Lands’ End Outfitters

Dodgeville, WI

Senior Digital Art Director
Jan 2019 - April 2020

As a senior digital art director for a billion dollar B2B brand, my responsibilities are vast in scope.

I manage a dynamic team of six, including a front end developer, copywriter, production designers, mid-level designers, and senior designers. I also direct and oversee external vendor relationships and work closely with UX designers, SEO teams, and other cross functional partners to create a cohesive digital brand identity.

Other duties include:

• Strategically planning photoshoots both off site and in studio 

• Working with producers, hiring models, photographers, and stylists

• Creating shot lists, making selects, and directing post-processing work

• Applying final creative into overall business directives in order to support both marketing and merchandising initiatives through various platforms (social media, digital advertising, website assets) in multifaceted ways (stop motion, gifs, video, stills)

I work directly with merchandising and marketing partners to enhance the look and feel of the brand’s website and other digital avenues. This includes improving UX, proactively overhauling code, creating visual standards for ADA compliance, redefining the creative strategy behind the blog, email, social, and website, and working closely with external partners to improve SEO and increase conversions and engagement.

Spinning Wheel Brands

Chicago, IL

Art Director & Marketing Manager
April 2017- November 2018

Spinning Wheel Brands is a small startup in Chicago. During my time there, I wore many different hats, including e-commerce management, marketing, photo art direction, design work, and creative strategy. Working for a startup means having your hands in a little bit of everything all of the time.

I led the creative direction on all digital initiatives, including the launch and design of five different brand websites (using the Shopify platform), establishing the look and feel for each one. This included websites, social presence, voice, visual hierarchy, trade show assets, photoshoot, production schedules, and marketing calendars.

I oversaw a small team which included a copywriter, graphic designer, PR officer, and numerous external agencies for both SEO, Google Analytics, Amazon storefronts, and digital ad campaigns.

I strategized email campaigns from start to execution. I also maintained all marketing contacts, built out segmentation for each brand, and strategically created concepts to increase revenue. This included reengagement, new customer acquisition, and weekly email marketing campaigns.

The Land of Nod / Crate & Barrel

Morton Grove, IL

Senior Web Designer
April 2015 - April 2017

Working as part of a creative team, I specialized in digital design. During my time at The Land of Nod, I obtained a front end developer certification in order to fully understand digital design from start to finish. Conceptualizing landing pages and campaign content, it was my job to both design assets as well as code and load them onto the website.

I worked on multiple collaborations with companies such as Sesame Street, Paul Frank, Genevieve Gorder, Charley Harper, Care Bears, and Ace & Jig. The creative challenge here was determining how each of these brands would be showcased on the Land of Nod website, while protecting and merging both the style of the Land of Nod brand with the partnering brand.

Working in tandem with Crate & Barrel back end developers, I designed and implemented new UX and responsive design modules for product pages, the home page, as well as high level category pages.

OpticsPlanet

Northbrook, IL

Graphic Designer
January 2013- April 2015

OpticsPlanet is a fully e-commerce B2C enterprise. During my time there, I learned a lot from the talented designers and creative directors about user-centered design. My work centered on day-to-day production design for five different websites, each having their own brand guidelines.

I also assisted on photoshoots, print work for magazines, UX design, and email design, working as part of a team with four other designers.

Experience

Art Direction, Photo Art Direction, Photo Styling, Graphic Design, Web Design, Stop Motion Video, Project Management, Front End Development, Marketing Strategy, Team Leadership, Management, UX, Creative Strategy, Social Media Strategy, Vendor Relations

KNOWLEDGE

ADA Web Accessibility, Dev Environments, Marketing, Social Media Strategy Development, UX, UI, SEO, Responsive Web Design, E-Commerce, Site Merchandising, Email Content Strategy

Programs

Adobe Creative Suite, Adobe Scene7, Mac and PC OS, Shopify, WordPress, SurveyMonkey, MailChimp, YesMail, Trello, ProofHQ, SharePoint, Jira, Constant Contact, Google Suite, MS Suite

Collaborations

Freelance Clients