EXECUTIVE PROFILE
Strategic Creative Leader with 15+ years of experience transforming global brands through visual storytelling, design, omnichannel strategy, and B2B/B2C brand development. A hands-on leader, adept at elevating brand aesthetics, optimizing digital workflows, and scaling creative operations to deliver cohesive consumer and enterprise experiences. Drives business growth by balancing brand integrity with commercial objectives while fostering innovation, team development, and collaboration with C-suite and cross-functional partners. I'm passionate about leading teams to craft compelling storytelling campaigns that drive engagement, innovation, and brand impact.



CORE COMPETENCIES

  • Global Brand Development & Creative Strategy – Scaling design systems and enhancing visual identities across markets.

  • Omnichannel Marketing & Execution – Leading creative across e-commerce, social, digital, video, event, print, and retail.

  • Visual Storytelling & Art Direction – Crafting compelling brand aesthetics that drive engagement and loyalty.

  • Leadership & Talent Development – Mentoring and scaling high-performing creative teams in fast-paced environments.

  • Cross-Functional & C-Suite Collaboration – Partnering with leadership teams across marketing, product, UX, and executive functions.

  • Process Optimization & Digital Workflows – Driving operational efficiency through AI-driven  tools, DAM systems, and agile workflows.

  • Consumer & Market-Driven Design – Leveraging data insights to align creative strategies with audience behaviors.

CAREER HIGHLIGHTS

  • Transformed global brand identity and omnichannel strategy at Balsam Brands, leading a comprehensive refresh across digital marketing, print, and retail in six geographies raising brand awareness (+8%), conversion rate (+54%), and new customers (+9%) YoY. 

  • Implemented AI-driven design workflows, improving production efficiency by 55% while maintaining brand consistency.

  • Built and led high-performing creative teams, fostering a culture of innovation, mentorship, and cross-functional collaboration resulting in a 60% increase in annual creative output.

  • Developed scalable brand toolkits and design systems, ensuring seamless execution across six international markets, improving efficiency by 45%.

  • Led creative execution for high-profile collaborations and partnerships, including campaigns with Dolly Parton, Rockefeller Center, and the Detroit Lions, with a PR Media reach of 11.4B UVM.

  • Led rebranding of a 100+ SKU skincare line, improving market positioning and product differentiation.

  • Expanded brand reach by increasing diverse representation in marketing campaigns, aligning with evolving audience demographics and engagement trends resulting in +38% orders, a +26% conversion rate YoY and +69% increase in organic social engagement YoY.


TECHNICAL PROFICIENCIES
Design & Creative Tools: Adobe Creative Suite, Figma, Sketch, Zeplin, Canva
AI & Emerging Tech: Midjourney, Runway AI, ChatGPT
Marketing & Automation Platforms: Klaviyo, Celtra, Shopify
Project Management & Collaboration: Microsoft 365, ClickUp, Asana, Confluence, Jira, Slack
Asset Management & Production: Widen (DAM), Canto (DAM), Vimeo, Ziflow, Frame.IO


PROFESSIONAL EXPERIENCE

BALSAM BRANDS, Redwood City, CA
ASSOCIATE CREATIVE DIRECTOR OF GLOBAL BRAND (July 2022 – February 2025)
Led strategic creative direction for global home décor brand across print and digital channels, managing a team of 15 creatives while partnering with marketing, merchandising, growth, events, and digital experience teams to drive brand growth and customer engagement.

  • Transformed brand aesthetic through a comprehensive visual identity refresh across 6 geographies, improving customer engagement and brand perception, delivering 60+ unique campaigns annually, each with an average of 200+ global assets, and producing 980+ deliverables for the seasonal Black Friday campaign alone.

  • Launched new global channel, marketing tailored creative and driving a 93% YoY ROI increase in Canada after expanding from U.S.-only shipping.

  • Collaborated with Marketing and Digital Experience team to refine customer journey strategies and improve engagement touchpoints across email, site, PDP, PLP, programmatic, SMS, PPC, CTV, direct mail, organic/paid social—resulting in a 2.4% conversion rate (+54% YoY) and +22% growth in mobile orders.

  • Developed a global-first strategy with creative toolkits and design systems, ensuring seamless execution across six international markets, resulting in +38% orders, a +26% conversion rate YoY.

  • Established comprehensive brand guidelines for B2B and led the creative launch of a new Sustainability product line.  

  • Led partnership projects with high-profile brands including Detroit Lions, Rockefeller Center, Dolly Parton, and Harrods, expanding brand visibility and securing multi-year collaborations.

  • Introduced AI tools for creative workflow enhancement and implemented Figma, Celtra, and ClickUp platforms, creating a streamlined collaborative environment and improving production workflows by 55%.

  • Established an agile pod structure with specialized focus areas (Sprint Cycles, Digital Seasonal Campaigns, Peak Season Pivots, Print), increasing creative efficiency by 45%.

  • Successfully retained team scale while achieving a 60% increase in annual creative output.

STELLA & DOT, San Francisco, CA
CREATIVE DIRECTOR (2018 – July 2022)
Led creative vision and execution for a multi-category lifestyle brand across jewelry, accessories, and skincare verticals. Managed a creative department of 15 across design, production, and content teams, orchestrating cohesive brand storytelling across e-commerce, catalog, packaging, video, and digital marketing channels. 

  • Led complete rebrand of a 100+SKU skincare line, developing a new packaging design system, website experience, and marketing campaign to enhance competitive differentiation. 

  • Transformed creative approach through consumer-led research, developing a new design system (color, typography, photography) to improve brand consistency across touchpoints.

  • Established video content strategy with clear guidelines for UGC, social, and narrative content, driving increased engagement. 

  • Orchestrated seamless seasonal product launches through cross-functional leadership of marketing, sales, and merchandising teams, increasing annual creative output by 20%.

  • Implemented a Digital Asset Management (DAM)system, enabling the creative team to reallocate 10% of time toward strategic initiatives while improving asset access across departments.

  • Transformed the production model by bringing photo shoots in-house, reducing production costs by 47% while maintaining execution quality.

  • Increased creative team retention through a supportive leadership style and implementation of individualized development plans. 

SENIOR ART DIRECTOR (2014 – 2016) | ART DIRECTOR (2013 – 2014) | ASSOCIATE ART DIRECTOR (2012 – 2013) | SENIOR GRAPHIC DESIGNER (2011 – 2012)
Progressed through design leadership roles with increasing responsibility for brand storytelling, team management, and creative strategy. 

  • Established foundational design systems that scaled with company growth from $50M to $200M+in revenue. 

  • Developed innovative approaches to catalog, digital, and social creative that consistently outperformed industry benchmarks. 


EARLIER CAREER EXPERIENCE
GRAPHIC DESIGNER at renowned brands including Bare Escentuals, Charlotte Russe, and Old Navy, specializing in retail marketing, visual merchandising, and consumer experience design across fashion, beauty, and lifestyle categories.


EDUCATION
Academy of Art University, San Francisco, May 2009
BFA, Graphic Design