SUMMARY
Expert level photo shoot ideation, planning, production, casting as well as selection of images and post production management to take final assets to all platforms including website, email, social media and digital advertising with my team.
Excels in aligning all team members on one unified brand by creating strong brand guidelines that include typographic style guides, color palette, imagery vibe, casting and all elements needed to unify the brand vision and effectively communicate brand perimeters.
Positive attitude with a true passion for my craft. Always researching the market to increase knowledge of the most current, and modern trends and innovations in fashion, beauty and tech.
Supportive and kind leadership style. Always open to collaboration, brainstorming and new ideas along with a true desire to create a positive team environment. Always striving to create growth opportunities for my team often resulting in a more engaged and committed team.
Results driven. Analytics obsessed. A B testing addict.
Strong management and leadership skills along with hands on experience in all creative realms and programs. It’s important to know the job yourself in order to effectively allot the right time frame and scheduling for creative team projects.
Refined communication style. I can even deliver not the greatest feedback in a positive, productive way after years of trail and error.
I also have a great sense of humor and am fun to work with. It’s important to pause and have a good laugh now and then!
PROFESSIONAL EXPERIENCE
SENEGENCE INTERNATIONAL 0.22 - 7.23 CREATIVE DIRECTOR
• Creative direction of brands’ U.S. and Global presence including branding of events, design of e-commerce marketing initiatives
including website, social, digital ads.
Development of new product landing pages and all asset ideation and implementation
• Rebranded organization with a more modern and consistent look and feel within first 3 months of employment
• Lead and directed an in-house U.S. team consisting of 7 designers / photographers
• Aligned team members on one unified brand by creating strong brand guidelines that included typographic style guides, color palette, imagery vibe, casting and all elements needed to unify the brand vision and effectively communicate brand perimeters
• Creative direction of brands’ U.S. and Global presence including branding of events, design of e-commerce marketing initiatives
including website, social, digital ads.
Development of new product landing pages and all asset ideation and implementation
• Rebranded organization with a more modern and consistent look and feel within first 3 months of employment
• Lead and directed an in-house U.S. team consisting of 7 designers / photographers
• Aligned team members on one unified brand by creating strong brand guidelines that included typographic style guides, color palette, imagery vibe, casting and all elements needed to unify the brand vision and effectively communicate brand perimeters
MONAT GLOBAL 02.22 10.22 CONTRACT ART DIRECTOR
• Led art direction for U.S. and South American design talent (in Spanish) with 15-20 creative team members varying in skills which included graphic design talent, videographers and photographers
• Conceptualized, designed and executed production work for large format activations that were displayed at events for social media activations
• Ideation of product launch photo shoots and commissioned a large format 3D Monat paper cut-out village used for Christmas season promotions on website, social media and digital advertising
• Led art direction for U.S. and South American design talent (in Spanish) with 15-20 creative team members varying in skills which included graphic design talent, videographers and photographers
• Conceptualized, designed and executed production work for large format activations that were displayed at events for social media activations
• Ideation of product launch photo shoots and commissioned a large format 3D Monat paper cut-out village used for Christmas season promotions on website, social media and digital advertising
LAUREN MOSHI / MICHAEL LAUREN / LES TIEN 08.21 – 12.21 CONTRACT ART DIRECTOR
• Partnered with company CEO/Founder and Executive Vice President of Marketing on brand creative initiatives used for in-store, web,
social and digital advertising
• Worked on creative initiatives for all brands across all social platforms. Art directed photo shoots and designed corresponding email blasts,
banners and on-line ads for both paid search and paid social on-line advertising
• Quickly transitioned into being a hands-on, one-woman creative show from concept to execution of creative for all platforms
• Designed guerilla wheat paste poster campaign for Lauren Moshi and Les Tien that was displayed all over Los Angeles county
• Supported sales team with creative assets to drive wholesale orders from companies like Revolve and Bloomingdale’s
• Partnered with company CEO/Founder and Executive Vice President of Marketing on brand creative initiatives used for in-store, web,
social and digital advertising
• Worked on creative initiatives for all brands across all social platforms. Art directed photo shoots and designed corresponding email blasts,
banners and on-line ads for both paid search and paid social on-line advertising
• Quickly transitioned into being a hands-on, one-woman creative show from concept to execution of creative for all platforms
• Designed guerilla wheat paste poster campaign for Lauren Moshi and Les Tien that was displayed all over Los Angeles county
• Supported sales team with creative assets to drive wholesale orders from companies like Revolve and Bloomingdale’s
L’ANGE HAIR 09.20 – 01.21 CONTRACT CREATIVE DIRECTOR
• Conceptualized, produced, and directed the execution of video and photo content creation
• Led a team of 2 designers, 3 video content creators and 2 writers / editors
• Created video and photo assets simultaneously to maximize budget dollars
• Partnered with Product Development team on promoting new product launches and product partnerships with QVC, Jasmine Rae Collection
• Hired and outsourced retouching team delivering over 50 assets within a weeks’ time frame
• Conceptualized, produced, and directed the execution of video and photo content creation
• Led a team of 2 designers, 3 video content creators and 2 writers / editors
• Created video and photo assets simultaneously to maximize budget dollars
• Partnered with Product Development team on promoting new product launches and product partnerships with QVC, Jasmine Rae Collection
• Hired and outsourced retouching team delivering over 50 assets within a weeks’ time frame
NORDSTROM 12.2014 – 06.2020 SENIOR ART DIRECTOR
• Worked with Nordstrom Product Group in—house brands and NPG brand collaborations with influencers such as Atlantic/Pacific
and Something Navy
• Art directed, marked up and edited two e-commerce sell shot photo sets simultaneously utilizing an internally built program called SAM
(Systems Asset Manager)
• Averaged 70 looks per set and 4-7 views per look
• Casted all models for all categories including plus and for special initiatives such as size inclusivity (size 10 model)
• Trained models, hair & make-up talent, producers, and stylists to align with Nordstrom brand perimeters
• Worked with Nordstrom Product Group in—house brands and NPG brand collaborations with influencers such as Atlantic/Pacific
and Something Navy
• Art directed, marked up and edited two e-commerce sell shot photo sets simultaneously utilizing an internally built program called SAM
(Systems Asset Manager)
• Averaged 70 looks per set and 4-7 views per look
• Casted all models for all categories including plus and for special initiatives such as size inclusivity (size 10 model)
• Trained models, hair & make-up talent, producers, and stylists to align with Nordstrom brand perimeters
WET SEAL ARDEN B. 03.2013 – 02.2014 CREATIVE DIRECTOR
• Restructured, built and led in-house photo, print, web, social, retouching and fashion styling creative teams for both brands
• Led all in-store and web creative campaigns from concept through production and execution
• Worked directly with head merchants, President, CCO and CEO to position all visual content to speak to the appropriate target market and represent brand trend focus and assortment effectively
• Rebranded key merchandise categories and recurring marketing campaigns resulting in a more modern look and feel for both brands
• Worked with notable photographers; Zooey Grossman, Brooke Nipar, Rene and Radka
• Restructured, built and led in-house photo, print, web, social, retouching and fashion styling creative teams for both brands
• Led all in-store and web creative campaigns from concept through production and execution
• Worked directly with head merchants, President, CCO and CEO to position all visual content to speak to the appropriate target market and represent brand trend focus and assortment effectively
• Rebranded key merchandise categories and recurring marketing campaigns resulting in a more modern look and feel for both brands
• Worked with notable photographers; Zooey Grossman, Brooke Nipar, Rene and Radka
BEBE 09.2010 – 03.2012 ART DIRECTOR
• Led art direction for seasonal campaigns, catalogs, direct mail pieces, web photo shoots and video for Bebe and Bebe sub brands;
Bebe Sport, Addiction, 90210 Collection and Kardashian Collection
• Supervised and art directed print designers, web designers, photo retouchers and all contract talent
• Art directed launch of Bebe Wishes & Dreams fragrance as well as revamp of existing fragrances; Bebe Sheer and Bebe Gold
• Managed all post-production including retouching & color correction for all in-store & web campaigns
• Built and staffed an in-house photo studio for cost efficiency
• Worked with notable photographers; Ellen Von Unwerth, Mark Seliger, Yu Tsai, and James White
• Led art direction for seasonal campaigns, catalogs, direct mail pieces, web photo shoots and video for Bebe and Bebe sub brands;
Bebe Sport, Addiction, 90210 Collection and Kardashian Collection
• Supervised and art directed print designers, web designers, photo retouchers and all contract talent
• Art directed launch of Bebe Wishes & Dreams fragrance as well as revamp of existing fragrances; Bebe Sheer and Bebe Gold
• Managed all post-production including retouching & color correction for all in-store & web campaigns
• Built and staffed an in-house photo studio for cost efficiency
• Worked with notable photographers; Ellen Von Unwerth, Mark Seliger, Yu Tsai, and James White
CHARLOTTE RUSSE 06.2007 – 04.2010 CREATIVE MARKETING MANAGER
• Successfully rebranded three times under three different groups of C-Suite leadership
• Elevated the look and feel of the brand to be more aspirational working with Emilia Fabricant (Barneys) and celebrity stylist Eric Damon. Because of our creative efforts the company stock price increased rapidly from under $4.00 per share to a selling price of $17.50 per share within nine months
• Conceptualized, art directed and produced seasonal and promotional brand assets for advertising, in-store, & web usage
• Casted and directed photographers, models, prop stylists, fashion stylists, hair stylists & make-up artists
• Successfully rebranded three times under three different groups of C-Suite leadership
• Elevated the look and feel of the brand to be more aspirational working with Emilia Fabricant (Barneys) and celebrity stylist Eric Damon. Because of our creative efforts the company stock price increased rapidly from under $4.00 per share to a selling price of $17.50 per share within nine months
• Conceptualized, art directed and produced seasonal and promotional brand assets for advertising, in-store, & web usage
• Casted and directed photographers, models, prop stylists, fashion stylists, hair stylists & make-up artists
GLAMOUR MAGAZINE 02.1999 – 09.2000 + 02.2001 – 10.2004 SENIOR ART DIRECTOR
• Responsible for approximately 38 - 42 monthly front of the book pages, features, beauty, and fashion layouts per issue from initial concept meetings with editors, through to design and production process
• Collaborated closely with Editor-in-Chief, Creative Director, Photo Director, and Story Editor on conceptualization of photography for front of the
book pages and art directed corresponding photo shoots
• Responsible for seeking out, hiring and art directing illustrators for entire publication
• Worked with Quad Graphics on photography for retouching and color correcting
• Responsible for approximately 38 - 42 monthly front of the book pages, features, beauty, and fashion layouts per issue from initial concept meetings with editors, through to design and production process
• Collaborated closely with Editor-in-Chief, Creative Director, Photo Director, and Story Editor on conceptualization of photography for front of the
book pages and art directed corresponding photo shoots
• Responsible for seeking out, hiring and art directing illustrators for entire publication
• Worked with Quad Graphics on photography for retouching and color correcting
COSMOGIRL MAGAZINE 10.2000 – 01.2001 DEPUTY ART DIRECTOR
• Managed Art and Photo departments and held bi-weekly status meetings with design team
• Worked closely with Managing Editor to assure timely production and magazine shipment
• Responsible for approximately 35-40 front of the book pages, fashion and beauty features from initial concept through to production and shipping
• Commissioned illustration and worked directly with artists from conceptualization through to final art from front of book pages, feature stories,
and special booklet inserts
• Managed Art and Photo departments and held bi-weekly status meetings with design team
• Worked closely with Managing Editor to assure timely production and magazine shipment
• Responsible for approximately 35-40 front of the book pages, fashion and beauty features from initial concept through to production and shipping
• Commissioned illustration and worked directly with artists from conceptualization through to final art from front of book pages, feature stories,
and special booklet inserts
SKILLS
CAMPAIGN IDEATION, CREATIVE STRATEGY ACROSS SOCIAL, DIGITAL ADVERTISING, WEBSITE, MOBILE AND VIDEO PLATFORMS.
BRANDING AND GRAPHIC DESIGN. EXPERTISE ON SELLING SHOT EXECUTION FOR VARIOUS LIFESTYLE AND MERCHANDISE CATEGORIES. PHOTO SHOOT DIRECTION AND PRODUCTION. PROP STYLING / SET DESIGN. TEAM BUILDING, RESTRUCTURING AND MANAGEMENT
BRANDING AND GRAPHIC DESIGN. EXPERTISE ON SELLING SHOT EXECUTION FOR VARIOUS LIFESTYLE AND MERCHANDISE CATEGORIES. PHOTO SHOOT DIRECTION AND PRODUCTION. PROP STYLING / SET DESIGN. TEAM BUILDING, RESTRUCTURING AND MANAGEMENT
PROGRAMS
ADOBE CREATIVE SUITE: INDESIGN, PHOTOSHOP, ILLUSTRATOR, PREMIERE PRO, ADOBE XD. FIGMA, CAPTURE ONE, LIGHTROOM,
MICROSOFT WORD, CLUBHOUSE, ASANA
MICROSOFT WORD, CLUBHOUSE, ASANA
EDUCATION
PARSONS SCHOOL OF DESIGN, BFA IN COMMUNICATION DESIGN
FREELANCE CLIENTS
ALDO, PLANET BLUE, SHOEDAZZLE.COM, OBAGI SKIN HEALTH, TOO FACED COSMETICS, FASHIONNOVA.COM,
LIFE & STYLE MAGAZINE, PARENTING MAGAZINE, BABYTALK MAGAZINE, PREVENTION MAGAZINE, SAN DIEGO HOME GARDEN,
PACIFIC BEACH MAGAZINE, DEF JAM RECORDINGS
LIFE & STYLE MAGAZINE, PARENTING MAGAZINE, BABYTALK MAGAZINE, PREVENTION MAGAZINE, SAN DIEGO HOME GARDEN,
PACIFIC BEACH MAGAZINE, DEF JAM RECORDINGS