Creative Director Digital Transformation

Pedro Raposo Rolo

**********@*****.*** 917-***-**** Brooklyn NY Portfolio

Creative Director with 15+ years of experience driving innovation, brand growth, and digital transformation through strategic design thinking and hands-on leadership. Proven track record of elevating brand experiences, fostering user engagement, and delivering compelling creative solutions that generate measurable business impact. Professional Experience

Creative Director VShift

New York, NY • November 2017 - December 2024

• Promoted from Lead Visual Designer to Creative Director within 8 months for outstanding performance, commitment to high design standards, and contributions to company growth.

• Managed digital transformation initiatives with senior creative leadership for Fortune 500 clients, including Freddie Mac, VanEck, and FTSE Russell. Improved user engagement and brand performance through UX/UI, design systems, and cross-channel communications—resulting in a 9% increase in conversion rate for Freddie Mac.

• Partnered with cross-functional teams to develop brand strategies and user-centered visual systems across tech, financial, and healthcare industries—delivering bold design, modular frameworks, and comprehensive guidelines for clients including BJC Healthcare, New York Life, and Charles Schwab. For BJC, we created a unified brand system that positioned them as a leading voice in healthcare—aligning Health System Organizations under one identity and driving a

+12-point lift in brand recall and a +15-point improvement in patients feeling valued and heard.

• Transformed a full HR product for SkillSurvey, a global talent recruitment platform—leading discovery, user interviews, competitive analysis, and end-to-end UX/UI modernization. Delivered a modular, data-driven solution with automated tools, enhanced data visualization, and a refreshed brand identity—resulting in a 12% lift across key performance metrics.

• Designed award-winning digital experiences for clients like ProShares, including websites, 360 campaigns, and design systems—driving brand consistency and increased investor engagement. Recognized with the FCS Portfolio Silver Award for Digital Media & Integrated Communication.

• Collaborated with internal and external stakeholders to align on objectives, streamline timelines, and elevate creative output, accelerating time-to-market and improving process efficiency.

• Mentored creative and cross-functional teams, fostering, collaboration, stronger communication and workflow processes, leading to cohesive, high-impact creative, asset production and maximized engagement across all touch-points. Senior Visual Designer IBM

New York, NY • April 2016 - September 2017

• Led UI/UX, interaction design, and prototyping for major B2B platforms, integrating visual communication to improve user engagement.

• Worked on digital projects within IBM’s brand ecosystem, collaborating with partners like SAP, Oracle, and Microsoft to drive strong cross-functional outcomes.

• Maintained consistent visual standards across platforms, delivering cohesive UI/UX, interaction design, iconography, prototyping, and animations for IBM power Systems, Global Business Services, IBM Alliances and Cloud Services.

• Provided creative direction with a strong focus on user needs, visual design, and interactions for products like BringIt, a step-by-step onboarding tool for creating detailed professional profiles—combining strategic thinking and product vision with hands-on execution.

• Unified visual standards across platforms, leveraging A/B testing and performance data to guide design decisions and enhance user experience.

Creative Director Freelancer

New York, NY • February 2015 - March 2016

• Delivered end-to-end creative solutions for prestigious clients including Columbia University, Columbia MBA, NYU, and Scholastic, leading marketing collateral, web design, digital marketing, and presentation initiatives.

• Developed the product and cross-channel brand for BoxUp, an eco-friendly packaging rental and e-commerce company in New York, leading UI/UX, website design, brand identity, product design, graphic design, and video storyboarding.

• Led a brand refresh, packaging design, and digital and print marketing initiatives for Spices & Tease, a New York retailer, increasing brand awareness and client outreach.

Managing Partner - Creative Director Rua do Loreto Design Lisbon, Portugal • April 2011 - November 2014

• Founded and led a boutique agency, managing a team of seven and overseeing multiple projects with a focus on collaborative leadership and high-quality delivery.

• Directed creative and business engagement, shaping creative vision and strategy for diverse clients across sectors including Continent (a leading European supermarket chain), Calzedonia (a retailer with over 1,000 stores across Europe), financial institutions like Credibom, and diverse tourism development organizations in Portugal.

• Implemented effective workflows to ensure timely delivery across UI/UX, websites, digital campaigns, sales and institutional communications, OOH, packaging, exhibition stand designs, and print collateral, while supervising quality control and maintaining attention to detail.

• Fostered client trust and growth through engaging design, building a culture of innovation, flexibility, and excellence to drive client success.

Skills

• Creative Direction • Team Leadership & Collaboration

• UI/UX Design, Prototyping & User Testing • Cross-Platform Campaigns (Web, Social, Print)

• Storytelling & Visual Communication • Adobe Creative Suite, Figma, Sketch,

• Design Strategy & Scalable Systems • Product Design

• Modular Product Architecture • Pitch Decks & Presentations Education

• IADE (Institute of Visual Arts, Design and Marketing) Post Graduate Degree - Communication and Image

Bachelor’s Degree - Graphic & Visual Design

Certifications

• Revolutionize UX/UI: AI-Design Strategies with ChatGPT, Udemy

• AI Essentials, IBM

• UX Research with AI and ChatGPT, Udemy

• Enterprise Design Thinking Co-Creator, IBM

• Enterprise Design Thinking Practitioner, IBM

Awards

• Communications Society Portfolio - Silver Award for Digital Media & Integrated Communication - ProShares.

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