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Work Background
Kiehl's Since 1851Sr VP of Global Creative
Sep. 2023New York, United States📎 Global Campaign Leadership: Led omnichannel campaigns across 150+ markets, ensuring localization and brand consistency. Collaborated with regional teams to adapt assets culturally, achieving record-breaking results. 📎 Brand Identity Transformation: Modernized the brand's creative strategy, driving a 30% increase in consumer recruitment within a year. Evolved the brand’s visual and verbal identity, blending 170 years of heritage with contemporary Gen Z appeal. 📎 Sustainability Storytelling: Pioneered campaigns integrating sustainability practices with creative storytelling, positioning the brand as a leader in eco-conscious skincare and increasing awareness globally. 📎 Digital Expansion: Spearheaded the launch of Kiehl’s Amazon page in the U.S., generating $5M in first-month sales—the largest Amazon launch in L’Oréal’s Luxury Division. Scaled the Amazon experience to global markets. 📎 Cross-functional collaboration: Partnered with store design, marketing, and product development teams to integrate creative storytelling across customer journeys, enhancing both in-store and online experiences. 📎 Talent Development: Built and led a global team of 30+ creatives, including designers, writers, and content producers. Improved team engagement scores by 40% through leadership initiatives. Optimized workflows, reducing project timelines by 25% while maintaining quality. 📎 Budget Optimization: Managed multi-million-dollar global budgets for creative initiatives. Streamlined resource allocation, achieved cost savings, and aligned efforts with strategic business priorities.
Stila CosmeticsChief Creative Officer (CCO)
Mar. 2022 - Jun. 2023New York City Metropolitan Area📎 Lead the creative direction, from conception through design and production to delivery, of content for
all beauty marketing programs and initiatives.
📎 Work closely with content, marketing, sales, education, product development, packaging, and
visual merchandising to support the company’s presence in the market and its growth.
📎 Brand gatekeeper across all internal and external channels to ensure a cohesive brand experience for
all stakeholders interacting with the brand.
📎 Deliver best-in-class storytelling that showcases the impact creativity can have on the client’s business
performance and customer’s touch points.
📎 Develop company-wide style guides for core departments, visual merchandising, social platforms,
Brand book, design templates, e-mail campaigns, and online presence (DTC and Retailer.com).
📎 Continuously look for ways to evolve and enhance the visual representation of our brand based on
how customers, partners, and employees interact with the brand.
📎 Inspire, enable, energize, and manage a group of in-house creative talent, freelancers, and agency
partners through design reviews, individual coaching, and ongoing learning opportunities
📎 Work cross-functionally, balancing the needs of stakeholders and breaking down complex briefs into
simple, compelling ideas and highly-engaging, world-class designs.
📎 Manage and maintain a departmental annual budget, driving all projects on-time and in-budget.
Parsons School of Design - The New SchoolPart Time Professor
Aug. 2021 - Aug. 2022New York City Metropolitan AreaEmpowering and innovative Fashion Marketing & Communications Lecturer displaying a thorough understanding of marketing techniques relevant to the current and ever-changing industry’s global landscape with a solid emphasis on sustainability, focusing on core values such as equity, diversity, and inclusion, focusing around issues of identity informed by race and ethnicity, gender and sexuality, physical ability, religion, origin, economic status, and how these values inform new brands and support consumer behavior. 📍ASS Program, Fashion Marketing & Communication. Core 3: Capstone Project
📎 Develop Syllabi, synthesized through a final project that reflects students’ individual interests, skills, and professional goals.
📎 Prepare daily class lectures and update lesson materials periodically to reflect the most relevant and engaging current case studies.
📎 Conduct research, accumulate resources and generate assessment course materials.
📎 Research, contact, and book top industry leaders as guest speakers.
📎 Adapt and pioneer technology in the classroom and e-learning to accommodate Covid-19 obstacles and challenges.
📎 Lead and motivate students from diverse cultures and groups to achieve academic goals.
Ralph LaurenCreative Director, Brand Creative
Sep. 2016 - Nov. 2020Greater New York City AreaCreate and Lead consumer-centric Seasonal Campaigns that are aligned with the ROI and Global Marketing Strategies across Digital, Print, Film, E-comm, Advertising, Social, and New Emerging platforms for the top two revenue drivers, Polo Factory Stores (PFS) at $1.2 Billion and Chaps $450 Million. 📍Chaps
📎 Lead Global Creative Strategy for Chaps in conjunction with Kohl’s, and licensing partners in Digital, TV, Print, Digital Marketing for total Annual Sales of $850 Million.
📎 Conceive and execute $6M Chaps National Campaign, generating $83M in revenue.
📎 Launch Mandy Moore and Tony Romo as brand ambassadors, generating over 350 Million impressions.
📎 Produce direct response video ads that convert on paid media for Facebook, YouTube and Instagram.
📎 Involved in all aspects of Video Production from Story Boarding, on-set Art Direction, Editing, Musicalization, Post Sound Mixing, and VoiceOver. 📍Polo Factory Stores
📎 Generate $273M for PFS by Creating and Simplifying creativity for Black Friday and Holiday Campaigns.
📎 Responsible for issuing 890 Million Emails per year (approx. 20-30 new emails monthly). 📎 Deployed 200 Million Text Blasts based on ever changing responsive database.
📎 Launched Digital Presence creating 2.2 Million Unique on-site Factory Store Visitors. 📍UsOpen 2020
📎 Conceive and Produce National Social-First Campaign while WFH generating 1.2 Million Impressions.
📎 Lead Photo and Video team to deliver final assets in record times. 📍Most recent photography collaborations include Alexi Lubomirski, Paola Kudacki, Mark Seliger, Bruce Weber, Blair Getz Mezibov, Luke Gilford, Matteo Montanari, Arnaldo Anaya-Lucca, Ellen McDermott, Matthew Brookes, Nick Duers, Arno Frugier and Harper Smith.
Ralph LaurenAdvertising Director
Sep. 2012 - Sep. 2016Greater New York City AreaConcept, Produce and Activate Global Campaigns for a diverse portfolio of Parent Brands, (Collection, Denim & Supply, Polo Ralph Lauren, RLX, US Open, Olympics, Wimbledon, Polo Red, Polo Blue, and Tender Romance) building on Heritage Culture and refining a consumer-relevant execution.
Oversee Creative and Art Direction of all final assets for in-store, print, and digital marketing, organic and paid social advertising, digital campaigns, e-comm, and emails. Attend photo-shoots and influence shoot production, direction, and postproduction. Oversee and Simplify post-production process. Support and Present to Leadership Team and stakeholders. Elevate and follow brand tone and style guides. 📍 Denim & Supply - Ralph Lauren
📎 Responsible from brief to launch of Creative for Global Strategy Development and Execution.
📎 Introduce brand ambassadors, Avicii, Ruby Rose, Tinashe, Cody Simpson, Bella Hadid, Hailey
Baldwin and Camille Rowe, through Seasonal Strategies.
📎 Map, Launch and Grow digital touch-points from acquisition to recognition. 📍 Fragrances
📎 Support and Execute on the Expansion of World of Ralph Lauren Fragrances through L’Oreal.
📎 Idealize and Produce Iconic Fragrance Campaign for Polo Red ($8M) introducing, Luke Bracey.
📎 Concept, Direct and Produce Global Integrated Campaign for Tender, Romance ($10M).
📎 Develop and execute Digital Creative content rooted in insights for a performance-driven Polo Blue ($9M). 📍 Sports
📎 Drive Engagement and Loyalty with new and existing customers for Olympics (20M Global Impressions).
📎 Implement and build on brand identity for Grand-Slam Tournaments, Wimbledon and US-Open,
through Engagement and Conversation with active loyal members while recruiting new consumers.
SANDOWDesign Director
Jul. 2011 - Jul. 2012New York CitySource, Lead and Nurture a team of 10 Digital Designers to work across different industries, Alcohol, Automobile, Fashion, Beauty, Print Media and Restoration.
Create and execute Strategy Plans for Brand Identity, Packaging Development, Design Identity Systems, Events and Corporate Collateral Materials.
Participate in New Business Development and Account Presentations increasing revenue in sales and client satisfaction through timely Fashion Deliverable.
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