EXPERIENCE
Vice President, Executive Creative Director
Synchrony | March 2023-Present
In March 2023, I was asked to take on a new role as VP, Executive Creative Director, leading the
entire creative, content, and copywriting teams for Synchrony’s internal agency.
Vice President, Digital Creative
Synchrony | 2021-March 2023
Synchrony, a financial services company, is the largest provider of private label credit cards in the U.S., providing consumer financing and savings products. As VP, Digital Creative Director, I stood up a new digital creative team and workflow processes to support multiple lines of business, focused on selling-in new capabilities and shifting creative work from external agencies to new in-house agency.
- Lead end-to-end operations of digital creative team including creative strategy, copy, design and production.
- Established new working models and continue to evolve the team’s operating model, structure, processes, tools, and digital best practices.
- Developed numerous design systems to create efficiencies and consistency across creative and execution teams.
- Evangelized personalization tactics and data-driven creative and performance across creative teams.
Corporate Vice President, Creative and UX
New York Life | 2013-2021
New York Life, Tampa operations supports the marketing, sales, and fulfillment efforts for AARP/New York Life partnerships and direct-to-consumer programs. As Corporate Vice President of Creative Development, I manage a team of creatives and oversee development efforts for all digital direct marketing channels.
- Implemented 2018 landing page creative to support paid media efforts that increased click through rates by 10% and application rates by over 15%.
- Launched a rebranded website which resulted in a 100% lift in conversions.
- Developed multivariate testing strategies for new content on landing pages that resulted in a 40% increase in conversions.
- Effectively work with marketing executives and strategy teams to develop strategic direction and test objectives for digital and television program efforts.
- Oversee creative direction, copywriting and daily communication efforts for internal and external creative resources to develop key concepts that meet business objectives.
- Develop effective creative assignment plans and briefs to convey goals, objectives, and deadlines.
- Identity inefficiencies and develop/implement workflow and tracking systems to increase productivity.
- Develop, mentor and pinpoint new discipline expertise for creative development team.
- Consistently 25% under budget by developing cost-cutting, work-around solutions.
- Oversaw creative development efforts for television marketing from 2013-2015.
Director, Creative
New York Life | 2011-2013
Developed creative concepts and managed the production of digital/social media creative for New York Life’s direct marketing channels. Fostered and maintained strong relationships with external creative resources to develop strong creative solutions.
- Led the re-branding of nylaarp.com’s learning center along with the content creation of over 20 new SEO focused articles and infographics.
- Developed creative assignment plans and briefs to meet goals, objectives, and deadlines.
- Led multi-webpage creative development efforts from concept to completion.
- Directed external creative resources to develop effective concepts to meet strategy objectives.
- Collaborated with compliance, creative, and marketing strategy teams on copy, layout and format.
- Directed and wrote copy as needed.
Creative Director
Medi Weightloss | 2008-2011
Medi Weightloss is a weight loss franchise whose corporate office supports over 90 locations nationwide. As Creative Director, I managed a team of award-winning graphic designers and copywriters that supported the company’s strategy and brand. Led creative development and strategy of all national, regional, and local advertising/marketing for the entire franchise system. Served as the Brand Manager, overseeing the utilization of the corporation’s trademarks and guidelines, ensuring the highest quality of design.
- Collaborated with franchise operations and provided creative vision for new product packaging design and marketing strategy that increased sales 18%.
- Developed and implemented a franchise re-branding initiative and corporate branding SOP’s.
- Generated over 1,900 website coupon downloads for major national advertising campaigns in Better Homes & Garden, AARP Magazine, Fitness Magazine, and Cooking Light.
- Led design, coordination, printing, and delivery of MediLiving Magazine, a Medi-Weightloss’ premier patient publication, which increased its reach from 15,000 to over 30,000 customers in under 2 years.
- Developed, trained, coached, and led a team of graphic designers and copywriters.
Marketing and Design Manager
Mx Productions | 2006-2008
MX Productions, Inc. was an ad agency specializing in promotional products, graphic design, and sports marketing. As Marketing and Design Manager, I worked with clients to develop a creative strategy for their branding and marketing initiatives. I led a team of designers to create results driven solutions for our clients.
- Directed content, creation, and execution of all creative projects, delivering effective marketing solutions for clients such as the American Indoor Football Association, UIFL and Magic Tilt.
- Worked closely with CEO to align business objectives with marketing strategy to increase reach.
- Led marketing strategy, design, and development of the MX Productions, Inc. website.
Graphic Designer
RealtyUSA | 2004-2006
RealtyUSA is a privately owned, national real estate company. I designed and prepared marketing collateral for various real estate agents and led direct mail programs.
- Conducted monthly new agent training seminars and sales meetings to promote marketing services and increased ROI.
- Developed and designed 2005 and 2006 marketing plan and postcard series, including over 50 new postcard designs and ideas that increased revenue for RealtyUSA and its Realtors.
- Led national planning and creative efforts for RealtyUSA’s annual national convention.
Graphic Designer- Intern
National Geographic Adventure Magazine | 2003
As an intern for National Geographic Adventure Magazine, a national publication of the National Geographic Society, I participated in many front of the book stories and photo shoots. Assisted in the coordination and organization of each monthly issue and identifying images for issue.
EDUCATION
Bachelor of Fine Arts
State University of New York at Buffalo | 2003
- Major: Communication Design
- Minor: Art History
