- Lead the in-house creative agency- Ideation of the seasonal campaigns and successfully distilling marketing challenges to execute an integrated vision to show the full story of the collection while creating work that aims to anticipate needs and transform desires- Creative direction of the brand visuals across all channels and all retail partners- Marketing and advertising collaborations with all the retail partners- Constantly improve and maintain brand standards- Develop new procedures and modify old ones to improve efficiency of the Creative Department- Manage content capture and distribution of it for all channels - Production management- Casting the campaign face that has resulted in the appraisal of the brand value- Managing the creative output and overseeing day to day production of design projects and program activities- Creation and ideation of the branding for #StackParty that are happening at department stores, fine jewelers, and independent boutique partners- Creating email campaigns to visually extend the brand via beautifully crafted emails. - Supervise freelance retouchers and provide technical direction that is consistent with the brand- Successfully handling creative requests from all Department Store partners like Nordstrom, Bloomingdales and Neiman Marcus; and 250 other independent jewelry stores and fashion boutiques. - Facilitate the brand e-commerce strategy by implementing existing and new creative assets and visuals to help with the sell through of the collections- Build and maintain strong business relationships with external vendors- Creating cohesive and effective B2B and B2C marketing and collateral materials- Orchestrating brand experience to create emotional connections with the consumers

Dhrumil is a Creative Director with a background in Art Direction, Photography and Design. With a focus in fashion, lifestyle and luxury - we innovate and execute creative strategy that drives ROI for modern e-commerce brands. We believe in creating cohesive cross-media integration of brand stories, driven by strong creative, to create a unified brand experience.He is currently the Creative Services Director leading the in-house creative agency of Brooklyn-based luxury jewelry brand FREIDA ROTHMAN.Prior to spearheading this creative operation with a hybrid maker-director role, Dhrumil worked as a freelance commercial photographer in Los Angeles and New York. During his early career, he had an incredible opportunity to be part of LOCALE magazine, an influential lifestyle print magazine based in California. While there, he conceptualized and created editorials for both print and digital.With over 8 years of experience in creative strategy and a few awards later, he is currently focused on cohesive cross-media integration of brand stories to create experiences for the modern consumer.

Establish a direction for magazine so it conveys a clear identity to our readersManaging and creating an editorial calendarBringing new ideas to the table to make the magazine beneficial to the APA New York chapter members as well as to raise the profile of the magazineFinding advertisers and creating beneficial partnerships with companies supporting the photography industryRecruiting freelance contributing writers and finding photography industry experts to feature in the magazineManaging a budget for producing the magazine and efficiently marketing it to the photo communityProviding art direction to the graphic designer

Produced and shot multiple on-location full day shoots at multiple different locations including restaurants, hotels, spas, jewelers, ice cream parlors, showrooms, to name a few. Check out some of the work at www.dhrumildesai.me/gallery/tear-sheets/.Managed a creative photo shoot team in upwards of 12 people.Coordinated story/shoots between the Publisher, Editor-in-Chief, Writer, PR, talent, locations, and the creative team.

I take beautiful photographs that would go on The Guardian's website or in the printed newspaper.