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Work Background
Backyard ProductsCreative Director
Feb. 2024Ann Arbor, Michigan, United StatesB2C - DTC - eComm - Big Box Retail
• Spearheaded brand strategy for a diverse portfolio of brands, driving a 20% revenue increase to over $600M in 2024. • Enhanced DTC growth by 30% in 2024 and 128% for Heartland Sheds in 2025 through innovative content creation. • Implemented Asana for project management, boosting team productivity by 30% and improving conversion rates.
CuemathCreative Director
Feb. 2023 - Dec. 2023SaaS - EdTech - B2C/B2B
I successfully led initiatives that elevated brand presence and sales performance in the competitive math EdTech sector for Cuemath. • Developed a new brand platform and visual identity, increasing our target market appeal. • Led integrated campaign development and launch strategy, resulting in a 32% increase in SQLs and boosting SQL to Conversion by 48%. • Directed the in-house creative team and collaborated with external agencies for Meta ad campaigns, achieving a 26% increase in North American sales.
DreamBox LearningCreative Director
May. 2022 - Feb. 2023Seattle, Washington, United StatesSaaS - EdTech - B2B
• Developed a comprehensive brand platform and visual identity for DreamBox Learning, enhancing market presence. • Led a talented in-house creative team to design impactful digital campaigns, including ads and landing pages. • Achieved a 40% increase in landing page conversion rates and a 30% boost in overall company revenue.
Mango LanguagesCreative Director
Jul. 2020 - Apr. 2022Language learning AppSaaS - B2C/B2B
• Spearheaded global creative development for Mango Languages, the world's highest-rated language-learning app. • Drove a 28% increase in consumer sales and achieved 5X growth on Instagram, expanding followers from 2,600 to 15,900. • Led a diverse team in creating impactful content across various platforms, including thought leadership articles, Meta ads, and social media campaigns.
Backyard Products, LLCCreative Director
Aug. 2017 - May. 2020Ann Arbor, Michigan, United StatesB2C - DTC - eComm - Big Box Retail
• Led brand strategy and brand campaign development for the portfolio of brands, ensuring brand consistency and marketplace competitiveness.
• Developed impactful ads that grew DTC sales by 24%, achieving a 9.0 ROAS, by focusing on targeted audience engagement and creative excellence.
• Spearheaded the design and launch of the Heartland Sheds DTC website, exceeding 1st year projected sales by more than 80%
DonerGroup Creative Director
Jan. 2011 - Aug. 2017Greater Detroit AreaGLOBAL BRAND AGENCY
-Led a group of writer/art director teams, designers, photographers and UX/UI developers in the development of International Award Winning creative ideas and integrated campaigns for FIAT, Minute Maid and NGK Spark Plugs. -Played key role in development of brand strategy for Minute Maid, FIAT and NGK brands -Worked with clients up to the Chief Marketing Officer level of Coca-Cola and FIAT Chrysler -Drove Digital Innovation. Accounts I led produced digital work for the agency that won national recognition for excellence. Viral film, website design, digital apps and social media content.
-Led design teams in the development of brand voice and graphic standards for FIAT, Minute Maid, NGK Spark Plugs and others -Collaborated with web developers and web designers to create mobile apps, eCommerce websites, branded digital entertainment games, etc. -Produced International award winning work on the NGK Spark Plugs account, including a Graphis Platinum award (their highest honor). This content helped grow NGK Instagram presence by more than 5X
-Work that I led for FIAT was recognized on multiple occasions by AdWeek Best Spots and helped successfully launch the FIAT brand in the United States. -Video content for FIAT 500 starring Charlie Sheen was one of Youtube's top 20 most viewed viral ads of 2012 -I wrote and led the creation of the highly successful Minute Maid Pure Squeezed campaign featuring Ty Burell of Modern Family. -I led the creation of an online video content series for the Minute Maid brand. The #Doingood campaign that championed parents. To date has garnered more than 60 million viral views and has firmly re-established MInute Maid as "the family juice brand." -Our "agency review" in 2016 by client Coca-Cola (Minute Maid brand) was the highest score Doner had ever received by this client in the 14 year relationship
MoxieGroup Creative Director
Apr. 2007 - Dec. 2010Greater Pittsburgh AreaTOP 10 DIGITAL AGENCY IN US
-Led the creative team in Pittsburgh, PA office of 16 writers/art directors/web designers/web developers in the creation of International Award Winning creative content for this digital-focused agency headquartered in Atlanta, GA
-Mentored creative talent, fostered a climate of fun and innovation and set department structural processes.
-Launched the highly successful Rachel Ray Nutrish dog food brand
-Successfully grew the International Delight Business with a campaign launching it's new product line, "Coffee House Inspiration"
-Increased NGK Spark Plug North American sales by more than 30% with our re-branding work and "Art of Fast" digital/social media campaign. Effectively making NGK the industry leader in Digital Marketing.
-Drove technology innovation and won International acclaim for our digital advertising work. One Show Pencil for online branded entertainment & appeared in Communication Arts Ad Annual for viral film.
-Won new business with NGK Spark Plugs, Woodford Reserve, Chick-fil-A, Snickers ice cream, Rachael Ray Nutrish for Dogs, A1, International Delight, & American Eagle Outfitters
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