Daniel Masini Email & Phone Number

Grand Rapids Metropolitan Area

Grand Rapids Metropolitan Area

Led a team of graphic designers, writers, content managers, a photographer/videographer, and external vendors in the design and production of print and digital marketing and sales materials.Materials included print and online catalogs, content for e-commerce websites, product packaging, product photography, promotional videos, and trade show signage. Major accomplishments included:• Instituted new production and review processes to gain workflow efficiencies.• Led a cross-functional project team in the planning and implementation of a major update to the critical CMS platform.• Established an internal professional video studio for filming product and educational videos.• Championed the acquisition of a photography turntable and software enabling in-house production of 360° product photos and videos for e-commerce sites.• Led corporate rebranding effort including the development of a brand guidelines book, new signage, and marketing materials.

Des Moines, Iowa Area

Led a team of graphic designers, an editor/writer, and a photographer/videographer in the design and production of marketing, promotion, research, and educational materials for the U.S. pork industry. Materials included corporate videos, video interviews, print magazines, logos, newsletters, social media graphics, presentations, print and digital advertisements, event signage, POS kits, portrait and feature photography, and other marketing materials. Major accomplishments included:• Managed the in-house print shop and photography/videography studio. • Built an in-house video studio to accommodate increased video production and video interviews. Recommended hardware and software purchases of photography, videography, and lighting equipment. • Trained staff on video production techniques to produce broadcast-quality, in-house videos.• Served as creative and audio/video consultant for a remodeling project in the organization’s main office that included the construction of a fully functioning demonstration kitchen and conference center. • Recommended hardware and software purchases to allow for live streaming of events.• Actively managed the organization’s digital asset management system. • Developed and implemented new, user-friendly taxonomy on the digital asset management site to make it easier for customers to search and find relevant assets.

Rhinelander, Wi

Led a team of designers, copywriters, photographers, videographers, and production artists at the online and mail-order catalog division of this national pet supplies retailer. Major accomplishments included:• Led the design and development of the drsfostersmith.com and liveaquaria.com e-commerce sites and their associated social channels, with 27+ million unique visitors per year. • Led the design and production of 17 print catalogs per year distributed to more than 9 million households. • Designed, developed, and produced all online and print marketing/promotional materials, and private-brand packaging. • Implemented new SOPs in both the digital and print production workflows that increased efficiencies in the first year by 25%.• Managed an in-house photography/videography studio and served as the community public relations liaison. • Researched project management and digital asset management solutions for the department and presented findings to senior management with a fully realized implementation plan.• Led a cross-functional team tasked with analyzing the e-commerce websites and recommending UX design improvements. • Worked with external and internal teams to implement proposed changes to the PDP and checkout funnels of both drsfostersmith.com and liveaquaria.com. • Led a complete re-branding effort of the Drs. Foster & Smith brand with an external branding agency encompassing the website, print catalogs, and all private-brand packaging.

Naperville, Illinois, United States

Led an in-house agency of art directors, graphic designers, copywriters, photographers, stylists, and multiple freelance contractors at this consumer packaged goods and publishing company. Major accomplishments included:• Developed and maintained an annual departmental budget of $2.7 million, plus outside spend of $1.5 million. • Led a three-year total packaging re-branding initiative. Designed a modern, clean packaging format and converted more than 1,500 SKUs over the course of the project. Converted all packaging to compliant trilingual (English, Spanish, French). Landed preferred positioning for the product assortment in Walmart stores as a result of effort.• Developed comprehensive style guides for all Wilton-branded packaging, editorial communications, and photography. • Led a re-branding effort for the Wilton School of Cake Decorating and Confectionery Art and the Wilton Method of Cake Decorating retail education program, which resulted in reversing a downward trend in class enrollment.• Championed the acquisition and led the implementation of a project management, job tracking, scheduling and asset management software suite to track and archive jobs and assets in the department. New process measured productivity, improved efficiencies, and aided with resource planning.• Established an in-house digital photography studio, including a main photo studio, a natural light studio, and three digital camera workstations and lighting equipment. Increased productivity to an average of 2,250 images per quarter. • Created a cross-functional Trend Monitoring Team comprised of representatives from key areas of the company to monitor and report on cake and treat trends. Produced a quarterly trend report distributed within the company to assist product and content development, and an annual report for distribution to media to strengthen the company’s position as a trend leader.

Naperville, Illinois, United States

• Designed and produced an annual 250-page idea book/product catalog in three versions, including a Spanish-language version, consistently on time and on budget. 2010 issue won a MarCom Gold Award for marketing and promotion.• Designed and produced at least one additional 100+ page special interest publication per year, plus additional digital content to support new product launches at retail and other promotional opportunities. • Designed and produced all product packaging, catalogs, publications, retail signage, a wide assortment of marketing support materials, and creative content for the website and other digital media. Total number of jobs averaged almost 4,500 annually. • Hired and mentored key staff to expand internal capabilities, recommended and implemented hardware and software purchases to keep on the cutting edge of technology, and realized the many benefits – both fiscal and operational – of this transformation. • Transformed the department from a small group with limited capabilities into a full-service, in-house agency focused on excellent customer service. • Established an in-house pre-press department, saving the company approximately 50% of annual spend, per year. As part of that initiative, installed a remote proofing device in the company’s China office. Expedited delivery of printer’s proofs to vendors in country, sped time to market for product produced overseas and saved on shipping costs.

Des Moines, Ia

Managed a team of editors, art directors, freelance designers, illustrators, and photographers in the design and production of magazines, books, and marketing materials for this national publisher.Projects included several bi-monthly newsstand magazines, as well as annual book and calendar programs. Major accomplishments included:• Developed and maintained production budgets and schedules. • Led a re-design of “WOOD” magazine, and designed and produced several special interest titles for this brand.• Led a complete re-branding of “Crafts Showcase” magazine, re-launching it as “Creative Home” magazine.• Developed and designed several new successful pilot magazine programs including “Scrapbooks, Etc!” and “Knit & Crochet”. • Developed and designed new annual book programs including “Santa Claus Collection” and “Quilt-Lovers’ Favorites”.