top of page

ABOUT

EXPERIENCE

​

EyeMed (A division of EssilorLuxottica) Cincinnati, Ohio

America’s fastest growing vision benefits company with over 85 million members

 

Director, Brand and Creative Director  // 2015-Present

 

Responsible for defining the EyeMed brand and overseeing all creative deliverables by managing an in-house creative team, freelancers, and partner agencies. Projects include B2C member-facing and B2B sales-support integrated campaigns. Oversee annual plan and budget for the creative deliverables. 

 

​Strategic and creative brand director, skilled at developing innovative brands for both B2C and B2B markets. I excel at translating business objectives into creative solutions that drive people to action. Both a doer and a leader, I am passionate about collaborating with colleagues and mentoring creative teams to get results.

Strategic leadership

  • Define measurable KPIs and test-and-learn frameworks. Monitor results and track what worked, what didn’t work, and what we learned.

  • Foster a customer-centric mindset that drives innovation and creates product differentiation.

  • Persuasive communicator—able to present creative concepts and demonstrate how they support business objectives while driving alignment and securing funds. 

  • Oversee annual plan and budget for the in-house creative team, agency partners and EyeMed media campaigns.

 

Creative direction

  • Write insight-driven creative briefs that deliver against objectives and KPIs.

  • Ensure all creative deliverables are on-brand, on-brief, and on-budget.

  • Integrate messaging across channels and campaigns including, direct mail, email, websites, social media, paid media, member and sales-support collateral, digital tools, videos, presentations, blogs and thought-leadership content.

  • Hire and work with photographers and directors for photo and video shoots. Oversee script writing, storyboarding and pre and post production.

 

Media Management

  • Define annual media plan and budget.

  • Own all EyeMed media including, print, video, display, social and trade partnerships.

Team and agency management

  • Hire, train, coach and conduct annual performance reviews for in-house creative team. Includes 1:1 touch base meetings to grow talent and leadership skills. 

  • Manage all agency relationships. Maintain the optimal agency mix to get the best work at the best price while producing best-in-class creative. Includes quarterly agency reviews and evaluations.

 

Brand  and campaign management

  • Own the EyeMed brand by crafting a unique brand identity including, brand purpose, promise, personality, voice, and visual identity.

  • Create and maintain brand guidelines to drive consistency across marketing channels.

  • Lead weekly brand and creative reviews to ensure all deliverables are on-brand and of the highest quality.

  • Develop quarterly campaign tool kits to drive efficiencies while working across teams and agency partners.

 

Software

  • Adobe creative software including, Keynote, InDesign, Photoshop, Illustrator, After Effects, Acrobat Pro. 

​

  • Microsoft software including, Word, Excel, PowerPoint and Teams.

​

Possible, Cincinnati, Ohio 1,200+ person global advertising agency specializing in large-scale digital marketing

 

Creative Director // 2007-2015

 

Own the creative strategy and execution for some of the world’s largest CPG brands—ConAgra Foods, Abbott Nutrition, and J.M. Smuckers Company.

​

  • Creative director for POSSIBLE’S largest         account — J.M. Smuckers ($15+ million).

  • Develop creative briefs based on measurable, insight-driven objectives that grow the client’s business.

  • Partner with clients and their agencies to develop integrated annual marketing plans.

  • Lead brainstorming sessions and apply design thinking to drive innovation and consumer-centric solutions.

  • Direct photo and video shoots.

  • Direct all creative deliverables ensuring work is on-brief with world-class execution.

  • Foster collaboration across all disciplines: strategy, account planning, research, user experience, SEO, and technology.

  • Develop digital experiences from research through wireframes, interface design, user testing and front-end development. 

  • Hire, manage and mentor a staff of 15 writers and designers, including weekly 1-on-1 meetings, and annual employee development plans.

​

LPK, Cincinnati, Ohio

500+ person global brand and innovation consultancy

 

Design Director

Established the overall brand architecture and equity for each of LPK's core competencies, including product design, beauty, food, kids, and technology.

​

 

HSR/Gyro, Cincinnati, Ohio

Full-service B2B marketing and advertising firm

 

Senior Director of Design 

Managed a staff of seven designers and writers. Projects included both traditional and interactive media.

 

 

​

EDUCATION

 

University of Cincinnati

College of Design, Art, Architecture and Planning—Bachelor of Science in Design

Lindner College of Business—Marketing Minor

bottom of page