Resumé

Michelle Morales
708.704.2306 mich_morales@att.net
133 patrick ave. willow springs, il 60480

SPECIALTIES

Brand positioning, shopper marketing, cross-channel activating, promotion, digital design, package design, and multi-cultural marketing

EXPERIENCE

Launch Creative Marketing / Group Creative Director / 2001 - 2010

Brands: Alberto Culver, Bernina, ConAgra Foods, EPSON, Jelly Belly Candy Company, Keebler, Kellogg, Mentos, Sanford Brands, Sara Lee, Tootsie Roll, World Kitchen

Over a nine year journey I went from a Senior Art Director working like the great Oz behind the curtain to a Group Creative Director. I co-developed three core agency capabilities: digital, in-store marketing and promotion. I co-led new business pitches making the win of Sara Lee a very good day and winning back Kellogg a grrrrreat day. I've worked on some pretty cool power house consumer brands like Keebler and Healthy Choice and sweet ones too, Jelly Belly and Mentos (I offer geyser training upon request). I love what I do and watch the P&L to bring success to both agency and client.

Select accomplishments:

Developed in-store permanent and temporary solutions for Alberto Culver Specialty Brands, Black and Decker, ConAgra, Kellogg and Keebler brands from seasonal lobby displays and innovative display programs to resetting POGs in aisle with directional, education and inspirational signage

Analyzed industry trends / competitive landscape and developed retail programs for: Bakers, Giant Eagle, Kroger, SUPERVALU, Walmart and Walgreens

Senior creative responsible for bringing the agency two high level awards: Gold Reggie Bernina USA and International Reggie for Jelly Belly executed in five countries

Designed and executed the agencies first large scale promotion with Jelly Belly Mystery Flavor Game. Inserted mystery flavored jelly beans in the every bag. Incorporated microsite to shelf signage to Target specific executions.

Manage creative group of print and digital art directors, copywriters plus sourcing freelance and vendor support to meet needs and execute the vision

Developed agency brand: two website launches, in-store marketing strategy and theory, client facing materials and internal forms

Led the development of package design for lead brands plus gave back to a non-profit organization designing nutrition supplements for children in Africa

New product innovation, form development and package design for Alberto Culver Mrs. Dash Grinders, International Flavors, Organic, Latino Flavors and Seasoning Mixes.

Led team in development of package design for new Keebler brand product with licensed Scooby-Doo Baked Cheddar Snack Crackers
included promotional back panel tie-in with Cartoon Network

Frankel / Senior Art Director / 1999 - 2001

Brands: Kraft, Frito Lay, Pepsi

Developed concepts and designs for promotions and merchandising for major consumer packaged goods accounts. Creative team co-management from concept through final production.

Select accomplishments:

Designed and executed the first ever cash-in-the bag promotion with Frito-Lay's Magic in the Bag Disney tie-in

Designed and executed six seasonal retail theater programs for Frito-Lay that incorporated everything from shelf signage to floor spectaculars to Walmart-specific executions

Utilized energetic graphics and stock images to develop a low-budget Frito-Lay NCAA/ESPN March Madness program. This was recognized agency wide as a financial success.

FCB/IMPACT Communications Group / Art Director / 1994 - 1999

Conceptual thinking, project management and art direction for promotional campaigns, POS, merchandising, collateral and sales materials. Clients ranged from banks to CPG to QSR

Select accomplishments:

Developed Oscar Mayer continuity program highlighting the Wienermoble.

Concepted and designed a series of in-pack newsletters for Equal full of recipes, usage ideas, heath tips and offers. Fun to write challenging to design 4x16 of content.

Morales Design / Design Consultant / 1990 - 1994

Offered design and illustration to agencies and design studios for consumer and B2B programs.

AWARDS AND AFFILIATIONS

Recognized with over 25 awards from Reggies, ProAwards, POPAI, ISMI, Mobius and various digital awards plus judge for ISMI and POPAI

POPAI, In-Store Marketing Institute, Women In POP

EDUCATION

Academy of Art San Francisco

Projects by michelle morales

In-store Destination
8 Files

Point of Sale
11 Files

Promotion
6 Files

Microsite
6 Files

Brand Site
6 Files

Package Design
6 Files

Logos
6 Files