domestic and international, resulting in focused graphic packages from season to season.
TALON INTERNATIONAL
Design Director
July 2003-July 2005
• Conceptualized, developed and designed complete branding and marketing packages including graphic t-shirts, in-store marketing, brand identities and product marketing for various companies, including Lacoste, Joie, Roxy, American Rag, Reebok, Levis & Justin Timberlake.
ABERCROMBIE & FITCH
In–Store Marketing Designer
May 1999-July 2003
• Conceptualized, developed and designed all in-store marketing for Abercrombie & Fitch and abercrombie stores, including signage, shopping bags, fragrance packaging and product marketing.
• Supported and designed human resources brochures, pamphlets and company communications.
THE J. PETERMAN COMPANY
Graphic Designer
December 1997-April 1999
• Worked with Creative Directors to conceptualize, design and produce all catalogs, point-of-purchase displays, advertisements, as well as apparel graphics and product marketing.
EDUCATION
UNIVERSITY OF KENTUCKY
Bachelor of Arts in Journalism – Advertising
ADDITIONAL INFORMATION
Adobe Creative Suite, Photoshop, Illustrator, InDesign, Figma, Keynote, PowerPoint, Mac, Creative Direction, Art Direction, Digital, Global e-commerce, Graphic Design, Concept Design, Brand Development, Social Media, Photography, Digital Marketing, Internal Communications, Strategy, UX/UI, Catalog Design, Layout, Television Commercials, Packaging Design, Logo Design, Leadership, Coaching, Mentoring, Collaboration, Results Driven, Entrepreneurial, Proactive, Productive, Data Driven
EXTRACURRICULAR
2023 U.S. Open Masters 70kg Freestyle Wrestling All-American
2023 Southeast Regional Masters 78kg Freestyle Wrestling Champion
2022 B&F Classic 160lbs. Folkstyle Wrestling Champion
Copper, Bronze, Teal Certified Wrestling Coach
Open License Wrestling Competitor
2017-2020, Juror for Le Book Connections
2019, Digiday Awards Judge