CREATIVE DIRECTION + BRAND LEADERSHIP

Imaginative by nature, highly motivated, and imbued with an insatiable curiosity. Passionate about using design to ignite social change, solve problems and create positive human engagement. 

My expertise is in crafting brand stories, creating meaningful user experiences, developing creative strategy, launching fresh campaigns, brainstorming digital and spatial design concepts, deep-diving into consumer insights research, and directing photo and video shoots for global advertising. I am adept at increasing sales through creative concepts and strategies that strengthen brand identities, awareness and consumer loyalty. I’m also a leader who nimbly manages internal and external creative teams while earning key stakeholder trust and making time to mentor junior talent. With enthusiasm, dedication and flexibility, I seamlessly collaborate with partners globally across diverse cultures and functions to exceed business objectives and amplify client messages.

CORE SKILLS

  • Creative Direction + Design

  • Conceptual Development + Execution

  • Brand Development + Brand Amplification

  • Strategic Partnership

  • Design Thinking, User Experience + Problem Solving

  • User Research, Trend Relevancy + Consumer Insights

  • Cross-Functional Team Management + Team Building

  • Vendor Management

  • Software and application experience available upon request

EDUCATION

MASTER OF FINE ARTS (M.F.A.)
GRAPHIC DESIGN
Boston University, College of Fine Arts, Boston, MA

POST-BACCALAUREATE CERTIFICATE
PAINTING + PRINT MEDIA
The School of the Art Institute of Chicago, IL

BACHELOR OF ARTS (B.A.)
BIOLOGY + VISUAL ART
Smith College, Northampton, MA

CREATIVE DIRECTION + DESIGN

CREATIVE DIRECTOR
Foundation Medicine, Cambridge, MA 2019–Present

  • Leveraging senior-level experience in creative strategy, brand development and storytelling, I lead the creation of exceptional creative concepts and branding that drive growth, increase brand recognition and enhance company culture.

  • I am a key communications leader, responsible for creative oversight of multi-channel domestic and global brand campaigns, web and social media assets, marketing collateral, video and motion graphics, package design, internal and external events, office environments and more. I also develop, maintain, uphold and educate on our brand guidelines.

  • I oversee a team of internal creatives and external agency partners and provide direction and guidance that is aligned with our company mission, strategic vision and business objectives. I collaborate with clients across the organization to deliver upon their goals, amplify their messages and inspire our audiences.


ASSOCIATE CREATIVE DIRECTOR
Foundation Medicine, Cambridge, MA 2017–2019

Directed the brand creative strategy and visual direction for Foundation Medicine’s products and services. Partnered with in-house clients in marketing, communications, HR, facilities and our executive team to deliver high quality creative that exceeded expectations, built our brand and always kept business needs top of mind. Creative directed in-house design team and external agencies, writers, animators and videographers on projects including brand and product campaigns for digital and print, redesign of corporate website, social media and interactive, trade show booths, corporate events, packaging and marketing collateral. Developed concepts for and directed photo and video shoots. Directed the creation of corporate brand guidelines and liaised with developers to maintain content. Oversaw architect renovations of all corporate properties to ensure finishes and graphics exceeded brand standards. Reviewed agency RFPs. Initiated studies with design research partners. Mentored designers. Instilled team and company pride. Reinforced and modeled best practices for communication and client-relations.


ASSOCIATE CREATIVE DIRECTOR, NORTH AMERICA
Converse Inc., Boston, MA, 2016–2017
Managed and directed all creative output and brand storytelling for Converse in North America. Collaborated with marketing to develop brand and communications strategies. Wrote creative briefs and directed agencies on developing seasonal creative for social (Snapchat, Instagram, Facebook), e-commerce and in-store. Conceptualized and designed launch events and directed photo and video shoots for asset creation.

  • Increased brand awareness + sales through better-targeted photography.

  • Inspired thousands of social posts and over $1M in media impressions by creating memorable and buzz-worthy event experiences.

  • Ensured all creative aligned with and enhanced brand strategy and business goals by communicating daily with marketing partners. 


ASSOCIATE CREATIVE DIRECTOR, JACK PURCELL + KIDS
Converse Inc., Boston, MA, 2014–2016    
Led and executed global creative strategy for Converse Jack Purcell and Converse Kids. Directed creative development for all brand assets and experiences including campaign shoots, retail graphics, social media content, digital advertising, shoppable app, and e-comm landing pages. Collaborated with marketing partners and copywriters daily. Managed photographers, agencies, producers and two in-house designers.

  • Increased awareness and sales of Converse Kids through a rebranding that better aligned attitudinally and aesthetically with master brand.

  • Drove sales of Jack Purcell through clearly and delightfully articulating product features and benefits via app, web, social, email, and banners.


DESIGN DIRECTOR
The Girl Effect, Addis Ababa, Ethiopia, 2013     
Invited to work for this non-profit that empowers and educates girls in the developing world as part of a stretch assignment through The Nike Foundation. Conceptualized activations, assisted in directing photoshoots, redesigned Addis Ababa office environment, and designed a brand book. Collaborated with local community and global non-profits to learn about Ethiopian culture and experience the needs of local girls.

  • Increased capacity-building of impoverished communities through projects that created awareness of our program’s resources. 

  • Inspired the team, celebrated the program and helped inform guests by redesigning the office environment using program graphics and artwork. 


DESIGN DIRECTOR, GLOBAL PR + EVENTS
Converse Inc., North Andover, MA, 2011–2014    
Directed design and conceptualization of all Converse events globally including pop-up shops, press previews, influencer and energy events, music festivals, trade shows and internal corporate events. Directed photo and video shoots to generate desired assets. Developed and rolled out global brand experience guidelines. Managed three designers and external vendors.

  • Ensured local relevance by closely collaborating with global partners. 

  • Garnered millions of dollars worth of media impressions.

  • Earned trust and respect of C-suite leadership and key stakeholders through success of internal corporate projects and events.


DESIGN DIRECTOR, ASIA PACIFIC
Converse Inc., North Andover, MA, 2010–2011  
Creative directed all aspects of brand look and feel in Asia Pacific. Directed design of Seoul and Shanghai flagship retail. Led creative development of local influencer events and product launches. Directed regional photo and video campaign shoots. Ideated strategic development for brand roll out in marketplace. Managed multiple designers on two continents.

  • Increased relevance, awareness and consistency of Converse within Asia Pacific region by ensuring all licensee partners utilized corporate designed creative, rather than using their own off-brand visuals. 

  • Helped make Converse one of the favorite brands of Chinese youth through dynamic and relevant brand experiences and through advertising that featured local artists and musicians rather than American models.


DESIGN DIRECTOR, ONE STAR
Converse Inc., North Andover, MA, 2008–2010
Managed all creative output for Converse One Star (sold exclusively at Target). Nudged Target to push aesthetic + attitudinal boundaries for print, digital and television advertising, in-store graphics, look books and fashion shows. Directed Target’s creative agency on all aspects of photographic and video shoots including scenarios, model and photographer selection, locations, styling and on-set action. Managed two designers and multiple external vendors.

  • Better aligned One Star look and feel to Converse master brand by managing Target’s creative development and course correcting towards Converse brand spirit and aesthetic standards. 

  • Increased brand awareness and sales through aspirational yet rebellious suite of creative assets.

  • Earned the trust and respect of Target’s creative team through firm but collaborative oversight of creative output and by providing reliable, efficient and on-time creative ideas, assets and feedback that ensured team reached all project deadlines.  
     

ASSOCIATE ART DIRECTOR
Converse Inc., North Andover, MA, 2007–2008     
Conceptualized and executed designs for all Converse events world wide including global celebrations for Converse’s 100-year anniversary. Directed design and production of photographic assets for printed look books and created permanent brand showrooms in LA and NYC. Conducted research on consumer insights. Managed two designers plus external stylists, photographers, and production teams.

  • Garnered significant global press coverage through event designs and brand experiences.

  • Increased brand awareness and sales with high-profile projects.


SENIOR DESIGN CONTRACTOR
Converse Inc., North Andover, MA, 2006–2007     
Art directed, concepted and designed showrooms, launch events, photo shoots, visual centers and retail + digital graphics. Partnered with senior leadership on corporate initiatives. Conducted trend research. Managed two design interns and external creative agencies.

  • Earned the trust of Creative Director and became the go-to creative for all special projects and important initiatives by proving to be a smart, motivated, and dedicated young creative who “got it” and who delivered the desired results. 

ADDITIONAL EXPERIENCE

DESIGNER
Addison-Wesley Publishing (Pearson), Boston, MA

ELECTRONIC PRODUCTION SPECIALIST,
Addison-Wesley Publishing (Pearson), Boston, MA

PRODUCTION ASSISTANT
Addison-Wesley Publishing (Pearson), Boston, MA

TEACHING + LEADERSHIP

GUEST GRAPHIC DESIGN CRITIC
Semester critiques, Boston University College of Fine Arts, 2006–2016     

ADJUNCT PROFESSOR 
DESIGN FOR SOCIAL CHANGE
Spring semester workshop, Boston University College of Fine Arts, 2015

ADJUNCT PROFESSOR 
GRAPHIC DESIGN I
Summer and fall semesters, Boston University College of Fine Arts, 2006

INSTRUCTOR 
GRAPHIC DESIGN II
Fall and spring semesters, Boston University College of Fine Arts, 2005–2006 

DESIGN SEMINAR GUEST SPEAKER
Boston University College of Fine Arts, Boston, MA, 2012    

PANEL JUDGE
CUT + PASTE BOSTON
Selected to judge live, interactive design competition, Boston, MA, 2009

ALUMNI PANEL GUEST SPEAKER
Boston University College of Fine Arts, Boston, MA, 2007    

RESEARCH + EDITORIAL ASSISTANT 
A HISTORY of GRAPHIC DESIGN, 4th Ed. 
(Philip B. Meggs + Alston W. Purvis)
Boston University College of Fine Arts, Boston, MA, 2004–2005

TEACHING ASSISTANT
DIGITAL PHOTOGRAPHY AND DESIGN
The School of the Art Institute of Chicago, Chicago, IL, 2003

TRAVEL + FOREIGN LANGUAGE

FRANCE Explored villages of The Dordogne; visited the Caves of Lascaux

SCOTLAND Visited the Isle of Skye, explored villages, hiked ancient forests

PANAMA Sailed from Panama to Colombia through the San Blas Islands

COLOMBIA Trekked to Ciudad Perdida, visited Cartagena + Santa Marta

ETHIOPIA Worked in Addis Ababa and traveled throughout Ethiopia 

MADAGASCAR Explored the jungles, villages and beaches of Madagascar

BRAZIL Journeyed 30 hours by boat deep into the heart of the Amazon

BERLIN, GERMANY Worked in and explored the city

PARIS, FRANCE Worked in and explored the city, visited family

CHINA Directed photoshoot in Shanghai and Xi’an; explored both cities

SEOUL, SOUTH KOREA Worked in and explored the city

ISREAL + JORDAN Traveled throughout both and hiked Petra in Jordan

BUENOS AIRES, ARGENTINA Directed photoshoot and visited the city

FLORENCE, ITALY Attended Venice Biennale, visited galleries + museums

SHANGHAI, CHINA Explored Shanghai to inform design of retail stores

AMSTERDAM, NETHERLANDS Visited design studios, art museums and explored the city

UNITED KINGDOM Lived in London for 7 weeks; traveled to Scotland

HONDURAS Went on a SCUBA diving expedition to Roatan Island

ITALY Visited Venice, Verona, Milan, Cinque Terre, Pisa, Florence, + Sienna

DRESDEN, GERMANY Searched for Kurt Vonnegut’s slaughterhouse

PRAGUE, CZECH REPUBLIC Explored the little nooks of Old Prague 

AUSTRALIA Studied abroad in Perth; traveled throughout continent 

ENGLAND Visited London, Bath, Stonehenge, Oxford, and Stratford

AUSTRALIA Lived on a farm in Queensland one high school summer

 

Advanced French, basic Spanish and conversational Italian