• My Philosophy: Influential & Empathetic

    Employing thought-leadership, I am strong at inspiring peers. I thrive under pressure when taking on challenges, and am comfortable wearing an enterprise-hat during fast-paced growth.

  • My Methodology: Know Your Audience, Connect The Dots

    Start With Consumer Research > Identify White Space > Develop Product > Employ Marketing To Provoke > Drive To Channels > Capture Sales > Repeat

    Along the journey, there should be actionables — such as identifying territories to position the brand. And deliverables, such as an insight-led creative campaign, a brand brand book and toolkit.

  • My Approach: Problem Solve For Both Art & Commerce

    I believe in the power of creativity, bold concepts and impactful branding.

    Filmic content and integrated campaigns are my strong suit. But I also love striking that perfect balance between art & copy for an occasional ad-like object — preferably with powerful typographic treatment.

  • Culture Meet Sport Meet Brand

    I thrive when working on projects at the intersection of all three — keeping consumer, creativity and my love for sport + wellness top of mind.

CV

22 Years Experience
BFA 2001 / Maryland Institute, College of Art
MFA 2003 / School of Visual Arts

I believe in the power of creativity, bold concepts and brands that make an impact. Employing thought-leadership and strong cultural values, I thrive under pressure when taking on challenges, and am comfortable wearing an enterprise-hat during fast-paced growth. 10 Years ago, I signed on to help build such a scaling brand, Tommy John (tommyjohn.com). Presently, I serve on executive leadership as the Vice President of Brand & Creative, reporting into the CEO. Prior to this, I served on well-reputed creative & marketing teams for several brands as well as the agency-side, positioned as a strong asset on key accounts & pitches.

Primary Experience

TOMMY JOHN, NYC     Vice President, Brand & Creative (Present Role)

+ Set the tone for the brand’s growth and direct bold creative strategy to serve an omni-channel business.

+ Development of the brand strategy including consumer research/positioning, purpose, tone/voice, look/feel.

+ Took the brand from being an early market disruptor to a young mainstream leader, scaling a $50m business

   to surpass $150m mark in under 7 years, with eventual sale to private equity.

+ Collaboratively developed the brand’s annual operating plan and strategic objectives with executive leadership.

+ Creatively oversee all brand outputs across digital / social / crm / retail / wholesale / activations / partnerships.

+ Manage all aspects of video, photoshoots (concept / casting / scout / pre-pro / directing / post).

+ Partnered closely with external creative agencies, shops & production partners.

+ Built the in-house creative function from the ground-up, including structure and cross-functional process

   workflows for art direction, graphic design, copywriting, production, and creative operations.

+ Excellent people track record with strong retention on the team and a positive cultural presence.

+ Strategically and creatively sponsored the brand’s recent website redesign and UX/wayfinding overhaul.

+ Strategically and creatively oversaw all print, packaging, and digital needs for the brand’s wholesale expansion.

+ Experience in engaging external agencies across consumer research, branding, campaign, tv/audio, PR and

   earned media opportunities.

Relevant Skills

Executive Leadership • Mentorship Values • Excellent Communicator • Consumer Positioning / Brand Strategy • Departmental Planning (Org / Workflow / Budget) • Career Pathing Expertise • Strong experience in Agency & Production Management • Product Design & Launches, Experiential & Activations • Art Direction (Photo / Video / Illustration /Typography) • Design & Layout Direction • Copy Direction • Guiding Brand & Creative Operations

2015 — Present

Past Lives | 2003 — 2015