Senior Brand & E-Commerce Designer — de facto Creative Director at Helinox (2023-01 – 2025-01)
Functioned as de facto Creative Director, translating CMO strategy into brand execution and visual direction across all channels and touchpoints.
- Directed comprehensive brand redesign: Established visual direction and brand identity system adopted company-wide; created first comprehensive style guide defining logo usage, typography, color, and design patterns.
- Drove 33% conversion uplift: Directed full redesign of Helinox.com in Figma and Shopify; led creative direction across all digital and e-commerce touchpoints, integrating motion graphics and optimized typography to achieve record quarterly revenue.
- Led high-impact multichannel campaigns: Directed launch campaigns for flagship product redesigns; oversaw Amazon A+ content, social visuals, email graphics, and landing pages that boosted engagement by 28%.
- Ensured omnichannel brand consistency: Unified brand identity across packaging, signage, retail displays, and digital channels; established creative standards that enabled consistent execution across all teams.
- Managed creative direction and production: Directed visual strategy, approved all final creative work, and maintained brand quality standards across digital, social, web, and print materials.
Senior Designer / Creative Lead at Timbuk2 (2014-01 – 2020-12)
Served as primary creative lead and cross-functional director across Marketing, E-Commerce, Wholesale, and Corporate Sales; managed creative team while directing brand strategy and campaign execution.
- Directed trend-informed product launch: Used WGSN trend research to help shape TBH, an entry-priced line targeting a younger demographic; led creative direction and concept development through campaign execution on a lean team with limited marketing budget.
- Directed product creative from concept to shelf: Partnered across the PLM process from concept through production, providing art direction and visual standards for product lines alongside campaign work.
- Scaled and led creative team: Directed a creative team plus contractors; managed priorities across all brand and commercial output; oversaw 12+ campaigns annually on time and on budget.
- Directed multi-year brand evolution: Led logo transition and visual identity refresh; maintained graphic consistency across packaging, e-commerce, corporate sales, and custom products through seamless creative execution.
- Created enduring brand standards: Developed master brand standards system defining precise logo usage, sizing, placement, treatments, and technical specifications down to exact measurements; ensured company-wide adoption and consistency.
- Achieved 25% performance uplift: Leveraged analytics to optimize campaign strategy and visual direction; directed targeted landing pages, emails, and social campaigns that drove measurable lifts in sales and engagement.
- Directed integrated marketing: Collaborated with developers and manufacturing partners on packaging and design strategy; aligned visual direction across print and digital touchpoints for seamless consumer experience.
Senior Web & Digital Designer at Tombras (2020-01 – 2022-12)
Led brand, UX, and e-commerce creative across multiple major accounts; managed visual strategy and campaign direction while collaborating with clients on brand and business objectives.
- Drove 30% revenue and traffic growth: Led visual strategy for RealTruck.com redesign; directed user-research-informed design system and visual direction that delivered post-launch uplift in revenue and traffic.
- Directed brand creative transformations: Created custom typography, motion graphics, and UI design for TX Whiskey and University of Tennessee Medical Center; guided brand alignment and user experience direction.
- Optimized Amazon e-commerce performance: Managed Krusteaz Amazon Brand Store and A+ Content strategy; directed visual systems that improved engagement and conversion by 20–40%.
- Elevated accessibility and usability: Oversaw Drupal-to-WordPress migration with AAA-compliant visual structures and adaptive branding; directed new information architecture improving site-wide usability.
- Led complex information architecture projects: Directed 9-month agile redesign of National Automobile Dealers Association (NADA.org); led creative direction and visual strategy that streamlined navigation and improved member engagement.
Graphic Designer at Freelance (2009-01 – 2014-12)
Advanced to senior level across audio, apparel, and agency environments; shaped visual language and brand direction in the outdoor industry.
- Influenced industry standards: At Triple Aught Design, established topographic linework as deliberate brand element and visual language—an approach now widely adopted across the outdoor sector.
- Pioneered early social community building: At Triple Aught Design, built and led community engagement on Twitter and Facebook in 2012, ahead of social media marketing becoming standard practice—establishing direct brand-to-customer dialogue at a time when most apparel brands weren't there yet.
- Led transparency-driven brand positioning: Directed messaging around Triple Aught Design's Made in America production, communicating clearly what was made, assembled, or cut and sewn domestically—differentiating the brand through transparency rather than vague sourcing claims.
- Built high-impact brand identities: Directed graphic identity systems and web visual strategy for emerging consumer brands; delivered 20%+ engagement lifts through integrated brand direction.
- Directed award-caliber campaigns: Built performance marketing creative across DTC, consumer goods, and agency clients; managed visual strategy for brand launches and seasonal campaigns.
