Cathrine Roby Email & Phone Number

Richmond, Va, Us

Chester, Virginia, United States

Global omni-channel toy brand with $38M annual revenue.• Creative Department Head for Hearthsong brand: supervised three Graphic Designers, a Copywriter, and a Photo Production Manager/Stylist• In under four months, spearheaded re-branding of Hearthsong - Optimized e-commerce branded content for DTC Shopify site, Amazon, Wayfair, Target, and Walmart for over 150 products, resulting in a 2.5% increase in conversion rate and over $4.5 million dollars in sales within a span of 45… Show more Global omni-channel toy brand with $38M annual revenue.• Creative Department Head for Hearthsong brand: supervised three Graphic Designers, a Copywriter, and a Photo Production Manager/Stylist• In under four months, spearheaded re-branding of Hearthsong - Optimized e-commerce branded content for DTC Shopify site, Amazon, Wayfair, Target, and Walmart for over 150 products, resulting in a 2.5% increase in conversion rate and over $4.5 million dollars in sales within a span of 45 days - Redefined the entire look of packaging for Hearthsong products by collaborating with an agency on the development of packaging style guide; oversaw and executed over 100 package re-designs, including box art and user instructions - Established brand standards across all design, photography, video, and copy• Executed design for special projects, such as trade show artwork and 16-page holiday catalog (print and digital) in order to expand Wholesale and DTC audiences• Partnered with Marketing team and agency to build engaging social video ads• Initiated collaborative brainstorming forum on Slack for creative feedback and refinement• Contributed with Director of E-commerce to set up content for over 450 products in Salsify (Product Experience Management platform) and Swivle (Digital Asset Manager)• Intradepartmental lead adept at integrating new processes while improving upon existing programs Show less

Madison, Va

• Promoted to Creative Director for expertise in executing digital-focused storytelling• Produced eight print catalogs per year with annual circulation of 8.5 million• Built seasonal digital catalogs integrating product videos and animations• Created cohesive designs for product collateral, including direct and wholesale• Developed comprehensive 94-page Hearthsong Brand Guide 2021• Continuously optimized user experience and content on DTC site and Amazon • Art directed… Show more • Promoted to Creative Director for expertise in executing digital-focused storytelling• Produced eight print catalogs per year with annual circulation of 8.5 million• Built seasonal digital catalogs integrating product videos and animations• Created cohesive designs for product collateral, including direct and wholesale• Developed comprehensive 94-page Hearthsong Brand Guide 2021• Continuously optimized user experience and content on DTC site and Amazon • Art directed photography and video content reflecting the visual brand identity through strategic planning of 35 location shoots annually, ensuring adherence to budget goals Show less

Henrico, Virginia

National e-commerce retail children’s clothing company with $16M annual revenue.• Creative Department Head: supervised Graphic Designer and Production Manager• Developed and implemented cohesive design and brand identity for all channels: - Daily email campaigns sent to 200,000 customers (average open: 11%; average click/open: 8.4%) which contributed to overall 20% of revenue - Directed to-consumer website homepage imagery and product shots; updated regularly based on… Show more National e-commerce retail children’s clothing company with $16M annual revenue.• Creative Department Head: supervised Graphic Designer and Production Manager• Developed and implemented cohesive design and brand identity for all channels: - Daily email campaigns sent to 200,000 customers (average open: 11%; average click/open: 8.4%) which contributed to overall 20% of revenue - Directed to-consumer website homepage imagery and product shots; updated regularly based on daily sales results and seasons - Designed web retargeting ads, daily social media posts, and weekly ad campaigns• Collaborated with teams to ensure the appropriate inventory for featured products• Teamed with Marketing Department to determine proper messaging for all campaigns• Organized and maintained 1800+ product list; prep and style each item for photography• Planned multi-day model photo shoots five times a year at remote locations (17 days total) - Partnered with Merchandising Department to confirm proper sample sizes for models and to establish the overall look and intention of each outfit - Scheduled and on-set directed up to 10 child models per day (ages 3-13) - Orchestrated wardrobe with accessories, set backgrounds, props, hair, and make-up - Communicated photo editing notes to Production Manager Show less

Richmond, Virginia, United States

• Promoted to Creative Director based on dedicated work ethic and experience-based knowledge to execute a fresh creative vision• Assisted with the design of catalog layouts, marketing advertising (newspaper and web), email campaigns, marketing one-sheets, and store signage• During photo shoots, acted as product stylist to ensure fit of clothing, and managed models to maintain schedule

Blacksburg, Virginia, United States

Virginia Tech’s daily student-run newspaper with a budget of $500,000.• Managed a staff of 10 advertising production and creation personnel• Created the daily advertising layout including placement of spot and process color ads• Fixed all PostScript errors and ensured all ads ran smoothly• Designed advertisements all sizes and specifications, as needed