As Creative Director for an official DEWALT licensee, I lead a multidisciplinary team of 12 professionals, overseeing the entire creative lifecycle from product conception to commercialization. My oversight spans all facets of creative design, including products, packaging, photo/video, online content, and social media.
I am deeply involved in the creative process, taking a hands-on approach to design and development. My role requires a blend of creative leadership and strategic collaboration, ensuring that every product—from an initial idea to a tangible item on the shelves of big-box retailers—maintains brand integrity and resonates with consumers. This requires patience and streamlined processes to successfully navigate a complex, global market.
Amazon A+ content. These were all designed and laid out by myself and setup as templates. I worked with our copywriter to develop the copy and features. I oversee all creative for our multi million dollar a month business.
AMAZON A+ CAROUSEL
I designed these when we initially launched our Amazon business.
I designed these when we initially launched our Amazon business.
PHOTOGRAPHY
My responsibilities include the complete oversight of all photography and video projects.
+ Pre-Production: I develop detailed shot lists and storyboards to prepare for all shoots.
+ Production: I coordinate and direct on-site, on-location, and studio shoots. I also personally capture impromptu photos and videos with my iPhone that have been successfully integrated into various assets.
+ Logistics: All image and video capture is managed by a local contractor, and our primary locations are our in-house studio, warehouse, and office spaces. We do not use professional models for our shoots.
PACKAGING
My passion is creating impactful product packaging that enhances the unboxing experience. In my role, I design solutions for both retail and online channels, while also tackling practical challenges like reducing in-store shrinkage through innovative design. I oversee the full lifecycle of packaging development, collaborating with both domestic and international teams to produce everything from final retail packaging to inner trays and shipping master cases.
My passion is creating impactful product packaging that enhances the unboxing experience. In my role, I design solutions for both retail and online channels, while also tackling practical challenges like reducing in-store shrinkage through innovative design. I oversee the full lifecycle of packaging development, collaborating with both domestic and international teams to produce everything from final retail packaging to inner trays and shipping master cases.
RETAIL DISPLAYS
My role involves designing, developing, and deploying in-store merchandising solutions for thousands of retail locations worldwide. I collaborate with our team to create a diverse range of displays, including metal spinners, countertop units, corrugated displays, and pegged planograms (POGs) for major partners like The Home Depot, Lowe's, and Walgreens. A key part of our process is our in-house capability to produce physical prototypes and mockups, allowing us to quickly test and refine our designs.
My role involves designing, developing, and deploying in-store merchandising solutions for thousands of retail locations worldwide. I collaborate with our team to create a diverse range of displays, including metal spinners, countertop units, corrugated displays, and pegged planograms (POGs) for major partners like The Home Depot, Lowe's, and Walgreens. A key part of our process is our in-house capability to produce physical prototypes and mockups, allowing us to quickly test and refine our designs.
PRODUCT MANUALS
I design and develop user manuals and quick-start guides, establishing the foundational templates used by the entire team. My hands-on work includes creating technical illustrations from product images in Illustrator or from engineering outputs. I then collaborate closely with product management and copywriting teams to create a clear and effective layout. My final step is to secure approval from key partners, such as DEWALT, to ensure all brand and corporate guidelines are strictly followed.
I design and develop user manuals and quick-start guides, establishing the foundational templates used by the entire team. My hands-on work includes creating technical illustrations from product images in Illustrator or from engineering outputs. I then collaborate closely with product management and copywriting teams to create a clear and effective layout. My final step is to secure approval from key partners, such as DEWALT, to ensure all brand and corporate guidelines are strictly followed.
TRADESHOWS
I have extensive experience in the design and production of tradeshow materials. In this role, I am responsible for both the high-level strategy and the hands-on execution of our tradeshow presence. I design and develop everything from booth layouts and large-format graphics to collateral and promotional materials, ensuring every element works together to create a compelling and memorable brand experience.
I have extensive experience in the design and production of tradeshow materials. In this role, I am responsible for both the high-level strategy and the hands-on execution of our tradeshow presence. I design and develop everything from booth layouts and large-format graphics to collateral and promotional materials, ensuring every element works together to create a compelling and memorable brand experience.
