Function as the internal Creative Lead on the rebrand migration from GE to GE HealthCare. Direct external agencies in the development of comprehensive brand guidelines covering all of GE Healthcare's digital and physical touch points.Sit as a member of the Brand Governance team to oversee the correct usage and implementation of the GE Healthcare brand across strategic partnerships, joint ventures, and M&As,

Direct and execute the new brand development for the vertebral motion analysis (VMA) technology SpineMotion DX. Help the company create effective marketing strategies by identifying key audiences, conducting competitor analysis, defining brand positioning, and copywriting for brand messaging. Lead the brand roll-out including the ideation of a digital awareness campaign and creation of visual assets and brand guidelines.

Led a multidisciplinary creative team while actively participating in hands-on design and the strategic execution of innovative 360º brand experiences.Successfully assisted clients by providing creative direction, crafting brand strategy, developing digital marketing campaigns, designing packaging, and executing retail activations.Accomplishments:Directed and executed the design and development of 360º campaigns, including Angels Ink Master Class, Juggernaut: Stories of the Unstoppable, and Build Your Buck Shack. The Buck Shack campaign exceeded target conversions for sweepstakes entries by 400% and email sign-ups by 650%.Led three interdisciplinary design studios in creating and launching the PharmaStrip wellness brand, from crafting brand strategy and defining visual identity to packaging design, website development, and retail activations.Maintained consistently high customer satisfaction rates, resulting in increased client referrals and a 22% boost in overall revenue during my first year.Mentored cross-functional teams with a focus on continuous skill development, staying current with design trends, and adhering to agency best practices.

Directed the design and brand strategy for clients in the wine & spirits, technology, and hospitality industries.Helped clients establish strong brand positioning, brand naming, packaging design, digital marketing campaigns, website design, and retail activations. Delivered a variety of digital content from motion graphics, animations, video content, and illustrations for client’s social media presences across Instagram, Facebook and Linkedin.Managed freelance talent including designers, web developers, photographers, and illustrators.Accomplishments:Redesigned the packaging for Treasury Wine Estates’ Cellar No. 8 brand. Redesign was credited to increasing sales, reversing a 3-year decline.Directed the design of full-funnel digital campaigns for B2C clients spanning from landing pages, social media posts, and email marketing campaigns. Collaborated with Lorissa Kimm Architect to create a comprehensive brand identity by establishing design strategy, naming, narrative, and creating visuals for the Moth & Lantern boutique hotel. Designed and directed the development of the Garnacha Growers Consortium company website as well as created the accompanying roll-out campaign reintroducing the Garnacha varietal to the US market.

Supported the Creative Director in providing branding and retail activation design for a portfolio of over 10 Australian wine brands including Penfolds, Wynns Coonawarra Estate, Rosemont, and Lindemans.