Curriculum Vitae
A thought leader with a proven record of building fashion and luxury brands and creative teams, creating cultural relevance + social impact, driving revenue, establishing a positive connection with customers, and generating buzz across industries.
SOFTWARE
Figma, Adobe Creative Suite (most skilled in Photoshop, Lightroom, Premiere, Illustrator, and InDesign), Airtable, Asana, Google Office Suite, Slack, Miro
INTERESTS
Being an INTJ, James Baldwin, Spotify playlists, trees, old movies, vintage stationery + matchbooks, national parks, NPR, rescue animals, cool tote bags, books, flowers, candles, dark academia, dreamcore, Cary Grant, Anne Rice, BLM, children’s literacy, the future
EDUCATION
1996-2000, BA, Eckerd College, Women’s Studies / American Studies
2002-2004, AAS, Parsons School of Design, Fashion Design
2018-Ongoing, Certificate, Design Communication Arts, UCLA
WORK
2022-2023, Head of Brand Marketing, Clean Origin
Creative lead for luxury lab grown diamond jewelry ecomm brand
- Oversee redevelopment of brand website and guidelines
- Collaborate with agencies and in-house creative team on content ideas, formats and assets, pushing the creative boundaries of traditional recommendations and establish new creative standards
- Build strong relationships with internal teams, executives, and creatives, as well as external agencies, to gather and maintain momentum for the brand
- Leverage consumer research and engagement & platform data to refine and optimize the brand’s content with performance marketing / product team
- Work with all cross departmental teams to ensure the brand’s visual and messaging consistency across all consumer touchpoints
- Oversee creative brand vision of 7 new retail stores in 2022 and 10 in 2023
- Develop and produce all campaigns, including: PDP photos, still life photography, video content, lifestyle content, digital ads, email newsletter, social media, all brand copy and messaging
- Work to merge centuries of diamond expertise into a comprehensive digital platform with emerging technology, Augmented Reality, and a number of 3D immersive experiences for the engagement ring experience
- Developed comprehensive master calendar to unite all departments remotely on Airtable and Google Team Drive
- Manage creative and art team, marketing department (retention emails and copywriting team), social media team, and PR team
- Collaborated with web product team to relaunch entire website in Q4 2022, including redevelopment of product photos, tone of voice, SEO blogs, and all-new imagery, developed by my creative team
2021-2022, Creative Content Director, Unilever
Creative content team lead for multi-platform international brands
- Conceptualize, develop and execute all of brand’s content and creative
- Develop a creative vision for the brand and all of its content, revising brand guidelines as needed
- Collaborate with agencies on content ideas, formats and assets, pushing the creative boundaries of traditional recommendations and establish new creative standards
- Build strong relationships with internal teams, executives, and creatives, as well as external agencies, to gather and maintain momentum for the brand
- Leverage consumer research and engagement & platform data to refine and optimize the brand’s content with performance marketing team
2019-2021, Art Director, VRAI
Rebranded VRAI visual identity during corporate leadership changes in 2019, and in just one quarter, led brand direction for 2020 Q3 to team performance of sales surpassing in just one quarter our entire 2019 fiscal revenue, despite challenging times and a global pandemic
- Established and developed rebrand guidelines
- Developed and produced all campaigns, including: PDP photos, still life photography, video content, lifestyle content,digital ads, email newsletter, social media
- Directed and executed all digital content for all marketing channels managing team of 5 creatives and freelancers
- Total revenue from email newsletter re-design steadily increased. and in August 2020 exceeded $1M up from previous newsletter average of $250K monthly revenue
2011-2019, Freelance Creative Director / Consultant
Creative consultant and director with focus on brand strategy, art direction, still life & lifestyle photography, creative direction, merchandising, collaboration and innovative product design and development
- Designed international hit “KALE” tee worn by Beyoncé in her “7/11” music video and celebrities worldwide
- Negotiated & developed celebrity collaboration clothing line with Erin Foster & Sara Foster X Suburban Riot
- Clients: Spirit Hoods, Suburban Riot, Bel Kazan, Feed Projects Inc, Under the Canopy, Michael Stars, Threads for Thought, Ivory Ella, Alma Mater, The Shop Forward, Yes And, Metawear, Ethic Made
- Managed direct design/creative reports as well as many teams of freelance creatives and external creative talent including models, agencies, HMU, wardrobe styling, digitechs, line producers, DPs, photographers, art directors, prop stylists, and more
2010-2011, Senior Designer, Free People
Designed women’s wovens, sweaters, and cut and sew knits
Extensive international travel and factory comms
2009-2010, Designer, Tory Burch
Designed women’s wovens
Fashion show preparation, fittings, and technical sketches
2005-2009, Senior Designer, Sears Holdings
Designed women’s wovens, sweaters, and cut and sew knits
Extensive international travel and factory comms
Mentorship under Lisa Schultz, former Head of Design for the Gap in the 1990s
2004-2005, Assistant Designer, IISLI (Elie Tahari)
Designed women’s luxury cashmere sweaters
Extensive hand embellishment work
Prep for show at New York Fashion Week Bryant Park
2002-2004, Design Intern, DKNY
Mostly made photocopies, fetched coffee, and organized yarn closet for the women’s sweaters team
SKILLS
Brand asset management
Brand copy, editing, messaging
Brand vision, positioning, alignment
Brand values and communication
Agency management
Digital marketing all platforms
Marketing calendar management
Content strategy all platforms
Campaign + department budgets
Product launch rollouts
Email newsletter / transactional funnel development
Data-based design strategy
Brand identity + guidelines development
Influencer + celebrity collaborations
Brand partnerships
Google Analytics
Still life photography + shoot line production
Lifestyle photography + shoot line production
Retouching
Team + cross-departmental management
END