Resume
Creative and marketing leader with 30 years of experience turning product, brand, and business needs into work that is clear, useful, and commercially relevant. I have led creative teams, managed high-volume production, directed photo and digital work, built better workflow systems, and partnered closely with executives, sales, product, merchandising, and outside vendors.
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My background is strongest in places where the work is complex and constant: large product assortments, fast deadlines, multiple channels, shifting priorities, and teams that need structure without killing creativity. I bring a mix of creative judgment, operational discipline, and practical leadership. I care about the idea, the execution, the process, and whether the work actually helps the business.
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Core Strengths
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Creative Direction and Brand Development
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Creative Services Leadership
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Marketing Strategy and Campaign Execution
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Creative Operations and Workflow Improvement
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Digital Content, Email, Web and eCommerce Marketing
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Team Leadership, Coaching and Performance Management
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Product Storytelling and Go-to-Market Support
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Photo Direction and Production Management
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Trade Show, Retail and Dealer Marketing
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Vendor, Agency and Budget Management
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Asset Management and Production Systems
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AI-Assisted Creative Workflow Exploration
Career Experience
2023 - Present
Creative Director & Marketing Manager - Merola Tile
2019 - 2023
Senior Director of Creative Operations - Haband
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Lead and manage five direct reports and 14 associates to direct overall departmental functions. Report on department status by attending executive leadership team meetings.
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Determine and communicate corporate strategies for allocating budgets, managing workload, and organizing production schedules, while mentoring art directors and managers.
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Provide brand and corporate associates with department news and updates in town hall meetings.
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Monitor and approve all key creative decisions including the development of brand standards and cross-platform campaigns.
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Conduct weekly meetings with direct reports for identifying and refining areas of improvement.
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Implemented Digital Asset Management and transitioned the team to a digital workflow system (Monday).
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Set and assigned annual associate goals and conducted mid-year and year-end evaluations.
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Employed new strategies and technologies across all platforms, while leading process
optimization groups. -
Oversaw and directed all digital advertising and social media campaigns to optimize brand
engagement.
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Lead and manage five direct reports and 14 associates to direct overall departmental functions. Report on department status by attending executive leadership team meetings.
-
Determine and communicate corporate strategies for allocating budgets, managing workload, and organizing production schedules, while mentoring art directors and managers.
-
Provide brand and corporate associates with department news and updates in town hall meetings.
-
Monitor and approve all key creative decisions including the development of brand standards and cross-platform campaigns.
-
Conduct weekly meetings with direct reports for identifying and refining areas of improvement.
-
Implemented Digital Asset Management and transitioned the team to a digital workflow system (Monday).
-
Set and assigned annual associate goals and conducted mid-year and year-end evaluations.
-
Employed new strategies and technologies across all platforms, while leading process
optimization groups. -
Oversaw and directed all digital advertising and social media campaigns to optimize brand
engagement.
2014 - 2019
Creative Director - Haband
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Directed all operational aspects of the creative department, while managing creative staff, digital traffic, copywriters, and freelance talent.
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Generated ideas and offer suggestions to upper management by conducting brainstorming sessions.
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Streamlined ongoing operations and sales programs, by collaborating with the creative, merchandising and marketing teams.
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Determined budget and quote projects by communicating with the finance executives.
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Cultivated positive professional relationships with clients, vendors, and renew contracts.
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Reported to senior management on creative department operations and marketing program status.
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Ensured on-time completion of projects within scope and quality by assigning and delegating
tasks to staff. -
Drove web traffic and generated potential leads by conceptualizing, planning, and
implementing strategies. -
Set and accomplished the corporate targets by hiring, developing, and evaluating creative staff.
2011 - 2014
Marketing Manager - Haband
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Designed all insertion media campaigns, supervised space marketing coordinators, managed monthly reporting materials, and conducted frequent internal presentations.
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Created layout, product, and new publication tests for increasing customer file size.
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Organized seasonal publication schedules for all product categories, such as Ladieswear, Menswear, Footwear, and Hardgoods/Domestics.
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Coordinated all Space Media advertisements' photography, editing, color correction, and proofing. Tracked yearly demand and managed billing and payments for more than 150 programs.
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Cultivated and maintained strong vendor relationships as well as explored new prospects for future media testing.
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Maintained brand identity by integrating successful Space/New Media ads across all marketing platforms.
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Conceptualized and designed layouts and produced over 500 magazine advertisements annually.
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Managed demand forecasting, media buying, the annual budget, and rate negotiations for all FSI programs, magazines, promotional inserts, and omni-channel campaigns.
2005 - 2011
Art Director/Promotion Specialist - Haband
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Created layout concepts and designed direct mail packages, including catalogs
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Designed sets and oversaw photography for direct mail layouts
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Performed advanced photo retouching
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Served as lead designer on all direct mail promotions, games, sweepstakes and special offers
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Mentored Production Associates to further develop individual design and program skills
2001 - 2005
Creative Director - Amelar Communications Inc.
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Created concepts and ideas for various advertising campaigns and brand identity programs
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Designed artwork for direct mail, magazine and newspapers, brochures, and catalogs
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Maintained strict deadlines for multiple projects running simultaneously
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Oversaw all printing; Attended press runs to ensure accuracy
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Presented creative concepts to leadership
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Managed a team of 3, including a graphic artist, designer, and copywriter
1998 - 2001
Art Director - ECOM Technologies
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Developed concepts and designs for interactive campaigns, multimedia projects, and websites
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Created artwork for newspapers, direct mail, packages, POP displays, billboards, and brochures
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Designed the graphics for websites and multimedia CDs
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Oversaw digital photography and performed all photo retouching
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Presented creative concepts to clients
1996 - 1998
Graphic Artist - Marketing Edge
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Created B2B & B2C advertising campaigns
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Presented creative ideas to clients
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Developed mechanicals and camera ready art
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Managed 2 Designers
Education
AD in Visual Communications
Philadelphia Art Institute - Philadelphia, PA 1995​
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Certification of Excellence
Vocational Technical School of Morris County