Lead creative direction on multiple aspects of the brand, from strategy, advertising, marketing and packaging. Act as the strategic lead for creative conceptualizing, development and execution of launch and continuity. Partner and collaborate closely with sales, operations and marketing peers to ensure projects meet goals and achieve desired results. Build strong relationships with external agencies and vendors, as well as with internal business partners, executives, and talent.

Part-time instructor and adjunct faculty member for courses taught in Brand Identity. Other responsibilities include independent studies guest lectures and student advisement.

Part-time instructor and adjunct faculty member for courses taught in Package design, Concept to print, Typography, Design survey, Advertising and Studio skills. Other responsibilities include student advisement and mentoring.

Responsibilities include creating high-quality assets that will be used for product packaging, POP displays, POS components, sales, marketing materials, digital, broadcast and out-of-home advertising. Additional responsibilities include brand & marketing strategy, maintaining the company’s branding standards for all deliverables, maintaining workflow, and managing a junior staff in accordance with project schedule and milestones. At Bai I was a key member of the Brand Experience Group (BXG), a world class creative team that was acquired by Dr. Pepper Snapple Group (DPSG) in the fall of 2016 for 1.7B.

Working with the Product Development team in providing new creative package design solutions for various consumer markets. Responsibilities included but were not limited to design, branding, style guides, trend reports, Case studies, Engineering, 3D renderings, and managing junior staff.

Oversaw all packaging design, promotional advertising, editorial design, branding, and web design. Responsibilities also included press checks, managing and maintaining all vendor relationships domestic and overseas.

Supported the motion graphics department, providing conceptual UX/UI designs and Art Direction in various interactive mediums for Health care and pharmaceutical companies. Mediums ranged from Interactive websites, advertisements, and TV spots.

Provided conceptual brand identity solutions for various companies in finance, real-estate, insurance and CPG. Responsibilities included concept generation for brand systems, logos and layouts to be used in various print and web applications. Other responsibilities included custom illustrations, typography, photo retouching, compositing and typesetting.

Internship supporting the creative staff with everything from production work, Image research, conceptualization and typesetting.