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Work Background
Ulta BeautySenior Manager, Brand Experience & Creative Production
Jan. 2022 - Jul. 2025United StatesLed execution of scalable, conversion-driven brand experiences, owning creative operations and production workflows across 1,400+ stores, translating creative vision and messaging hierarchy into consistent, shoppable POS while overseeing high-volume production across diverse store environments.
Directed creative production for the Ulta Beauty Collection rebrand and international expansion to Mexico, stewarding brand experience across POS translations, compliance, and launch timelines.
Served as strategic bridge between Creative and Visual Merchandising, aligning Brand, Pricing, Space Planning, and vendor partners on storytelling, value communication, and execution that improved engagement and conversion.
Translated customer insights and store feedback into improvements to shelf strips, promo signage, and QR code usage, increasing consistency and engagement while reducing production time.
Influenced experience design and execution feasibility through participation in creative kickoffs and VP-level reviews, ensuring concepts translated effectively in-store and aligned to print, and digital channels.
Pioneered planogram-driven shelf-strip automation, protecting brand integrity at scale while reducing mass-category workload by 50% across 2 teams.
Partnered with developers to launch on-demand, in-store POS sign printing that pulled data into templates, reducing labor across 5 teams and enabling faster updates.
Migrated in-store visual guidelines and templates to a web-based platform, enabling consistent brand experiences while reducing errors and simplifying updates.
Forecasted creative and proofing resource needs using historical data, marketing and transition calendars, consistently delivering on time and within budget.
Assessed risk and re-prioritized projects with Visual PMs and vendors to maintain experience quality amid shifting priorities.
Led a team of 12 across 2 workstreams, building leadership and providing hands-on support during peak demand.
POUND® - Rockout. Workout.Pound Pro
Jan. 2021New Lenox, ILLead dynamic, music-driven group fitness classes that emphasize community, motivation, and well-being, while maintaining brand consistency and high instructional standards. • Foster community engagement by leading events, charity fundraisers, and wellness campaigns.
• Stay current on choreography and industry trends through ongoing training and certifications.
• Promote brand awareness through grassroots marketing and social media content.
• Support class operations including member communication and attendance tracking.
• Continuously scout for new talent to pursue training, helping grow the local POUND presence.
Ulta BeautyManager, Brand Experience & Creative Production
Jan. 2018 - Jan. 2022United States, BolingbrookManaged end-to-end creative production of 40,000+ in-house and brand partner POS assets, overseeing intake, versioning, proofing, and final file release to ensure alignment to planograms, fixture dielines, print specs, and store formats.
Built a tool that integrated planogram and SKU data directly into artwork files, reducing setup time by 30%, minimizing errors, streamlining proofing, and cutting reprint and store labor costs.
Led implementation of Adobe Workfront and Monday.com, centralizing timelines, proof routing, and communications, and served as Workfront administrator.
Proposed and deployed an external processing hub solution to handle high-res imagery, improving speed and stability while enabling designers to work efficiently on laptops.
Proactively initiated reporting using planogram data, partnering with Space Planning to forecast production workload tied to assortment changes and store formats.
Co-developed the Merchandise Transition Timeline (MTT) with cross-functional partners to align brand partners, vendors, and internal teams to key milestones for successful category resets.
Provided art direction for in-store versions of Ulta Beauty Collection displayers in Ulta and Target, overseeing retouching and consistency with packaging and PDPs, while ensuring dieline accuracy and alignment to retailer specs.
Standardized fixture dieline and file setup across all vendors by initiating a universal template system, ensuring consistent mechanical specs, reducing production time, and minimizing internal rework.
Developed an JPEG generation tool, enabling faster delivery of assets for the fulfillment site, sign database, store set instructions, and planograms.
Partnered with the Visual Manager to support the build-out of a centralized sign database (CrossCap), improving asset organization and fulfillment accuracy while supporting in-store execution.
Managed a team of 9, fostering a culture of collaboration and continuous development and career growth.
Ulta BeautyCreative Production Designer
Apr. 2016 - Jan. 2018United States, BolingbrookBuilt and scaled the creative production process from scratch, establishing workflows, developing tools, and forming a high-performing team with clear standards where none existed to support 20,000+ category graphics annually, improving accuracy and on-time delivery to 1,200+ stores.
Developed in-store visual guidelines to provide in-house and brand partner teams displayer best practices, creative guidelines, and design templates to ensure compliance with technical specifications and store standards while decreasing file rework.
Implemented standardized naming conventions for in-store assets, improving version control and enabling quick identification of signage type, size, and shelf location.
Created a server-based asset management system cross-referenced with Monday.com to streamline project asset tracking and improve file organization and accessibility across creative and production design teams.
Collaborated with print vendors and internal teams to review press proofs across substrates, troubleshoot prepress issues, and maintain high production standards.
Designed Ulta Beauty Collection (UBC) in-store fixture graphics across inline and end-cap displays for 400+ SKUs, collaborating closely with brand managers, copywriters, and vendors to ensure brand consistency and color accuracy at shelf.
Created a UBC makeup smear asset library organized by category, product family, and file size, with a standardized file-naming convention (including SKU), to ensure consistency across PDP and in-store visuals while streamlining updates and improving searchability for cross-functional teams.
Ulta BeautyGraphic Designer
Sep. 2015 - Apr. 2016United States, BolingbrookDelivered weekly promotional in-store sign packages for 1,000+ stores, designing and proofing pricing signage and preflighting brand-supplied artwork in alignment with Ulta brand standards across multiple store formats.
Established a process to cross-reference promotional sign requests against deliverables, providing clearer direction, improving content accuracy, and accelerating production timelines.
Developed a sign-coding system that improved file tracking, reduced fulfillment errors, and supported faster in-store execution.
Partnered with Visual Merchandising and Merchandising teams to improve promotional sign request inputs, streamlining creative execution and proof routing while reducing back-and-forth during reviews.
Created and managed proofing and production of POS signage, including preflighting brand-supplied artwork to ensure press readiness and compliance with Ulta brand toolkits.
Designed quarterly Ulta Beauty Collection planogram shelf strips across makeup, bath, skincare, and haircare categories, ensuring alignment to planograms and consistency with packaging at shelf.
Madden CommunicationsSenior Creative Designer - MillerCoors InHaus Design
Mar. 2014 - Sep. 2015United StatesLed end-to-end creative execution across print and digital channels for the MillerCoors portfolio, delivering on-brand POS graphics, displays, and merchandise on aggressive timelines while meeting strict retailer and vendor specific guidelines.
Managed studio workload across multiple brands, prioritizing resources based on business needs and resolving file setup and pre-press issues to maintain speed, quality, and cost efficiency.
Adapted national brand campaigns for diverse retail environments including grocery, gas, and on-premise accounts, tailoring product storytelling to targeted audiences to drive consumer engagement and sales.
Delivered customer marketing point-of-sale artwork for key accounts including Buffalo Wild Wings, RaceTrac, and 7-Eleven, consistently securing prime placement through on-time delivery and adherence to retailer-specific guidelines.
Ensured high-quality, accurate creative execution aligned to client briefs, brand toolkits, and legal requirements, protecting the MillerCoors brand and reducing rework during client review.
Collaborated with the Creative Director to refine creative briefs, providing clearer direction for designers, improving concept accuracy, and strengthening design reviews and client presentations.
Partnered with retoucher on market-specific image adaptations and 3D displayer and experience renderings to strengthen presentations and gain brand manager buy-in.
Partnered with clients, project managers, and account teams during intake to align creative direction with marketing strategy and production requirements, reducing downstream revisions and enabling on-time delivery.
Contributed to weekly operations planning with leadership, maintaining visibility into priorities, timelines, and delivery against business goals while proactively flagging budget risks.
Established best practices for displayer dielines in partnership with vendors, streamlining prototyping and improving final execution quality.
Jazzercise, Inc.Assessment Coordinator/Trainer
Nov. 2011 - Apr. 2015Oversaw talent evaluation, coaching, and brand compliance across multiple markets in Illinois, Iowa, and Indiana, ensuring consistent execution of the Jazzercise brand experience across a growing network of independently owned locations. • Evaluated and mentored instructors through in-person and virtual assessments.
• Delivered feedback and action plans for improving instructional quality and customer engagement.
• Partnered with studio owners to uphold brand standards.
• Led regional rehearsals to prepare new talent and ensure readiness for auditions and trainings.
• Served as a liaison between corporate training standards and local franchise execution.
Atkins DesignCreative Strategist & Graphic Designer
Jan. 2011 - Jan. 2018United StatesPlan and execute marketing calendars while offering digital, print, and website design services.
Develop and manage social content for small businesses, most recently Lockport Jazzercise, driving Facebook and Instagram views up by 94% in 2 months.
Pitch, create and edit UGC videos for beauty and wellness brands, driving brand engagement.
Create content to promote personal fitness classes to post on Facebook, Instagram, YouTube and TikTok.
Industries include:
Retail | Beauty & Wellness | Food & Beer | Industrial | Education | Medical | Financial | Tourism
MCS AdvertisingArt Director/Account Executive
Jan. 2011 - Jan. 2014United States• Designed print, OOH, packaging, event, and digital assets from concept to completion.
• Served local hospitals, restaurants, retailers, schools, financial institutions, and small businesses.
• Wrote radio scripts and developed copy for a majority of projects.
• Captured original photography for campaigns, branding, and client collateral.
• Planned media buys, aligning placements with campaign goals and target audiences.
• Partnered with print vendors on specialty materials and techniques.
• Implemented project management tools and improved internal workflows.
• Mentored junior creatives and maintained design software, server, and backup systems.
Jazzercise, Inc.Franchise Owner
Jan. 2003 - Oct. 2012Peru, ILOwned and operated a successful Jazzercise franchise for nearly a decade, combining fitness instruction with operational and team leadership. • Led all facets of the business including marketing, staffing, scheduling, P&L, and budgeting.
• Managed and developed a team of 5 instructors, including mentoring new instructor trainees.
• Maintained brand standards through consistent class delivery and customer experience.
• Planned seasonal campaigns and community events to drive engagement and growth.
• Built strong community relationships and drove customer loyalty through grassroots efforts.
• Applied analytical skills to interpret sales trends and consumer data.
• Used insights to optimize marketing efforts across print, radio, OOH, and social channels.
MCS AdvertisingGraphic Designer
Nov. 2002 - Dec. 2010United States• Created artwork from concept through to file release.
• Preflighted and printed customer files on digital presses or large format printers.
• Trimmed, mounted and/or laminated large format prints, and grommeted banners.
• Presented creative concepts to clients.
• Scheduled and executed client media plans.
The Integer GroupCreative Department Administrative Assistant
Jan. 2001 - Dec. 2002Denver Metropolitan Area• Provided administrative and creative support to the design team.
• Assisted in concept development and creative research for design projects.
• Managed schedules, meetings, and travel arrangements for Creative Directors.
• Tracked timesheets, submitted expense reports, and coordinated team logistics.
• Supported day-to-day studio operations to keep creative workflows running smoothly.
• Contributed to a variety of design initiatives while learning industry tools and processes.
The Integer GroupCoors Logistics Coordinator
Mar. 2000 - Mar. 2001Denver Metropolitan Area• Entered and maintained data for Coors distributor POS and merchandise inventory.
• Queried database to analyze ordering trends and support inventory replenishment strategies.
• Coordinated fulfillment of Coors POS kits (e.g., “Queen of Halloween”).
• Supported the merchandising team in sourcing new promotional items.
• Participated in creative brainstorms to ideate campaign concepts.
Denver Center for Medical Research (Dr. Eugene DuBoff)Marketing Associate
Jan. 1998 - Dec. 2000Greater Denver Area• Supported the Marketing Director in recruiting study participants.
• Assisted in developing print, radio, and television advertising campaigns. • Coordinated quarterly media buys across multiple platforms. • Managed and maintained the patient database for campaign and participant tracking.
• Led redesign of logo and refreshed brand identity.
• Coordinated casting and wrote scripts for radio and television spots.
Jazzercise, Inc.Group Fitness Instructor
Jul. 1997Greater Chicago AreaLead dynamic, music-driven group fitness classes that emphasize community, motivation, and well-being, while maintaining brand consistency and high instructional standards. • Stay current on choreography and industry trends through ongoing training and certifications.
• Promote brand awareness through grassroots marketing, local outreach, and social media engagement.
• Support class operations including member communication and attendance tracking.
• Continuously scout for new talent to pursue training, helping grow the local Jazzercise presence.
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