UNREAL Snacks
January 2024

• Evolved UNREAL’s visual identity as first-ever creative hire to fuse past agency work, internal brand work and my personal fresh perspective into a clearer creative vision for the future.

• Responsible for all day-to-day design across digital shelf, website, sales, social, brand and beyond as well as management of all external creative contract work.

• Onboarded, managed and directed all agency partners across packaging design, photography, videography and brand strategy collaborations.

• Reworked creative process to optimize creative workflow from brief through final delivery utilizing project management software (Asana) to both wider marketing team and company on the whole while simultaneously providing creative resources to the team in it’s entirety.

• Volunteered to lead a team-wide seminar on basic design principles to generate excitement about the power of creative.

icebreaker, a VF company

June 2022

• Designed impactful and effective marketing collateral through creative that is on brief, on brand, and delivers expected ROI across multiple marketing channels, throughout multiple countries and in multiple languages

• Design directed and managed all contracted talent and workflow ensuring all materials meet brand guideline requirements while tracking all incoming design projects and assigning resources/priority to ensure the proper delivery of projects.

• Reworked the creative process for the entire NORA region to optimize creative workflow from brief through final delivery utilizing project management software (Asana) accumulating a 2-month lead time from brief to final deliverable.

• Oversaw campaign strategy and executed first regional-specific creative campaign for Fall ‘22 activewear apparel including photoshoot production and direction. Additionally, led design direction for all final asset delivery both in-store and online. This was later picked up and evolved as a global key story for the Spring/Summer ‘24 collection.

• Design directed four regional design teams on global Fall/Winter ‘22 l Black Friday campaign across email, retail, social, and e-commerce.

• Email designs delivered over a 100% increase in revenue per send compared to global email designs during a quarterly test and learn strategy. Later informed other regions on best-in-class tactics for effective email design.

• Provided creative feedback for global creative and regional programs as the region with the highest volume of content and content requirements.

• Nominated for Q3 2022 achievement award in recognition of the ability to relentlessly pursue and win.

Yasso Inc. GRAPHIC DESIGNER

Boulder, CO | 03/2021 to current

Designed brand assets across digital, packaging, and print establishing the 2021 brand refresh for both Yasso, its incubator brand and its nonprofit.

On-boarded and managed creative agency partners to produce quality content. Directed the creative vision from ideation through implementation both on a monthly and campaign basis.

Maintained an organized archive of files and utilized project management software as well as storage solutions.

Directly reported to Creative Director and collaborated alongside key stakeholders throughout the business. Worked cross-functionally to ensure all creative met required visual standards, messaging hierarchy, and deadlines.

Partnered with Creative Director and agency teams to deliver highly functional on-line and offline experiences to the consumer. Focused the visuals around business objectives from awareness and brand preference through conversion.

Consistently stayed up to date with industry trends and kept the greater team up to speed.

SKI TOWN ALL STARS FREELANCE GRAPHIC DESIGNER

Vail, CO | 2021 to current

Spearheaded a full email overhaul including the implementation of Klaviyo, as well as a redesign of all triggered and transactional emails to boost online revenue.

Designed graphic assets across the website, social, advertising, email, and print apparel in-store.

Worked with Ski Town All-Stars customer embroidery and print business and collaborated with local businesses on logo designs for print.

Introduced brand guidelines for all agency and retail partners to follow and ensure a consistent message across multiple outlets.

Birch Benders Creative Manager

Denver, CO | 2020 - 2021

+ Senior Marketing Coordinator 2019 - 2020

+ Social Media Manager 2018 - 2019

Drove creative vision for this rapidly growing company as the sixth hired-on employee and established a uniform design language across all consumer touch points into a successful acquisition in 2020.

Sourced, directed, and managed outside creative agencies for photography, videography, design, and copy.

Coordinated the concept, creation, direction, and management of print and digital marketing assets and efforts. This includes photography, videography, digital, social media, copywriting, website, email, and in-store promotional materials.

Directed and executed marketing strategy alongside Marketing Vice President for seven new product launches. Reported major successes, key learnings and actionable recommendations by auditing key metrics.

Led complete website redesign and digital overhaul. Generated a 456% increase in total e-commerce revenue and boosted conversion rate by 116% through digital, social, and email marketing while also implementing a best-in-class customer experience.

Restructured brand partnership strategy and cultivated over 300 influencer relationships, both paid and organic, gaining over 140MM impressions with a combined reach of over 15MM. Grew Instagram following from under 13k to over 100k within three years.

Forecasted trends and analyzed consumer insight data to work alongside the leadership team on the innovation process from ideation to on-shelf.

Professional Athlete, Timothy Olson Digital Marketing Specialist

Boulder, CO | 2017-2018

Selected from over 2,000 applicants to establish and execute a social media marketing strategy for professional ultrarunner Timothy Olson.

Traveled worldwide photographing training/races and capturing the professional athlete's story. Obtained photo features in sponsor feed including The North Face Argentina, Ultimate Direction, Jaybird, and Smartwool.

Managed sponsor-to-athlete relationships and collaborated on campaigns for brands including, but not limited to, The North Face, Smartwool, Ultimate Direction, Jaybird, and Epic Provisions

Created, ghostwrote, planned, and published content across social platforms and blogs to an aggregate audience of over 165k.

Coordinated interviews and secured placements with major publications including Trail Runner, Men’s Health, and Outside Magazine.