Marketing Design

Samuel M. Smithers II

mobile 704-***-**** **********@*****.***

coroflot.com/samsmithers linkedin.com/in/smitherscreative

Summary of Qualifications

Proven creative professional whose design + marketing experience in leading large, cross-channel programs has resulted in award-winning products, for the manufacturing, supermarket retail, consumer electronics and consumer packaged goods industries. Provides managerial oversight to visual, graphic, interactive, industrial, and UI/UX design teams. Collaborates with global stakeholders to align design strategies, which articulate the brand message. Client-facing representative for high profile brands such as Frigidaire, Electrolux, Kenmore and Viking.

Selected Accomplishments

As Senior Brand Designer with Delhaize Group, Samuel managed a wide array of multi-channel initiatives. During his tenure, they did not acquire a Brand Manager in marketing. Samuel's responsibility was to facilitate that role, among with many others. Being proactive, he ensured that all CRM and digital marketing initiatives were aligned with traditional channels such as in-store promotions, print and TV. This was ahead of it's time for grocery retail in the early 2000's. Samuel also developed Food Lion's first official Corporate Style Guide and enabled the company to reposition its brand, which had lacked visual structure and hierarchy. This foundation of work paved the way for a wide-scale remodeling initiative that required all new signage, graphics and decor. His results were instrumental in evolving the brand and was a key contributor in Food Lion being selected as Progressive Grocer's 2004 Retailer of the Year.

Professional Experience

Product Design Manager, Contactor June, 2015 - Present

Charlotte, NC

Responsible for creating on-brand, on-strategy and compelling creative work

Mentor and lead assigned creative staff, critique work to maintain consistent brand quality

Take on the role in new business development efforts, lead creative teams and develop client response materials

Coaches and oversees Industrial Designers, provide mentoring and feedback to 3D designers

Collaborate with client managers, project managers, user experience leads, and technical directors on assigned projects

Strong Client Management skills with expertise developing strategic creative solutions for Fortune 500 clients

Solid people management and coaching skills, provides clear creative direction to motivate

and inspire creative teams

Significant online and offline brand-building experience, including strategic planning and brand execution

Solid understanding of user-centered design and development processes, with an emphasis on extending brands across a broad range of customer segments

Expert knowledge of the creative development process, producing work cost effectively on time and on budget

Ability to solve problems with keen instincts, business acumen, and organizational experience

Sr. Product Designer, Major Appliances 2011 - 2015

Electrolux AB, Sweden, Stockholm / Charlotte, NC

Lead cross-functional teams in all aspects of product development including industrial design, prototyping, user-testing, UI/UX, and model making. Manage a team of 12 designers with 6 direct reports. Collaborated with Electrolux design offices in Europe, Brazil, and Stockholm to ensure global continuity of ideas and designs. Managed vendor relationships for sourced

products in Asia, Canada, and USA.

Execute workflow procedures within the design studio, by introducing project management software. This enabled my department to operate more efficiently and drive up productivity

Introduce corporate design style guides and visual brand languages per product category

Develop working archival procedures to streamline the studio art database; which includes digital native files, photography, product copy, invoices, and vendor contracts

Establish and maintain technical resources within the studio, including hardware/software upgrades, photography and employee training

Implement design workshops that support forecasted industry designs and technical trends

Liaised among Business Group, Marketing, Technology and Engineering on key brands

Documented retail channel benchmarking, providing recommendations regarding customer journey and shopper decision making methodology

Reintroduce photography in-house, which saved major appliances an estimated 1.2 million USD

Build working prototype models, wire frames, high-quality visual design concepts; detailed screen layouts, work flows and graphic assets

Marketing Executive VP 2010 - 2011

Charlotte Metro Federal Credit Union, Charlotte, NC

Reporting to the CEO, responsible for the ongoing development and implementation of marketing programs, business development, communications and advertising campaigns

Provided strategic direction on traditional and social media marketing, overseeing expansion of credit union’s rapid growth

Developed marketing strategies for product line advertising through direct marketing, digital, social and traditional media

Digital Art Director 2008 - 2010

American Asset Corporation, Charlotte, NC

Coordinated corporate digital marketing initiatives by interpreting brand strategy, setting guidelines and strategic initiatives, managing deliverables within deadlines

Partnered with the creative + direct marketing teams on list segmentation, verifying testing programs, CoreMetrics tracking tags, and scheduling

Design Consultant/Digital/Pre-Press 2006 - 2008

Quebecor Media, Charlotte, NC

Designed retail and private label packaging, manage production deadlines, pre-press, vendor support, billing and invoicing

Photography, art direction, provide color corrections, color management + swatch matching

Web/Mobile/Interaction Designer 2004 - 2006

ECMS Advertising Agency, Charlotte, NC

Designed client web sites and micro-sites through technical design, format and layout

Created interactive tutorials, mobile interface design, trade-show displays, digital signage and press kits

Senior Brand Designer 2002 - 2004

Delhaize America, (Food Lion) Salisbury, NC

Responsible for the development and approval Food Lion's Style Guide of corporate trademarks, logos, brand usage guidelines, and private label package design synergies.

Oversaw production of weekly advertising and production of TABS, ROP, web banners, email campaigns, direct mail, social media campaigns

Technical Skills

Mac iOS: Adobe CC (InDesign, Illustrator, Photoshop, Dreamweaver, Acrobat), HTML, HubSpot,

CMS (WordPress), Blender, Catia, ColorSpace, Director, Evernote, Fireworks, Final Cut Pro, Flash,

Form-Z, Java Script, InVision, Keynote, Keyshot, Office, PitStop, Rhino, UI/UX, Wire Frames, WorkFront,

Windows: Access, Captivate, CAN-SPAM, CRM, Drip Media, Entourage, Documentum, Flex, Graphite,

Group Mail, Google Ad Pro, Google Analytics, Intactix, JD Edwards, JQuery, MYSQL, Omniture, PHP, SolidWorks, Sketchup, Spaceman, SEO, SEM, QR/2D Codes, Visio, XHTML, XSL

Education

Virginia Commonwealth University, Richmond, VA

BFA Summa Cum Laude

Minor - Business Administration

MBA - anticipated 2018

Brevard College, Brevard, NC

AFA Cum Laude

Minor - Marketing

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