Tony Pham Email & Phone Number

New York, United States

B Capital (Facebook Co-founder Eduardo Saverin’s VC), Convene, stila Beauty, Squid Ink (brand partnership between Virgin Brands and World Famous Tattoo Ink), Banana Boat, Skintimate, Fetch Pet Insurance

Miami And London

The largest maritime startup to launch in decades, Virgin Voyages was conceived by Virgin Group and backed by Bain Capital. I was brought on to develop the brand design system and tone of voice. Concretized that thinking into guidelines and ensured adherence across all channels and agency partners. Nurtured strong relationships with the internal hoteling, food and beverage, product design and entertainment groups to understand brand propositions and properly brief external partners. Managed over seven agencies across four international timezones, a portfolio that included brand, CRM, digital, an illustration studio, and a CGI house. Championed the brand to ensure that the complex feat of creating a consistent identity was realized in light of the many agency partners being engaged. Built the creative staff of the in-house studio that included art directors, copywriters, uxdesigners, video editors, animation and production. Directed the human-centered UX strategy for all digital properties — reduced the overall booking process by over 50% compared to industry standards. Launched the DTC channel and overwhelmingly exceeded projected sales targets. Drove thought leadership for suite of digital apps across iOS and Android. Used consumer insights and usability research to create a best-in-industry app that eased sailor pain points from pre-travel through check-in and the entire onboard experience. Gamified the pre- check-in process to ease day-of friction pain-points. Developed an exceptional in-room tablet app that contained all room control settings and TV display. Concepted and developed the videos and UX for the on- ship interactive displays and kiosks — which deftly balanced between marketing content for revenue- generating streams with the delightful content consumers expect onboard a Virgin experience. Reported to the CMO.

Greater New York City Area

As Senior Vice President of Brand, I oversaw all consumer-facing creative (non-merchandise). I led an omni- channel brand creative team compromising of global retail design, visual merchandising, digital retail, print collateral and community engagement for both the Rebecca Minkoff and Uri Minkoff brands. Tasked with the re-brand of both RM and UM that included new logos, typography, official color palettes and a revision of the tone of voice. Ushered the re-platforming of the online store to Shopify. Re-designed every consumer facing touch-point from hang tags, the apparel labels, shoe boxes, hangers, all the way through to the retail receipt design. Successfully launched into new categories (watches and sunglasses). Grew the brand groupʼs functional capacity. Collaborated closely with merchandising and design teams to ensure thoughtful publication of a consistent brand narrative. For the womenʼs stores, I engaged external architects for a redesign of the store experience. Reported to the CEO.

Greater New York City Area

Oversaw the in-house creative team that supported the online retail channel — which grew to be the largest revenue driver for the corporation. Launched online retail for France, Germany and UK in year 1. Partnered with all the Labels to ensure consistent creative for the global front door, regional homepages, email campaigns and all brand boutiques across menʼs, womenʼs, childrenʼs, and home. Launched a photography and content studio and built the creative team that oversaw all product photography and editorial feature shoots. Collaborated with brand presidents and stakeholders to review and revise content creation style guides for each brand. Engineered a creative workflow that was scalable but also met RLʼs exacting brand standards. Managed an in-house group of Art Directors, Designers and Stylists and a rotating freelance team of over 50 photographers, stylists and photo techs.

Greater New York City Area

Oversaw all digital creative initiatives for LG North America across their consumer electronics and home appliance divisions. Increased the portfolio to include additional product and category launches for LG Global. Oversaw the creative for a line of business that grew 700% over three years. Publicis Modem became digital agency-of-record for LG North America. Successfully pitched and won out-of-home and point-of-sale projects for Corona Beers, North America. Creative lead on Baby Bottle Pops, which became the #1 candy web property for children during my oversight. Ditigal Creative Director for Citibank. Managed and mentored a team of 11 art directors, copywriters, uxdesigners, digital strategists and multimedia designers.

Greater New York City Area

Designed online ad campaigns, emails, out-of-home and managed marketing site-lets for IKEA North America. Creative lead for St. Josephʼs Aspirin.

Greater New York City Area

Re-branded and tasked to re-design of Prevacid.com and the accompanying digital campaign. Managed the re-design of Lipitor and its unbranded sites. Designed and developed marketing sales and print kit for The New York Post. Other clients include: BMW Motorcycles, Starwood Hotels, AXA Equitable.

Greater New York City Area

Freelanced throughout New York City agencies on a wide variety of projects from cosmetics, consumer banking, print publishing and financial services.Created award-winning work for clients including:Ford Motor Co at OgilvyInteractive. CoverGirl, M&M / Mars for Grey Interactive. Travers Stakes for New York Racing for firstBorn Multimedia. Sundance and American Express for . Also worked on freelance projects for atmosphereBBDO, FCB, MRM, EuroRSCG, rmgconnect, Andersen Consulting (Accenture) for Ogilvy, and marchFirst.