Creative and brand leader with 17+ years of experience creating and leading omni-channel strategy, brand transformation, and high-performing creative teams. Proven record of repositioning multiple legacy brands, scaling DTC businesses, and driving measurable revenue growth through storytelling, design, and digital innovation. Adept at building in-house studios, guiding cross-functional initiatives with executive teams, and delivering campaigns that connect cultural relevance with business impact. Visionary yet execution-minded leader who thrives at the intersection of creativity, commerce, and brand purpose.
Brands: Duluth Trading Company, Florsheim Shoes, Stacy Adams, Uniball, POSCA, Red Kap, Public Rec
Expertise & Skills
Adobe Creative Suite - Illustrator, Photoshop, InDesign, Xd, Lightroom, Acrobat Pro
Adobe Marketing - Campaign, Experience Manager
Adobe Marketing - Campaign, Experience Manager
Figma, Asana, Workfront, Smartsheet, Clickup, Trello, Notion, Brandfolder, YouTube, G-Suite.
Creative Direction / Creative Storytelling / Brand Strategy / Omni-Channel Marketing / Creative Leadership / Brand Identity & Positioning / Social Strategy & Design / Brand Marketing / Lifestyle Photo Shoot / Studio Photography Management / Video & Motion Assets / Content Management
Digital Advertising Management
Meta, TikTok, Pinterest, LinkedIn, Snapchat, and third-party advertising agencies.
Google Ads, GA4, Shopify, Sprout Social
Accomplishments
Brand Transformation
At Uni Brands, delivered +4,200% impression growth and +390% social growth while modernizing creative operations and leading in-house + agency teams for global stationery brands Uniball and POSCA.
At Uni Brands, delivered +4,200% impression growth and +390% social growth while modernizing creative operations and leading in-house + agency teams for global stationery brands Uniball and POSCA.
Revenue Growth
At Duluth Trading, led creative campaigns driving +13.5% company revenue growth and +25% DTC lift—proving that brand-right creative actually moves the needle.
At Duluth Trading, led creative campaigns driving +13.5% company revenue growth and +25% DTC lift—proving that brand-right creative actually moves the needle.
Creative Operations Excellence
Implemented project management, PIM, and DAM systems across multiple brands that improved team efficiency by up to 40%. Built scalable workflows that didn't sacrifice creative quality.
Implemented project management, PIM, and DAM systems across multiple brands that improved team efficiency by up to 40%. Built scalable workflows that didn't sacrifice creative quality.
Heritage Brand Stewardship
At Weyco Group, led international brand consistency across channels for multiple 100+ year-old footwear brands, including a comprehensive rebrand for Florsheim that balanced historical authenticity with modern relevance.
At Weyco Group, led international brand consistency across channels for multiple 100+ year-old footwear brands, including a comprehensive rebrand for Florsheim that balanced historical authenticity with modern relevance.
Experience
Smoking Umbrella
Greater Chicago Area
2024 - Present
Greater Chicago Area
2024 - Present
At Smoking Umbrella, we're all about elevating brands through our innovative and tailored creative and brand consulting services. We love breathing life into internal creative and brand teams by focusing on team development, creative strategies, and comprehensive creative operational services. Partner with us, and let's unlock your brand's full potential together, regardless of size or stage.
Public Rec
Chicago, IL
2024 - 2025
Chicago, IL
2024 - 2025
Creative Director, Brand & E-Commerce
• Led brand and creative teams across e-commerce, social, email, and retail.
• Rebuilt product architecture to improve product line navigation and merchandising.
• Developed a detailed consumer persona to guide content and brand voice.
• Drove campaign concepting, copy, and content across all channels.
• Collaborated cross-functionally to align creative with business goals.
• Directed and produced photo and video shoots, ensuring visual consistency and quality.
• Wove Chicago heritage and comfort-first messaging into brand storytelling.
• Managed a team of creatives, freelancers, and producers to elevate output and culture.
• Rebuilt product architecture to improve product line navigation and merchandising.
• Developed a detailed consumer persona to guide content and brand voice.
• Drove campaign concepting, copy, and content across all channels.
• Collaborated cross-functionally to align creative with business goals.
• Directed and produced photo and video shoots, ensuring visual consistency and quality.
• Wove Chicago heritage and comfort-first messaging into brand storytelling.
• Managed a team of creatives, freelancers, and producers to elevate output and culture.
Uni Brands Corporation
Greater Chicago Area
2021 - 2024
Greater Chicago Area
2021 - 2024
Creative Director, Brand
Brands – Uniball & POSCA
• Established an in-house creative team, fostering agility and innovation with a team of 5 creatives and 3 agencies.
• Transformative creative & brand marketing strategy resulting in a +4200% increase in impressions across all marketing channels.
• Led strategic brand collaborations, like Secret Walls and TED.
• Established and directed brand voice and visuals, managing content across 10 different platforms including B2B and B2C markets.
• Implemented cutting-edge project management and DAM systems, streamlining workflow efficiency by 40%.
• Led transformative social strategies that led to a 390% increase in followers.
• Conceptualized and directed e-commerce campaigns resulting in a notable 45% increase in conversion rates.
• Transformative creative & brand marketing strategy resulting in a +4200% increase in impressions across all marketing channels.
• Led strategic brand collaborations, like Secret Walls and TED.
• Established and directed brand voice and visuals, managing content across 10 different platforms including B2B and B2C markets.
• Implemented cutting-edge project management and DAM systems, streamlining workflow efficiency by 40%.
• Led transformative social strategies that led to a 390% increase in followers.
• Conceptualized and directed e-commerce campaigns resulting in a notable 45% increase in conversion rates.
The RoomPlace/Harlem Furniture
Greater Chicago Area
2021
Greater Chicago Area
2021
Creative Director
• Managed in-house creative team, outside agencies, and freelancers.
• Oversaw the prioritization and assignment of all creative requests.
• Maintained creative budgets and timelines.
• Set creative direction for the brand.
• Partnered with cross-functional leaders in marketing, e-commerce, and merchandising to evaluate and establish KPIs.
• Oversaw the prioritization and assignment of all creative requests.
• Maintained creative budgets and timelines.
• Set creative direction for the brand.
• Partnered with cross-functional leaders in marketing, e-commerce, and merchandising to evaluate and establish KPIs.
Duluth Trading Company
Mount Horeb, WI
2017 - 2021
Mount Horeb, WI
2017 - 2021
Creative Director, Omnichannel
• Directed separate, unique brand voices and visuals for Duluth Trading, AKHG, and 40 Grit.
• Strategically planned omni-channel creative campaigns for multiple brands.
• Facilitated collaboration between Product, Merchandising, and Marketing teams on seasonal, strategic initiatives while accommodating business trends and market shifts.
• Led the design, brand voice, and layout direction of all divisional creative work (catalogs, emails, digital work, and printed marketing pieces).
• Oversaw all divisional concept development work.
• Directed all photography, graphics, and illustrations (lifestyle, studio, and on-figure web photography).
• Conducted creative production process improvement and cross-departmental collaboration.
• Managed the hiring, training, and oversight of full-time and freelance staff.
• Maintained the creative budget.
• Executed Omni-channel campaigns and seasonal themes.
DuluthTrading.com
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Sr. Managing Art Director, Digital (ACD-equivalent role)
• Strategically planned omni-channel creative campaigns for multiple brands.
• Facilitated collaboration between Product, Merchandising, and Marketing teams on seasonal, strategic initiatives while accommodating business trends and market shifts.
• Led the design, brand voice, and layout direction of all divisional creative work (catalogs, emails, digital work, and printed marketing pieces).
• Oversaw all divisional concept development work.
• Directed all photography, graphics, and illustrations (lifestyle, studio, and on-figure web photography).
• Conducted creative production process improvement and cross-departmental collaboration.
• Managed the hiring, training, and oversight of full-time and freelance staff.
• Maintained the creative budget.
• Executed Omni-channel campaigns and seasonal themes.
DuluthTrading.com
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Sr. Managing Art Director, Digital (ACD-equivalent role)
• Directly managed the digital creative team responsible for e-mail, web, social, and video/motion assets.
• Oversaw production of strategically sound, creative assets for all digital channels.
• Increased revenue streams from all digital channels.
• Translated creative strategy and UI/UX decisions to front end developers.
• Facilitated collaboration between business, marketing, merchandising, and e-commerce VP’s as well as outside agency partners.
• Mentored art directors, designers, illustrators, and copy writers.
• Led large-scale creative campaigns and omni-channel projects.
• Oversaw production of strategically sound, creative assets for all digital channels.
• Increased revenue streams from all digital channels.
• Translated creative strategy and UI/UX decisions to front end developers.
• Facilitated collaboration between business, marketing, merchandising, and e-commerce VP’s as well as outside agency partners.
• Mentored art directors, designers, illustrators, and copy writers.
• Led large-scale creative campaigns and omni-channel projects.
Weyco Group, Inc.
Glendale, WI
2008 - 2017
Glendale, WI
2008 - 2017
Sr. Graphic Designer / Art Director (functional)
Brands – Florsheim, Florsheim Kids, Stacy Adams, Florsheim x Esquivel
Brands – Florsheim, Florsheim Kids, Stacy Adams, Florsheim x Esquivel
• Responsible for all creative decisions and art direction for catalog, packaging, marketing materials, and digital.
• Led lifestyle photography art direction.
• Overhauled product photography strategy and direction.
• Created and strategized marketing promotions to drive increased revenue.
• Led and mentored the design team.
• Collaborated with marketing directors, brand managers, and VP’s to ensure omni-channel assets were visually consistent globally.
• Defined brand standards for product design team.
• Led lifestyle photography art direction.
• Overhauled product photography strategy and direction.
• Created and strategized marketing promotions to drive increased revenue.
• Led and mentored the design team.
• Collaborated with marketing directors, brand managers, and VP’s to ensure omni-channel assets were visually consistent globally.
• Defined brand standards for product design team.
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Graphic Designer
Brands – Florsheim, Florsheim by Duckie Brown, Florsheim Kids, Stacy Adams, Nunn Bush
Brands – Florsheim, Florsheim by Duckie Brown, Florsheim Kids, Stacy Adams, Nunn Bush
• Responsible for creating unique, eye-catching and brand-right designs.
• Designed omni-channel assets for brand catalogs, POP, packaging, web and email graphics.
• Directed and designed a new collaboration between Florsheim and men’s fashion house, Duckie Brown.
• Introduced studio photography lifestyle shoots, helping to increase revenue.
• Partnered with product design to help guide brand standards.
• Designed omni-channel assets for brand catalogs, POP, packaging, web and email graphics.
• Directed and designed a new collaboration between Florsheim and men’s fashion house, Duckie Brown.
• Introduced studio photography lifestyle shoots, helping to increase revenue.
• Partnered with product design to help guide brand standards.
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Jr. Footwear Designer - Nunn Bush
• Design new line of products for Nunn Bush Shoes on a seasonal time line.
• Work directly with factories on footwear designs.
• Introduced and designed branding for a new outdoor line extension.
• Collaborate with brand managers and marketing to determine creative direction.
• Keep up with fashion trends and seasonal styles across the industry.
• Work directly with factories on footwear designs.
• Introduced and designed branding for a new outdoor line extension.
• Collaborate with brand managers and marketing to determine creative direction.
• Keep up with fashion trends and seasonal styles across the industry.