For examples of the work I have done, please visit: https://mgreene06.myportfolio.com/

With the massive growth of Irwin Naturals as a leading company within the dietary supplement industry, and our diversification into new categories, my role has taken a new focus to continue to develop core business strategies at an executive level that will grow our company, develop industry leading white space innovation, and continue to oversee the core creative direction of all aspects of our core brands. In addition I have been instrumental in successfully designing, formulating, presenting and navigating the ever changing legal landscape, successfully launching a wide range of CBD soft-gel, CBD topical, CBD oil-drop and CBD gummy products under our core Irwin Naturals brand. Positioning the company to be the leaders, as a trusted legacy brand when the mass market channel enters this space fully.

Given the enormous success of launching the Irwin Naturals brand into the mass market and the double-digit growth of the company, and my hands on experience, I have been promoted to Senior Vice President of Marketing & Creative Director. This new role has me overseeing all brands and new divisions within the organization. I am tasked with overseeing the marketing needs for these, as well as growing our core business. Currently developing innovative new products, managing a team of brand managers, formulators, graphics and creative teams as well as restructuring the organization to include new positions. Day to day I was still the lead creative developing all new product designs and hands on development of new formula’s, managing all P&Ls for over 100+ new products in the pipeline, ensuring our current portfolio of 350+ products across several brands are supported and profitable. Managing all national advertising (creative and budgets), executing all sales support collateral. Work directly with the founder and executive team to protect and grow profits.

In addition to being Creative Director at Irwin Naturals, I have grown within the organization taking on additional roles and responsibilities, some of which include but are not limited to, brand development and management, product development, formulation and positioning, project management and execution as well as budgeting, pricing, and P&Ls. Because of my expanded responsibilities and expertise, I was given the additional title of Vice President of Marketing. In the time since I was given the extra title of Vice President of Marketing, I have helped launch the Irwin Naturals brand into FDM to massive success, growing our branded company ranking on Nielsen from #136 to #16 in the US in just over 2 years, with a growth in the high double-digits across the last 4 periods. (Nielsen data 2018 - 2019)

In my role as Creative Director, I have a diverse set of functions that I am deeply involved in. Primarily, I am responsible for the creation and management of all new branding, package design, advertising and collateral materials, for all brands within the Irwin umbrella. This currently consists of seven unique brands of supplements, in both mass market and health food channels. I manage a team that implements the day-to-day work flow of all marketing materials, as well as sales support materials for all brands. I also manage the implementation and design of all web development as well as manage all digital initiatives for all brands. I am deeply involved in product development, formulation, pricing, P&L's, budgeting, FDA compliant copywriting and overall sales support. I have also designed private label items for major retailers which include Trunature (Costco), Smoothie King and CVS. Examples of package design, copywriting, web design and online commercials can be seen at the following sites:www.irwinnaturals.comwww.appliednutrition.com

In my position as Marketing Officer - Design and Visual Identity, I had a wide range of responsibilities which included;• The design and print management of all internal and external marketing materials.• Acting as the liaison between photographers, designers, printing companies, advertising agencies, and the Institutes staff body of over 2000 in relation to all internal and external publications and advertising.• The development, implementation and maintenance of all corporate design guidelines.• Overseeing and implementing the development of the new corporate branding. • Maintenance of all visual archives.• Working in conjunction with the Institutes PR department and our contracted advertising agency in the development of all national and international advertising campaigns.

As Senior Graphic Designer, heading up a strong team of designers, I gained extensive experience in all areas of lithographic design and printing, along with project management and customer service skills. My responsibilities included; • Execution of high-speed creative design, corporate design, brochure and magazine design. Clients ranged from small firms to multi-national corporations such as Pioneer Investments, BNP Paribas, AIB Bank, Anglo Irish Bank, Bank of Ireland, Takeda, Buena Vista International (Disney), IFC (Irish Film Institute), Bord Failté, JAL (Japanese Airlines, Citijet (Air France), Digicel & Esat Digifone to name a few. • Management of a team of designers that included multitasking, job delegation, training, motivation, project management, development and performance reviews. • Management of the IT concerns including maintenance of PC and Mac network, virus updates, upgrade of mail system to high a speed data transfer system, software purchase and storage, installation and maintenance of a back-up system. In my three years with Snap I expanded my professional skill base and gained in-depth experience in digital printing, small and large format (namely the Xerox Docucolour40 and EX12 on a FieryZX Rip and the Croma24 large format inkjet printer for indoor and backlit Posters).

System Label, Ireland (Part of Siebdruck Bischoff GmbH) Duties: In my three years with System Label I was responsible for a wide range of duties including; • Operation of a flatbed plotter for sign writing and exact die-cutting.• Design of a wide range of technical labels and floor graphics for customers that included: Mercedes Benz, Bosch, Siemens, APC; AST Computers, Michelin, Gateway, and Coca-Cola. • Maintenance of the digital archive.I also gained extensive knowledge and experience in the following; • Screen Printing (flatbed & Gallus).• Die-cutting (design and creation of die-tools, Drossert and Heidelberg die-cutting).• Remote network linking through ISDN.• Livery and outdoor signage design. • Operation of design and Autocad applications in German.I was involved in System Label gaining ISO 9001 and 9002 accreditation. I have also gained knowledge in design and printing with Everglow® (a photoluminescent ink used for safety signage developed by Siebdruck Bischoff).