In the 14+ years as a creative professional, I have rebranded century-old shoe brands, developed creative strategies to launch new brands, co-led teams to create new pop-up shop concepts, developed video & social strategies, and guided digital leadership teams at multimillion-dollar retail companies.
Expertise & Skills
Adobe Creative Suite - Illustrator, Photoshop, InDesign, Lightroom, Acrobat Pro, Dreamweaver
Adobe Marketing - Campaign, Experience Manager
Word, Powerpoint, Excel
Creative Direction & Strategy / Omni-Channel Integration / Creative Leadership / Brand Identity & Positioning / Social Strategy & Design / Brand Marketing / Digital Design / Print Design / Lifestyle Photo Shoot / Studio Photography Management / Video & Motion Assets / Creative Storytelling
Senior Managing Art Director - Digital
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Duluth Trading Co.
Mount Horeb, WI
September 2017 - Present
Duluth Men  -  Duluth Women  -  Alaskan Hardgear
• Drive and lead Duluth Trading’s creative team, directly managing the digital team.
• Manage the creative team responsible for e-mail, web, social, and video/motion assets.
• Effectively lead multi-disciplined teams to produce strategically sound, creative assets that drive increased revenue across print, retail and digital.
• Lead digital team discussions on how to deliver the best creative for web, including articulating UI/UX decisons to front end developers.
• Facilitate collaboration between business, marketing, merchandising, and e-commerce VP’s as well as outside agency partners to present the brand effectively to consumers.
• Provide mentorship for other art directors, designers, illustrators, and copy writers to help lead large campaigns and omni-channel projects.
Senior Graphic Designer
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Weyco Group, Inc.

Glendale, WI
March 2012 - September 2017
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.
Graphic Designer
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Weyco Group, Inc
Glendale, WI
May 2008 - March 2012
Florsheim  -  Florsheim by Duckie Brown  -  Florsheim Kids  -  Stacy Adams  -  Nunn Bush  -  Brass Boot
• 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.
Jr. Footwear Designer - Nunn Bush
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Weyco Group, Inc
Glendale, WI
February 2008 - May 2008
• 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.
Recent Accomplishments
Museum of Man Area - Underwear Shop
Led the concepting team and collaborated on the launch the Duluth Trading underwear shop in Mall of America, providing expertise in the digital realm.
Product Experience Pages
Lead the creation and strategy of special web pages of our core products to increase customer retention and new customer acquisition.
+34.5% RPV / +2.56 pnts conversion rate
Redesign of DuluthTrading.com (coming soon)
Directed the redesign of Duluth Trading’s website to integrate multiple brand experiences, improved the UI/UX for a better customer experience and am working cross-functionally with ecommerce, web development and marketing.
Florsheim Rebrand
Initiated and led the rebranding of Florsheim Shoes, a 120 year-old shoe company, including brand research & positioning, creative direction, design, and asset creation.
Buy Online, Pick-Up in Store
Helped strategize and implement BOPIS for Duluth Trading.
Holiday Gift Guide
Led the creative strategy for the 2019 gift guide and co-lead strategy with the marketing and e-comm teams.
+53% sales / +22% page views / +67% units sold
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