Resumé

 
 

Creative Director with 13+ years of experience leading marketing campaigns for Fashion, Lifestyle, and E-commerce brands. Confident in launching brands, collaborating with diverse teams, and managing creative production partners.

Creative Director | Wizard

September 2021 - Present

Achievements and Responsibilities

Appointed by the CEO to continue working for Wizard after the company’s acquisition of Stylust ($150M). Promoted to Creative Director for exceeding expectations and demonstrating proficient skills in SMS commerce.

  • Oversee efforts to develop and launch the Wizard brand, partnering with a renowned NY branding agency to launch Wizard’s identity, including mission, values, guidelines, and online presence.

  • Supervise a team of three (3) reports (senior graphic designer, content strategist, and marketing lead) to create assets for Wizard’s web, email, social media, and enablement materials, including pitch decks, case studies, and testimonials.

Sales & Marketing

Collaborate with the sales, tech, and product teams to create new sales and marketing tools/materials.

  • Currently progressing to account for 30% of Wizard’s inbound lead funnel and close 40 merchants by EOY (2023).

  • Developed key sales funnel tools, including a lost revenue calculator, case studies, custom landing pages, and gated content, achieving an 18% conversion rate and hitting the goal of accounting for 30% of the inbound sales funnel.

  • Translated aspects of the product roadmap into attractive marketing messages to address the customers’ pain points, implementing the messaging matrix across the website, blog page, and PR campaigns.

  • Successfully closed a deal with the largest merchant in Wizard’s target market - babies and kids.

  • Designed creative deliverables for the B2B Shoptalk events, including swag, pitch presentations for matched meetings, and post-event follow-up email flows for contacts.

  • Selected, onboarded, and managed an external performance marketing agency to drive MQLs for Wizard.

Website Optimization

Onboard and manage external web developers to optimize Wizard’s web flow and SEO.

  • Enhanced and launched the website’s home, demo, blog, and case studies pages, increasing website traffic by 400%, augmenting conversion rates by 15%, increasing average clicks per session by 36%, and increasing the average
    time-on-page by 85%.

Budgeting & Cost Reduction

  • Reduced the expenses of a US-based developer by sourcing and hiring an overseas company, saving 50% on fees.

  • Managed the creative and marketing budget ($1M) and hiring budget for employees ($500K).

  • Achieved a decrease in CPA on paid media from $1,250 to $265.

Creative Consultant | Stylust

June 2019 – September 2021

Initially hired on a freelancing basis to redefine the visual aesthetic of a B2C conversational commerce company. Relaunched the brand to coincide with Series A funding and created the pitch deck that secured a $50M raise.

  • Designed the internal tool dashboard (‘switchboard’) with the Head of Product and CTO over a 5-month period; the tool streamlines the ordering process by 25% and quickens sending mass marketing campaigns by 40%.

  • Designed the sales deck and partnership guidelines to guide B2B clients on launching SMS commerce for their brands.

  • Coordinated social media and e-blast campaigns to drive sign-ups for the B2C service, increasing web traffic by 6000%, increasing IG followers by 10K, achieving a 26% open rate with a 2% attrition rate, and maintaining a $3.96 CPC.

Creative Consultant | Texas Standard

November 2018 – May 2019

Defined and led the creative direction of an apparel and accessories company. Collaborated with an external ad agency to create advertisements and support the company’s direct-to-consumer sales channels.

  • Redesigned the company’s website to improve UX optimization, increasing time spent on page by 28%.

    • Implemented the slide-out quick checkout feature with offers and GWPs in the cart, decreasing cart abandonment rates and increasing conversion from 3% to 3.75%.

  • Directed photography shoots to create the company’s in-house advertisement assets instead of relying on customer imagery from online reviews.

  • Orchestrated the campaign concept #TheTexasGentlemen to feature eight (8) male Texans promoting Texas Standards’ products, leading to a 30% increase in conversion and a 20% increase in customer retention.

    • The denim launch was shot on a bison farm in Texas and featured 3 of the founders on location in Fredericksburg.
      The campaign release saw the limited-run collection sell out (120 pairs).

Associate Creative Director | Suboo

February 2017 – February 2018

Orchestrated the creative direction of quarterly collections for an iconic Australian swimwear brand. Suboo is showcased on Farfetch, Bloomingdale’s, Saks, Shopbop, and Revolve and is stocked across 300+ premium boutiques in 17 countries.

  • Directed photography shoots to capture the desired mood for each collection, utilizing the photographs to create the brand’s wholesale company’s lookbook and extend the campaign across the company’s social media platforms, website, and PR campaigns.

  • Managed a $250,000 annual marketing budget, carefully tracking all expenses to ensure financial accuracy.

Senior Art Director | Tuchuzy

April 2015 – May 2016

Created an editorial calendar and executed the development of social media content, in-store activations, and a weekly newsletter on behalf of a well-known fashion retailer in Australia.

  • Collaborated with the buying team to drive customer engagement and sales, developing E-commerce imagery associated with seasonal industry trends and moods.

  • Oversaw the weekly production of visual assets from shoot to final artwork.

  • Led the creative direction for the online store's content, overseeing the concept development, design, production, and delivery of weekly editorial content, PDP imagery, and social marketing.

  • Collaborated with the online store and retail teams to drive foot traffic to the iconic Bondi Beach store and drive traffic to the website, increasing email subscribers by 30% and website traffic by 250%.

Additional Experience

Associate Art Director | Lane Crawford (Hong Kong)

November 2013 – April 2014

Assistant Editor | Stylus.com (London)

April 2010 – March 2013

Trend Researcher | The Future Laboratory (London)

February 2010 – April 2010

Education

Central Saint Martins College, University of the Arts London

MA Design for Textile Futures: First Class (Equivalent 4.0 GPA) 

Winner of 2009 Apple Award for Digital Innovation

Middlesex University

BA (Hons.) Textiles and Applied Print: First Class (Equivalent 4.0 GPA)

Foundation Art and Design, specializing in Printed Textiles: Distinction