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Design Director

Tanya McNellis

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  • About
  • About

    Tanya is a dynamic and accomplished Designer with a passion for driving profitable revenue growth and launching innovative consumer products. With more than 20 years of experience in product design, she is a strategic thinker known for exceeding market expansion targets and delivering exceptional, creative results.

    Throughout her career, Tanya has demonstrated an unwavering commitment to driving business growth. She has successfully managed multimillion-dollar brands with increased YOY growth. Her keen ability to identify market trends and consumer insights empower her to make data-driven decisions that maximize profitability.

    As an expert creative in brand DNA and product strategy, Tanya has a proven track record of launching multiple owned brands and securing exclusive partnerships with major retailers. Her collaborative approach, working closely with C-level executives and key stakeholders, ensures seamless execution of product strategies and alignment across the organization.

    Tanya's leadership style fosters a culture of innovation and excellence. She leads diverse teams of creative designers, industrial designers, graphic designers, and technical designers internally and externally, championing inclusiveness, accountability, and transparency. Her experience in navigating HR regulations and practices ensures a harmonious and productive work environment.

    Tanya is known for her vibrant and creative approach. She inspires her teams to push boundaries and think outside the box, fostering a culture of continuous innovation. Her passion for product design fuels her commitment to delivering groundbreaking solutions that captivate customers and drive revenue growth.

    Beyond her professional achievements, Tanya's love for arts still burns brightly with various creative pursuits including painting, crafting and dancing. Her active spirit keeps her busy hiking in beautiful Colorado, playing pickleball, and competing in various backyard games with her family. Her passion for being creative, active, and her commitment to caring for her children aligns perfectly with the types of jobs she is pursuing. What she brings to her work reflects her love for nurturing childhood development in an environment of health and wellness.

    In summary, Tanya's dynamic leadership, strategic mindset, and track record of delivering exceptional results make her an invaluable asset in the product design field. With her design experience, expertise in brand and product strategy, and unwavering dedication to innovation, Tanya is poised to drive success and propel companies to new heights in the ever-evolving consumer market.

  • Education
    • Associate's of Applied Science Fashion Design
      Fashion Institute of Technology
      2001 - 2002
    • Bachelor of Science Apparel & Textile Design
      University of Wisconsin - Madison
      1997 - 2001
  • Experience
    • Owner - Freelance
      True+Vine Design, LLC
      Parker, CO
      Feb 2023 - Present (2 years 5 months)
      • Experienced Product Creation collaborator driven to expand product category knowledge.
      • Expert in brand vision, brand partnerships, product innovation, & product design.
      • Manage multiple ongoing projects at one time with a keen eye for detail and excellent organizational skills.
    • Design Director
      Goldbug
      Sep 2015 - Jan 2023 (7 years 4 months)
      Performance Highlights:
      • Collaborated with stakeholders to increase consumer product portfolio revenue 35% over 8 years
      • Designed and/or managed the design of >10K SKUs per annum with internal & external design partners.
      • Partnered with Product Development to manufacture >10K SKUs per annum in 5 countries involving 30 manufacturing partners
      • Improved gross margin (GM) >10% YoY by implementing creative & cost-effective construction techniques
      • Designed an expanded travel market segment 400% over 6-year period
      • Launched 3 owned brands (Walmart, Target, & Amazon)
      • Featured employee spotlight https://goldbuginc.com/employee-spotlight/tanya-mcnellis/ (2016)
      • Recipient of the Mr. Gold Award in honor of the company’s founder as the teammate that demonstrates perseverance and persistence in their work in all respects (2018)
      • Recognized winner of Walmart Vendor of the Year award (2019)

      Leadership:
      • Interacted with C-level executives, consulting on brand development, product strategy and go-to-market initiatives
      • Presented well-researched design inspiration and product designs for all major Product Review meetings with all top accounts
      • Managed, developed and led a team of internal & external designers, graphic designers, technical designers, industrial designers, and interns to high performance by utilizing servant-leader principles
      • Collaborated with other Department Directors and Vendor Partners in developing the first master development calendar
      • Spearheaded a consistent and beneficial internship program across creative departments
      • Collaborative, thoughtful leader in all stages of the design and design review process

      Product Design:
      • Fostered creativity and inspired out-of-the-box thinking, leading to brand and product innovation
      • Evaluated industry trends, consumer insights, distinctive competencies, and competitive landscapes
      • Received the Target Accredited Business Partner Product Designer
      • Designed two new patented products in travel category
  • Awards

    - Recognized winner of Walmart Vendor of the Year award (2019)

    - Received the Target Accredited Business Partner Product Designer (2019)

    - Recipient of the Mr. Gold Award in honor of the company’s founder. This award is given to the teammate that demonstrates perseverance and persistence in their work in all respects (2018)

    - Featured employee spotlight https://goldbuginc.com/employee-spotlight/tanya-mcnellis/ (2016)

    - Designed two new patented products in the travel category

    - Received the Critic's Choice Award for Childrenswear at the FIT Spring 2002 fashion show

    - Was featured in WGSN's "Generation Now" portfolio (2002)

  • Industries
    • Apparel
    • Footwear
    • Soft Goods
  • Skills
    • Apparel
    • Footwear
    • Soft Goods
    • Creative Direction
    • Design Research
    • Fashion Design
    • Illustrator
    • InDesign
    • Production Design
  • Elsewhere on the Web
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  • On Coroflot
    @TrueVineDesign, member since 2023
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