Consulting VP of Creative, connecting creative leads, within big box retail company’s marketing channels, collaborating with merchants, designers, copywriters, sales personnel and the entire marketing team required to produce and develop creative content for the products and services being sold. Owning the Omni Channel experience and heading advertising strategies, in-house agencies and working with creative directors supervising the team members and overseeing projects, events, product… Show more Consulting VP of Creative, connecting creative leads, within big box retail company’s marketing channels, collaborating with merchants, designers, copywriters, sales personnel and the entire marketing team required to produce and develop creative content for the products and services being sold. Owning the Omni Channel experience and heading advertising strategies, in-house agencies and working with creative directors supervising the team members and overseeing projects, events, product launches, conventions, and trade show presentations. Show less

• Brand ambassador to the company and ensures all aspects of the brand purpose, identity, promise, voice, story and strategy is delivered across all expressions and is consistent by creating all brand standard documents.• Develop and oversee all creative concepts for all omnichannel experiences including catalog, store visuals, promotions, website, photo shoots, style guides, content/copy, social, and private label brand packaging. • Led, developed and mentored a 20-person creative… Show more • Brand ambassador to the company and ensures all aspects of the brand purpose, identity, promise, voice, story and strategy is delivered across all expressions and is consistent by creating all brand standard documents.• Develop and oversee all creative concepts for all omnichannel experiences including catalog, store visuals, promotions, website, photo shoots, style guides, content/copy, social, and private label brand packaging. • Led, developed and mentored a 20-person creative team across disciplines like computer web, mobile web, tablet web, mobile phone apps, e-commerce, digital design, and social media content, promoting a high volume-performing and engaging environment with excellence, pride, accountability, creative exploration, innovation, quality, and continuous learning.• Developed a complete packaging re-launch to help our sustainability and environmental footprint by reducing plastic and waste into the environment. Collaborated with merchandising to phase in and phase out inventory orders based on packaging redesigns and distribution to stores. Developed all style guides and branding for the packaging rollout. Show less

Responsible for brand creative across all channels, plus the leadership of three creative teams designing creative strategies through print catalog, photography, copy, including digital and social departments. Collaborates with merchandising, advertising, digital marketing, email marketing, social, content marketing, business development, public relations, events, decision support, and product specialists at a $150+ million multi-channel retailer of comfort shoes and health products aimed at… Show more Responsible for brand creative across all channels, plus the leadership of three creative teams designing creative strategies through print catalog, photography, copy, including digital and social departments. Collaborates with merchandising, advertising, digital marketing, email marketing, social, content marketing, business development, public relations, events, decision support, and product specialists at a $150+ million multi-channel retailer of comfort shoes and health products aimed at reducing pain and increasing comfort. This consisted of 17 catalogs a year, multiple social channels, and a strong redesign of the e-commerce web site.• Increased demand and profitability by 6% from a plummeting customer file by redesigning the brand and launching an emotionally connected lifestyle brand look and feel to the total omnichannel experience throughout the company.• Orchestrated new creative brand look for a result of $20+ million in incremental demand annually. Consistently collaborating with marketing and merchandising taking analytical data and insight and creating new digital events targeting selects of 2+ million opt-in emails, trigger emails, event focused emails and home page re-designs resulting in additional profit contribution to the plan. • Developed the look and feel of a VIP loyalty program “FootSmart Rewards” to be on brand, increase retention and loyalty, to address fallen angels and increase sales producing a 7% increase in the first week of use. • Creatively led and mentored a team of twenty-eight associates, into an engaged and productive compelling cross-functional digital and print team proud of their work experiences, which resulted in increased customer satisfaction and employee retention. Show less

• Contributed to the generation of $1.9 billion in incremental revenue contribution for the year beating forecast plan by 66% Comp in 2013. • Led cross-functional multi-channel digital creative teams yearly in the new design, content and layout of 900+ web pages, over 100-page refreshes, 52 event pages, including all mobile pages and mobile apps, which helped lead sales incrementally within the online e-commerce experience.• Managed and mentored a cross-functional team of 30+ creative… Show more • Contributed to the generation of $1.9 billion in incremental revenue contribution for the year beating forecast plan by 66% Comp in 2013. • Led cross-functional multi-channel digital creative teams yearly in the new design, content and layout of 900+ web pages, over 100-page refreshes, 52 event pages, including all mobile pages and mobile apps, which helped lead sales incrementally within the online e-commerce experience.• Managed and mentored a cross-functional team of 30+ creative associates.• Collaborated with peers on creative strategy utilizing an interconnected retail experience with channel leaders. Delivered a seasonal interconnected marketing portfolio of big ideas, seasonal event campaigns, rich content, web-page designs, style brand guides and themed event photography. This set the overall tone of the creative for use by all channels promoting the brand, building customer awareness, and growing their market share. • Worked with digital content teams to develop a new way of onboarding product photography, by establishing studios in distribution centers geographically along with global teams in Asia and India. • Launched a branded, contemporary, creative tone and direction for the development of 200 appliance store kiosks, along with an appliance app with a visually compatible mobile experience supporting the goal of Home Depot. • Partnered with UX director by getting teams to work together on experiences that are customer first, digital first and dynamically responsive resulting in higher click-through rate and higher conversion rates. • Orchestrated produced and approved all locations, castings, photo art direction, and imagery for all content, such as print, digital, video, social storytelling, web-pages, and aligning with the marketing and editorial calendars within the essence of the brand. Show less

• Revitalized market position by spearheading the redesign of the business concept, introducing new designs and style trends, securing affordable packaging, and sourcing Asia and Europe for product development locations• Generated $2.7M incremental revenue in 2009 by leading cross-functional teams in the new design and layout of 12 catalogs and the online marketing website.• Managed and directed the creative function, look and feel to ensure that all channels supported the strategic… Show more • Revitalized market position by spearheading the redesign of the business concept, introducing new designs and style trends, securing affordable packaging, and sourcing Asia and Europe for product development locations• Generated $2.7M incremental revenue in 2009 by leading cross-functional teams in the new design and layout of 12 catalogs and the online marketing website.• Managed and directed the creative function, look and feel to ensure that all channels supported the strategic goals, quality and brand of Mrs. Fields Famous Brands, Inc. Show less

Engaged to lead a six-person creative design team in designing and producing the company’s 2006 Holiday Catalogs. Worked closely with staff and merchants to ensure quality digital photography, page layouts, styling, copy/voice and photography placement. • Led an eight-person cross-functional creative design team in designing and producing the 2006 Seasonal Holiday Experiences through catalogs, blogs, emails and retail store visuals. Led and was responsible for the overall brand… Show more Engaged to lead a six-person creative design team in designing and producing the company’s 2006 Holiday Catalogs. Worked closely with staff and merchants to ensure quality digital photography, page layouts, styling, copy/voice and photography placement. • Led an eight-person cross-functional creative design team in designing and producing the 2006 Seasonal Holiday Experiences through catalogs, blogs, emails and retail store visuals. Led and was responsible for the overall brand aesthetic in all photography, design and voice across all channels.• Worked closely with associates and merchants to ensure quality digital photography, page layouts, styling, copy/voice and print photography were consistent with the brand and followed the theme and placement qualifications.• Laid a foundation of high energy performance for design staff that embraced creativity to build consumer awareness and loyalty throughout all consumer connections and enhanced the working environment. Show less

Mentored and led an in-house creative team in the concept, design, layout, writing, and shooting of JCPenney’s weekly national tabloids, each consisting of four versioned books totaling fifty three a year for each of the core 1060 stores.• Created highly effective tabloids that generated record-breaking sales for JCPenney. • Led the team in all layout, copy and creative reviews, photo shoots and worked with merchants from every department plus the Vice President of Creative.

Leveraged extensive creative skills and industry knowledge to create and direct the production of all photo shoots, press checks, and color pre-press, for all five bi-monthly catalogs: Frontgate catalog, Splash catalog, The Frontgate Grill catalog, Grandin Road catalog, and Gentlemen’s Domain gift catalog. Conceptualized and developed web-based branding for Frontgate.com and grandinroad.com that delivered award-winning design and maximized profits and return on investment. Ensured proper… Show more Leveraged extensive creative skills and industry knowledge to create and direct the production of all photo shoots, press checks, and color pre-press, for all five bi-monthly catalogs: Frontgate catalog, Splash catalog, The Frontgate Grill catalog, Grandin Road catalog, and Gentlemen’s Domain gift catalog. Conceptualized and developed web-based branding for Frontgate.com and grandinroad.com that delivered award-winning design and maximized profits and return on investment. Ensured proper strategic direction by conducting layout, merchandising, and page review meetings with executives. • Created highly effective luxury catalogs that generated record-breaking sales for Frontgate. • Collaborated with an outside advertising agency on frontgate.com’s new website design, which received a prestigious Addy award.• Conceptualized and designed the style, voice, brand and over all feel of the brand, for the complete launch of the highly successful Grandin Road Catalog.• Directed all photo shoots, styling and photography standards for this luxury brand. Show less