Creative leader with broad mix of expertise in art direction, technology application, organization building, and strategy development. Experienced in Branding and Omnichannel B2B and B2C marketing for multiple industries, supported by predictive analysis, cyberpsychology, technology, and communications training.
CV
- Facilitated the re-branding of Sally Beauty, including new logo design, and creation of the brand standard guide and Look Book. Assisted in development of new Sally Beauty Demo stores.
- Restructured creative department for $11B real estate investment specialists Behringer Harvard. Instituted new processes, resulting in a 10x increase in productivity, reduced external costs, while providing in-house, agency-quality creative materials.
- Produced 200-300+ page product websites, on a 3-month product life-cycle, as Art Director for Mary Kay Inc. Revamped bi-lingual internal sales support site, and reduced data structure by 80%
- Created direct marketing campaign for Capital One that achieved record 172% lift over control in gross response rate compared to 32-cell direct marketing test. This result became a new company benchmark.
CAREER HIGHLIGHTS
ADVERTISING/MARKETING
- Directed national advertising campaigns for Disney Sports Attractions, Capital One, retailer Coldwater Creek, and American Cancer Society, including national magazine ads and corporate brand revision.
- Combined creative leadership and knowledge of financial industry and financial regulations to rebuild creative processes, driving consensus between marketing/design and legal staff. Increased collateral production 10-fold with no FINRA, or state compliance penalties.
- Designed and produced marketing collateral for 2003 Capital One NCAA Bowl, including direct mail, display materials, bus wraps, stadium displays, and cross-brand advertising, for marketing and coast-to-coast TV broadcasting.
BRANDING
- Created Identity for re-brand of SALLY BEAUTY, including brand standard guidelines and Brand Look Book.
- Led full-cycle development for corporate branding of startup regional telecom ConnectSouth across 12 states / 33 cities.
- Developed rebranding initiatives for Coldwater Creek and Capital One’s GO MILES rewards program.
- Created brand identity, including company standards and guidelines, for IT consulting firm Euclidean Solutions, and Commercial/Residential construction firm, AR&R
DIRECT MARKETING
- Designed and executed direct marketing campaigns as Sr. Art Director for Capital One, driving record 172% lift over control for direct mail credit card campaign, a new company benchmark.
- Created all branding, marketing materials, and promotions for start-up telecom ConnectSouth, including cross-brand advertising, billboards, and graphics for corporate fleet of trucks.
WEB DEVELOPMENT
- Built interactive member websites reducing data size by 80% and adding product catalog, product launch information, merchandising ideas and rewards programs, as Art Director for $2.9B international cosmetic corporation, Mary Kay, Inc.
- Created initial Pre-IPO website for Digital Reality Trust.
- Designed website for the National Polio Foundation’s Polio Oral History Project.
PROGRAM/DEPARTMENT BUILDING
- Built creative infrastructure (branding, strategy, and efficient team) and designed new creative processes for telecom startup ConnectSouth, and real estate investment company Behringer Harvard Holdings.
- Brought mid-level print production facility into ISO 9000 certification, tying workflow to client management system. Cut overall job turnaround time by 35% and cut production process time by 20%.
- Designed marketing materials for IBM, Applied Materials, and Rapidign SAP.
- Developed virtual reality solutions company ACME Virtual Design (AVD), obtained first year $500K angel financing. Clients include NASA and Clearwater Communications. Developed proprietary compression process to reduce size of VRML-based applications.
PROFESSIONAL CHRONOLOGY
CREATIVE DIRECTOR (contract), WryWords, New York, NY, 2020-Current, At Home, Carrolton, TX, 2017-2020, SALLY BEAUTY, Denton, TX, 2015-2017
RESEARCH ASSISTANT in ART, TECHNOLOGY, and EMERGENT COMUNICATIONS (ATEC), THE UNIVERSITY OF TEXAS AT DALLAS, ANTE’ INSTITUTE, Dallas, TX, 2009-2016
CREATIVE DIRECTOR, Brandica, Plano, TX, 2008
CREATIVE DIRECTOR, Behringer Harvard, Addison, Texas, 2006-2008
SENIOR ART DIRECTOR, Mary Kay International, Dallas, TX, 2005-2006
CREATIVE DIRECTOR/MARKETING & DESIGN CONSULTANT (multiple contracts), StudioAble, Plano, TX, 2004-2010
Special Projects, Packaging, and Holiday Promotions.
SENIOR ART DIRECTOR, Capital One, Richmond, VA, 2002-2004
DESIGN CONSULTANT, Alphagraphics, Austin, TX, 2001
SENIOR ART DIRECTOR, ConnectSouth Communications, Austin, TX, 1999-2000
CO-FOUNDER/DESIGN DIRECTOR, Acme Virtual Design (AVD), Austin, TX, 1996-1998
EDUCATION
MASTER OF FINE ARTS in ART, TECHNOLOGY, and EMERGENT COMUNICATIONS (ATEC), focus on Aesthetics and Semiotics, Transmedia, and Cyberpsychology, THE UNIVERSITY OF TEXAS AT DALLAS, TX, 2016
BACHELOR OF FINE ARTS, focus on Painting and Drawing, THE SCHOOL OF ART INSTITUTE OF CHICAGO,
Chicago, IL, 1994
AMERICAN ACADEMY OF ART, focus on Illustration and Graphic Design, Chicago, IL, 1988-1990
LANGUAGES
American English (Native Language)
Swedish: Beginner (SFI 3C, Currently enrolled)
Spanish (Spanska): Beginner (3 years of study)