Results oriented creative professional with over twelve years of experience leading and motivating a team of web developers, designers and copywriters through the creative process to transform marketing objectives into cross-channel creative deliverables, seeks to leverage creative energy and leadership skills to build a world-class brand. Currently, earning MBA with a focus on Marketing (GPA 3.9).
May 2007 to Current | SAGE Publications | Thousand Oaks, CA. 91320
Transform marketing strategies into innovative creative solutions by leading a team of developers, designers, and copywriters through the creation and delivery of highly-effective direct marketing collateral; such as e-mail campaigns and landing pages that drive customers to action. Enhanced web site usability by leveraging site analytics to improve information architecture, user-interface, and content relevance. Establish and execute Search Engine Optimization strategy focused on increasing site traffic through optimization of site architecture, site design and site content.
Enhanced customers' perception of the SAGE brand (as measured via survey) by executing a re-branding strategy and improving site content, navigation and search
Increased customer response rate 21% on e-mail campaigns by creating more engaging e-mail and landing page content
Improved workflow efficiency by redesigning business processes within my department
March 2002 to April 2007 | Jafra Cosmetics International | Westlake Village, CA. 91361
Converted marketing strategies into innovative and engaging cross-channel creative solutions that delivered effective results. Leveraged creative offline strategies in the development of interactive Flash-based product microsites that utilized video-streaming. Managed the creation and implementation of an information-rich B2B and B2C e-commerce web site, along with subsequent enhancement projects. Lead the creation and development of UI mock-ups, page specifications, and provided creative direction to team of freelance designers, photographers and technology vendors in creating and developing online tools and marketing collateral focused on increasing sales. Leveraged webcasting technology to create, produce and direct highly engaging, visually rich presentations to spotlight new products and programs. Planned, facilitated and executed weekly site content updates in HTML, CSS, Dreamweaver and Blue Martini Content Management System.
Achieved $2 million annual cost savings by negotiating, planning and implementing a digital asset management system, which reduced design production costs and increased ROI of each design project by repurposing art in foreign markets
Cut production cost of webcasts 50% by negotiating, acquiring and implementing an enterprise-level web casting solution
Empowered sales managers to host online conferences by training them on web casting technology
Developed and provided specifications on functionality and creative direction to technology vendor in the facilitation and implementation of e-marketing tools, to be included on B2B e-commerce web site
Collaborated with colleagues in creating mission-critical print and multimedia training and communication tools for new sales consultant
Web Graphic Designer
September 2000 to March 2002 | Jafra Cosmetics International | Westlake Village, CA, 91361
Key member of web initiative team, provided concept visualization, information structure, interface and content design for three corporate web sites; a complex B2B e-commerce site, B2C client catalog site, and a corporate web site. Developed templates and provided engaging design solutions for effective marketing communications pieces delivered as HTML e-mail and web site content.
Contributed to $3 million per year cost savings by conceptualizing and designing the front-end of a B2B
e-commerce web site that redirected 93% of Call Center orders to the web
Achieved $1 million annual cost reduction by successfully conceptualizing, designing and facilitating the migration of consultant sales reports from print to online
Sr. Graphic Designer
April 1999 to September 2000 | Checkout.com / WherehouseMusic.com | Beverly Hills, CA,
Supervised designers and developed a strong creative team. Together we consistently planned and created compelling print and web content that surpassed the client’s needs and expectations. Planned and developed online marketing promotions and content, then executed those plans by designing print and online promotional Flash and HTML micro sites for top-notch video game developers such as Microsoft, Atari, Activision and Sony.
Increased click-through rate 119% over a nine-month period
Increased sales of Microsoft games by 62% by designing compelling promotional collateral
July 1996 to April 1999 | Haas Automation, Inc.| Oxnard, CA
Conceptualized, designed and produced a wide variety of marketing communication projects from initial idea through production. Projects included traditional print marketing collateral, trade show graphics, national advertisements, multimedia CD-ROMs, digital video, and an industry magazine. Negotiated printing costs and approved press checks.
Established initial circulation of 125,000 subscribers for the launch of an industry magazine
Contributed to a 26% annual average sales growth by designing effective marketing collateral
Pre-production Specialist/Graphic Designer
April 1995 to June 1996 | Creative Communication | San Francisco, CA
Performed color correction and executed pre-flight routine to ensure artwork printed correctly to various
printing devices and image setters
Performed choking and spreading techniques in Illustrator to trap color
Managed color calibration between scanning devices, monitors, and printing devices
Collaborated with clients to solve production problems, and to create and execute effective creative design solutions
California Lutheran University
Thousand Oaks, CA — Master of Business Administration, Marketing, May 2009
American Film Institute
Hollywood, CA — Motion Graphics and Digital Video, September 1997
Academy of Arts College in Cooperation with University of San Francisco
San Francisco, CA — Bachelor of Fine Arts, May 1995
References available upon request. Online portfolio available at www.rwdesign.us.