Hi, I'm a Creative with a keen focus on Category Strategy, Color Theory, Art Direction, Product Design, and the captivating realm of Visual and Graphical Storytelling. My expertise spans across the entire creative spectrum, empowering me to craft designs from inception to realization. I bring a multifaceted approach to every project, ensuring an unparalleled blend of innovation and aesthetic excellence.
Design Director – Men’s Apparel | Nike/Hurley | Costa Mesa, CA
September 2016 - Current
- Lead art TEAM, CUT & SEW design TEAM, and copy teams to deliver brand-enhancing creative solutions across the connected commerce ecosystem for multiple seasonal go-to-market periods annually.
- Translate marketing objectives into cohesive and impactful creative strategies that resonate with target audiences.
- Ensure consistency and appropriateness of brand imagery across various channels and geographies, aligning with customer preferences and community values; proactively identify and address any issues to maintain brand integrity.
- Serve as a visible and influential leader within the organization, interfacing directly with
- executive leadership and key stakeholder groups to drive alignment and support for creative initiatives.
- Manage and direct a diverse creative team of 11 members, overseeing the design and production of all marketing materials.
- Develop annual goals and budget for the creative department, and effectively manage and allocate resources to meet business objectives.
- Foster a culture of continuous learning and professional development within the creative team, providing coaching and mentorship to enhance both brand and business understanding.
- Recruit, onboard, and develop talent within the team, conducting performance assessments and providing regular feedback to support individual growth and team success.
- Establish and maintain effective processes and procedures, defining clear roles and responsibilities to streamline workflow and optimize creative output.
- Oversee project creative calendars and collaborate with trafficking teams to ensure timely delivery and adherence to project requirements.
Sr. Director of Product – Men’s and Women’s Global Printables | Nike/Hurley | Costa Mesa, CA
June 2014 - September 2016
- Spearhead the category game plan and oversee the final execution of product offerings to achieve Inline and Special Make-Up (SMU) financial objectives.
- Achieved an impressive 11% growth in the men’s business for FY 2014, coupled with a 1.5% margin increase overall, and successfully reduced closeouts by 26%.
- Drove a remarkable 52% growth in the women’s business for FY 2014.
- Deliver seasonal objectives and compelling product narratives to key representatives, regions, internal sales teams, and marketing stakeholders.
- Develop comprehensive line segmentation strategies and direct assortments tailored for specific regions and major accounts.
- Lead and manage a team of 11 creatives, ensuring seamless workflow management to meet calendar deadlines and uphold product excellence.
- Harness consumer and athlete relationships to gather invaluable product insights and translate them into actionable strategies for product development.
Global Art Director | Nike/Hurley | Costa Mesa, CA
August 2009 - June 2014
- Crafted and executed the Creative Vision, providing strategic Art Direction for each seasonal collection.
- Fostered collaboration with the Product Lifecycle Management (PLM) team to drive revenue growth, enhance profitability, achieve target margins, and optimize style/sku productivity.
- Led a dynamic team of graphic designers, cultivating a culture that celebrated diversity and innovation, fostering an environment where imagination thrived.
- Cultivated strong partnerships with key accounts such as Tilly’s, Buckle, Nordstrom’s, and Pacsun, collaborating closely to segment product lines and drive additional revenue streams beyond inline business.
- Proficient in design principles including typography, hand illustration, clear ideation, use of color, texture, spacing, and scale, leveraging these strengths to deliver impactful designs and experiences.
Art Director | La Jolla Group | Irvine, CA
November 2007 - August 2009
- Developed and executed the strategic vision for the Men's and Women's printables business, aligning design initiatives with brand objectives and market trends.
- Empowered the Design team by delivering timely, visually compelling, and informative cues, fostering motivation and inspiration throughout the product development process.
- Curated spaces and services that epitomized the brand's design ethos, elevating the overall customer experience and reinforcing brand identity.
Creative Director | Fyasko Clothing | Santa Ana, CA
January 2004 - November 2007
- Spearheaded the conceptualization and design direction for complete seasonal collections, encompassing Cut & Sew, Printables, and Footwear categories.
- Oversaw the entire product lifecycle from initial ideation to final execution, including design conceptualization, development, marketing strategy, advertising campaigns, and sales initiatives.
- Joined the company during its inception phase, playing a pivotal role in its rapid growth trajectory, contributing significantly to scaling the business to achieve a remarkable 3 million in sales within a span of three years.