May 2021 - Apr 2022 (11 months)
Led the overall brand strategy and execution plan. Oversaw the brand planning process, and defined target customers and industries. Developed strategies for brand interaction and established brand-building strategies across all company channels. Led the creative team in the development of graphics, images, and messages related to the product branding, datasheets, brochures, social media campaigns, advertising campaigns, and trade shows. Organized, created, and delivered B2B and B2C market campaign initiatives. Established consistency in brand voice, design, and execution for all customer-facing channels.
Defined, developed, and documented a naming strategy for a new line of EVSE (Electric Vehicle Supply Equipment) products. Trademarked the name PURPL™. Product Branding strategy included product branding, website content including videos, animations, copy, and smartphone app content. Defined the first Visual Brand Language for Atom Power (startup company). Published brand guidelines, design tool kits, and sales communications templates.
Customer Experience Design Studio Creative Manager
CARRIER - Kidde Fire & Safety Products
Oct 2020 - May 2021 (7 months)
Responsible for developing and managing Kidde’s visual brand language and brand voice. Provide creative expertise, direction, and execution of photography, videography, and product industrial design. Lead the brand guidelines execution, marketing materials development, quality control processes, and product design/usability. Lead a team of designers, copywriters, industrial designers, and external design agencies. Build partnerships with cross-functional teams, including product management, brand marketing, sales, trade marketing, external and global partners.
ACCOMPLISHMENTS: Identified a product photography and iconography strategy to drive consistency across all retailers. Drafted and implemented a packaging development process aligned to the product development/launch schedule. This process helped the organization identify roles and responsibilities, reduced the number of revisions, and drove speed to market. Identified WorkFront as the tool of choice to drive and manage the process.
Global Content Development & Design Manager
Jun 2016 - Oct 2020 (4 years 4 months)
Accountable for the visual manifestation of UNIFI’s business strategy. Manage the content development, design team. Accountable for creating, managing, and delivering high-quality graphic design content, engaging copy, and dynamic videos. Responsible for crafting strategy execution plans for both digital and traditional marketing channels aligned to support product launches and co-branding efforts. Responsible for developing and delivering white papers, sales materials, videos, and e-commerce content. Provide global support to the marketing and sales team, including B2B, B2C consumer insights, innovation, and brand communications.
ACCOMPLISHMENTS: Designed multiple trade-show booths for domestic and international conferences. Designed and managed the creative execution of REPREVE’s mobile tour truck design as well as the interior customer experience. Developed a dynamic retail hang-tag system to highlight and support the expansion of UNIFI’s Premium Value-Added technologies. Designed, defined, and executed an interim Visual Brand Language System to support UNIFI’s sales force. Created multiple logos to support new product launches and events. Designed multiple retail experiences for B2B customers, including displays and online assets. Supported multiple brand requests for retail displays and custom hang-tags. Initiated and drafted REPREVE’s new positioning strategy. Designed multiple magazine ads for global and domestic textile industry magazines.
Graphic Design Manager
Grand Rapids, MI
Jan 2012 - Jun 2016 (4 years 5 months)
Accountable for all graphic design activities within the consumer design department. Managed BISSELL’s global product branding strategy. Responsible for preserving a consistent look and feel across all products globally. Responsible for project deliverables, graphics designer's workloads, and personal development.
ACCOMPLISHMENTS: Reduced custom parts inventory by 50% globalizing BISSELL’s branding strategy. Developed product graphics guidelines document to support BISSELL’s new global visual brand language. Identified opportunities to enhance the brand experience. Reached alignment within multiple product categories to have a consistent look and feel throughout all product communications including pop and packaging. Managed the design and implementation of all internal communication tools to support BISSELL’s brand activation efforts. Advised three design agencies on the development of BISSELL’s new brand equity guidelines. Supported marketing directors on the execution and implementation of the new packaging and pop strategies. Ensured design agencies executed the newly developed guidelines seamlessly across all media and touchpoints.
Senior Product Branding Specialist
Benton Harbor, MI
Sep 2007 - Jan 2012 (4 years 4 months)
Accountable for the implementation and documentation of Whirlpool’s product graphics branding strategy. Teamed up with internal process partners and external suppliers to make sure the product branding strategy was not diluted. Worked in partnership with an international, multi-disciplinary team to make certain all product graphics retain synergy across the world. Lead new product graphics projects from understanding marketing requirements to production. Primary contact within designers and project managers in the United States, Mexico, and Brazil regions.
ACCOMPLISHMENTS: Aligned the artwork delivery process with corporate strategic goals. Alignment increased the design studio productivity by 50% and reduced the number of artwork revisions by 80%. Designed a global circuit board for washers and dryers. Developed and documented a process to meet all brands' design language. The process reduced the design schedule from 3 months to 3 weeks. Developed a tool kit for a point-of-sale labels strategy. The strategy is applied globally on washers and dryers. Strategy saved the company over $250,000 in 2009. This new point-of-sale strategy also reduced part production and custom parts inventories by 50%.
Jul 2000 - May 2007 (6 years 10 months)
Provided design leadership to external agencies, in-house designers, and production designers. Developed marketing briefs for designers outlining key objectives and estimated project hours. Researched factors that directly affected marketing objectives and future corporate design strategies. Conducted competitive benchmark studies; investigated locations, materials, and layouts used for store displays, and determined the most cost-effective design solutions. Successfully communicated ideas to upper management, lawyers, engineers, and marketing directors. Managed a retail packaging strategy for digital cameras and accessories. Developed product branding guidelines. Served as the primary contact between industrial designers and strategic business units.
ACCOMPLISHMENTS: Streamlined the packaging concept review process. Documented a process that led to accelerated project schedules, thereby meeting critical launch deadlines and increasing market share. Formalized a label production process. Designed a template for information accessibility. The process helped increase digital camera production in two manufacturing plants in China. Dramatically increased Kodak’s product branding initiatives by developing and applying product graphics consistently.
Jr. Graphic Designer
May 1995 - Jul 2000 (5 years 2 months)
Served as lead program interface, charged with task analysis and determining ways to convey clear messages through the utilization of color, font, illustration, photography, print, and layout techniques. Applied superior multi-tasking and time management skills, frequently managing up to ten programs simultaneously. Consistently adhered to extremely challenging manufacturing and software deadlines, ensuring that work was finished in a timely manner. Collaborated extensively with industrial designers, mechanical engineers, and human factor designers, solving visual design problems from conception to completion. Aided in overall corporate communication strategy, ultimately designing concepts and presenting logical assumptions to a broad, diverse audience.
ACCOMPLISHMENTS: Maximized product functionality, creating global product graphics that relayed targeted messages to a wider audience, thereby increasing overall usability. Initiated a comprehensive examination of the group procedures, resulting in a more efficient and productive workplace by documenting internal processes for future reference.