Accomplished Creative Director with 19 years of experience leading creative design teams and executing marketing objectives with multi-million-dollar budgets. Effective communication accomplishments partnering with executives, stakeholders, and vendors for resorts, restaurants, casinos, government, real estate, auction houses, and engineering firms. Experience both in-house and agency-side building creative teams, supporting sales departments, branding and rebranding new and established brands, and producing and directing public relations, video, print, and digital campaigns. Challenges do not phase me and I relish taking action while making thoughtful and targeted decisions.
COMPETENCIES: Adobe Creative Suite (Photoshop, InDesign, Illustrator, XD), Branding, Project Management, Talent Acquisition, Print and Digital Design, Video Production, Public Relations, Email Marketing, Digital Marketing, Social Media, Event Planning, On-camera Work
WORK EXPERIENCE:
COMMUNICATIONS SPECIALIST | COACHELLA VALLEY WATER DISTRICT | FEB 2019 – PRESENT
Local government water district ensuring water quality and availability for a population of 270,000. In my role, Iorchestrate employee and public communication strategies and spearheaded employee engagement initiatives:
• Execute internal communication news and events to over 500 employees. Collaborate with cross-functional partners in communication initiatives specific to division needs.
• Manage and create CVWD’s Annual Review: Oversee vendors and cross-departmental staff over 3 months every year to complete state-mandated water-quality documents and communications to 100,000 domestic water customers. Streamlined and templated parts of the process resulting in increased efficiency.
• Increased employee participation in events from 20% to 78% as the Chair of the employee appreciation committee: Lead a team of employees in the planning and execution social events targeted to increase employee engagement and morale. $90K yearly budget.
• Increased social media engagement and employment interest by writing, producing, and directing video series about CVWD employee roles.
• Elevated conservation efforts through CVWD educational video series "Ask CVWD" - writer, producer, director.
CONTRACT BRAND/CREATIVE DIRECTOR | DALSHIRE INTERNATIONAL | AUG 2022 – JAN 2024
A leading online auction house specializing in rare, authentic entertainment and sports memorabilia, high-end jewelry, and watches. I played a pivotal role in driving sales by leading the development of visually striking product auction graphics and global marketing strategies:
• Increased email click rate by 20% via company rebranding initiative, revitalizing the brand identity and positioning in the online auction market.
• Executed branding for seven distinct watch brands, focusing on diverse target audiences and market trends.
• Developed creative talent by hiring, motivating, and leading two designers and two product photographers.
• Led the in-house creative team strategically increasing final bids and contributing to flash auction sales reaching up to $50K each.
• Developed global marketing, creative strategy, and PR for special event auctions, delivering outstanding results with total sales ranging from $250K to $500K.
CONTRACT CREATIVE DIRECTOR
Contract Creative Director for full-service advertising agencies and government contractors. Concept and lead creative vision for web design, digital and social design, print advertising, high-level brochure design, illustrated maps, infographics, and new business initiatives. Pitch creative concepts to clients and revise overall vision based on their feedback.
Clients have included chambers, cities, convention and visitors bureaus, home developers, government entities, and a zoo.
CREATIVE DIRECTOR | CORD MEDIA COMPANY | DEC 2012 – FEB 2019
Advertising agency serving national and international lifestyle brands. I served as a senior leader, expanding agency presence and size, developing clients and talent, increasing revenue, solving problems, and increasing efficiencies:
• Doubled the agency's size as a senior leader in creative direction, client relations/partnerships, presentations, creative strategies, new business acquisition, talent procurement, and external negotiations.
• Managed a team of designers with a personnel budget of over $300,000 through professional development and implemented best practices resulting in increased operational efficiency and employee retention
• Grew the hospitality and entertainment vertical of the agency by creating content strategy in 60 new business and budget proposals and 20 marketing briefs & plans.
• Signed over 12 new clients totaling millions of dollars in gross revenue.
• Executed brand launches management for B2C and B2B clients - 6 new restaurants, 5 slot machine cabinets, 1 city, 1 hotel opening, and 1 beverage company.
• Managed advertising campaigns for 9 casinos across 4 states with one campaign voted "best in the state" amongst casino players in Wisconsin.
• Drafted budgets for advertising art materials, marketing plans, and video productions.
• Produced and directed 15 video and photography productions grossing over $2.5 MM for the agency.
• Won over 25 awards including American Advertising Awards, Tellys, Daveys, and Communicators.
BOARD MEMBER/CHAIR | DESERT ADVERTISING FEDERATION | 2013 – 2020
Lead creative and communications. Guide board members in responsibilities. Co-chair of American Advertising Awards.
KEY CONTRIBUTIONS:
- Rebranded district logo and communications with a modern voice
- Produced American Advertising Awards including advertising, invitations, social media, gift giveaways, event script/run-of-show; motion graphics, and awards
- Effectively converted the awards show into a profitable function for Palm Springs/Desert Cities district
ART DIRECTOR | AGUA CALIENTE BAND OF CAHUILLA INDIANS | MAY 2006 – DEC 2012
A four-diamond resort and casino with a Las Vegas-style showroom, five-star steakhouse, and top-tier spa. I played a pivotal role in the successful launch of the resort and showroom, creating advertising campaign content, overseeing collateral production, signage installation, tours, and media communications:
• Opened the 4-Diamond resort in Rancho Mirage. Team accomplishments include: Over 100,000 pieces of collateral, over 15 retail/directional/monument signs, 56 FAM tours, 32 hardhat tours, 17 VIP tours, 38 press releases and 16 media alerts.
• Launched 2 new casino websites, overseeing UX and UI and created maintenance standards for timely up-todate communications including press, brand standards, and social media development.
• Led branding and grand opening launch for the entertainment showroom, The Show. The 2,008 seat showroom sold out night after night with acts including, Billie Joel, Martina McBride, Matchbox 20, and Reba McEntire.
• Garnered press attention and almost 30 American Advertising Awards for VIP and tribal special event materials resulting in increased “coin-in."
2004 | MASTER OF ARTS – ACADEMY OF ART UNIVERSITY
Emphasis in advertising design, video/photography production and marketing strategy
2002 | BACHELOR OF ARTS – UNIVERSITY OF ARIZONA
SUMMA CUM LAUDE | WITH HONORS | SENIOR OF THE YEAR/MEDIA ARTS
2016 | CASINO MARKETING CERTIFICATION
SYCUAN INSTITUTE OF TRIBAL GAMING – SAN DIEGO STATE UNIVERSITY