As Creative Director for DoorDash for Merchants paid media campaigns, I managed a cross-functional team of designers, copywriters, and strategists to develop high-impact, performance-driven creative assets across multiple verticals, including Food Delivery, Grocery, and Alcohol. The goal was to elevate DoorDash's brand presence and drive user engagement through targeted ads that resonated with diverse customer segments. During our engagement, DoorDash updated their visual identity, slightly pivoting the scope of our work.

Key Responsibilities:

Creative Leadership: Spearheaded the overall creative vision for paid media campaigns, ensuring all assets aligned with DoorDash's brand voice, visual identity and marketing objectives.

Team Management: Directed a team of designers and copywriters, providing feedback, creative direction, and ensuring timelines were met without compromising quality.

Campaign Strategy: Collaborated with the media and analytics teams to develop targeted creative solutions based on audience data, campaign objectives, and performance insights.

Multichannel Execution: Developed assets for a variety of digital platforms, including Facebook, Twitter, Instagram, and Google Ads, ensuring content was tailored to each channel’s format and audience.

Outcome:
The campaigns delivered measurable results, including a significant increase in customer acquisition, higher engagement rates, and improved ROI for DoorDash's media spend. By blending compelling visuals, concise messaging, and strategic targeting, the creative assets helped DoorDash maintain its position as a leading food delivery service while expanding its reach across new verticals.

Takeaway:
This project highlighted my ability to translate brand strategy into compelling, high-performance creative, while leading a collaborative team to execute across multiple touchpoints.

As Art Director, I led the creation of static ad creative for social platforms, particularly Instagram and Facebook. The primary focus was to drive sign-ups for Robinhood Gold, a premium offering with benefits like enhanced research tools, margin trading, and access to a higher interest rate on cash balances. A key challenge was the integration of changing interest rates into the creative, which limited flexibility and posed constraints on the creative direction. Despite these challenges, my team and I delivered highly polished, eye-catching designs that effectively communicated the value of Robinhood Gold.

Key Responsibilities:

Creative Direction: Guided the overall aesthetic and messaging for static ads, ensuring the visuals were bold, modern, and aligned with Robinhood’s brand voice while effectively highlighting the benefits of Robinhood Gold.

Design Execution: Led the design team in creating polished and visually impactful ad creatives that would stand out in users’ social media feeds. Focused on using clean typography, strong color contrasts, and simple but compelling imagery to draw attention quickly.

Adherence to Constraints: Managed the integration of constantly changing interest rates into the creative without compromising the overall design. This challenge required a balance between delivering clear information and maintaining a visually appealing, consistent brand identity.

Cross-Team Collaboration: Worked closely with Robinhood’s marketing and product teams to ensure that each ad reflected the most up-to-date offers and financial details while maintaining alignment with broader campaign goals.

Outcome:
The static ads achieved strong performance across Instagram and Facebook, driving increased sign-ups for Robinhood Gold. Despite the constraints posed by fluctuating interest rates, the creative was polished and attention-grabbing, resulting in high engagement and improved conversion rates. The designs were well-received for their clean, modern aesthetic, which helped Robinhood maintain a premium brand image while promoting the benefits of Robinhood Gold.

Takeaway:
This project highlighted the importance of balancing creative flexibility with brand consistency, especially when faced with external factors like changing financial data. It reinforced my ability to lead a team in creating high-quality, eye-catching designs within tight constraints, ensuring the final output met both business and brand objectives.

As Creative Director for Origin Financial, I led the development of paid media creative, including static and video ads for social media platforms. Early in the engagement, the company underwent a visual identity update, and I played a key role in rolling out the new brand through an introduction video. The focus of the campaign was to drive engagement and conversions by showcasing Origin’s innovative financial solutions. My work ensured consistency across all creative while aligning with the updated brand identity while focusing on retargeting aspects for all in one financial solutions.

Key Responsibilities:
I spearheaded the creative strategy and execution for the paid media campaign, overseeing the production of static and video content tailored for platforms like Facebook, LinkedIn, and Instagram. I collaborated with a team of designers and copywriters, managing weekly deliverables and ensuring alignment with the new visual identity. Additionally, I worked closely with Origin’s marketing team to refine creative assets based on performance metrics and audience insights, ensuring optimized results.

Challenges:
The primary challenge was seamlessly integrating the new visual identity into the ongoing paid media efforts while maintaining campaign momentum. Balancing the rollout of fresh branding elements with the need for performance-driven creative required a strategic approach and meticulous attention to detail.

Outcome:
The campaign successfully introduced Origin Financial’s updated brand to its target audience, driving increased engagement across social platforms. The brand introduction video played a pivotal role in communicating the refreshed identity, while the ongoing weekly creative deliverables maintained a consistent flow of high-performing content that contributed to lead generation and customer acquisition.

For VIIA Hemp Co.’s paid media campaign, I led the creative development of digital ads designed to promote the brand’s reimagined cannabis products. The project focused on crafting visually compelling and educational assets that communicated the unique benefits of VIIA Hemp Co.’s offerings to a broad audience. These ads were deployed across multiple digital platforms to drive brand awareness and consumer engagement in a competitive and regulated market.

Key Responsibilities:
I directed a cross-functional team of designers, copywriters, and strategists to create dynamic, platform-specific ads that aligned with VIIA Hemp Co.’s refreshed brand identity. This included refining the visual and messaging strategy to resonate with target audiences while adhering to industry regulations. I worked closely with the client to ensure alignment on creative direction and managed the delivery of all campaign assets on time and within scope.

Challenges:
The campaign required navigating strict advertising guidelines for cannabis products while ensuring the creative remained engaging and on-brand. Additionally, the reimagined product line introduced the challenge of educating consumers about the brand's new offerings without overwhelming the audience.

Outcome:
The campaign successfully increased brand awareness and consumer interest, driving higher engagement rates and sales inquiries across key platforms. The ads effectively communicated the brand's innovative approach to cannabis, reinforcing VIIA Hemp Co.’s position as a leader in the market.

Takeaway:
This project showcased my ability to balance creative innovation with regulatory compliance in a highly restricted industry. It reinforced the importance of clear messaging, strategic design, and collaboration to deliver impactful paid media campaigns that resonate with diverse audiences.

As Creative Director for Earnest, I led a wide range of ad-hoc design projects for the company over a multi-year engagement. The work spanned across various marketing channels, including paid media ads, email campaigns, direct mail pieces, and tradeshow assets. During this time, Earnest underwent a significant rebrand, which required our team to adapt and update creative materials to align with the new visual identity, ensuring all touchpoints reflected the fresh brand strategy while maintaining consistency and effectiveness in communication.

Key Responsibilities:

Creative Leadership: Directed the creative strategy for a variety of marketing materials, ensuring each asset effectively communicated Earnest’s mission and services, particularly as the brand evolved during the rebranding process.

Brand Integration: Led a team of designers through the process of updating creative to reflect Earnest’s new brand guidelines, ensuring all new design elements (color palette, typography, logo usage, etc.) were seamlessly integrated across diverse touchpoints.

Cross-Channel Execution: Managed the creation of assets for paid media, email marketing, direct mail campaigns, and tradeshow displays, tailoring designs to fit the unique requirements and best practices of each channel.

Collaboration with Stakeholders: Worked closely with Earnest’s marketing, branding, and product teams to ensure the creative aligned with both the updated brand vision and evolving campaign strategies.

Adaptability and Efficiency: Given the ad-hoc nature of the projects, I ensured my team was able to quickly pivot and deliver high-quality work within tight deadlines, maintaining flexibility and consistency as the brand’s visual identity was solidified.

Takeaway:
This long-term engagement underscored my ability to navigate ongoing creative projects while staying responsive to both immediate needs and larger brand shifts. Leading my team through a rebrand while maintaining a high standard of creative output across multiple channels reinforced the importance of strategic adaptability and consistency in building and evolving a brand identity.

As Creative Director for AOL's System Mechanic subscription redesign, I led a team of designers, copywriters, and brand strategists to develop a comprehensive set of marketing assets under a new visual identity. The challenge was that the client’s updated brand guidelines were still evolving throughout the project, requiring our team to be flexible and adaptive as we worked to create a cohesive and impactful yet relatable visual experience for the client’s target audience.

Key Responsibilities:

Creative Direction: Guided the creative vision to translate AOL's evolving brand guidelines into a modern, cohesive visual identity for System Mechanic. This involved designing digital ads, landing pages, product interfaces, and email templates.

Team Leadership: Managed a diverse team of designers, animators, and copywriters, ensuring clear communication and alignment despite the shifting brand parameters.

Brand Alignment: Worked closely with AOL’s internal branding and strategy teams to interpret and adapt to the fluid brand guidelines while maintaining consistency across all assets.

Asset Development: Delivered multiple creative assets tailored to various touchpoints, including digital advertising, direct-to-consumer media, email marketing, and video, ensuring each was aligned with the brand's updated look and feel.

Challenges: The most significant hurdle was the brand guidelines being in progress as we worked. This required our team to constantly iterate on design concepts and messaging, balancing between the new visual identity's direction and the limitations of incomplete guidelines.

Outcome:
Despite the challenges, the project resulted in a successful rollout of System Mechanic’s new visual identity across channels. The assets received positive feedback from AOL’s marketing team and consumers, with improved brand recognition and engagement. The final creative delivered a visually cohesive and modern brand experience that was adaptable to future updates of AOL’s guidelines.

Takeaway:
This project reinforced my ability to lead creative teams through ambiguity and change while staying focused on delivering high-quality, cohesive work. It highlighted the importance of flexibility, strong communication, and iterative design in navigating a brand transition.

For Reddit’s B2B Advertising Platform Launch, I led a cross-functional team to develop impactful static and video ad campaigns tailored for Twitter, Facebook, and LinkedIn. The campaign aimed to introduce Reddit’s advertising capabilities to business decision-makers, positioning the platform as a valuable tool for marketers. Midway through the project, Reddit introduced brand identity updates, requiring creative adjustments while ensuring the campaign maintained a cohesive message and met its objectives.

Key Responsibilities:
I oversaw the creative direction for the campaign, ensuring all assets aligned with Reddit’s brand identity and resonated with the target B2B audience. This included managing a team of designers and copywriters, providing strategic and creative guidance to deliver engaging content. I collaborated with Reddit’s marketing and analytics teams to develop audience-driven strategies and optimized creative assets for each platform to maximize impact and engagement.

Outcome:
The campaign successfully drove awareness for Reddit’s B2B advertising platform, resulting in increased sign-ups and heightened engagement from target audiences, particularly on LinkedIn. The seamless integration of Reddit’s updated brand identity further reinforced a consistent and professional image across all platforms.

Takeaway:
This project demonstrated my ability to adapt to evolving brand strategies while delivering high-performance creative assets. It reinforced the importance of combining strategic insight with creative execution to engage diverse audiences effectively and achieve measurable results.

As a senior graphic designer at Coca-Cola, I often took lead on a wide variety of creative projects including internal communications, way finding, presentation design, reports, and event materials for digital and print formats.

As Creative Director for Uber for Business, I led the development of paid ad campaigns designed to elevate their B2B paid media creative. The goal was to position Uber as a reliable and innovative solution for corporate transportation and delivery needs. The campaign targeted business decision-makers across industries, emphasizing Uber’s ability to streamline operations and enhance employee and client experiences.

Key Responsibilities:
I spearheaded the creative strategy, ensuring that all ad assets aligned with Uber’s brand guidelines while appealing to a professional audience. Collaborating with a team of designers, copywriters, and strategists, I oversaw the creation of static and video ads tailored for platforms such as LinkedIn, Twitter, and Facebook. I worked closely with Uber’s marketing team to incorporate data-driven insights into the creative process, optimizing campaign performance.

Challenges:
The primary challenge was translating Uber’s consumer-friendly brand into a compelling narrative for B2B audiences while maintaining its approachable and innovative tone. Additionally, the campaign required tailoring messaging to address diverse business use cases, from employee rides to client deliveries.

Outcome:
The campaign successfully increased awareness and engagement for Uber for Business, leading to a significant rise in inquiries and new client sign-ups. The targeted creative assets drove strong performance across all platforms, particularly on LinkedIn, where the ads resonated with key decision-makers in corporate roles.

Takeaway:
This project highlighted my ability to adapt consumer-focused brands for B2B markets while maintaining their core identity. It reinforced the value of data-driven creativity and strategic messaging in developing paid media campaigns that deliver measurable business outcomes.

As Creative Director for MadeIn Cookware, I led the creative development of video assets focusing on top-funnel, including their popular Carbon Steel Griddles and Woks. The goal was to create dynamic, engaging content to drive brand awareness and product interest among new audiences, particularly through social platforms. With a fast-paced timeline, our team produced 6-8 fresh video concepts each week to ensure a steady stream of creative that resonated with diverse consumer segments.

Key Responsibilities:

Creative Leadership: Directed the visual and narrative direction for each video concept, ensuring that the MadeIn brand's premium, high-quality positioning was clearly communicated while highlighting the unique features of the carbon steel products.

Team Management: Oversaw a team of video editors, motion designers, and copywriters, ensuring we maintained high standards of quality and creative consistency while meeting weekly production deadlines.

Concept Development: Collaborated closely with the strategy and media teams to develop 6-8 new video concepts each week, ranging from product demos and lifestyle shots to user testimonials and brand storytelling, tailored to different target audiences.

Campaign Optimization: Analyzed performance data from each video to fine-tune future concepts, ensuring the content delivered maximum engagement, click-through rates, and conversions.

Takeaway:
This project highlighted the importance of maintaining a fast production rhythm while ensuring high-quality, on-brand creative. It reinforced my ability to lead a team in executing multiple concepts under tight deadlines, while also ensuring each piece of content was strategically aligned with campaign goals and audience needs.

As Creative Director for CarGurus, I led the creation of video ad campaigns to promote their "Sell Your Car" feature directly to consumers. The objective was to highlight the ease and efficiency of selling a car through CarGurus, positioning the platform as a trustworthy and convenient solution. The campaign targeted a broad audience of car owners, focusing on educating them about the feature’s benefits while encouraging action.

Key Responsibilities:
I developed the creative vision for the campaign, crafting a narrative that emphasized CarGurus’ unique value proposition in a competitive market. Collaborating with a team of videographers, editors, and copywriters, I oversaw the production of high-quality video ads tailored for digital platforms like YouTube, Facebook, and Instagram. I worked closely with the marketing team to ensure the ads were optimized for performance, incorporating data-driven insights to refine messaging and visuals.

Challenges:
The main challenge was simplifying a potentially complex process into a compelling, easy-to-understand message within the constraints of short video formats. Balancing an educational tone with an engaging and approachable style was critical to maintaining consumer trust and interest.

Outcome:
The campaign successfully increased consumer awareness and engagement with the "Sell Your Car" feature, leading to a significant rise in user adoption. The videos drove strong performance across platforms, with a noticeable boost in click-through rates and completed sales.

Takeaway:
This project demonstrated my ability to create concise and engaging video content that communicates complex processes effectively. It reinforced the importance of combining storytelling with data-driven optimization to deliver impactful campaigns that resonate with consumers.

As Associate Design Manager for Newell Brands, I co-led the design efforts for all internal communications across the organization globally, working closely with the corporate communications team. My primary responsibility was to create visually engaging and effective designs for a range of internal materials, including presentations, newsletters, reports, event design, and digital communications. Additionally, I played a key role in the development of the company's COVID-19 initiative, which was recognized with a PRSA award for excellence in communications.

Key Responsibilities:
Design strategy for internal communications, ensuring all materials were aligned with Newell Brands’ visual identity and corporate messaging. This included collaborating with cross-functional teams to develop communication tools and resources that engaged employees worldwide. I also led the design of Newell’s COVID-19 response materials, including internal messaging, health and safety updates, and employee resources, which played a crucial role in maintaining company morale and communication during the pandemic.

Challenges:
One of the main challenges was delivering high-quality design work at a global scale, ensuring that materials were culturally relevant and accessible to diverse audiences within the organization. Additionally, creating clear and empathetic communication during the COVID-19 crisis required balancing informative content with compassionate messaging, while meeting tight deadlines.

Outcome:
The internal communications materials helped foster a sense of unity and clarity across the global workforce, keeping employees informed and engaged during a time of uncertainty. The COVID-19 initiative was recognized with a PRSA award for its outstanding approach to internal communication and employee support, further validating the impact of our design work.

Takeaway:
This experience highlighted my ability to manage large-scale design projects while maintaining attention to detail and ensuring the messaging resonated across diverse teams. It also reinforced the power of design in fostering strong internal communication, especially in crisis situations, and the value of creating content that engages and supports employees at every level of the organization.

As Creative Director for Boulevard, an appointment-based app for booking beauty and hair services, I led the creative efforts for B2B campaigns targeting owners of salons and medspas. The goal was to position Boulevard as the go-to solution for streamlining client bookings, managing appointments, and enhancing business efficiency. Our creative focus was on demonstrating how Boulevard’s platform could help salon and medspa owners grow their businesses and improve client experiences through intuitive digital tools.

Key Responsibilities:
I developed the creative strategy and visual direction for all campaign assets, ensuring they effectively communicated Boulevard’s value proposition to salon and medspa owners. Working with a team of designers, copywriters, and strategists, I oversaw the creation of static and video ads optimized for digital platforms like LinkedIn, Facebook, and industry-specific websites. Additionally, I collaborated closely with Boulevard’s marketing team to tailor the messaging and creatives based on audience data, ensuring maximum engagement and lead generation.

Challenges:
A key challenge was creating content that resonated with salon and medspa owners, a diverse audience with varying business needs. The creative had to balance being informative and persuasive while also highlighting the technical ease and business benefits of using Boulevard’s platform. Additionally, we had to ensure the ads stood out in a highly competitive market for business management tools.

Outcome:
The campaigns successfully increased awareness of Boulevard’s platform among salon and medspa owners, driving a notable uptick in demo requests and sign-ups. The targeted creative approach led to high engagement across LinkedIn and Facebook, positioning Boulevard as a top choice for appointment booking and client management in the beauty and wellness industry.

Takeaway:
This project reinforced my ability to create B2B-focused campaigns that connect with specific industry professionals. It highlighted the importance of balancing technical details with clear, benefit-driven messaging to showcase how a product can solve real business challenges and drive results for clients.

As Creative Director for WIN Reality, a VR baseball training product, I led the creation of dynamic paid media campaigns to promote the brand’s innovative approach to baseball training. The focus was on producing static and video ads with varying objectives each week, ranging from driving product awareness to generating conversions to seasonal promotions. Through these campaigns, we showcased WIN Reality's ability to enhance athletic performance using cutting-edge VR technology.

Key Responsibilities:
I managed a team of designers and copywriters to deliver high-quality creative assets on a weekly basis, ensuring that each piece aligned with the specific campaign goals. This included overseeing the production of platform-optimized ads for Facebook, Instagram, and YouTube. I also collaborated with the marketing team to incorporate audience insights and performance data into the creative strategy, ensuring that each iteration of the campaign was impactful and results-driven.

Challenges:
The primary challenge was maintaining creativity and innovation while meeting the fast-paced demands of weekly deliverables with different objectives. Balancing the technical complexity of the product with engaging and approachable messaging required a strategic approach to both visuals and copy.

Outcome:
The campaigns drove significant engagement across platforms, helping WIN Reality expand its audience and build a strong presence in the VR sports training market. The tailored weekly ads contributed to increased product awareness, user acquisition, and sales, reinforcing the brand's position as a top competitor in the VR-based training space.

As Art Director for Grow Therapy, a healthcare platform connecting individuals with therapists, I played a dual role in creating paid media assets and co-leading a team of creatives through the design process. The focus was on producing engaging and compliant static and video ads that communicated the platform’s value while navigating the complex regulations and limitations inherent in the healthcare space. Our work aimed to drive user acquisition and build brand trust across diverse regions.

Key Responsibilities:
I collaborated with the creative team to design and execute high-quality paid media campaigns tailored for platforms like Facebook, Instagram, and Google. In addition to being hands-on with the design process, I co-led the team, providing strategic guidance and ensuring all assets adhered to both brand guidelines and healthcare industry regulations. I worked closely with the marketing and compliance teams to craft messaging that was clear, effective, and sensitive to the nuanced requirements of regional insurance and healthcare policies.

Challenges:
While there were no significant creative obstacles, the healthcare space presented inherent limitations, particularly in crafting messaging that complied with insurance guidelines and varied regulations across regions. This required a thoughtful and detail-oriented approach to ensure the campaigns remained consistent yet adaptable.