Larissa Tyler

I’m an experienced creative with a track record of executing successful marketing campaigns for some of Richmond’s best-known organizations. I believe the most effective marketing strategies begin with the big picture: gathering a cross-functional team and asking “What’s possible?” I also believe that once the creative vision is established, success ultimately rests on the details: making sure deadlines are met, brand standards are upheld consistently, and team members have the support they need.

Senior Manager of Creative and Brand Marketing - Maymont Foundation - Richmond, Virginia

(2022-04)

I serve as both creative director and marketing strategist, leading the vision, strategy, and execution of Maymont's integrated marketing efforts. I oversee a high-performing team responsible for all marketing communications, collateral, and digital channels while developing comprehensive marketing plans that advance the organization's events, programs, and mission. Working closely with internal departments and external partners, I ensure every initiative aligns with brand standards, supports organizational goals, and is executed with creative excellence and operational efficiency.

• Successfully oversaw a complete rebranding of the Foundation’s visual identity and messaging, as well as the redesign of its website, wayfinding and interpretive signage, and more.
• Concepted and executed the visual branding and marketing for Maymont’s annual Vintage on the Green gala, which raised $450,000 this year.
• Created the 100th anniversary identity and oversaw all marketing and communications for Maymont’s 2026 centennial, including ticketed events that have drawn 50,000+ attendees to date.
• Formulated and implemented branding and high-quality design concepts across all platforms for all major signature events including Herbs Galore, Summer Kickoff Concert, Bier Garden, Merry Market, and Maymont’s biggest event to date, Garden Glow.
• Partnered with a creative agency to produce a high-impact brand video and b-roll library, equipping marketing and development teams with compelling visual assets.
• Introduced advertising and streaming platforms to engage a larger audience (336,000+ households) for Maymont’s signature events.
• Led freelance photographers by providing detailed shot lists, expanding the company's internal photo library.

Creative Director - Chesterfield Observer - Chesterfield, Virginia

(2015-05 - 2022-04)

As Creative Director, I oversaw all aspects of design and production for a weekly print and digital newspaper, adhering to strict production deadlines. I worked closely with editorial staff to plan content and photography for each issue, as well as supporting the sales team by designing marketing materials and ads.

• Implemented a full redesign of the newspaper and its website
• Won 2020 and 2016 Virginia Press Association Best in Show Award for non-daily news presentation

Creative Director – Marketing and Communications - YMCA of Greater Richmond - Richmond, Virginia

(2006-10 - 2010-10)

In this role, I supervised a team of two full-time designers and several freelancers that produced all the YMCA’s member communications and fundraising materials, including direct mail campaigns, publications and presentations, television commercials and more.

• Concepted and designed philanthropic campaigns that raised over $5.7M
• Successfully implemented new YMCA brand identity

Graphic Artist - Style Weekly Magazine - Richmond, Virginia

(2001-03 - 2006-10)

I concepted and designed editorial layouts and covers for advertising sections, art-directed a full-color yearly guide for Carytown businesses, and managed production and deadlines.

Bachelor of Arts - Graphic Design and Photography - University of South Carolina