Nancy Rojas-Fairly

Developed and designed effective visual solutions that boosted sales for the educational incentive-based company, including email, websites, print and interactive catalogs, digital assets, blogs, product development, exhibits, and marketing campaigns aligning with the brand, messaging, and strategic goals.

Worked with their email team to develop email strategies and campaigns that effectively communicate to specific target markets and increase conversion. I designed the email graphics, both static and animated, and modified email templates in Mailchimp. I directed the staff to write provocative or actionable subject lines and content.

Partnered with stakeholders to develop creative marketing concepts highlighting the product and its features and improved its online presence.

Increased conversion, improved click-through rate, and increased sales by effectively developing email strategies and campaigns to communicate with specific target markets.

Directed and monitored in-house staff, executing all creative assets while meeting established deadlines.

Created eye-catching and animated images for the email campaigns and led the team in writing provocative and actionable subject lines and content.

Designed print and interactive catalogs with the latest design trends and crafted their brand's visual story.

When I started with Fitness Finders, I had the challenge to "clean up" the design and layout of their annual catalog but do it in fewer pages and with more products on a page. I collaborated with their cross-functional staff on merchandising pages as well as the creative direction of the catalog. I designed and executed new concepts and formats for the Fitness Finders, Inc. annual catalog (44 pages) with 80% of existing photography for several years.

The next challenge was to create and design a 20-page "mag-a-log" to be used as a test vehicle for non-responsive and prospective customers. The FF staff instructed me to create engaging and informative pages and sell merchandise.

I collaborated with their in-house staff to develop concepts that improved product selection, placement, and pagination to better communicate their brand and message. I also directed and monitored the in-house copywriter, project coordinator, illustrator, and photographer.

Managed the translation process for a B2B manufacturer in converting their website and all related print materials to Spanish. Evaluated both sites for user experience, content, functionality, and design to ensure consistency in branding and messaging. Successfully communicated all changes and alterations for both sites and all printed materials using Google Docs with the translator and webmaster.

Designed and modified website landing pages using Photoshop.

Collaborated with the Sales Manager on a cohesive brand voice for their website and email campaigns.

Directed and photographed product photography and videos. Designed web, email, and print creative assets. Produced and edited product videos.

Managed and coordinated all efforts for the SME email campaign. Developed and designed multiple email campaigns that promoted product and brand, resulting in an 18% open rate and a 13% click-through.

Managed the development and execution of a construction development company’s website. Designed landing pages and website assets.

Collaborated with IT Developer on the wireframing, navigation, user experience, CSS, content, and images.

Hired photographer and copy/content writer. Coordinated and directed all location photography. Partnered with the content writer to ensure the correct messaging for the website.

Conceptualized and executed an on-demand printing of the client's portfolio for a targeted sales brochure.

Developed and designed a website for a small-medium-sized B2B manufacturer.

Collaborated with IT Developer on the wireframing, navigation, user experience, CSS, content, and images.

Hired photographer and copy/content writer. Coordinated and directed all location photography. Partnered with the content writer to ensure the correct messaging for the website.

Advanced a direct mail campaign to target the fabrication market. Collaborated with the in-house sales team on writing the copy. Designed printed material. Coordinated all efforts in purchasing the mailing list from the trade magazine.

Executed from concept to completion and demonstrated an ability to work across various communications vehicles, including local and national advertisement, direct response pieces, media kits, print collateral, exhibit displays, newsletters, and corporate identity pieces.

Performed rebranding of packaging for a medical supplies company. Implemented designs, following established style guidelines, to create a cohesive look across all levels of packaging for products (Labels, IFU cartons, pouches, bags, etc.). Proofed and prepared files for release to printing plants.

Production support on various projects: Retail Marketing (large-format signage) for retail stores, collateral, email production, corporate branding, and catalog production.

Executed all creative and insured brand management in the national advertisement, web assets, catalogs, and packaging of the Paula Young Brand. Produced 18 catalogs with a 95% increase in market share and average yearly sales of $40M.

Proven ability to present creative campaigns and interface with senior management.

Increased demand per catalog mailing to $2.85 million and $35M per year with the creative blending of marketing promotions, consistent branding, and accenting of product highlights.

Directed the fashion and still life photography and coordinated the photo team to ensure a smooth, efficient shooting schedule completed within budget.

Managed production managers, collaborated with copywriters, and directed freelance designers and image editors to guarantee deadlines and release dates.

Led and executed a 100-page “Good and Wares” catalog five times per year, representing the integrity, image, and values of the Vermont Country Store.

Direct and coordinate all photography and illustrations for print and online, and monitor the production team, including illustrators, photographers, and image editor, to execute all visuals.
Mentored and developed skills of direct reports and hired freelance production staff.

Launched Adobe Acrobat PDF process, ensuring that catalogs were produced in a timely and efficient manner, saving time, money, and the environment

Managed two Art Directors, two Production Managers, and two catalog coordinators in the production of 5 different catalog titles; conducted performance reviews, established salary budgets and production schedules

Directed the creation and production of 16 different catalogs per year (total of 1,063 pages), maintaining a photography and separation budget of $2.1 million per year, approved separations, attended gravure and offset press checks

Designed and executed concepts and formats for the Mary Orvis Marbury catalog to move the catalog to a new level in the market and strengthen brand identity while following merchandise presentation rules. Maintained production on a tight budget. Received the "Out of the Box Thinking" Award at the Orvis Town Meeting.

As a result of redesigning and repositioning the Mary Orvis Marbury brand in the market, Spring 2000 sales from prospecting lists increased by 21%, and contribution tripled; Summer 2000 contribution increased by 66%, circulated pages reduced by 17%; and Fall 2000 sales reached 44% increase in the eighth week of circulation.

Designed advertisements for media, including newspapers, direct mail, catalogs, in-store promotions, corporate material, national and local magazines, and in-store videos.