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Work Background
Nirvana Water SciencesCreative Director
Jan. 2023 - Jan. 2024Directed creative strategy and campaigns for the startup beverage brand, leading a team in shaping the consumer experience across digital, print, packaging, video, social, email, retail, and trade shows. Brought 4 product lines to market and launched a new brand for the medical industry. Built a robust digital presence to elevate the brand across social media, e-commerce, and online marketplaces (i.e. Amazon). Devised a style guide to standardize visual assets across touch points and ensure experiences aligned with brand promises. Created investor pitch decks to secure key partnerships and funding.
MAD TASTYCreative Director
Jan. 2021 - Jan. 2023Santa Monica, CADirected and executed visual branding and design strategy to differentiate the sparkling beverage company within a saturated market. Created targeted campaigns to educate customers and communicate the brand story through digital, mobile, packaging, OOH, events, and advertising channels. Drove engagement through B2B / B2C campaigns, loyalty programs, and subscription services. Implemented A/B testing to optimize pre / post click creative assets. Art directed photo shoots, partnering with creators and agencies to produce content for product launches, online, and social channels.
UX Made SimpleDesign Strategist
Jan. 2019 - Jan. 2022Los Angeles, CAConsulted with startups in the health, wellness, CBD, and CPG spaces on brand development, UX, marketing, and web design projects. Conducted design audits of e-commerce, service, and subscription sites, providing recommendations and roadmaps to drive engagement and sales. Implemented usability and user testing to optimize customer journeys based on audience. Enabled clients to scale their digital presence while maintaining cohesive branding across channels.
DuMont ProjectSenior Director, User Experience + Design
Jan. 2016 - Jan. 2018Marina del Rey, CALed creative team to deliver 360 marketing and paid media campaigns integrating social, digital, display, affiliate, SEO/SEM, video, direct response, TV spots, email, and performance marketing. Clients included bareMinerals, GNC, AARP, Bonobos, Boxed, Plated, and Wilson. Optimized the end-to-end customer journey from pre through post-click and conversion, shaping creative briefs, user research, A/B testing, and user flows. Oversaw multi-channel UX audits and translated findings into design roadmaps. Worked with clients to optimize their brand tool kits for social, digital, and mobile. Interim creative director for bareMinerals, building out teams of designers, art directors, content creators, editors, and project managers in New York and San Francisco, delivering always-on creative while also supporting product launches.
Edmunds.comCreative Director, User Experience + Design
Jan. 2013 - Jan. 2016Santa Monica, CALed a team of visual and UX designers, building out the department from 3 to 12 staff with an offshore team in Europe. Implemented design thinking tools including personas, problem statements, user flows, wireframes, user testing, and rapid prototyping to deliver seamless user experiences. Introduced style guides and pattern libraries to streamline design, branding, and quality while improving productivity and time to launch. Received Webby Award Honor for Best User Experience, Mobile & Apps for Edmunds.com iOS app (2014). Achieved first place in the Edmunds Ignite Hackathon (2013).
Edmunds.comArt Director, User Experience + Design
Jan. 2010 - Jan. 2013Santa Monica, CALed user-centered design projects for the leading online automotive research platform with 240M monthly views. Sat on cross-functional product teams overseeing design from concept through launch in an Agile environment. Worked with developers to design, test, and build products iteratively, and participated in user research (ethnography studies, remote usability testing). Partnered with Analytics team to visualize and translate data into infographic formats.
Woo AgencyAssociate Creative Director, Interactive
Jan. 2008 - Jan. 2009Culver City, CAGuided creative teams in producing interactive brand campaigns and experiences for agency clients, integrating storytelling, video, personalization, and viral marketing. Ensured creative, technical teams, and vendors worked together to meet timeline, scope, and budget. Clients included Intel, Samsung, Princess Cruises, and Memeo.
Freelance Interactive Art Director + Designer
Jan. 2004 - Jan. 2011Venice, CAExecuted design projects for multiple agencies and brands, taking from concept to delivery (branding, marketing, advertising campaigns, website design, identity, book design, environmental graphics). Clients included Team One, Walton Isaacson, M1 Partnership, and Disney Consumer Products.
April Greiman Made in SpaceDesigner & Assistant to April Greiman
Jan. 2002 - Jan. 2004
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