PROFILE
CREATIVE AND BRANDING LEADER: Innovative brand builder and product marketer for globally recognized brands. Concepts and develops omnichannel creative that emotionally connects with and inspires customers. Strong digital experience across all e-commerce and social platforms.
TEAM VISIONARY: Builds collaborative and highly functioning internal and external teams who bring out the best in each other’s talents. Player/coach who mentors teams to pursue ambitious brand equity targets and pioneer new business opportunities.
STRATEGIC MARKETING DRIVER AND REVENUE BUILDER: Excellent at creating and executing omnichannel marketing and creative strategies that drive positive financial results. Strong process management skills. Effective at maximizing both large and small department budgets. Experienced at gathering, analyzing, and actioning business and customer data and segmentations.
PROFESSIONAL Experience
BRAND AND CREATIVE MARKETING CONSULTANT
NB BRAND AND CREATIVE MARKETING 2018 -
Strategic and creative brand marketing consultant and developer for national and start-up retailers including AtHome and The Vitamin Shoppe.
PRINCIPAL
NBKIDZ 2018-
Author and Illustrator of award-winning children’s book and series. Responsible for product development including plush and games, marketing and digital site, pr and social media.
VICE PRESIDENT CREATIVE DIRECTOR, OMNICHANNEL
PIER 1 IMPORTS 2014-2018
Responsibilities: Catalog; E-commerce; Store Marketing; TV/Digital/Print Advertising; Credit and Loyalty Programs; Social; In-House Photo Studio; Photo and Video Shoots; Brand and Product Packaging; Agency Management; Seasonal Alignment/Planning; Budget Planning; Senior Team Member
• Created first-ever omnichannel brand positioning for Pier 1 Imports. Positively impacted customer contact points across business channels and created the foundation for omnichannel brand work and discussion.
• Led an omnichannel 85 plus creative team focused on delivering a cohesive, brand-right customer experience driving sales growth in key categories and channels.
• Partnered with marketing peers to develop customer segmentation tests and key crm programs.
• Drove 35% increase in customer retention rates through brand-building and engaging catalog and client relationship marketing.
• Contributed to 3x e-commerce growth to over 400M in a three-and-a-half-year period and industry recognition as come-back e-commerce retailer of the year.
• Partner and developer of catalog and direct mail strategies driving record response rates of core customers and maximizing customer segmentation data and spend.
• Member of executive team focused on recreating the store experience. Tests drove 6 to 11% growth year over year in those stores.
SENIOR VICE PRESIDENT BRAND/CREATIVE SERVICES, OMNICHANNEL
COLDWATER CREEK 2011-2013
Responsibilities: In-Store Experience and Visual Merchandising; Seasonal Brand Marketing Calendar; E-Commerce and Mobile; Catalog; Print and Visual Merchandising Production; In-House Photo Studio; Photo Shoots; Brand and Product Packaging; Digital/Print/Television Advertising; Social Media; Relationship and Loyalty Programs; Product and Category Launches
• Re-created and reestablished the Coldwater Creek brand projection making it current and competitive with other women's specialty retail brands. Generated extremely positive customer and associate measured marketing response.
• Maximized smaller budgets and reduced spending while delivering a stronger creative product. Reduced in-house agency costs by over 20% while elevating the productivity, quantity, and quality of the marketing materials.
• Unified 7 isolated creative departments into one highly functioning omnichannel creative services team with over 65 associates.
• Member of the CEO leadership team that within 11 months closed the negative earnings gap by 40% and created positive store traffic for the first time in almost 2 years.
• Created the first cohesive omnichannel marketing experience and developed the company's first seasonal and annual marketing calendar optimizing marketing efforts.
• Drove both seasonal and annual comp growth in key product categories by 30 to over 100% by creating the brand's first product launches and category campaigns.
• Initiated targeted marketing and creative tests in the Denver area that drove 18-30% lifts in traffic over a sustained period. Several cost saving and sales generating ideas were adopted post-test.
VICE PRESIDENT, CREATIVE DIRECTOR OF LINGERIE, BEAUTY, AND SPORT ;
VICTORIA’S SECRET STORES 2004-2011
Responsibilities: Omnichannel creative development and execution for the following: Bra, Panty, and Beauty Product Launches; Holiday Brand Campaigns; Semi Annual Sale; Brand Promotional Events; Brand and Product Packaging; Labeling; GWP and Gifting Campaigns; Angels Credit, Loyalty, and Gift Card Programs; Fashion Show Support and Advertising Materials; Grand Openings and other Market Specific Initiatives; PR and Client In-Store Events
• Led the concept, development and cross-channel national execution of over 200 successful product launches. Developed marketing elements to drive multi-million-dollar results for the following: television and print advertising; direct mail; email; public relations; in-store experience.
• Member of CEO leadership team responsible for building overall marketing and business strategies - partnering with heads of visual, merchandising, and marketing.
• Managed and developed seasonal and annual creative budget including television and print production.
• Built and led three in-house creative teams and the media production team. Directed external design agencies, advertising shoot productions, and editing houses. Managed and resourced top fashion photographers, directors, models, stylists, editors, and designers.
• Led the concept, development, and cross-channel execution of over 200 successful product launches. Developed marketing elements to drive multi-million-dollar results for the following: television and print advertising; direct mail; email; public relations and in-store experience.
• Developed the in-house agency responsible for creative and branding during the growth of Victoria's Secret from approximately 200 stores to over 1000 stores.
•Built the brand image by creating iconic and consistent imagery, packaging, and voice for all channels. Partnered with senior executives to create the first brand story for internal use.
• Strategized that angels could be more than the name of a new bra. Angels could be synonymous with our supermodels and customers - positioning the first step in creating one of the most recognizable icons in retail.
• Member of team leading first-ever mega brand creative integration and planning between Stores, Direct, Beauty, and Lingerie divisions.
PRIOR ESCALATING ROLES AT VICTORIA'S SECRET STORES:
CREATIVE DIRECTOR
ART DIRECTOR
SENIOR GRAPHIC DESIGNER
GRAPHIC DESIGNER
PRODUCTION ARTIST
FREELANCE ARTIST
Education
Columbus College of Art and Design — BFA
Ohio State University — 2-year focus in Pre-Veterinary Medicine
COMMUNITY & OTHER
Columbus College of Art and Design Alumni Contributor - Insight panel member.
Recruiting event speaker. Annual packaging competition corporate sponsor.
Executive Leadership Team Member of American Heart Association Go Red for Women
Co-Chair American Heart Association Circle of Red and Cor Vitae Society Member
Marketing Committee Member of Ronald McDonald House Fort Worth
Member of the Panhandle Alliance for Education raising private support for North Idaho schools.