Product Development In-Store
Resume:
Creative Work Portfolio • https://www.behance.net/Andrewslor7f78
LC L O RI CHITWOOD SILVA
**** ******* ****, ******, ** 94945 • 415-***-**** • *******.*****@*****.*** • linkedin.com/in/lori-silva-6959a411/
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Creative Direction Permanent Merchandising Digital Design ABOUT ME
Creative Direction/CPG/Creative Operations with 20+ years of experience in design strategies, delivering effective solutions across multiple platforms. Seeking a Creative Role within a Cosmetics/Lifestyle Brand Experience Team. Strengths Include:
• Creative Direction, CPG, Vision & Execution from Brief to Commercialization
• Prepress and Process/File Organization
• Digital Design Solutions
• Dispaly Merchandising Solutions
• Creative Management
EXPERIENCE
Packaging and Display Design Director
BWX USA Ltd. for Mineral Fusion® & Andalou® Brands Design Director for Cosmetics and Skincare CPG & Permanent Merchandising Systems. Primary & Secondary Packaging for NPD, Digital Creative & Vendor Management February 2020 - July 2024
Collaborated with and lead Creative Team to develop and execute innovative packaging solutions, digital creative, brand-supporting collateral & permanent merchandising systems - elevating brand presence through creative and strategic vision. Creative for all Andalou and Mineral Fusion primary and secondary packaging solutions. Photo direction and digital art for websites, e-mails and brand supporting collateral. Development and approvals of CPG prototypes for NPD with foreign and domestic vendors, managing color target approvals internally, supporting sustainability initiatives, and final release of art to vendors.
Partnered with a freelance Creative Director in updating our brand style guide for Mineral Fusion Cosmetics. The brand needed a fresh perspective on digital and supporting collateral after executing a primary and secondary packaging rebrand. Reimagining and rebuilding 7 permanent merchandising systems to remove testers due to Covid 19 no in-store testers policy - Whole Foods, Sprouts, Natural Channel Grocery, US and Canada, for Mineral Fusion Cosmetics. Built and project managed permanent cosmetic gondola display for 200 Rexall Pharmacy stores in Canada, for Mineral Fusion Cosmetics. Developed inline display program for 500 Publix grocery stores for the Florida and Southern US regions.
Developed permanent 1 ft, 2 ft and 3 ft sectional, flexible inline grocery display program for Mineral Fusion Cosmetics and developed space planning process. The program became the permanent fixture solution nationwide, leading to the hiring of a program manager.
SKILLS
PROFESSIONAL
Visual Design
CPG
Creative Story Telling
Process Organization
Typography
Substrates & Finishing
Collaboration
Time Management
Photoshoots
Vendor Management
TECHNICAL
InDesign CC
Photoshop CC
Illustrator CC
Acrobat CC
Bridge CC
Workfront Proof HQ
Asana
Basecamp PM
MS Word
MS Excel
MS Teams
MS Powerpoint
LC L O RI CHITWOOD SILVA
1192 Simmons Lane, Novato, CA 94945 • 415-***-**** • *******.*****@*****.*** • linkedin.com/in/lori-silva-6959a411/
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Creative Work Portfolio • https://www.behance.net/Andrewslor7f78 Creative Direction Permanent Merchandising Digital Design Packaging Design Manager
Juice Beauty®
Designer & Creative Manager
Cosmetic Primary & Secondary Packaging Creative,
In-Store Permanent Merchandising Displays, Vendor Management August 2019 - February 2020
Managed & executed NPD and existing Product Packaging Creative along with Permanent Merchandising Solutions for Juice Beauty Cosmetics. Planned and executed change in unit carton vendor, managing the establishment of new color and creative/color standards in files and on press, had all existing unit cartons re-caded for new press setups and release.
CPG creative direction, production and prepress, establishing electronic creative approval processes and NPD primary and secondary prototype creation and approvals. Press checks and point person for all packaging main and support creative with vendors, procurement, product development, regulatory and COO. Revised brand standards for tubes, spray deco jars, cosmetic product components, PSL labels and folding cartons.
Permanent Merchandising solutions and creative in-store shelf placements for: Sephora, After Beauty UK, Dillards, Bloomingdales, and ULTA. Minister of Creative Endeavors
The Republic of Tea®
Senior Designer & Creative Services Manager/Pepress Wholesale Consumer Packaging
September 2008 - June 2018
Brought NPD from concept to market, Creative & Project Management SBS board folding cartons, corrugated packaging, steel tin lithography, printed bags, psl for glass and PET, hot glue labels, film, direct printed PET containers and various other packaging substrates.
CPG Creative Direction, production & prepress, establishing creative time lines, process, costing analysis and approval of all prototypes. Main liaison for all packaging vendors on prototyping, dieline approval, file releases, troubleshooting potential press issues, color approvals and occasional press checks. Managed vendors, commerce and manufacturing to meet projected ship dates on new products, having live product or prototypes completed for trade shows. Creative for all marketing collateral needs for commerce team. Sell sheets, in-store brochures, signage, shelf talkers, banners, hang tags, educational booklets, power point presentations and beyond.
Ran product photoshoots/retouching process/color approval process and developed an internal digital image archive system for product silo and environment brand photography. SKILLS
PROFESSIONAL
Visual Design
CPG
Creative Story Telling
Process Organization
Typography
Substrates & Finishing
Collaboration
Time Management
Photoshoots
Vendor Management
TECHNICAL
InDesign CC
Photoshop CC
Illustrator CC
Acrobat CC
Bridge CC
Workfront Proof HQ
Asana
Basecamp PM
MS Word
MS Excel
MS Teams
MS Powerpoint
Developed in-store experience displays. Worked with furniture builders and traditional display vendors, corrugated, wood and wire. Multiple substrate headers including litho lam, vinyl, digital mounted, wood laser cut and metal etched. Established new process procedures & wrote documentation for hi res PDF workflow release of label creative. File releases to InSite, a direct to plate prepress portal database with multiple press plants running offset, flexo and digital press runs. Set up of files for foil, emboss, spot UV, full laminate and multiple passes of color.
Managed release of files ensuring all PDFs were separating and trapping properly, creating multiple plating PDFs for complicated press job requirements. Saved the company approximately $100,000 yearly by eliminating the need for press plants changes and minimized prepress on files as we took those processes in house. Established the creative rounds of approval process Utilized WorkFront Proof HQ online approval system to better align commerce team, QC and marketing teams where different team members have assigned proofing roles on creative. Certifications, ingredients, romance copy, Nt Wts, nutritional info, supplement info, brand voice and brand guideline adherence.
Managed relationship with FDA regulatory attorneys (& internal QC) FDA packaging compliance on food items from supplement facts, nutritional panel info size compliance standards and health benefits claims in copy writing. Agency Studio Production Manager
Haggin Marketing (Solution Set/Epsilon)
for Dell DHS North America
Monthly Catalogs • FSI • Advertising
December 2003 - June 2008
Direct reports of 7 Artists, 2 Image Managers, 2 Print Producers Mentoring through performance reviews, and motivation of team members. Client briefing and pagination leading to concept development, final creative execution and rounds of creative approval for a variety of projects for Dell North America. Coordinating schedules, mechanical specs and deliverable time lines. Maintained brand standards and quality control, assigned and managed projects through to completion.
Dell DHS Monthly Catalog, Weekly FSI’s, DM, Weekly & Monthly Ads, Daily ROP’s, Gift Guides, DM Letters, Postcards, Gift Cards, Tri-Folds, Quad folds, Bus wraps, Envelopes & cost saving tests such as Low Cost Mailer Catalogs. Color scatters and composed color match proofs to client and agency working with Art Direction on color corrections for visual product and color palette consistency in print. Delivery of final press-ready PDFs to various publications (magazines, newspapers, trade show booths, etc.).
LC L O RI CHITWOOD SILVA
1192 Simmons Lane, Novato, CA 94945 • 415-***-**** • *******.*****@*****.*** • linkedin.com/in/lori-silva-6959a411/
•
S
Creative Work Portfolio • https://www.behance.net/Andrewslor7f78 Creative Direction Permanent Merchandising Digital Design SKILLS
PROFESSIONAL
Visual Design
CPG
Creative Story Telling
Process Organization
Typography
Substrates & Finishing
Collaboration
Time Management
Photoshoots
Vendor Management
TECHNICAL
InDesign CC
Photoshop CC
Illustrator CC
Acrobat CC
Bridge CC
Workfront Proof HQ
Asana
Basecamp PM
MS Word
MS Excel
MS Teams
MS Powerpoint
Developed workflow with internal team and pre-press vendors. Quad Graphics SF and Anaheim, Japs Olsen, RR Donnalley, Schawk and Segerdahl.
Provided Dell product image files for and received final, compliant electronic layout files from partner retail vendors such as Best Buy, Staples, Verizon, Sprint, AT&T, Microsoft, Intel, Adobe etc. to run in the Dell Catalog (when Dell went retail). Developed process for Dell retail vendor compliance, providing Dell style guides, color corrected images, approved brand elements - logos and InDesign templates and setting up with IT a drop area for final vendor layouts. Developed Production processes to insure deliverable times and quality control, maintained schedule of project deliverables, updating as time lines changed. Presented our process to partner Dell Agencies to streamline inter-agency communication and campaign hand-off time lines (concepts and final) for other Dell Marketing Channels - Broadcast, Web and Global Print vehicles.
Facilitated and implemented in mechanical files matrix driven segmentation for demographic marketing to Dell consumers. Segmentation also used for market testing of targeted consumer groups.
Point person for IT and client in developing Web Native asset sharing system to cross-share assets and style guides globally for all Dell agencies (Europe, Asia, Latin America, Canada). Trained participating Dell agencies to use this system. Agency Studio Production Artist
Haggin Marketing (Solution Set/Epsilon)
Monthly Catalogs • FSI • Advertising
December 2001 - June 2003
Created templates and working mechanicals for Good Guys and Dell DHS accounts
(Quark Xpress).
Filled in on various accounts such as Sunglass Hut, Alstos Catalog, Hallmark, Eddie Bauer.
Worked with Art Directors, Copy Writers, Photographers, Proofreaders and Account Managers to insure accuracy, creativity, story voice and digital file compliancy for press.
Some Art Direction.
LC L O RI CHITWOOD SILVA
1192 Simmons Lane, Novato, CA 94945 • 415-***-**** • *******.*****@*****.*** • linkedin.com/in/lori-silva-6959a411/
•
S
Creative Work Portfolio • https://www.behance.net/Andrewslor7f78 Creative Direction Permanent Merchandising Digital Design SKILLS
PROFESSIONAL
Visual Design
CPG
Creative Story Telling
Process Organization
Typography
Substrates & Finishing
Collaboration
Time Management
Photoshoots
Vendor Management
TECHNICAL
InDesign CC
Photoshop CC
Illustrator CC
Acrobat CC
Bridge CC
Workfront Proof HQ
Asana
Basecamp PM
MS Word
MS Excel
MS Teams
MS Powerpoint
Contact this candidate