Building and inspiring a creative team to lead the creation of inspired, branded content that engages and entertains makers and DIYers of all kinds - across all platforms.Partnering with Marketing and Product Development to establish our content strategy.Establishing and maintaining the visual brand identity for TotalBoat - all consumer touchpoints including packaging, product and lifestyle photography, online and in-store merchandising, short-form digital videos and long-form brand videos.Overseeing all aspects of creative projects from ideation through to delivery.

Led the creation and launch of a dynamic, external facing corporate Newsroom site, the first “one stop shop” for all Hasbro, eOne and Wizards of the Coast news. 674% increase in new users within first year. Researched and developed phased project plan to deliver within 6 weeks and quickly grew to serve a major industry event, New York Toy Fair. Drove corporate narrative through site design and cohesive visual storytelling; amplified the site by creating organic social media posts driving to the Newsroom; and expanded reach by adding social media sharing tools to the site. Concepted, designed, planned, and executed organic social media content across platforms in partnership with a copywriting partner to deliver consumer brand and corporate messages to desired target audiences.Designed the Global Careers and plastic-free packaging websites and Hasbro’s corporate landing page to elevate the visual branding consistency and user experience across sites by collaborating on cross-functional projects, working with agencies, and several in-house departments.Drove the social media & media monitoring audit & analysis to identify gaps, optimize tool use, and align for better practices across the enterprise to safeguard corporate reputation and mitigate risk.

Achieved cultural transformation of team from functional design delivery to brand management partners by creating a feeling of ownership and coaching an existing field of talented designers.Operationalized the global use of corporate assets to maintain high brand standards by creating and promoting the first corporate digital asset management channel.Assembled a team that researched and launched a major rebrand of our Employer Value Proposition with the Talent Acquisition and Employee Engagement teams, resulting in building Employer Brand awareness with cohesive messaging and materials.Created Hasbro’s first bilingual toolkit and animated social infographics to showcase how play affects child development from the #MorePlayToday global research findings.Embedded with C-suite executives as visual communications subject matter expert to create critical company presentations for Investors and other stakeholders.

Led reinvention of toy instruction development process to be a brand-centric experience infusing identity into previously dry and functional.Coached a team of 10 to use creative skills and think differently about instructions to build brand story across their consumer touchpoint.Increased usability of instructions and unlocked brand value and story immersion for consumers.Built processes to support operational efficiency through prioritization, design workflows, and self-service tools.Collaborated with Engineering team to move instructions earlier in the product design process, supported this effort by training Hasbro’s design team in China to render instruction steps from CAD files vs. vector traces of model photographs.Partnered with IT and 6 Creative Development Services managers to capture, streamline, and automate the entire packaging development review and approval process.Identified opportunity to standardize instruction sizes and implemented solution to help company meet sustainability and cost targets by maximizing paper sheet use.Partnered with HR on hiring, performance management, interviewing, portfolio reviews, and responsibility for selecting, mentoring, and retaining 5-7 rotating contractor roles, 7 permanent designers, and an illustrator.

Effectively interpreted creative briefs, ideated, and produced top tier print advertising campaigns for a variety of offerings and audiences.Collaborated with Global Consumer Insights team to deliver consumer targets and trends specific to business segments. Cultivated expertise in Preschool, mom-directed and “Girl” trend-based businesses.Managed in-house and freelance designers, illustrators, and photographers across 50+ toy brands.Inspired corporate culture by creating team building events: the creation and delivery of creative awakening workshops; several brand-themed events from the Easy-Bake Cupcake Competition to a zombie, wrestling-themed Big Wheel Race team; and a design and leadership book club.Created the first print ad design toolkits for Global Marketing to share with the regions to build brand consistency.

Led national print advertising ideation to visual finish, for owned and licensed “Boys” brands.Contributed to a new on-boarding process that quickly integrated contract employees.

Supported growth through design of Star Wars and Transformers collector print advertising campaigns - concept through productionDesigned and produced brand print collateral for owned & operated and licensed Boys properties.