CV
▪ Oversaw brand expression and scalable creative systems across 8 pet lifestyle and health brands, spanning email, paid media, web, social, video, print, and editorial touchpoints.
- Led the brand merge, evolution, and rollout of The Wildest and The Kin brands into a unified product and platform brand Kinship.
- Defined and directed the visual identity and brand narrative for The Wildest and GoodFriend brands, creating bespoke brand assets for use across all touchpoints.
▪ Managed and coached an internal creative team of 5 designers and 2 copywriters; partnered with product teams and external agencies, photographers, illustrators, motion designers, and production partners, establishing high creative standards and review processes.
▪ Concepted and created integrated core, seasonal, and partner campaigns end-to-end, rom brief and concept through shoot direction and final production across all channels.
- Adopt a Petrics campaign resulted in 56% month over month lift in New Pet Alerts (primary goal of campaign) with 12M total campaign impressions. Paid media outperformed forecast by 57%.
- Mars x Calm Wellbeing campaign resulted in 2.5 billion total media impressions with a 75% increase in Kinship sign ups.
▪ Launched two sub-brands within the portfolio, littleKin by Kinship and ShelterPlus by Adopt a Pet, as part of a broader brand architecture evolution from zero to full brand systems in 4 months.
- littleKin langing page and marketing materials drove 410K+ new registered users with over 1.5M page views and Mars partner brand impressions.
Associate Director of Design, KiwiCo | May 2020 - Dec 2021Brand Design & Architecture, Art Direction, Physical Product & Packaging Design, Illustration Design
• Led the design and production of product components and illustrations across 9 distinct KiwiCo sub-brands, collaborating with cross functional partners across marketing, product engineering and development, and user testing.
• Managed and grew an internal creative team of 3 illustrators and 3 designers, establishing clearer briefs and review processes.
• Created the Yummy Crate sub-brand identity and visual system from scratch, identifying the white space within the brand’s architecture to sourcing contractors for photos and videos to launching into a full, scalable monthly production cadence in 6 months.
• Refreshed the sub-brand identity for Panda Crate, resulting in a more sophisticated color palette with an evolved product and substrate language.
Senior Designer, KENDO Brands (LVMH) | Apr 2018 - May 2020Branding, Packaging Design & Development
• Led the brand refresh for Ole Henriksen and KVD Vegan Beauty brands, redefining and evolving the brand expression without alienating the core business.
• Created evergreen and holiday packaging designs and assets across 3 brands, working with print production vendors and packaging engineers to uphold the highest creative standards.
• Concepted and supported the rollout and launch of the Fenty Beauty brand.
Designer - Senior Designer, Chase Design Group | Aug 2011 - Mar 2018Brand Strategy, Packaging Design, Environment Design, Digital & Print
• Concepted and created packaging designs for new and existing products across a wide range of clients and industries.
▪ Created the Califia almond milk logo and brand identity in addition to leading the design rollout of flavors and additional verticals.
▪ Led the design and development of P&G’s Gain detergent brand packaging across all SKUs, evolving the brand year over year with new graphic expressions and innovative packaging forms and finishes.
▪ Created bespoke logos and supporting visuals for CW Network’s television shows and Disney movies, like The Vampire Diaries, Arrow, Maleficent, and Into the Woods.
Pasadena, CA
+ Brand Identity
+ Design + Creative Direction
+ Brand Visual Systems
+ Growth Marketing Campaigns
+ Brand Strategy
+ Packaging Design & Development
+ Illustration Design
+ Foundational Product Design
Management:
+ Director level cross-functional collaboration
+ 7+ years of creative team management (internal + external)
+ 13+ years of experience in design
Strategic Vision & Creative Direction:
▪ Multi-channel marketing campaign and creative development
▪ Design systems
▪ Growth marketing
▪ Brand storytelling and positioning
▪ Creative team management, mentoring, contracting
▪ Event design development and activation
Technical & Execution:
▪ 360-degree campaign conceptualization and creation
▪ Foundational UX/UI design principles for product design
▪ Adobe Creative Suite, Figma, Asana, Jira, Jitter, Claude
▪ Brand storytelling and positioning
▪ Performance marketing optimization
▪ Photography and illustration licensing
▪ Scalable modular templates