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Work Background
FreelanceCreative Lead & Manager | Strategic Marketing & Design Innovator | Workflow Optimization Specialist
Jul. 2024New York, United StatesI bridge creative vision with strategic execution, seamlessly integrating technology, design, and marketing to craft transformative experiences. My expertise lies in solving complex problems, optimizing workflows, and delivering measurable results—all with a focus on innovation and scalability. What I Offer
-End-to-end campaign Strategy
-Marketing Integration,
-Ad Tech Expertise: - DCO (Dynamic Creative Optimization), CTV (Connected TV), and programmatic solutions for scaling global campaigns
-Workflow Optimization
-Scalable Design Systems, User-Centered Design UX/UI principles, data-driven testing, and ADA compliance -Product Design Leadership. Why It Matters
I connect marketing, design, and customer experience to create campaigns that achieve their full potential. I empower teams, streamline workflows, and deliver innovative, results-driven solutions by combining strategic insights with creativity. If you’re looking for someone who can translate big ideas into actionable strategies and scalable systems! www.tesia.me
TargetSenior Manager | Associate Creative Director, Digital Paid Media
Jul. 2022 - Jul. 2024New York City Metropolitan AreaWhile at Target, I led and executed 60+ omnichannel campaigns, driving in online sales by aligning creative strategy with business objectives across digital, social, and out-of-home (OOH) platforms. My work encompassed high-profile initiatives like Target Circle Week, Good & Gather, Black Beyond Measure, Latin Heritage Month, Ulta Beauty at Target, Trident launches, and seasonal holiday campaigns. I managed seven creatives and technologists, fostering a culture of innovation, ownership, and continuous improvement. At the same time, guiding the global creative team in adopting UX/UI principles and industry best practices to stay aligned with evolving digital trends. Pioneered Dynamic Creative Optimization (DCO) solutions during a six-month overhaul of promotional paid media processes, creating templates for 19 product categories and reducing production time by 40%. Implemented scalable design systems to cut asset creation time by 40% while maintaining brand consistency across 100,000+ assets globally. Boosted global campaign efficiency by 40% by streamlining creative pipelines, improving team productivity and reducing turnaround times by 25%. Partnered with top ad tech leaders (Google, Innovid, Teads, Yieldmo) to scale global advertising capabilities through CTV (Connected TV) and advanced dynamic creative solutions, driving deeper audience engagement. Developed and executed a robust testing program, optimizing storytelling, call-to-actions (CTAs), and product-focused creative, resulting in higher engagement and improved conversion rates. Delivered data-driven performance reports to senior leadership monthly and quarterly, providing actionable insights, campaign outcomes, and efficiency metrics. Enhanced Target’s digital presence by ensuring ADA compliance, improving accessibility and strengthening the company’s brand reputation as a leader in inclusive digital practices.
Macy'sSenior Digital Manager / Digital Creative Experience
Feb. 2020 - Jan. 2022Greater New York City AreaAs Senior Digital Manager for Digital Creative Experience, I led innovation across web, mobile, and paid media campaigns, enhancing Macy’s digital presence and operational efficiency. My role focused on creating scalable solutions, optimizing workflows, and driving data-driven creative strategies aligned with organizational goals. Campaign Leadership: Directed the development and execution of 400+ digital campaigns annually, aligning creative efforts with business objectives to enhance Macy’s brand presence and drive awareness, engagement, and new business opportunities. System Innovation: Designed and implemented the Adobe Libraries Design System, centralizing email, marketing, and website assets. Dynamic Technology: Collaborated with marketing, product, and engineering teams, alongside external agencies, to deploy advanced dynamic advertising technologies, achieving a 15% improvement in performance metrics and enhanced scalability across international markets. Automation Efficiency: Spearheaded automation enhancements for design exports and animations, generating $2.5M in cost savings while maintaining high-quality outputs. Personalization Playbook: Developed a comprehensive playbook for personalized content creation, increasing customer engagement by 30% through tailored digital experiences. Optimization Frameworks: Established ongoing testing and optimization processes for campaigns, leading to a 20% improvement in engagement metrics and significant cost reductions. Data-Driven Insights: Leveraged analytics to measure campaign performance, ensuring alignment with business goals and supporting data-driven decision-making. This role required creative innovation, strategic leadership, and technical expertise, enabling me to deliver impactful solutions that elevated Macy’s digital marketing and customer experience.
Macy's Digital Manager / Digital Creative Experience
Jun. 2014 - Feb. 2020Greater New York City Area
Lifebooker LLCSenior Art Director
Nov. 2011 - Mar. 2012Dumbo, BrooklynAs Senior Art Director at Lifebooker, I led the creative vision for digital platforms, focusing on enhancing user engagement and strengthening stakeholder communication. My role combined strategic design with collaborative team leadership to deliver impactful solutions aligned with business objectives. Web Enhancements: Directed the redesign of Lifebooker’s key web pages and Facebook contest pages, improving user experience and increasing online traffic and interaction by 15%. Strategic Communication: Enhanced investor presentations with refined visuals and strategic messaging, strengthening stakeholder relationships and engagement. Cross-Functional Leadership: Collaborated closely with marketing, development, and creative teams to ensure cohesive, user-focused designs that aligned with Lifebooker’s brand goals. Creative Innovation: Delivered visually compelling and strategically cohesive content for long-term projects, balancing creativity with functionality to drive results. This role demanded a balance of creative direction, strategic planning, and stakeholder collaboration, showcasing my ability to deliver results in a fast-paced, digital-first environment.
SUPERFAD Senior Art Director and Project Leader
Jan. 2008 - Dec. 2011As Senior Art Director and Project Leader at Superfad, I directed multidisciplinary teams to deliver groundbreaking campaigns for high-profile clients across industries. My role combined creative leadership, storytelling, and technical expertise, positioning Superfad as an industry leader in digital media innovation. Pioneering Campaigns: Directed the New Museum of Contemporary Art's first digital ad campaign, collaborating with renowned artists like Urs Fischer to craft bold, immersive digital storytelling experiences. Exhibition Highlights: Developed visuals for major exhibitions such as "Younger Than Jesus", delivering an innovative digital presence that resonated globally. High-Impact Brand Work: Led digital campaigns for brands like Almay Cosmetics, Spectrum, Nike, and Macy’s, blending design and storytelling to enhance customer engagement and elevate brand identity. Film Projects: Produced impactful motion graphics for initiatives such as the Clinton Climate Initiative, merging narrative storytelling with digital design to promote awareness and action. Technical Excellence: Leveraged emerging digital tools and creative strategies to set new standards for campaign quality and audience impact.
This role demanded expertise in creative direction, cross-functional team leadership, and cutting-edge digital media. It showcased my ability to manage complex workflows, innovate within fast-paced environments, and deliver high-quality results that inspired audiences and satisfied client goals.
BigStar Senior Art Director, Film and Television Graphics
Jan. 2007 - Dec. 2009As Senior Art Director at BigStar, I led the creation of motion graphics and visual storytelling for film and television, combining innovative design with compelling narratives to enhance brand presence and viewer engagement. Opening Titles for "The One" and "Damages": Delivered visually striking title sequences that captivated audiences and elevated the viewing experience. Television Promo Packages: Conceptualized and produced dynamic promotional packages for leading networks, enhancing branding and audience engagement. Endgame Entertainment Branding: Created logos and motion graphics for film projects, strengthening the brand's visual identity and on-screen presence. Luxury Experiential Design: Developed experimental wall projections for high-profile events, including Chloé’s Paris launch, merging innovative storytelling with immersive visuals. Creative Leadership: Directed multidisciplinary teams and collaborated with clients, storyboard artists, and animators to deliver polished, impactful results on tight timelines.
We Are PlusSenior Art Director and Motion Designer
Jan. 2004 - Dec. 2014New York, United StatesAs a Senior Art Director and Motion Designer at We Are Plus, I collaborated on innovative projects for globally recognized luxury and beauty brands. My role involved crafting high-impact motion graphics, digital campaigns, and immersive visual storytelling that elevated brand identities and drove audience engagement across multiple platforms. Luxury Brand Collaborations: Designed digital-first campaigns, Facebook experiences, and event visuals for iconic brands like Tiffany & Co., Bvlgari, Kiehl’s, MAC Cosmetics, and W Hotels, consistently delivering elegant, on-brand creative solutions. Motion Graphics Expertise: Developed motion graphics and animations that enhanced storytelling across digital campaigns, blending creativity and technical precision to captivate audiences. Cross-Platform Design: Created impactful visuals for social media activations, live events, and conference presentations, maintaining a cohesive brand narrative across all touchpoints. End-to-End Creative Direction: Directed the creative process from concept to final delivery, ensuring alignment with client objectives and seamless execution under tight deadlines. Event & Experiential Design: Produced designs for industry-leading conferences and brand events, integrating storytelling and design to create memorable experiences for attendees.
eyeball Lead Motion Graphics Designer
Jan. 2004 - Dec. 2006New York, United StatesAs Lead Motion Graphics Designer at Eyeball, I transformed creative concepts into captivating visual narratives, working across broadcast, retail, and digital campaigns to deliver exceptional results for major brands and audiences. VH1 Hip Hop Honors Awards: Designed and animated dynamic visuals that elevated the event’s energy and created an unforgettable viewing experience. Retail Campaigns for Best Buy and Macy’s: Crafted engaging visuals that aligned with brand goals, driving customer engagement across broadcast and in-store platforms. Target In-Store Hero Displays: Developed visually stunning video content for Target’s retail displays, delivering storytelling that resonated with in-store audiences. Collaborative Leadership: Partnered with creative directors and cross-functional teams to ensure project goals were met while maintaining design excellence. Technical Expertise: Leveraged After Effects, Adobe Photoshop, and Adobe Creative Suite to create polished animations and designs under tight deadlines.
Parsons School of DesignTeacher
Feb. 2002 - Feb. 2007Manhattan, NYCAs a Co-Teacher and Mentor at Parsons School of Design, I co-crafted the Motion Graphics and Broadcast Design curriculum, preparing students to navigate the demands of the creative industry. My role focused on bridging academia and professional practice by developing hands-on projects and mentoring programs aligned with industry standards and trends. I collaborated with faculty to design a curriculum emphasizing storytelling, concept development, and technical execution while fostering innovation and critical thinking. Through personalized guidance, I supported students in refining their portfolios, building confidence, and developing the skills necessary for success in competitive creative fields. This role required a balance of teaching, mentorship, and professional expertise, contributing to the next generation of design talent while advancing the program's reputation for excellence.
Freelance CreativeArt Director Motion Graphics
Jan. 2002 - Dec. 2014Greater New York City AreaAs a Freelance Art Director and Motion Graphics Designer, I collaborated with leading agencies and clients across diverse industries, delivering dynamic and visually compelling designs that pushed creative boundaries. My expertise spanned motion graphics, branding, digital campaigns, and experiential visuals, consistently aligning with client goals to create impactful outcomes. High-Impact Campaigns: Designed motion graphics and digital assets for top-tier brands, including Microsoft, Lancôme, Target, and Nickelodeon, creating engaging content that elevated brand presence and audience engagement. Times Square Activations: Led motion graphics for high-profile projects like the Microsoft Surface launch and Target, combining storytelling with dynamic visuals for large-scale displays. Broadway & Entertainment: Designed logos, title sequences, and promotional visuals for Broadway productions and television campaigns, showcasing versatility across industries. Innovative Storytelling: Produced and directed narrative-driven projects, including The Yes Men Fundraiser video series, blending concept development, animation, and video editing. Agency Collaborations: Partnered with renowned agencies such as Perception, Imaginary Forces, R/GA, and Humble, delivering cross-platform campaigns that combined creative excellence with technical precision.
Trollbäck+Company Motion Graphics Designer Brand and Media Design
Jan. 2002 - Dec. 2004At Trollbäck+Company, I brought bold ideas to life, creating iconic motion graphics and branding elements for high-profile projects across film, television, and media platforms. My work blended creative storytelling with innovative design to deliver impactful and memorable results. Opening Titles for Vanity Fair: Collaborated with director Joe Wright to design visually stunning sequences that captured the film’s elegance and themes of ambition. Logo and Branding Design: Created distinctive logos and cohesive branding systems for Spike TV and World Sports Network, establishing recognizable and resonant identities. Event Branding Excellence: Designed impactful visuals for the Promax Opening and AICP Awards, setting creative benchmarks for industry-wide recognition. Film Contributions: Crafted visual narratives for films like The Original Child Bomb and Still the Children Are Here, combining storytelling with a powerful visual style. Cross-functional Collaboration: Partnered with directors, editors, and production teams to execute seamless, high-quality motion graphics that aligned with strategic objectives.
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