Leadership & Organizational Development

• Built and led a full-service agency-style Creative Services organization of more than 25 professionals, including dedicated teams supporting print design, web design, content development, email marketing, social media, photography, video production, and production services.

• Managed five direct-report team leaders responsible for specialized creative disciplines and department-wide execution.

• Partnered with executive leadership, marketing, merchandising, product development, e-commerce, and sales teams to align creative initiatives with strategic business objectives.

• Managed relationships with external agencies, freelance talent, photographers, writers, production vendors, and national print partners.

Brand Strategy & Creative Direction

• Directed creative strategy and execution across all customer-facing marketing channels, including e-commerce, catalogs, direct mail, packaging, social media, digital advertising, email marketing, photography, video production, and educational publishing.

• Led the 2016 rebrand of Discount School Supply, creating the visual identity system and brand framework that continues to define the organization’s market presence.

• Directed the international rebrand of Colorations®, launching the The Art of Learning™ brand platform at the 2018 NAEYC Annual Conference and implementing the new identity across more than 1,200 products and marketing touchpoints.

• Established and maintained brand standards, visual systems, creative direction, and design quality across multiple national brands.

• Provided strategic oversight for graphic design, visual communications, packaging design, brand development, and customer-facing creative experiences.

Digital Transformation & E-Commerce

• Helped transform Excelligence from a catalog-centric organization into a modern multi-channel marketing ecosystem supporting digital commerce, customer acquisition, and integrated brand experiences.

• Directed the 2018 redesign and modernization of the company’s e-commerce platform, partnering closely with developers and business stakeholders to create an enhanced user experience and merchandising environment.

• Supported the organization’s expansion into Amazon marketplace sales through development of merchandising standards, digital content strategies, and product presentation systems.

• Oversaw complete website creative and user experience support, including homepage merchandising, landing page development, promotional campaigns, online merchandising, and content strategy.

• Directed email marketing initiatives including promotional campaigns, lifecycle marketing, triggered communications, and customer retention programs.

• Led creative support for both paid and organic social media initiatives, digital acquisition campaigns, and online customer engagement programs.

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Creative Operations & Innovation

• Researched, selected, implemented, and administered Wrike as the central operating platform for Creative Services, creating standardized workflows, resource management systems, asset archiving, approval processes, and project visibility that enabled significant organizational scale and consistency.

• Developed workflow systems and operational processes that improved collaboration, project management, resource allocation, and production efficiency across the department.

• Managed departmental budgets related to creative production, freelance services, agency partnerships, photography, video production, and studio operations.

• Maintained a growth mindset and practical approach to innovation, continuously exploring emerging technologies and creative tools to enhance productivity, expand content capabilities, and improve team effectiveness.

• Actively researches and evaluates AI-powered creative tools and emerging technologies to identify practical applications that increase creative capacity, accelerate content development, and support organizational goals

Publishing, Production & Content Creation

• Directed production of 13 annual catalog titles ranging from 60 to 400 pages with circulations ranging from 75,000 to more than 100,000 recipients.

• Developed comprehensive catalog production calendars coordinating all milestones from planning through final file delivery.

• Established a reputation for flawless execution and operational reliability, maintaining a record of never missing a catalog production deadline throughout a 21-year tenure.

• Managed relationships with major national printing partners including Quad, RR Donnelley, and LSC Communications.

• Designed, outfitted, and launched a professional two-bay photography and video production studio supporting approximately 150 new product introductions per month.

• Built internal photography and content production capabilities that expanded creative capacity while reducing reliance on external production resources.

• Developed and maintained a local talent and model database supporting ongoing photography and video production requirements