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Designed website content strategy based on annual business objectives and key results (OKRs).
Owned all website updates on Shopify site including new page creation and design layouts.
Assisted in production and styling of lifestyle and product photoshoots that elevated product communication.
Created assets for sales team that supported a 75% increase in annual sales.
Led social media content and influencer marketing strategies that resulted in a 35% increase in owned media engagement and several new high-value clients.
Negotiated cross-functional stakeholder buy-in for a brand strategy update that successfully addressed both B2B and B2C audiences in one clear visual and messaging direction.
Led planning, asset creation and implementation for a Boox Bin program that raised over $85,000 for local schools.
JAN 2022 – DEC 2022
JUN 2018 – JUN 2020
Instrumental in implementation of visual strategy overhaul for Autodesk in Education and tinkercad.com.
Rebrand visuals drove 55% growth in acquisition in peak back to school time.
Developed and maintained department-wide digital assets library.
Assisted in production of photo/video shoots, resulting in more relatable customer content.
Executed graphic design work that supported visual consistency across the customer journey.
Owned start to finish Education pitch deck that supported the global sales team and drove department-wide growth.
CREATIVE PROJECT LEAD & MANAGER
OCT 2016 – MAY 2018
Worked directly with the owners of the iconic California brand, Heath Ceramics, to take their vision of a neighborhood newsstand as a centerpiece for the community, and shepherd it into a reality. Together we built a Newsstand, from the ground up, that surpassed sales and engagement projections in under a year and was written up in many publications including MONOCLE, Cool Hunting and the SF Chronicle.
Performed competitive landscape analysis for key stakeholders.
Owned start to finish inventory acquisition and vendor onboarding process for periodicals and products.
Negotiated vendor contracts and ongoing communications.
Built repeat customer base that surpassed sales projections and established loyalty within the community.
Successfully managed a team of 5 to meet and exceed sales goals.
FOUNDER /. OWNER
MAY 2014 – DEC 2016
Conceived of an online office supplies store that specialized in handcrafted designs for the home office. As the sole proprietor of the business I owned the execution of all business elements including brand development, marketing strategy, vendor acquisition and communication, social strategy and content creation, product photography, inventory management and more.
FEB 1997 – JUN 2002
Worked with New York Design maven, Lindsey Adelman and managed the production of a 50+ line of lighting fixtures and helped to grow her company and manufacturing process from a scrappy team of 6, to a much bigger team of 23 go-getters!
Effectively led a team of 5 builders to meet growing product demand and tight deadlines efficiently and cheerfully.
Researched and implemented new cross-functional production management software that resulted in greater build efficiency and clearer communication with key stakeholders.
Owned start to finish build of 50+ standard fixture designs as well as complex custom creations.
AUG 2008 – MAY 2011
MASTER OF INDUSTRIAL DESIGN, PRATT INSTITUTE
BACHELOR OF FINE ART, SONOMA STATE UNIVERSITY
Lindsey Adelman Studio
PRODUCTION LEAD & MASTER BUILDER
JAN 2012 – OCT 2014