I have a natural talent for project management, leadership, seeing the big picture, and making sure all of the pieces fall into place. I started out as a designer, still am, and feel that it is so important to have that background as you can be empathetic towards deadlines and advocate for your teams.
I always tell my team that we need to be the solution finders. People depend on us to give them the visual answer so it is imperative to have that mindset to get the most out of our colleagues and the project.
01 PROFESSIONAL
WHAT I CAN BRING TO THE TABLE
LEADERSHIP
CREATIVE DIRECTION
UX/UI MANAGEMENT
OMNI-CHANNEL MARKETING
PHOTOSHOOT PRODUCTION
PROJECT MANAGEMENT
VENDOR MANAGEMENT
BUDGET MANAGEMENT
SCRIPT WRITING
TEAM MANAGEMENT
SOCIAL MEDIA MANAGEMENT
PURCHASING
VIDEO & RADIO PRODUCTION
DESIGN
DIGITAL DESIGN
PACKAGING DESIGN
PHOTOSHOP
ILLUSTRATOR
INDESIGN
02 PORTFOLIO
03 Experience
2021-2024
VERILIFE | LIVWELL PHARMACANN
Creative Director
Under the PharmaCann umbrella, one of the largest privately owned cannabis companies in the world, I have worked with the senior leadership team to rebrand the Verilife and LivWell retail stores, as well as the brands, matter., Magnitude, and #HASH. While leading a team of designers and freelancers I oversaw all of the creative aspects of our business from marketing, packaging, retail, social, and web.
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Rebranded retail store look for both LivWell and Verilife
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Managed all agency relationships
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Created an employee program called Harvesting Good Vibes to recognize all employees in our advertising collateral to boost personal engagement and relatability as well as morale within the company.
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Launched matter.lite (2.5mg) in March 2021
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Rebranded matter, launched new campaign in November 2021, and redesigned all packaging to match new branding
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Took existing brands Magnitude and #HASH, evolved and refined them, and launched them in 8 states. Now the top sellers in Illinois.
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Created specialty packaging including: Allman Brothers, matter., and Chocolate Bites
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Planned and led the Ryne Sandberg campaign in Illinois
for our 40+ consumers
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Planned and led all photoshoots for every campaign
2017-2020
NBC SPORTS GROUP - TEEOFF.COM
Creative Director
Led internal design team and oversaw production of various digital and print assets relatable to demographic for B2C and B2B. Managed and designed the UX/UI of web and app and oversaw advertising, email and social campaigns, as well as video production and print. Completed design work, managed projects, mentored designers and served as brand steward. Worked with department leads on all projects.
• Drove 25% revenue increase (the industry remained flat) and
establishing TeeOff as one of the fastest growing players in the space.
• Improved visit-to-conversion rate by 26%
while increasing traffic by 27% by:
o Creating new consumer focused marketing programs
o Redesigning the mobile app which held
60% of our transactions
o Managed and co-designed the UX/UI of the website
• Led web and mobile app redesigns to more
than 33% of Teeoff.com revenue
• Increased repeat purchasers by 6% in just
the first four months of our first Loyalty program
• Launched online gift-cards resulting in 36%
incremental sales over every gift-card dollar spent
2011-2017
CITY COLLEGES OF CHICAGO
Creative Director
Managed creative department while coordinating all projects. Maintained brand identity and trained faculty, staff and administration for correct usage. Served as point person for vendor and client relations, working with external and internal teams to ensure completion of deliverables on time and within budget.
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Partnered with marketing team and senior leadership to develop strategy, traditional and digital media as well as overall plans for lead generation.
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Worked with and advised executive leadership and architecture firm in the building of Malcolm X College in 2016.
