Achievements

  • Led Bath & Body Works to a +15% sales comp in August ‘18 by creating a trend-right campaign focused on a new single fragrance, becoming the #1 selling fragrance for the year.

  • Launched White Barn, a new home fragrance company within Bath & Body Works, growing the company to 250+ stores in two years.

  • Implemented the first Facebook Connect through partnership with Red Bull & Facebook.

  • Launched first ever PetSmart PetsHotel & Doggie Day Camp which is now an integral service offering at most PetSmart stores.

Experience

Creative Director, Bath & Body Works, 2017 - Current
Responsible for the creative vision and execution of retail store experience which includes in store displays, external marketing campaigns and video. Guides and manages team of visual merchandisers and graphic designers to work collaboratively in creating compelling storytelling grounded in customer mindset focused on product initiatives.

Creative Director, White Barn, 2014 - 2017
Responsible for launching a new start-up home fragrance brand under the Bath & Body Works retail umbrella. Prroved the initiative could pay for itself in two years as well as increase store sales by +10%. Launched with 7 stores, and grew to over 250 by 2017. Accounted for +25% of all Bath & Body Works sales. Responsible for all marketing initiatives across digital and print. Managed team in the creation of print and digital designs, visual merchandising, marketing, project management and marketing communications.

Associate Creative Director, Bath & Body Works Direct, 2010 - 2014
Responsible for translating Bath & Body Works creative brand vision into all digital channels including eCommerce, email, affiliates and paid search initiatives. Managed team of art directors, designers, copywriters, photographers and front-end developers in the creation of seasonal campaigns as well as daily product launches and site updates.

Digital Creative Director, Terralever, 2007 - 2009
Led a team of designers and front-end developers for the Red Bull account which was focused on digital media sites and apps across all Red Bull events such as Flutag, Motocross, and Stratos. Led the team in the first ever application of Facebook Connect in partnership with Facebook. Led conceptual brainstorming, creative presentations and new business proposals for prospective clients. 

Digital Design Manager, PetSmart, 2005 - 2007
Senior Print Designer, PetSmart, 2003 - 2005

Education

BFA, Visual Communications, 1999
Northern Arizona University