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Work Background
aivilo consultingSenior Director, Consultant - Marketing and Creative
Apr. 2023United StatesLeveraged expertise to guide companies with comprehensive creative and marketing strategies, spanning brand identity, market positioning, go-to-market approaches, new product development, campaign conceptualization and execution, social content management, event coordination, and website optimization.
• Crafted comprehensive brand strategies to resonate with target audiences, enhancing brand identity and recognition.
• Strategically positioned products for maximum visibility and sales, contributing to substantial
revenue growth.
• Conceptualized and executed highly effective marketing campaigns, consistently driving engagement
and increasing conversion rates.
• Orchestrated successful events to create brand awareness and foster strong client relationships.
• Enhanced website performance through data-driven optimization techniques, delivering improved
user experiences and increased online conversions.
Too Faced CosmeticsGlobal Creative Director
Sep. 2018 - Jun. 2023United States, IrvineI lead and mentored a team of 15+ multidisciplinary designers. From creative ideation to the final execution of the concept and final approval, I deliver world-class creativity for all global market needs. Working with the founders and global marketing team to strategize and conceptualize all brand initiatives. Provide visual and creative guidance on daily, seasonal, and core campaigns and promotions across integrated and omnichannel initiatives. In-store design • Visual merchandising - end caps, gondolas, window graphics, POS, pop-up store concepts
Digital content
• Closely partnered with the North American e-commerce team in the content and execution of the brand site refresh in 2018-2019.
• The localization of assets and created processes to launch five global brand sites.
• Continue to work with E-comm to develop wireframes and content for consumer communication touch points, site refreshes, and further optimizations as needed, annually and seasonally.
• Work closely with the US, UK, Japan, Brazil, and EMEA (brand) E-comm teams on promotional calendars and campaigns that integrate brand sales and marketing initiatives globally.
• PLUS all brand promotional emails, retailer sites, display and social ads, and affiliate campaigns
Field marketing •in-store, influencer, corporate and trade events, promotional items, newsletters, mailers
• various PR and upcoming global initiatives for travel retail. • Astute leadership was shown when successfully launching the brand in 9+ new markets, 50+ online retailers, and six brand sites, including TMall (for China).
• Cross-functional team collaboration, from product development and procurement to marketing to e-commerce and global retailers, to develop cohesively executed campaigns that meet the standards of the CCO and SVP Global Marketing. • Continued partnership with local teams in all domestic and global markets, including external vendors/agencies, to deliver assets that meet local market business objectives.
The Estée Lauder Companies Inc.Director, Global Creative
Sep. 2018 - Jun. 2023Irvine, California, United States
Veritone, Inc.Creative Marketing Director
Jan. 2017 - Sep. 2018Costa Mesa, Orange CountyOversaw all marketing and brand creative direction for the (A.I.) tech start-up. • Partnered with product design, development and marketing, sales/acquisition, customer service and data-science teams to formulate marketing tools that showcased the product in varying technicality to inform buyers from marketing to CTO levels.
• Oversaw content direction, copy and overall UX/UI for the marketing site, working with an external design agency to develop the look and feel.
• Creative strategy, direction and design for print and digital campaigns across the brand including emails and landing pages.
• Sourced a new inbound marketing tool for better tracking of ROI and data management.
• Collaborated with the VP of marketing on the annual marketing calendar, developing and managing the budget across events and ad spend.
• Assisted VP of product design in overseeing the product UX, guiding the designers and testing platform use and functionality, based on feedback from customer service and sales teams.
Vision Design StudioSenior Art Director
Apr. 2015 - Jan. 2017Long Beach, CAAn integral member of the creative department at this data driven, conversion marketing, creative agency. Responsible for the creative, content strategy, and execution of integrated marketing initiatives for brands across beauty, education and hospitality industries. My duties here included:
• Working closely with the Creative Director to assist in the overseeing of the creative department, and acting as project manager. • Senior lead on projects, working with Junior Art Directors and Designers to execute great, award winning, creative
• Designs taken from concept to final execution, using strategy and rationale to build a strong brand story
• Collaborating with Copywriters, at times writing copy, for creative campaigns on both print and digital campaigns and presentations
• Closely partnered with the digital marketing teams at both O.P.I. and CND Nails (Revlon) to create calendars promoting new product launches and seasonal campaigns. - Worked with the data and strategy teams to create new audience life cycles and segmentations. - Further, evaluated copy/messaging and overall creative content, which saw higher open and click-thru rates, smaller opt-outs and better retention. • Created a 360º marketing campaign and admissions tool for the Academy of Art. - Strategized and oversaw the overall sitemap, creative execution, content development and messaging for a virtual tour that seamlessly saw the student from interest to start. - Developed the Marketing tools such as landing pages and course booklets. - Oversaw the creation of various direct marketing campaigns for retention and conversion.
• Brainstorming websites using data findings, google analytics, with conversion marketing techniques to restructure and optimize for performance.
• Presenting work to internal teams and clients
• Assisting the Director of Ops. to put together a more efficient company process, to help streamline and build a stronger agency, work server, setting
Code FourCreative Services Manager
Apr. 2014 - Mar. 2015Huntington Beach, CaliforniaTook on the role of Art Director/Senior Designer and Creative Services Manager of this full-service brand activation agency. Overlooking and managing all creative projects that came through the company, from graphic print work to events and marketing campaigns. Duties
• Scheduling all projects that went through the department, as well as the creative team and their daily tasks
• In charge of creative personnel hire, from full-time to freelance
• Wrote winning proposals and worked closely with the account management and new business teams
• Ensured all print and digital projects were completed to the highest quality • Concepts of creative ideas from initial sketch/rendering to final print and installed execution
• Worked on projects of varied scale and budgets from corporate events to award ceremonies, and commercial property re-brands
Gemini SearchFreelance Designer
Jun. 2013 - Oct. 2013London Area, United KingdomAs a freelance designer I was placed into various roles around London, to work with Creative Directors, Studio Managers, Marketing Managers and directly with clients to create and conceptualize, as well as execute, artwork ready for print or online campaigns. I worked with a variety of industries and markets, from below and above the line to experiential campaigns.
bandstandGraphic Designer
Sep. 2011 - Jun. 2012United Kingdom, London• Worked as part of the creative team, closely with new business and brand development.
• As part of the main creative team launched the new Jo Malone, 'Jo Loves' brand, including branding, marketing materials, concepts and visuals of pop-up store, promotional collateral and packaging.
• Produced website designs, presentation documents and interactive PDFs for in-house and client use.
• Skills required varied daily; brochure, catalogue and packaging design; ad set-up and resize, front-end website and email creation, image retouching and 3D visuals including illustration.
Geeham Designs and The EightyThree Design GroupSenior Graphic Designer / Art Director / Director
Jun. 2009 - Mar. 2014Worked with a range of B2B, B2C, advertising, online and print media markets–designed layouts, multi-functioning user templates, emails, digital ad campaigns, and websites. Worked on new business concepts and presentations. The design and advertising agencies I worked with included: Saatchi & Saatchi, JWT, Mother London, BMB, Grey London, Mind Share, Hogarth and The Future Laboratory but to name a few. Took direction from Creative Directors, Production Managers and directly from clients to concept, create and develop visual solutions to their marketing needs, with well thought out strategies that reached local and global markets. Used all media platforms available to me, from print to digital, to push ideas further and overall kept to all brand guidelines to build a strong and consistent brand message and market recognition. Some of the clients I worked with included brands/companies such as: Visa, Acer, Nokia, Knight Frank, Royal Mail, Barclays, Seat, The Gates Foundation, McCain, Santander, Diabetes UK, Jones Lang LaSelle, Jameson and AVG. Created everything from advertisement and direct marketing campaigns, advertorials, display units, presentations, product launches, event collateral, desktop publishing templates, online digital media and PR packs.
Source Recruitment LondonFreelance Graphic Designer
Mar. 2009 - Sep. 2013United Kingdom, LondonWorked with the Freelance team, placed at various roles with clients in Advertising, Branding and Marketing sectors. Some of my roles included Creative and Marketing projects for companies such as Saatchi & Saatchi, Grey London, Publicis and Hogarth. I worked on concepts and designs for new business and existing clients.
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