EXPERIENCE
AMERICAN GREETINGS CORPORATION Cleveland, Ohio
Senior Creative Program Director, Target Features and Diversity & Inclusivity // June 2020 – Present
Oversee the Target Feature Team and the Diversity & Inclusivity Team. Responsible for the creative strategy and execution of "Only at Target" Features. Utilize consumer, customer, and market knowledge to translate strategic objectives into innovative designs to drive engagement and differentiation at retail.
Lead the newly formed Diversity & Inclusion Creative Team. Established the D&I mission, product strategy, best practices, opportunities, and educational resources. Work closely with Employee Resource Networks and outside contributors to ensure authenticity and relevance. Responsible for the creative development of the AG Ethnic Brands, Inclusive programs, and Target Heritage Moments. Support corporate D&I initiatives by providing insights, assets, and content reviews for newly developed D&I content across all areas of the company.
Creative Program Director, Target Brand // January 2017 – June 2020
Established the brand vision and aesthetic direction of the Target-exclusive greeting card line, Roseville Press. Worked closely with Target Buyers and internal sales team, to translate business objectives into creative strategies. Responsible for communicating the brand vision, directing content creation, and reviewing all product to ensure brand integrity. Utilized consumer trends and customer insights to manage and evolve the brand. Promoted to Senior Program Director November 2018.
Program Director, Target Special Features // March 2013 – January 2017
Responsible for the creative strategy, art direction and the execution of featured greeting card collections for Target. Utilized consumer insights, macro trend information, design and color trends to develop the creative strategy. Managed and inspired staff to create innovative, trend-forward greeting card collections from initial concept ideation to final production files.
Senior Visual Architect // March 2011 – March 2013
Selected as one of the first Visual Architects for the Creative Vision Team - a corporate initiative aimed at inspiring American Greetings’ artists to develop new techniques and product concepts, outside of daily production assignments. Created and established new ways to provide inspiration to Illustrators, Graphic Designers, Lettering Artists, and Photographers through inventive presentations, interactive online magazines, designed environments, studio workshops, and color trend books.
CAREER
ACHIEVEMENTS
Roseville Press Brand Development
Responsible for establishing the brand vision and aesthetic direction for the new Target-exclusive greeting card line, Roseville Press. Led the product creation and visual execution of 1,600 new skus. Product set in 600 test doors and received 3-4% lift in dollars and a 2% lift in pieces. Entire program rolled out to all doors in Spring 2019.
Color Source Group
As Co-Leader of the American Greetings Color Source Group, worked with team to develop and implement a standardized corporate color system. Redefined American Greetings’ color process, resulting in a cohesive branding color system used to unify all American Greetings’ product and signage.
Greeting Card Association’s 2006 “Louie Award - Card of the Year”
Conceptualized and art directed the first GCA “Card of the Year” Award for American Greetings. In subsequent years, have been recognized as Louie award winner and finalist. Selected to represent American Greetings as a Louie Award judge, on a panel of industry experts, for the 2017 and 2018 awards seasons.
SKILLS
Art Direction
Creative Strategy
People Management
Creative Problem-Solving
Product Development
Trend Research & Analysis
Innovation
Adobe Creative Suite
EDUCATION
MIAMI UNIVERSITY Oxford, Ohio
Bachelor of Fine Arts, 2005
Graphic Design (cum laude)