Resume

Leading the designer pod supporting the Eyefinity software and VSP Optics lens technology brands.
• Art Direction for Eyefinity, Inc.
•Providing art direction, review, and hands-on design for brand campaigns, digital and print collateral, social media, and video
• Supporting brand and mentoring production designers
• Partnering with internal and outside design teams on marketing, training, and product web interfaces
• Planning and design of environmental graphics
• Collaborating with business partners to develop brand strategy and identity
• Working to improve team processes and efficiency
• Serving on VSP Vision DE&I Culture Champions team

Supported the VSP Vision Care, VSP Global, and VSP Ventures brands with graphic design and branding.
•Established a system of InDesign templates, style sheets, and cloud libraries to optimize the production and review of marketing collateral
•Chinese language logo variation and retail display branding for VSP Vision Care
•Development of VSP Ventures logo

Effectively led design projects to support marketing and develop the brand into a nationally recognized trendsetter within the adult retail sector. Infused health-and-wellness values into brand creative, building resonance with mainstream customers and successfully navigating industry-specific perception challenges. Drove year-over-year growth through advertising, co-branded relationships, strategic product line additions, in-store event marketing and social media outreach. Partnered with internal stakeholders to build consensus, launch cross-platform initiatives, support business operations, and maintain brand consistency. Established in-house Creative Department, supervised contractors, coordinated production, and defined standards.
• Planned display advertising, established baseline reporting, and grew returns up to 600%
• Leveraged design understanding into new skills for successful build-out of retail locations
• Facilitated site mapping and directed creative for ecommerce rebuild, lifting sales by 11%
• Increased perceived value and sales of core products with branded packaging design
• Conceived values-driven, photography campaign that significantly increased inclusive representation and model diversity in marketing imagery

Designed marketing and identity collateral for the Center for Economic Development as well as for collaborative projects with several county, state, and federal stakeholder organizations.
• Improved site UI/UX, added ecommerce integration, and streamlined content via rebuild
• Established publication template and designed covers for a 21-book annual report series
• Supported the organization with art and guidelines through two identity changes

Negotiated and administered advertising contracts for general marketing as well as to promote onsite events and art exhibitions.

Interim Art Director, Dept. of Public Affairs & Publications | 2002
California State University, Chico • Chico, CA

Provided art direction and layout expertise for key university publications while working with on- and off-campus printing services, artists, authors, etc.

Drew camera-ready illustrations for inclusion in editorial layouts and traveled Northern California as a photographer.