WORK EXPERIENCE

CREATIVE DIRECTOR - UX/UI DESIGN LEAD
Emodo (an Ericsson company) | New York, NY | July 2022 - Present

• Creative Leadership & Strategic Impact: Spearheaded the strategic vision and execution of all creative initiatives, including brand building, UI/UX design, marketing campaigns, content marketing, and tentpole events, ensuring alignment with overarching business goals and driving measurable impact.

• Data-Driven Brand Transformation for CTV: Led a data-driven brand transformation to align with a CTV-centric strategy, leveraging insights to optimize the customer journey. This involved a comprehensive overhaul of the website, brand guide, social media campaigns, and presentations, resulting in a more effective and impactful brand presence.

• Digital Ad Campaign Success: Led strategic design of digital ad campaigns, achieving a .68% CTR on LinkedIn in FY23, significantly boosting audience engagement and growth.

• Interactive Marketing Innovation: Implemented and championed the adoption of Ceros for interactive content creation, enhancing brand image, customer engagement, and advertising effectiveness by 30%.

• DSP Platform Development from Inception: Led UI/UX design and collaborated with a team of designers to build the DSP platform from the ground up, managing the project through Jira and collaborating on Miro. Partnered with product managers to streamline content into intuitive workflows, resulting in increased sales, customer retention, and higher revenue.

• Cross-Functional Collaboration: Managed agency partnerships for impactful video campaigns and website development, fostering strong relationships with cross-functional teams, executives, and stakeholders to ensure seamless communication and alignment.

• Team Leadership & Mentorship: Guided a team of internal and freelance designers, fostering a collaborative environment that led to a 20% increase in creative output.

SENIOR DESIGN DIRECTOR - UX/UI DESIGN LEAD
Lotame | New York, NY | June 2016 - July 2022

• Strategic Rebranding for Market Leadership: Led a comprehensive rebranding initiative encompassing website, marketing collateral, and digital strategies, modernizing Lotame's aesthetic and positioning the company for continued growth and success in the competitive data market. This included managing the redesign of the website and the development of interactive Ceros pages to showcase the company's offerings.

• Full-Spectrum Creative Leadership: Oversaw all creative deliverables, including brand building, product launches, UI design, trade show design, marketing materials, campaigns, B2C and B2B collateral, and paid social media, maintaining brand alignment and driving consumer action.

• Data Management Platform (DMP) Redesign: Revamped the UI and design system of the DMP, optimizing user experience and resulting in reduced churn and increased sales.

• Creative Process Optimization: Developed a "hub" system for multi-disciplinary creative work, streamlining production and supporting strategic plans in a dynamic start-up environment.

• Tentpole Event Design & Management: Conceptualized, designed, and managed Lotame's presence at major industry events like DMEXCO, overseeing booth design, vendor selection, and on-site execution to maximize brand visibility and engagement.

SENIOR DESIGN DIRECTOR / DESIGN DIRECTOR / SENIOR GRAPHIC DESIGNER
Catalyst | September 2007 - June 2016

• Brand Stewardship & Rebranding Leadership: Oversaw the entire creative process of the organization, ensuring brand integrity across all Catalyst marketing materials, including print, digital, and video. Successfully led a comprehensive rebranding initiative, collaborating with external design studios for logo and website redesigns. Managed and mentored a design team while successfully overseeing the design budget, reducing costs by 50% through strategic vendor negotiations and resource allocation while maintaining brand standards.

• Mobile App Development & Digital Design: Led the design, conceptualization, and management of the Catalyst mobile app platform and storefront, from wireframe to final product. Oversaw the technical aspects of app publishing, including setting up Apple Developer accounts and managing the publishing process. Designed and developed a wide range of digital assets, including ePubs, eBooks, eNewsletters, and business systems.

• Team Building & Leadership: Recruited, hired, and developed a multidisciplinary team of designers, fostering a collaborative and innovative environment that consistently delivered high-quality work.

• Event Design & Client Collaboration: Designed and executed all Catalyst events, including the prestigious Catalyst Awards held at the Waldorf Astoria hotel. This involved conceptualizing event themes, creating visual identities, managing logistics, and collaborating with vendors to ensure seamless execution. Also collaborated with Fortune 500 companies to develop high-end event collateral, tailoring designs to meet their specific needs and expectations.

JUNIOR GRAPHIC DESIGNER
American Humanist Association | Washington, DC | June 2005 - August 2007

• Publication Redesign & Growth: Redesigned and revitalized The Humanist magazine, significantly improving its readability and visual appeal, resulting in a measurable increase in readership.

• Print Production & Cost Optimization: Managed the production of all in-house printed materials, overseeing artwork for various channels, including corporate identity packages, ads, publications, conference materials, and web-related work. Successfully reduced design budget costs by 50% through strategic vendor negotiations and resource allocation.

• Brand Identity Refresh: Redesigned corporate identity packages for the AHA and its Feminist Caucus, encompassing newsletters, web banners, and email campaigns, resulting in a more cohesive and impactful brand presence.

• Multimedia Content Creation: Created a promotional video clip for PBS television, expanding the AHA's reach and visibility.

GRAPHIC DESIGNER
The Creative Industry | Washington, DC | January 2004 - June 2005

• Brand Identity Development: Designed visually compelling business cards, letterhead, and collateral templates for clients.

• Client-Focused Project Management: Successfully managed multiple projects simultaneously, delivering high-quality promotional pieces, DVD inserts, books, annual reports, and corporate identity packages on time and within budget.

• Concept Development: Translated creative briefs into impactful design concepts and provided accurate production estimates, serving as the primary client liaison.