Accomplished Design leader with 20+ years of success in agency and in-house settings across multiple sectors including healthcare, financial, travel, sports, apparel, architecture, manufacturing, retail, and B2B / B2C.
Skilled in driving the strategy and execution of multiple design areas including site architecture, visual design, UX design, and UX research. Adept in building high-performing in-house / remote design teams and ensuring design consistency throughout all systems, products, and marketing campaigns. Track record of establishing a strong user-focused creative point of view and stewarding a robust creative culture to create category-leading work. Highly motivated, versatile, driven, results-oriented, and experienced in networking and influencing decision-makers.
Professional Experience
Creative Director
CafePress, Marketing Group, Louisville, KY (2015-Present)
Oversee the design vision and execution for the company's brand transformation. Lead design efforts across a variety of channels including print, signage, email marketing, social media marketing, web design, e-commerce, and other corporate assets. Conduct and leverage user and market research to update the brand and develop new style guides to improve brand consistency and customer experience.
CafePress, Marketing Group, Louisville, KY (2015-Present)
Oversee the design vision and execution for the company's brand transformation. Lead design efforts across a variety of channels including print, signage, email marketing, social media marketing, web design, e-commerce, and other corporate assets. Conduct and leverage user and market research to update the brand and develop new style guides to improve brand consistency and customer experience.
• Lead design for major licensed properties including PEANUTS®, Marvel®, HBO, WB, CBS, ABC, NBC, US Military, Paramount, college sports teams, and college/university Greek.
• Improve the quality of creative design while reducing turnaround times and expenses by ~40% in-house and remote design front-end development, and photography teams.
• Build in-house creative and front-end development team reducing outside agency expenses.
• Establish new brand standards for photography and introduce an in-house image creation studio and digital asset management (DAM) system.
• Manage external agencies and teams to mitigate peak season overflow.
• Improve the quality of creative design while reducing turnaround times and expenses by ~40% in-house and remote design front-end development, and photography teams.
• Build in-house creative and front-end development team reducing outside agency expenses.
• Establish new brand standards for photography and introduce an in-house image creation studio and digital asset management (DAM) system.
• Manage external agencies and teams to mitigate peak season overflow.
Freelance User Experience Architect
GoByTruck, Dallas, TX, 2013 - Present
Deliver design, UX, UI, and front-end development for this startup’s web-based SAAS and mobile app. Lead the development of customer journeys and user stories. Conduct user experience research. Provide creative direction, design, copywriting, and front-end development for the corporate website.
GoByTruck, Dallas, TX, 2013 - Present
Deliver design, UX, UI, and front-end development for this startup’s web-based SAAS and mobile app. Lead the development of customer journeys and user stories. Conduct user experience research. Provide creative direction, design, copywriting, and front-end development for the corporate website.
Creative Director
Fruit of The Loom, Inc., Digital Center of Expertise, Bowling Green, KY (2007-2015)
Built and directed the in-house digital creative agency, providing the creative vision and strategy for marketing initiatives featuring best-in-class design. Oversaw design projects from concept through completion by leading, and mentoring creative, solutions-focused design teams. Maintained responsibility for architecture, visual design, UX, UI, and front-end development for web-based applications and websites. Introduced process innovation to optimize workflows and improve quality, efficiency, and consistency. Spearheaded new digital asset management (DAM) library. Contributed hands-on design, coding, photography art direction, and retouching as necessary.
Fruit of The Loom, Inc., Digital Center of Expertise, Bowling Green, KY (2007-2015)
Built and directed the in-house digital creative agency, providing the creative vision and strategy for marketing initiatives featuring best-in-class design. Oversaw design projects from concept through completion by leading, and mentoring creative, solutions-focused design teams. Maintained responsibility for architecture, visual design, UX, UI, and front-end development for web-based applications and websites. Introduced process innovation to optimize workflows and improve quality, efficiency, and consistency. Spearheaded new digital asset management (DAM) library. Contributed hands-on design, coding, photography art direction, and retouching as necessary.
• Established in-house architecture, design, and development for 17 websites including 6 e-commerce sites.
• Enhanced the visual design for prominent brands including Fruit of the Loom, Vanity Fair, Russell Athletic, Spalding, Lily of France, Dudley Sports, Jerzees, Bestform, and Fruit Activewear.
• Reduced project costs and timelines while refining brand design.
• Streamlined creative processes for print advertising, catalogs, signage, photography, and digital design.
• Coordinated with Agency of Record on brand consistency and digital output.
• Led architecture, UX, and UI for web-based in-house t-shirt builder application, Little League uniform configurator, career portal, and custom Salesforce modules.
• Enhanced the visual design for prominent brands including Fruit of the Loom, Vanity Fair, Russell Athletic, Spalding, Lily of France, Dudley Sports, Jerzees, Bestform, and Fruit Activewear.
• Reduced project costs and timelines while refining brand design.
• Streamlined creative processes for print advertising, catalogs, signage, photography, and digital design.
• Coordinated with Agency of Record on brand consistency and digital output.
• Led architecture, UX, and UI for web-based in-house t-shirt builder application, Little League uniform configurator, career portal, and custom Salesforce modules.
Client Services Manager
Networld Media Group, Louisville, KY (2006-2007)
Led client relations, design, support, and creative vision while managing a team responsible for content development, e-marketing, and design for eight high-traffic Web properties.
• Enhanced client advertising quality and organic search engine rankings.
• Interfaced with IT to redesign UI/UX of Web-based content management systems.
Networld Media Group, Louisville, KY (2006-2007)
Led client relations, design, support, and creative vision while managing a team responsible for content development, e-marketing, and design for eight high-traffic Web properties.
• Enhanced client advertising quality and organic search engine rankings.
• Interfaced with IT to redesign UI/UX of Web-based content management systems.
Creative Director
Clark Nikdel Powell Advertising and Public Relations, Winter Haven, FL (1999-2004)
Joined peer agency to deliver fresh ideas for process and design as a creative consultant. Led creative teams and clients through the project life cycle including campaign development, design, photo art direction, pre-press, and digital and print implementation. Built effective client relationships, pitching creative concepts to land new accounts.
• Creative lead on multiple accounts including Central Florida Visitors and Convention Bureau, Central Florida Sports Marketing, Central Florida Business Development, Bok Tower Gardens, Cypress Gardens.
• QA lead on press checks, and project manager for outdoor, print, Web, and interactive design projects.
• Led implementation of internal intranet and time management system.
Clark Nikdel Powell Advertising and Public Relations, Winter Haven, FL (1999-2004)
Joined peer agency to deliver fresh ideas for process and design as a creative consultant. Led creative teams and clients through the project life cycle including campaign development, design, photo art direction, pre-press, and digital and print implementation. Built effective client relationships, pitching creative concepts to land new accounts.
• Creative lead on multiple accounts including Central Florida Visitors and Convention Bureau, Central Florida Sports Marketing, Central Florida Business Development, Bok Tower Gardens, Cypress Gardens.
• QA lead on press checks, and project manager for outdoor, print, Web, and interactive design projects.
• Led implementation of internal intranet and time management system.
Creative Director/Partner
Chameleon Group, Inc., Lakeland, FL (1992-1999)
Built design firm from the ground up and over several years led new account pitches, managed company business operations including process development, yearly budgets, and staff. Concept, design, and branding lead across print and direct mail campaigns, packaging, POP, brand identities and guidelines, digital presentations, signage, interactive media, and trade show packages.
• Redesigned and re-branded the Publix private label food line, environmental graphics, and POP materials in collaboration with Publix Super Markets Creative Design Group.
• Developed new brand identities and advertising campaigns for B2B, Healthcare, B2C clients, setting new standards for excellence in creativity, content, and design.
Chameleon Group, Inc., Lakeland, FL (1992-1999)
Built design firm from the ground up and over several years led new account pitches, managed company business operations including process development, yearly budgets, and staff. Concept, design, and branding lead across print and direct mail campaigns, packaging, POP, brand identities and guidelines, digital presentations, signage, interactive media, and trade show packages.
• Redesigned and re-branded the Publix private label food line, environmental graphics, and POP materials in collaboration with Publix Super Markets Creative Design Group.
• Developed new brand identities and advertising campaigns for B2B, Healthcare, B2C clients, setting new standards for excellence in creativity, content, and design.
Education & Training
Bachelor of Science in Broadcast Design, Oral Roberts University, Tulsa, OK
Graduated Magna Cum Laude
Bachelor of Science in Broadcast Design, Oral Roberts University, Tulsa, OK
Graduated Magna Cum Laude
Awards & Recognition
• Addy Awards (Best of Show, Best of Category, People's Choice, Gold Addy)
• Addy Awards (Best of Show, Best of Category, People's Choice, Gold Addy)