Fernanda Herrera Email & Phone Number

West Palm Beach, Fl, Us

Boca Raton, Fl, Us

As Creative Services Manager for this award-winning manufacturer of electric fireplaces and home furnishings, I leverage workflow management tools to administer projects and assign tasks, making sure deadlines are met and all materials meet creative guidelines and align to briefs.Responsibilities and accomplishments include:• Leading the team to execute on creative projects including packaging, POP, and instruction manuals for a variety of national brands including duraflame®, Kathy Ireland® Homes and Gardens, allen + roth®, John Deere®, and Home Decorators®• Managing creative asset production for major accounts including Costco, Lowes, Home Depot, Wayfair, Menards and more, while ensuring compliance to a variety of packaging standards and brand/creative guidelines• Leading the process for implementation of creative assets proofing process with PageProof and Asana to improve this cross-functional collaboration, while communicating on project statuses • Leveraging Asana to manage projects by assigning tasks, measuring workload, in order to meet deadlines and keep stakeholders informed on project statuses• Contracting with and review work of translation services for assembly manuals, packaging, and online content in multiple languages• Creating process for gathering over 10,000 assets to develop a digital asset management database

Boca Raton, Fl, Us

Ee

Twenty-two years experience in graphic design with focus on packaging, publishing and magazine advertisement. Able to develop packaging mechanicals, print ad, collateral, web, and video materials from initial concepts through final deliverables. Significant insight and understanding into the marketing and sales process.

Boca Raton, Florida, Us

Created private brand packaging designs by adhering to specific production standards while maintaining a high degree of design integrity and quality.• Created artwork and implemented revisions to maintain quality control. Verified artwork proofs with internal production team prior to release for printing. Adhered to production specifications of all Private Brand packaging style guides.• Collaboratively designed in-store signage and POP (Point of Purchase) displays.• Worked cross-functionally with Category Managers and Merchandising Team to create a timeline to meet production deadlines and provided regular status updates.• Mentored junior designers, providing guidance on design techniques and best practices.

Joined company as a start-up; played major role in its expansion to multiple brands and corporations. Developed and created all materials for major product launches for chain drug and direct response. •Designed product packaging, renderings, promotional, print, and point of sale display materials including image retouching, design, and copywriting. Worked with pharmaceutical attorney to ensure legal compliance with FDA and FTC.•Developed sell sheets, spec sheets, and brand guidelines.•Manufactured prototypes for photography and retailer presentations.•Created PowerPoint presentations for trainings, meetings and trade shows.•Wrote copy for and designed direct response “advertorial” and branding print advertisements featured in Allure, Cosmopolitan, Redbook, Us Weekly, Ok!, and In Touch.•Interfaced with celebrity agents to obtain approval on images in advertisements as well as coordinated travel, hair, make-up, and transportation.•Managed ad response tracking via Microsoft tags, promotional codes, and toll free numbers. •Worked to create direct response TV commercials, managing communication with producers and editors, writing scripts, and screening and coordinating testimonials. •Provided direction to web designers regarding design and function, including ensuring best practices for SEO, online reputation management, Google Adwords, and Google Analytics to maximize conversion rates. •Conducted product training for live presentations on shopping channels and talk shows.•Managed print media campaigns including placement recommendations, working with buying agency, issuing purchase orders, and post-placement result analysis.•Point of contact for PR Agency on messaging and budgets for product launches, press releases, blogger outreach, online reputation management, and social media.•Coordinated tradeshow arrangements including contracts for space, booth graphics and all promotional materials. Arranged shipments and staff transportation.

•Produced layout for yearly book publishing, student workbooks, school catalog, catalog addendum, enrollment agreements and various administrative forms.•Designed, developed and maintained web site including e-mail accounts, online store, image formatting, digital photography, page layout and graphic design.

Bachelor Of Fine Arts (Bfa), Graphic Design

Associate Of Arts (Aa), Business Administration And Management, General