INTRO

An NYC-based,dynamic problem-solver who leads creative teams to create compelling content and advertising in digital, print and video. Point-person for clients and partners to deliver their brand message in effective and delightful ways

SKILLS

Creative Project/Operations Management: Briefs, Workflows and Timelines, PM Platforms (Asana, Basecamp, JIRA, Google Apps, Gantt charts, MS Office,  DAMs). Internal/External Relationships; Vendor Relationships; Video/Audio Production; And Post-Production (Adobe Premiere, After Effects, Audition, encoding); Graphic Design (Adobe CS: InDesign, Illustrator, Photoshop); Communication and Language Skills, Copywriting/Editing

EXPERIENCE

CREATIVE PRODUCER
FREELANCE (NYC), 2002 - PRESENT

  • Designed three 70-plus page, full-color food sourcing catalogs for top New York chefs

  • Produced explainer videos for finance app Zuper, wellness wearable YOORx, and internal comms videos for Facebook

  • Wrote engaging brand copy for Apothecarium, PSEG Long Island, Baldor, others

  • Created eye-popping visuals for several virtual theatre productions

  • Designed labels for signature retail product available at Whole Foods

  • Won Jury Prize at Shortie Fest digital short film festival
     

CREATIVE MANAGER
BALDOR SPECIALTY FOODS (NYC), 2019 -2020

  • After departure of embedded agency, I assumed control of all brand creative, including web and print photography, with seamless continuity

  • Directed digital agency and partners toward brand consistency and execution of UX

  • Increased email marketing engagement 10% through improved design

  • Elevated seasonal campaigns by directing photo shoots and tightly coordinating with Marketing and Merchandising, increasing sales over 20% year-over-year

CREATIVE PROJECT MANAGER
BLUE APRON (NYC), 2016-2017

  • Built and instituted better creative processes, brought rigor to workflows and steered communications among Marketing, creative teams, and senior leadership

  • Doubled creative output within one year, balancing workload for a team of 11

  • Created first 360-degree campaigns, adding to 20% year-over-year growth

  • Drove campaign extensions of revamped brand identity created by Droga5

BRAND MARKETING MANAGER
FRESHDIRECT (NYC), 2013-2015

  • Added to 15%+ year-over-year revenue growth with more customer-focused creative and shopper marketing for NYC’s premier online grocer

  • Overhauled brand identity and directed in-house and external designers

  • Developed video & content strategy in partnership with top vendor brands (Pepsi, P&G) and influencers like Tasting Table and Chef Anne Burrell

  • Orchestrated high-end photo shoots with Johnny Miller and agency DiGo that redefined visual identity through eye-catching, appetizing imagery


ART DIRECTOR & DESIGN MANAGER
FRESHDIRECT (NYC), 2002-2013

  • Launched an iconic NYC brand; led design and studio teams, writers, freelancers

  • Revamped UX and added over $1MM annual incremental revenue with new standing order feature; reduced bounce rate 50%, with improved welcome page

  • Ran largest LED video billboard in U.S. (over 3 million impressions per year) and created out-of-home advertising for brand partners

  • Launched YouTube channel focused on sustainable food sourcing, and TV campaigns with agencies and production companies (Gotham, No Smoke, MacGuffin)

EDUCATION

Flagler College, FL
BA, Broadcast Communications & Performing Arts