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Work Background
Duke UniversityBrand Designer & UX Consultant
Nov. 2023United StatesDevelop and execute visual identity strategies in collaboration with marketing and product teams, ensuring alignment with brand guidelines. Deliver cohesive brand messaging across platforms and marketing assets to support business objectives.
Key Impacts
✤ Built a comprehensive visual identity suite for Duke University’s departmental redesigns, aligning elements with business goals to enhance user satisfaction.
✤ Designed new marketing assets and templates for Duke University that streamlined internal communications and supported rebranding of 2 merging departments.
ArisGlobalProduct Designer
Apr. 2022 - Oct. 2023United StatesDesigned and optimized UX for a multi-tenant SaaS drug development platform used by leading biopharma companies and regulatory agencies. Mediated between stakeholders and developers, ensuring clear communication and alignment.
Key Impacts
✤ Led 4 feature redesigns in 18 months, championing the company’s adoption of a user-centered design approach.
✤ Introduced a project management system to streamline communication and cross-functional collaboration among internal teams, resulting in a 65% boost in productivity.
✤ Reduced user rework 20% and time on task 35% by designing intuitive wireframes, prototypes, and user flows.
SonocoUX Researcher and UX Project Manager
Sep. 2021 - Apr. 2022United StatesKey Impacts
✤ Pioneered the company’s first UX project to evaluate and implement a new CRM system to improve the customer experience across sales, marketing, QA, delivery, and satisfaction.
✤ Led the first UX effort to identify a new Customer Relationship Management (CRM) system to improve the customer experience for external customers and internal Sonoco teams, encompassing all aspects and touchpoints, from sales and marketing to quality assurance, delivery tracking, and customer satisfaction.
✤ Facilitated six workshops on "What is UX research?" and "How to conduct interviews" for the newly formed cross-functional project team from seemingly disparate stakeholders worldwide, from sales to C-level executives.
✤ Guided a small team, conducted internal and expert interviews, and created multiple user personas and journey maps of customers and Sonoco team members, which led to narrowing down to two vendors.
SonocoAssociate Creative Director
Jun. 2016 - Apr. 2022United StatesDirected brand design solutions and campaigns management for both corporate and product brand identities, aligning design strategies with business objectives. Facilitated 6 cross-functional UX training workshops for disparate stakeholder groups across US and Europe. Managed creative direction across stakeholder presentations, marketing materials, and digital content. Mentored designers.
Key Impacts
✤ Enabled more effective executive-level decision-making by transforming financial data into easy-to-understand visuals for corporate presentations.
✤ Unified brand presence across print, video, and digital platforms by prioritizing integrating branding strategies and creating consistent style guides each year.
✤ Facilitated a seamless transition from paper to virtual meetings by organizing board materials and streamlining access for CEO, board members, and C-Suite.
✤ Founded and led the LGBTQ+ Business Resource Group.
SCRA: South Carolina Research AuthoritySenior Multimedia Design Specialist
Jan. 2015 - May. 2016United StatesDeveloped and executed multi-channel marketing campaigns to enhance brand recognition and engage entrepreneurs statewide. Led content creation, email marketing, and video production while ensuring consistency with brand strategy.
Key Impacts
✤ Increased brand recognition for the S.C. Launch program through content creation and traffic generation strategies.
✤ Produced high-quality video content and devised ad strategies, driving engagement and boosting visibility across key platforms.
✤ Enhanced communication with entrepreneurs by designing annual reports and managing email marketing campaigns.
University of South CarolinaSenior Publication Designer
Mar. 2012 - Jan. 2015United StatesWas given the opportunity to manage projects in a leadership role, demonstrating the ability to prioritize tasks and motivate other designers, ensuring the successful completion of multiple overhauls of large magazine projects.
✤ Led the redesign of 12 print publications in the Communications Division, boosting readership by 32%. Key projects included revamping university and business school alumni magazines and The USC Times.
✤ Led the implementation of a comprehensive design strategy for multiple magazines, overseeing layout, creative direction, and visual content creation to ensure brand consistency and enhance reader engagement.
University of South CarolinaGraphic Designer
Jul. 2005 - Mar. 2012At a large flagship university, engaged in all aspects of graphic design, including mentoring rising art students and collaborating with professional graphic designers. Successfully met tight deadlines through strategic direction and teamwork, contributing to the university’s visual and creative projects.
✤ Designed and rolled out a comprehensive brand identity system featuring new logos and toolkits, including PowerPoint templates, one-pagers, and templates to unify the brand as a branded house rather than a house of brands.
✤ Executed a wide array of print design projects encompassing newsletters, recruitment materials, logos, magazine layouts, and a published book on medieval manuscripts.
Chernoff NewmanArt Director
Aug. 1998 - Jul. 2005✤ Produced client-focused materials under tight deadlines, supporting clients and new business proposals from Silicon Valley to the Carolinas, demonstrating advanced multitasking and organizational skills.
✤ Managed multiple projects across diverse client needs, delivering strategic, concept-driven solutions in a fast-paced agency setting.
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