Daniel Will
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About
As a proven leader in the brand marketing industry, I understand what drives consumer behavior. Based on this insight, I create compelling visual and emotional narratives that turned into significant wins for major international brands and Fortune 500 companies.
With a keen eye for aesthetic, I solve design challenges creatively while sweating the smallest details. I deliver campaigns on-time, on-budget, and on-trend. I bring vast experience developing the look and feel for consumer brands, including successfully developing multi-channel creative and brand marketing experiences.
KEY PROJECTS:
• Recently, as the Head of Creative for Natrol, I redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.
• A natural leader, also with Natrol I refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.
• While at Cotton Heritage, I conceptualized and launched an aggressive marketing plan, triggering a dramatic 724% increase in marketing exposure. I also transformed the email marketing strategy and boosted the read rate from 0.2% to 34% and also gained an open rate of 77% via a behavior-triggered remarketing campaign.
• As Director of Marketing and Creative at Sena Cases, I grew revenue by 583% in three years by leading a rebranding effort and effectively positioning products within the market.
I am an enthusiastic collaborator who champions superior quality to drive consumer engagement and loyalty while building strong relationships with multiple stakeholders. Here on Coroflot, I am excited to connect with other dedicated brand professionals who are driven to innovate and exceed expectations. -
Education
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Associate of Applied Arts, Commercial PhotographyArt Institute of SeattleBest Portfolio in Graduating Class
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Certificate, Graphic DesignCollins CollegeDean's List
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Certificate, TESOLSIT Graduate Institute
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Bachelor of Science Marketing, Cum LaudeColorado State UniversityActivities and Societies: Golden Key International Honour Society, The National Society of Leadership and Success
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Experience
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Franchise Owner/OperatorDeka LashLake Forest, CAJul 2022 - Present (3 years 11 months)Manage operations, marketing, creative, and staff for busy Lash Studio. Additionally supported corporate with marketing/branding through digital, print and packaging deliverables for all 130+ studios internationally.
• Delivered compelling digital design, print design, photography, illustration, and copywriting for corporate brand
• Developed local digital marketing campaigns to increase traffic to studio
• Managed budgets, staff and vendors to run studio while decreasing expenditures
Key Achievements:
• Grew revenue by 20% through innovative digital marketing and retargeting campaign
• Was chosen to design and launch new branding effort for Deka Lash corporate
• Improved membership model resulting in increase of subscribers -
Head of CreativeLos Angeles, CANov 2018 - Feb 2021 (2 years 3 months)Led a team of four delivering packaging, print, digital, social, and broadcast creative for 200+ omnichannel products featured by global retail partners including Amazon, Walmart, CVS, and Costco. Collaborated with senior leadership and defined brand standards and story, balancing form and function to drive revenue growth.
• Aligned retail partner requests with standards, while solving design challenges
• Inspired team members to reach peak performance through engaged mentorship while removing obstacles
• Collaborated with product team to understand and communicate new product
features and innovations
• Balanced budget constraints and creative vision to drive consumer engagement while increasing revenue
Key Achievements:
• Refocused the creative team to produce more effective deliverables,
resulting in a 15% top-line growth in sales in two years
• Redesigned Amazon A+ page content to better communicate product benefits,
creating a sales lift of $2M+ within three months
• In immediate response to COVID-19 pandemic, refocused Natrol’s immunity
product line packaging designs and advertising creative, resulting in top-line sales increase of $55M
• Implemented cloud-based, creative project management platform that improved collaboration and became invaluable with the shift to remote workspaces
• Redesigned Natrol website, adding eCommerce direct-to-consumer functionality and creating powerful new sales and advertising channels -
Creative DirectorCommerce, CADec 2016 - Oct 2018 (1 year 10 months)Steered creation of print and digital ads and cultivated relationships with editors at top publications to grow brand through advertising and editorial exposure. Led team of five marketing and creative professionals in design, development, and production of collateral.
• Spearheaded complete rebranding initiative while writing headlines and ad copy to elevate the brand in the marketplace
• Drove cost reductions at the department and company-wide levels
• Managed eCommerce site and delivered improved user experience (UI/UX)
Key Achievements:
• Developed & launched marketing plan triggering 724% increase in marketing
exposure
• Secured first-ever company placement on cover of Printwear Magazine and Impressions Magazine, leading industry publications
• Refocused marketing program which boosted read rate from 0.2% to 34% and
also delivered an open rate of 77% with introduction of remarketing campaign
• Gained 35K targeted impressions a month by deploying digital retargeting campaign -
Creative DirectorIrvine, CASep 2013 - Dec 2015 (2 years 3 months)Led team of 14 in California and Michigan to develop effective, on-brand creative. Orchestrated complete overhaul and transformation of program creative to exceed expectations. Advised top Honda executives on creative direction.
• Conducted nationwide focus groups to test / refine communications prior to launch
• Provided hands-on direction for multi-channel digital, and direct mail campaigns
• Designed and produced highly variable, personalized digital and print
communications through responsive digital UI/UX
Key Achievements:
• Designed multi-year post-purchase program to grow brand awareness, increase owner satisfaction, and lift repurchase rates
• Oversaw creative design across interactive, and print channels for multiple Honda programs, including the $37M Honda Owners Lifecycle Communications (HOLC) program and Honda Financial Services -
Creative DirectorIrvine, CAOct 2008 - Mar 2012 (3 years 5 months)Managed marketing, creative, and related staff for multiple brands, including key clients Sena Cases and Michael Kors.
• Delivered compelling web design, print design, photography, illustration,
and copywriting
• Effectively liaised with product team at Apple to facilitate sales of Sena branded cases at Apple Store third-party retail locations nationwide
Key Achievements:
• Grew revenue by 583% in three years by leading rebranding effort and effectively positioning products within market
• Played key role in securing licensing agreement with Michael Kors for Sena to
produce private label Michael Kors branded cases
• Enhanced web presence, refreshing eCommerce store UI/UX and launching effective social media campaigns
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Industries
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Skills
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Elsewhere on the Web
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On Coroflot@danielwill, member since 2013
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Followers 2
