Parks Project

Design Director
March 2019 - Current

 

  • Build and define the creative direction for entire product line across 4 yearly seasonal campaigns, from product development to go-to-market, based on trend forecasting, competitor analysis, customer insights and post-season performance

  • Hire, manage and mentor a roster of 15 artists and designers, providing them with detailed and researched creative briefs and feedback for apparel design projects, focused on building commercially-viable artwork and products (Awarded Creative Director in the American Illustration 41 Annual Archive, and awarded Art Director in the Society of Illustrators 2022 National Illustration Awards)

  • Manage and forecast product design P&L and calendar, having expert knowledge of artwork contracts and agreements, design process timelines, and industry rate standards

  • Manage creative direction for product collaborations with other brands and wholesale partners that drive revenue, brand recognition, and increased marketplace share. Successfully managed programs include partnerships with Madewell, REI, Teva, National Geographic, and Urban Outfitters

  • Partner with Head of Product, Tech Design, and PD to build 3-year product plan, approve fits and quality, and ultimate drive exceptional consistency and innovation in the product line

Parks Project

Ecommerce Manager
August 2016 - March 2019

 

  • Built and managed the ecommerce platform, overseeing strategy that established Parks Project’s brand marketplace share online and effectively flipped the business from a wholesale model to a DTC model, delivering double digit YoY growth and ultimately scaling the platform to $5M revenue

  • Established and oversaw all paid & earned digital marketing channels, building robust SEO, digital & emailing marketing, and social media strategies that drove brand awareness and revenue. Results include building an automated email flow strategy that averaged 10% of monthly revenue and establishing content pillars on social media that drove user engagement up by ~80%

  • Successfully led and managed a team of 5 to support the rapidly growing ecommerce business, including hiring and training new team members on becoming experts in their channels

  • Held P&L management responsibility for the >$1M combined ecommerce and digital marketing budgets

Murchison-Hume

Ecommerce Manager
June 2014 - August 2016

 

  • Built and executed a growth strategy for ecommerce growth that drove 50% YoY growth, resulting in flipping the business from a mainly wholesale model to a mainly DTC model

  • Supervised a new website build with a mobile-first focus, increasing conversion rate by 120% and AOV by 20%

  • Implemented a Trail/Tester Program that successfully converted new customers at a low acquisition cost, increasing new customer acquisition by ~50%, and introduced a “Bulk Buy” program that reduced DTC warehouse fulfillment costs and drove customer retention

  • Built an automated digital marketing retargeting + automated email flow strategy that consistently drove ~18% of the ecommerce revenue

LYFE Mobile

Creative Account Manager
August 2012 - May 2014

 

  • Worked with clients to develop highly optimized advertising campaigns for both desktop and mobile platforms

  • Collaborated with product engineers to design ad platform UI

  • Hired and mentored graphic designers for advertising campaigns

  • Managed relationship with external design firm during company rebranding

Hypesmith

Client Marketing Manager
May 2006 - Jul 2012

 

  • Managed 8 multi-year client accounts, building and gaining buy-in for all creative marketing strategies

  • Worked directly with Marketing Director and CEO to build strategic creative campaigns for clients, to grow B2B accounts, educate public on client offerings, market expansion, and ultimately drive revenue growth

  • Built marketing roadmaps with clients, highlighting key performance indicators, enabling them to understand the marketing and creative strategies and to identify success

Education

University of Southern California
2010 - 2014
Bachelor of Arts
Graduated with Summa Cum Laude Honors

 

Skills

  • Art & Creative Direction: I am effective in providing detailed and concise art direction to artists and designers. I understand how to build commercial-driven artwork that is fresh and exciting, and I work with a roster of incredibly talented artists

  • Digital Marketing: I have managed >$1m digital marketing budgets, building strategies with a positive ROI

  • Email/SMS Marketing: I have managed healthy email/SMS sales channels, beating industry benchmarks and growing YoY revenues. I am also skilled at hands-on building/designing effective, converting emails!

  • Ecommerce Management: I am experienced in managing >$5m ecommerce websites

  • Graphic Design: I am an Adobe Suite expert, trained in design principles and highly skilled at building graphic assets, retouching photography, color correcting, and light illustration

  • Brand Building: I have proven experience building DTC, B2C, and B2B brand strategies

  • Social Media Marketing: I know how to build effective social media strategies that drive revenue and engagement