Creative Director Jan 2024 - Mar 2024
BZAM - Remote, Vancouver, BC
- Managed a $1.5 million annual marketing budget by implementing cost-saving measures through regular testing and optimizations across paid, unpaid and retail programming.
- Launched 600+ SKUs across an 8-brand portfolio, achieving 30% distribution across Canada.
- Identified marketplace opportunities, leading to 4 successful brand redesigns by analyzing audience sentiment, and competitor data.
- Developed and executed innovative digital campaigns, trade marketing campaigns, and brand activations that set industry creativity benchmark and were copied by many competitors.
- Increased sell-in and sell-through by 15% by collaborating with Sales, Product Innovation, and Marketing Teams on brand messaging and product differentiators.
- Art-directed external advertising agencies overseeing the creation of 4 brand-aligned campaigns.
- Recruited and managed a team of 6 freelancers, designers, copywriters and developers that increased project bandwidth on our team by approx. 50%
- Maintained a high employee retention rate by conducting quarterly evaluations, setting KPIs and goals, and effectively managing workloads.
Brand Manager Nov 2022 - Jan 2024
BZAM - Remote, Vancouver, BC
- Developed and launched customer-facing education program generating 300 email sign-ups and a 50% participation rate.
- Ensured consistency of visual identity and brand messaging for 10 brands by creating comprehensive brand guidelines.
- Ensured project alignment with marketing plan, producing 10+ project briefs per quarter.
- Shortened project timelines by communicating clear art direction to a team of 3 designers, developers, and writers.
- Boosted product engagement in stores by art-directing video content for 6 retail partners.
- Facilitated seamless brand messaging for 2 high-profile acquisitions through strategic PR and copywriting collaborations.
Creative Director Jan 2017 - Oct 2022
Webb Creative - On-site, Nanaimo, BC
- Founded a successful design studio that created the brand strategy to launch of one of Canada's 1st legacy medical cannabis brands into the recreational market.
- Designed comprehensive identity systems for 15+ clients, strengthening their market presence.
- Managed $250k in vendor contracts, ensuring top quality within budget constraints.
- This success culminated in my transition to the in-house Creative Director role for our top client, BZAM.
Creative Director Jan 2013 - June 2015
Chango - On-site, Toronto, ON
- Spearheaded a major rebrand that aligned all materials, campaigns, and web properties with a consistent brand identity.
- Created marketing campaigns recognized by HOW Magazine, Awwwards and Digiday that established Chango as creative leaders in the B2B industry.
- Designed an in-house printed magazine distributed to 30k+ readers with AdWeek, AdAge, and Marketing Mag.
- Led the development and A/B testing of paid search campaigns across our proprietary network and other paid networks.
- Worked with the UX team on redesigning a user-friendly client dashboard, impacting over 30k users.
Senior Designer July 2012 - Dec 2012
University of Toronto - On-site, Toronto, ON
