Creative Director specializing in Fashion and Beauty.  Almost two decades of hands-on experience in the field of Graphic Design and Art Direction. Expertise in branding, ideation, and advertising. Working in both print and digital.

• Branding Guidelines and Design strategy
• Social media Direction and Digital content creation.
• Resource management, budgeting & scheduling.
•Design Packaging, Collateral, POS and other consumer touchpoints.
• Advertising campaign development, graphic design and design team management.

SUMMARY
Executive creative leader with a proven track record in managing the innovative expression of leading brands, specifically in fashion retail. Creative strategic ability – from concept to final execution. Manage the overall creative and production process with experience in branding, digital, print and experiential design. Creative lead and deep experience with video and photography. Collaborative management style and comfortable in navigating a highly matrixed organization. Experience with managing and developing creative teams.

Specialties: Creative team leadership, photo/video concept and execution, brand and image strategy, style guide development, and executive level pitches.. 

WORK EXPERIENCE

Creative Director, IPSY August 2020 to Present
Own the creative vision, strategy and execution for all brand campaigns. Creatively manage Editorial, Copy, Art Direction, Graphic Design and Photography/Video. Build buzz and continue to push IPSY into the forefront of pop culture.

Creative Director, Global, Forever 21 October 2018 to August 2020
Responsible for strategy, execution and integration of all digital design activities to ensure brand integrity.  Manage +40 team members across brand marketing, graphic design, photography, video, copywriting, styling and social media. Build process and systems across all teams. Seasonal strategy, planning and execution of all digital content. Manage external creative partnerships and create 360 campaigns for exclusive collaborations. 

Creative Director, Lucky Brand   2014 – Present
Responsible for strategy, execution and integration of all design activities to ensure brand integrity.  Oversee creative services team, including copy, design, and account managers. Conceptualize ideas, assign projects, and present work to executive team. Responsible for all brand communications supporting PR, advertising, direct mail, e-commerce, point of sale, in-store experience, licensees, wholesale and HQ. Manage the photo production team to plan and execute seasonal Ad campaigns and seasonal trend shoots. Manage external partnerships with design and production agencies. Partner with Chief Creative Officer to create seasonal creative strategies for all marketing endeavors.

Creative Director, Looksy.com    2011 to 2014
Helm the development and launch of Looksy.com,  an e-commerce site for women’s accessories.  Manage all front end design, app development, an editorial staff of ten and social media team.  Art direct, cast and produce all lifestyle and product shoots. Direct and design all packaging, collateral, POS and other consumer touch points. Active involvement in business development strategies for the Looksy brand. 

Creative Director,  Diana Maciel.com   2008 to 2011
Boutique agency developed campaigns and graphic design for a variety of clients. Highlights include: Lead for Target In-House Agency,  for in-store and direct mail collateral with a focus on children’s fashion and footwear.  Branding and graphic design lead for launch offashion label Current/Elliott.  Graphic and experiential design for multiple global Lexus activations.

Creative Director, GUESS? INC.,   2006 to 2008
Senior creative leader for the five Guess brands globally, an international lifestyle collection of apparel and accessories for women, men, and children. Manage, art direct, cast and produce all ad campaigns. Design and produce all packaging and identity systems. Provide creative direction to domestic and international licensees. Oversee e-commerce team and store visuals team. Manage a medium sized team of graphic designers and photo producers in all production of advertising and collateral. 

Art Director, Orly International    2005 to 2006
Creative lead for a cosmetics manufacturer for domestic and international wholesale markets. Brands include: SpaRitual, Orly Professional, and Orly Retail. Responsible for producing ad campaign for all brands, including budget management. Create brand identity/style guide for SpaRitual launch and e-commerce site. Design and produce all soft/hard packaging for Spa Ritual. Design the store experience SpaRitual shop in shop at Fred Segal Beauty. Produce tradeshow booth concepts for domestic and international beauty shows.

Senior Graphic Designer, BCBG Max Azria   2000 to 2005
Designer for the AZ3 Inc.suites of fashion brands with over 200 stores worldwide. Brands include: BCBGMaxAzria, BCBGirls, Parallel, Herve Leger, To The Max, and Giorgio Beverly Hills. Layout of print collateral for all divisions. Logos and artwork for re-launch and new brands. Responsible for ad campaign fulfillment. Conceptualize and create all environmental signage and window elements for fleet of retail stores. Support wholesale collateral needs. Design elements for BCBG.com and seasonal emails.