United States
I've spent 35 years helping brands find their voice — Nordstrom, Macy's, HSN, White House Black Market, Ralph Lauren, Burberry, Calvin Klein. The work has always been about storytelling. The tools keep evolving. Today that means knowing when AI accelerates creative thinking and when it flattens it. That judgment is what experience buys you. At WHBM, sales up 10% in 90 days. At HSN, 21% sales growth year over year with digital outpacing the TV network. At Maxwell Creative, clients like Ralph Lauren, Burberry, and Latin Vogue. These days I work remotely and selectively — fractional creative leadership, brand strategy, campaign direction. If your brand is figuring out what comes next, I'd like to talk.
As a multidisciplinary Creative Director, I bring a unique blend of creativity and strategic thinking to my work, consulting with numerous retail brands across diverse projects such as Brand Marketing Campaigns, Identity and Photo Art Direction. Clients include, Banana Republic, Gap, Athleta, Old Navy and Mon Coeur
• Providing creative consulting services to numerous retail brands across diverse projects, including Brand Marketing Campaigns, Identity, and Photo Art Direction. My clients include Banana Republic, Gap, Athleta, Old Navy, and Mon Coeur.
• Oversaw award-winning creative direction for omni-channel seasonal digital marketing campaigns. • Led and managed a team of 20, including creative directors, associate art directors, and graphic designers to develop and create best-in-class assets for desktop, mobile, app, email, and paid social media assets of a 9-billion-dollar business. • Achieved the first 1-billion-dollar month in ON history for my team's June 2021 summer campaign. • Worked closely with external agencies in concepting and producing campaigns and content for strategic marketing and performance social assets. • Oversaw the creative direction and site development for the new CMS platform for OldNavy.com. • Collaborated with marketing and editorial partners to develop strategy for upcoming campaigns. • Led Styling and production teams to execute seasonal strategies from concepting through photo execution. • Kept the team motivated to stay relevant in the competitor's space and up to date on the zeitgeist in fashion and pop culture.
* Oversight of all omni-channel creative direction leading 360 degree campaigns and a 22 person creative marketing team. * Leadership and oversight of brand evolution projects and monthly brand content for all digital channels both paid and organic, video and motion, store interior communication, all printed mailers, editorial voice and direction, and seasonal campaign concepts. * Spearheaded creative direction, team building and site launch for WHBM Off The Rack and WHBM Outlet brands with an annual creative budget of $450 million. * Collaborate directly with all teams within the brand i.e. Design, Merchandising, Planning, Store Ops and Store Visuals to strategize brand direction. Accomplishments: * Elevated the brand look in my first 3 months generating double digit sales increase. * Achieved a 45% increase in digital sales YOY. * Paid social media conversion in 2018 was up +20%, with revenue up +83%. * The redesign of our digital look books has enabled richer content and better storytelling, delivering $2.5 million in sales, across DCOM and boutiques. * WHBM Rewards program has been successfully redesigned, with a consistent creative expression that aligns with the WHBM brand * Working on re-branding with Untitled agency in NYC to change brand esthetic across all touchpoint. Including new brand logo, garment marketing and outlet re-branding.
• Oversight of all omni-channel creative direction leading 360-degree campaigns and a 22 person creative marketing team with a budget of $4.5 million. • Leadership of brand evolution projects and monthly brand content for all digital channels both paid and organic, store interior communication, all printed mailers, editorial voice and direction, and seasonal campaign concepts. • Spearhead creative direction, team building and site launch for WHBM Off The Rack and WHBM Outlet brands with an annual creative budget of $450 million. • Collaborate directly with all teams within the brand i.e. Design, Merchandising, Planning, Store Ops and Store Visuals to strategize brand direction. • Elevated the brand look in my first 3 months generating double digit sales increase. • Oversaw re-branding with Untitled agency in NYC to change brand esthetic across all touchpoint, including new brand logo, garment marketing and outlet re-branding. • Achieved a 45% increase in digital sales YOY. • Paid social media conversion in 2018 was up +20%, with revenue up +83%. • The redesign of our digital look books has enabled richer content and better storytelling, delivering $2.5 million in sales, across DCOM and boutiques. • WHBM Rewards program has been successfully redesigned, with a consistent creative expression that aligns with the WHBM brand.
• Oversaw and directed all creative and digital content with an annual budget of 2.3 million • Generated over 35,000 images monthly, covering all categories and departments including fashion, shoes, jewelry, home, food, electronics • Managed a staff of @ twenty-five: Art Directors, Photographers, Stylist, Merchandise Managers, Post Production Artists and influx of weekly Freelance Artist including: photographers, stylist, hair-makeup and models. • Managed and directed all celebrity shoots including: Melissa McCarthy, Iman, Sophia Vergara, Iris Apfel, Giuliana Rancic, Serena Williams, Wolfgang Puck, Joy Mangano, Keith Urban and Twiggy , etc. • Collaborated with outside partners: Coca-Cola, Disney, HGTV, House Beautiful and other high profile clients to generate buzz and sales Accomplishments: • Achieved a 21% increase in sales every year with digital penetration exceeding plan and outpacing the TV network in sales. • Collaborated with Gensler architecture firm on the redesign of the HSN photo production studio to enhance productivity • Restructured photo studio production line to save 500k annually and increased productivity by 15% annually • Contributed to the re-branding of HSN, with a new photography style to coincide with HSN’s new tag line “HSN...its fun here” • Elevated the brand look and feel for all creative shoots working with the best international talent • Introduced and implemented a new clean and direct photography style for hsn.com • Generated a new social media presence creating original content for Facebook, Instagram, Twitter and Pinterest