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VP Creative Services
Winston-Salem, NC
Jun 2022 - Jun 2024 (2 years)
Responsible for managing the design, model shop, and marketing departments.
• Leveraged predesign research, strategic marketing, and industrial design,
to create innovative and e ective retail merchandising display solutions.
• Focused mainly on consumer electronics, tobacco, and c-store store channels.
• Responsible for tactical design execution, art direction, plus client presentations.
• Responsible for marketing collateral, social media, and managing the website.
• Managed a $350k marketing budget, and a $150k external design budget.
• Two direct reports, three indirect reports. Plus various external talent.
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Principal Designer
Greenville, SC
Jan 2012 - May 2022 (10 years 4 months)
Provided agency level strategy, industrial design, graphic design,
photojournalism, and commercial photography services.
DESIGN SERVICES
• Provided conceptual design services for retail displays, store fixtures,
and thematic in-store environments.
• Created architectural trade show exhibit designs, spanning in-line configurations
through custom-island configurations.
• Designed environmental graphics, developed dimensional navigational signage,
and created concepts for targeted shopper communication.
• Provided traditional graphic design services, branding development,
and prepress layouts.
• Managed project timelines and vendor involvement.
• Conducted predesign research and in-store audits.
• Able to moderate qualitative focus groups.
MEDIA SERVICES
Member of the South Carolina Press Association.
• Provided commercial photography services for corporate events, portraits,
manufacturing processes, product visuals, and construction documentation.
• Functioned as an independent photojournalist covering human interest, lifestyle,
spot news, and sports, all under a deadline and for publication.
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Experiential Designer
Plano, TX
May 2007 - Nov 2011 (4 years 6 months)
Responsible for tactical retail design, producing themed retail
environments, shopper research, and commercial photography services.
• Leveraged design strategy, sensory marketing, and consumer insights,
to work towards transforming in-store shopper experiences.
• Solely designed and produced the S.M.A.R.T. Lab vignettes,
which were extensively used for qualitative and quantitative scientific studies.
• Functioned in tandem with the Merchandising Center of Excellence
to value-engineer various POS fixtures and sign systems.
• Created consumer-targeted messaging for gondola header and shelf signage.
• Partnered with R&D to conceptualize new packaging structures.
• Provided culinary ideation for new salty snacks and beverage concepts.
• Conducted predesign research in multiple markets and across channels.
• Provided traditional graphic design services, and conceptual branding.
• Provided commercial photography services for set design, corporate events,
on-location portraits, product imagery, and various marketing visuals.
• Also tasked with critiquing retail fixture prototypes and conceptual
display designs provided by the various agencies of record.
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Industrial Designer
Brea, CA
Jan 2000 - May 2007 (7 years 4 months)
Responsible for conceptual design services developing permanent retail displays,
for industries including: automotive, entertainment, apparel, and toys.
• Tasked with creating design solutions for permanent retail displays,
POS merchandising fixtures, and in-store sign systems.
• Created dimensional design layouts and presentation renderings for displays.
• Authored presentation decks, and created set-up instruction documents.
• Provided graphic design services for concepts and prepress layouts.