• National Advertising Campaigns in Elle, InStyle, Allure, People en Espanol, Town & Country, More, Lucky
  • Awarded Sydney Life In Style Best Toy and Family Fun Toy Fair Favorites (part of for 2015
  • Received GDA Packaging Award for excellence in Packaging Design
  • Packaging featured in InStyle, Cosmopolitan, Allure, New York Times, Shape, Self




  • Provides high level creative direction in all areas including print advertising, corporate campaigns, corporate branding assets, photo and video shoots, packaging, digital assets and websites for brands such as Guthy-Renker, Aloxxi International, Paul Mitchell Pro Tools, Membrane, Conair, Booty Parlor, Black Sheep, Hairroin Salon and Jafra Cosmetics.


SEEDLING | December 2014 – June 2015

Vice President CREATIVE

  • Led Creative Department and Product Development producing all brand and acquisition visuals across retail, digital, packaging as well as collateral for both national and international industry events, creating 40 new SKUs in under 4 months
  • Led development of all online display creative to increase customer acquisition by 50% based on industry best practices and direct experience with A/B testing and creative optimization
  • Directed the development of visual interfaces for new mobile interactive and commerce apps, first ever Seedling App launced successfully in 2015 in the Apple App Store
  • Implemented project management structure and processes to improve efficiency and create scalable infrastructure to support growth, including a time tracking system to create measurable ROI metrics
  • Quickly built out creative team of 7 to facilitate companywide growth and expansion initiatives leveraging top talent from high profile ecommerce companies fallling within designated HR budget


INTELLIGENT BEAUTY | July 2007 - March 2010                                    

Vice President CREATIVE

  • Led in-house interactive agency Creative Division with teams across 3 corporate divisions including Health, Beauty and Fashion
  • Built the largest team outside Customer Service including 15 designers, traffic manager, copywriter and in-house photographer, monitoring quality of production, efficiency of workflow, and ensuring deadlines were met
  • Worked closely with brand and production teams, directed all product videos and still photography pertaining to customer acquisition and/or instruction
  • Responsible for seeking and maintaining current knowledge of all consumer, color, design and cultural trends
  • Collaborated with Brand Directors on product develepment, including formulations, naming, brand expansion opportunities and brand positioning
  • Developed new and innovative online marketing campaigns to acquire customers in a competitive DR marketplace for Beauty and Health Divisions with focus on strict ROI metrics and leveraging industry best practices for A/B and multivariate testing
  • Guided creative processes of internal and external brands to produce and implement successful online and offline marketing campaigns
  • Streamlined processes that resulted in increased efficiency and reduced costs up to 40% for all design teams
  • Guided Operations Division to cut packaging and component costs up to 30%
  • Conceptualized and produced profitable catalog and print pieces exceeding expectations of internal and external clients
  • Directed external production companies to conceptualize, produce, and optimize successful television advertising campaigns


  • Conceptualized, developed, and created every aspect of brand identity for all in house beauty brands ensuring brand consistency and cohesion
  • Directed development of creative assets to acquire new customers for varying product lines including thousands of display banners, landing page assets, and shopping cart executions
  • Oversaw production of style guides for each division to ensure consistency across various marketing channels
  • Led continuous optimization and enhancement of all online acquisition assets to maintain and improve performance in competitive DR landscape
  • Responsible for conceptualizing, organizing, and producing all aspects of brand photo and video shoots
  • Led all post production resulting from photo shoots producing assets for print, online, and television campaigns
  • Improved efficiency by implementing various organizational systems and procedures to streamline processes and optimize productivity


SEXY HAIR | October 2002 - July 2007                                                     


  • Led in-house Art Department
  • Conceptualized and executed corporate campaigns to completion including budgets, casting and post production
  • Oversaw all aspects of visual design, package design, merchandising and advertising campaigns
  • Managed and coordinated photo shoots from budgetary process to final layout
  • Created artwork and staging for trade show booth configuration in keeping with annual campaigns
  • Repackaged existing brands to be more current and competitive in the beauty marketplace
  • Conceptualized new packaging and identities for new brands under the Sexy Hair umbrella
  • Worked closely with major publications to ensure the production quality and success of major print campaigns


  • Supervised graphic designers in daily design tasks
  • Managed workflow and trafficked assignments
  • Liaised with other departments to ensure deadlines were met
  • Worked closely with the Marketing Department to ensure collateral was cohesive and effective
  • Maintained and managed brand image and consistency across all platforms


  • Prepared and produced layouts for print, packaging and collateral materials
  • Responsible for pre-press and file organization
  • Created designs to keep the brand new and innovative, while staying true to brand identity
  • Designed print ads for major industry publications



International Academy of Design - Toronto, Canada - Computer Graphics Degree - 1998

York University - Toronto, Canada - BA Sociology - 1994