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Work Background
Congo BrandsGlobal Creative Director
Jul. 2023 - Nov. 2023Louisville Metropolitan AreaHired to lead the creative transformation of a high-growth CPG brand portfolio, I managed a team of 8 designers, producers, and editors, while collaborating cross-functionally with marketing, product, digital, and executive leadership to modernize brand execution and creative output. Guided the internal creative team and stakeholders through a digital-first evolution, redefining brand standards and storytelling across paid, owned, and retail channels. Implemented new creative workflows, briefing systems, and feedback loops that increased efficiency, clarity, and cross-team alignment. Built scalable campaign templates, asset libraries, and brand playbooks to support omnichannel execution across retail media, e-commerce, and social platforms. Developed content strategies for paid and organic, working closely with social, lifecycle, and influencer teams to elevate creative and drive performance. Applied generative AI to support faster prototyping, concepting, and internal presentation workflows. Partnered with executive leadership to set creative priorities, define success metrics, and transition the organization to operate as a modern, digital-native brand.
Fred Meyer JewelersCreative Director
Nov. 2017 - Jan. 2019Portland, Oregon AreaBrought in to modernize the brand’s creative direction and e-commerce experience, I partnered closely with the CMO and CEO to guide Fred Meyer Jewelers through a strategic shift toward a digital-first, customer-centric culture. Collaborated with external vendors and internal stakeholders to evolve the FMJ e-commerce platform into a fully WCAG-compliant site, enhancing accessibility and overall UX. Rebuilt and restructured the in-house creative and marketing teams, hiring digital-first talent and instilling new workflows aligned with omnichannel growth. Transformed the social team into a performance-driven content studio, resulting in a 35% increase in engagement across platforms. Led creative development for integrated campaigns, seasonal promotions, and in-store marketing—bridging physical and digital brand touchpoints. Partnered cross-functionally with merchandising, PR, and events teams to ensure cohesive storytelling across POP, events, packaging, and online promotions. Shaped brand strategy alongside C-suite leadership to align creative output with evolving consumer expectations and category trends.
MyNorth MediaCreative Director
Mar. 2015 - Dec. 2015Traverse CityLed end-to-end design and art direction for multiple monthly publications, overseeing layout, concepting, and production from ideation through delivery. Built and managed a team of 30+ freelance photographers, coordinating on-location and studio shoots across lifestyle, travel, and editorial verticals. Styled and produced high-volume photo shoots each month, including prop sourcing, set building, and shoot logistics. Restructured editorial design workflows and scheduling processes, improving creative team efficiency and on-time issue delivery. Directed brand development and custom creative for MyNorth’s three media divisions and external clients—ranging from print collateral to digital ad campaigns. Delivered high-impact design solutions that grew subscriber engagement and supported advertiser partnerships across the Midwest lifestyle market.
...duhCreative Director
Jan. 2009Over the past 16+ years, I’ve partnered with over 25 brands and agencies as a freelance creative director, brand strategist, and design lead—delivering high-impact creative across digital, physical, and experiential platforms. My work spans CPG, beauty, wellness, tech, fashion, food, and social impact sectors. I provide end-to-end creative direction: from brand architecture and packaging to data-informed storytelling, e-commerce creative, and AI-assisted campaigns. I lead with strategy, but execute with craft—bringing together insight, systems thinking, and compelling design to help brands grow, connect, and evolve. Notable clients include: Alec’s Ice Cream, Honey Mama’s, Tea Drops, Oakshire, Sephora, Kendo, Benefit, ATHR Beauty, Hampton Sun, Dr. Dennis Gross, Alpyn Beauty, Beautyblender, Bay Area Skincare, Wild Elements, Bare Necessities, Step Up, Option Models, Cast Iron Studios, and agencies like That’s Nice, Lovio George, Point B, and Earle & Company. Key Highlights: - Built and launched brand identity systems and packaging for emerging and growth-stage CPG and beauty brands. - Directed cross-channel campaigns across paid, owned, and earned media—aligning brand storytelling with conversion-focused performance. - Developed e-commerce creative (Amazon, DTC, retail.com) and lifecycle content that drove measurable lift in AOV, CVR, and engagement. - Led creative for social-first brand activations, trend campaigns, and influencer partnerships. - Integrated data visualization and generative AI tools to enhance concept development, storyboarding, and strategic presentations. - Collaborated directly with founders, CMOs, and creative teams to scale design operations, develop campaign strategy, and ensure brand consistency.
SephoraSenior Art Director
Jan. 2006 - Jan. 2009Led art direction for national environmental graphics across 350+ retail stores, aligning in-store design with brand and campaign strategy. Co-launched and branded Sephora’s Beauty Insider loyalty program, developing visual identity, signage, and launch collateral that helped establish Sephora’s customer retention powerhouse. Designed internal branding for Sephora University, crafting training and culture-building materials that supported talent development and onboarding across retail and corporate teams. Directed the creative campaign for the Sephora Sun Safety Kit, including packaging, POS, and promotional materials—supporting charitable initiatives and top brand partners. Produced multi-touch campaigns for seasonal and promotional events; collaborated cross-functionally with PR, marketing, and visual merchandising to drive retail engagement and storytelling. Managed and mentored a team of designers, ensuring consistency and creativity across national rollouts, store openings, and branded events. Earned Sephora’s company-wide Gold Award, voted by peers for “giving 1000%”—recognized for leadership, impact, and dedication across teams.
Macy'sArt Director
Jan. 2005 - Jan. 2006Concepted and developed national campaigns across advertising, billboards, and in-store graphics. Produced and art directed numerous in-studio photo shoots for direct mail and seasonal promotions.
Lorel Marketing GroupSenior Art Director
Jan. 2004 - Jan. 2005Led creative for catalogs, campaigns and advertising for clients including Journey’s and King of Prussia Mall. Produced and art directed location and in-studio photo shoots across multiple campaigns.
KohlsSenior Art Director
Jan. 2002 - Jan. 2004Developed national campaigns spanning advertising, direct mail, in-store signage, and point-of-sale (POS) materials. Produced and art directed numerous photo shoots—both in-studio and on location—for seasonal and brand campaigns.
AmbrosiSenior Art Director
Jan. 2001 - Jan. 2002
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