Creative Cabrera

Hands-on Creative Director with 15+ years leading brand vision, integrated campaigns, and creative operations across medical device, healthcare, and consumer environments in both agency and in-house roles. Proven track record translating complex clinical and technical narratives into compelling creative that resonates with medical professionals and connects to measurable business outcomes. Experienced building and scaling global creative teams, managing external agencies and vendors, and delivering differentiated creative from concept to launch in fast-paced, matrixed environments.

Creative Director - AMV Holdings / Kure - Charlotte, NC

(2018-06 - 2026-04)

Managed creative production and print advertising operations for a multi-location wellness retailer across 60+ locations and 13 states, overseeing high-volume campaign output across print, packaging, digital, email, and in-store channels while maintaining brand accuracy and production quality across every deliverable.

• Shaped and maintained brand consistency across 60+ locations by establishing and evolving comprehensive brand guidelines covering design standards for products, environments, signage, uniforms, and internal materials, ensuring a unified guest experience at every touchpoint
• Hired and managed a network of contract designers, copywriters, photographers, agencies, production and sign vendors, overseeing budgets and capacity planning to maintain quality and on-time delivery across all channels
• Designed private label packaging, labeling, and campaign assets that enhanced product visibility while ensuring compliance with FDA regulations
• Built and implemented workflow tools and production systems, including a DAM system and standardized brief templates that improved project delivery speed by 25% and increased team efficiency
• Partnered directly with marketing, growth, and channel teams to align creative strategy with business objectives, ensuring integrated campaigns consistently delivered on customer experience goals and measurable KPIs

Creative Director - MicroPort Orthopedics - Boston, MA

(2014-04 - 2018-05)

Led global creative initiatives supporting marketing, product, and sales teams across digital, print, video, and campaign channels. Focused on aligning creative output with go-to-market strategy and driving engagement across international markets.

• Drove a global brand refresh across multiple countries, including China, the U.S., France, Italy, Germany, the U.K., and Japan, supporting 30% sales growth upon completion
• Developed and executed integrated B2B marketing campaigns across digital, print, video, and social channels, translating complex clinical data into compelling marketing materials that drove surgeon engagement and measurable sales growth across multiple product lines
• Built and led an in-house creative team while managing a network of freelancers, agencies, photographers, and production partners, overseeing budgets and capacity planning to ensure high-quality, on-brand delivery across all channels

Creative / Art Director - DevicePharm - Memphis, TN

(2000-02 - 2013-12)

Drove integrated creative production for a healthcare-focused agency, delivering high-volume work across digital, print, photography, and video for global medical brands including Ecolab Health, Allergan, Zeiss, Stryker, Smith + Nephew, and Bausch + Lomb.

• Led a comprehensive brand identity and repositioning for Microtek Medical, modernizing the company's presence in the healthcare infection control and fluid management market to increase relevance and attract buyers, contributing to a stock value increase from $0.75 to $6.30 per share within 7 years and a successful acquisition by Ecolab. Retained as principal agency following the acquisition to lead a seamless transition to Ecolab branding.
• Managed and budgeted a network of designers, copywriters, photographers, and production vendors across simultaneous client engagements, ensuring consistent quality and on-time delivery
• Strengthened surgeon and patient engagement across key product lines by developing materials that made technical information accessible and easy to understand, driving measurable improvements in both brand awareness and sales performance

Graphic Design Studies - Pratt Institute

Visual Communications - South Miami - Center for the Media Arts