RESUME
FREELANCE
MARKETING & CREATIVE DIRECTOR
PRESENT | LOS ANGELES, CA (remote)
• Currently leading creative strategy, direction and execution for sales and marketing teams, wholesale and food service
• Developed and executed innovative brand and creative strategies, driving awareness and customer loyalty
• Led creative teams to produce engaging content that resonated with target audiences, resulting in increased brand engagemen
• Implemented data-driven marketing campaigns to optimize brand performance and achieve business objectives
• Clients include Nathan’s Famous, Sukhi’s Gourmet Indian Foods, Pressed Juicery
SAINT JAMES ICED TEA
DIRECTOR OF DIGITAL MARKETING
2024 | BOCA RATON, FL (remote) | saintjamesicedtea.com
• Developed and implemented overarching digital brand and performance marketing strategy aligned with overall business goals
• Planned calendar, set budget, KPIs, ROI forecast, driving 2.5x sales YoY in-store and online
• Orchestrated launch of new channels such as digital couponing, marketplace, paid social, podcast, email and SMS with strategic goals and plans to scale
• Directed agency partners for all channels including website, content, email, SMS, paid social, search, SEO, OTT, OOH, marketplace, and DTC Amazon, overseeing campaigns from ideation to execution
• Directed our A/B testing, data analysis, reporting and shared recommendations with stakeholders to hit KPIs, optimize performance, spend and ROI
• Tested new markets with DTC Amazon, resulting in 30% overall growth MoM and expansion and explosive sales in new markets
• Key stakeholder in building the road map and strategy for DTC market expansion
• Spearheaded market research studies to identify and target audiences to effectively implement and execute an acquisition and retention strategy
SAINT JAMES ICED TEA
DIRECTOR OF TRADE MARKETING
2023 – 2024 | BOCA RATON, FL (remote) | saintjamesicedtea.com
Saint James Iced Tea is a flavor-packed, certified organic, ready-to-drink beverage dedicated to minimal environmental impact. 0-4g sugar, 0-25 calories, naturally occurring antioxidants, nothing artificial.
• Developed full funnel strategy, managed budget and led all aspects of brand, trade and shopper marketing with 360 campaigns to drive trial and velocity through various points of distribution
• Worked cross functionally with leadership, sales and marketing teams creating programs to support new business and road maps to scale for product launches and new distribution, garnering interest and winning new accounts such as Walmart, Albertsons, Sprouts, Kroger and COSTCO
• Orchestrated and launched a plan to support retailers nationwide with a merchandising team, demo programs, marketplace ecomm, in-store displays and a suite of POS items
• Responsible for creative direction and management of creative partners
• Developed digital marketing strategy and managed all channels and agency partners including content, paid social, search, SEO, OTT, OOH and DTC Amazon, driving sales by 2.5x YoY and 6x growth on instacart in the first 3 months
• Implemented a data analysis approach identifying areas of opportunity for growth with a results-driven mindset
FEEL GOOD FOODS
DIRECTOR OF MARKETING & CREATIVE
2020 – 2023 | BROOKLYN, NY (remote) | feel-good-foods.com
Feel Good Foods is a gluten-free, chef-driven frozen food company offering better versions of your favorite comfort foods with fewer, better ingredients.
• Led and directed all aspects of brand, trade and digital marketing, as well as creative efforts, such as managing projects and overseeing robust campaigns from start to finish with a strong strategic, creative, and analytical approach
• Strategic, creative, and operational leadership and team support to direct marketing and creative functions
• Directed agency partners, including DTC ecommerce retailers, positioning us as the #1 frozen snacks brand within 2 months
• Planned and managed paid media, including streaming TV, organic social media, display, and keyword advertising to support a full funnel strategy
• Added digital channels and built strategy including marketplace such as instacart, performing as a category leader with an 8x ROAS
• Optimized online presence to enhance brand discovery, consideration, and overall experience, involving website redesign, development of a comprehensive email marketing strategy and calendar, A/B testing, SEO, and analytics
• Increased website traffic by 3x YoY, grew email lists 2.5x YoY while maintaining a highly successful open rate
• Developed a social media strategy that includes influencer and brand partnership content, resulting in a 30% increase in follower growth YoY and an engagement rate 4x higher than the industry benchmark with 90% organic content
• Created the marketing strategy in support of brand, trade and shopper, which contributed to explosive sales growth and positioned the brand to sign contracts with major retailers such as Walmart, Sam’s Club, BJ’s, Sprouts, Target, Whole Foods and Kroger
• Created and executed full funnel shopper marketing strategies to launch new SKUs and new retailers
• Managed marketing and creative budgets, track spending, and provide regular, transparent reporting of campaign impact and ROI while maintaining forecast accuracy
dosist
CREATIVE PRODUCER
2019 | Los Angeles, CA | dosist.com
dosist is a globally recognized, wellness company empowering people to naturally manage their health & happiness through dose-controlled cannabis-based therapy.
• Supported Director of Marketing Operations and Brand Director in executing multiple projects by providing design strategy, developing concepts, writing copy, and demonstrating expertise in typography while collaborating with the team
• Led brand development life cycle internally and externally to maintain consistency and high standards across all channels of assets
• Designed and manufactured graphics for fixtures, large-scale graphics, and in-store signage in collaboration with visual merchandising team to enhance overall customer experience
• Art direction and creative execution for the launch of large scale projects including dosist retail stores and product launches
• Collaborated with the social team on creative concepts and digital assets to ensure a consistent, integrated brand experience
Lilikoi Design & Letterpress
FOUNDER & CREATIVE DIRECTOR
2007 – 2019 | Los Angeles & San Francisco, CA | lilikoi-design.com
A luxury paper goods studio offering manually operated, old world printing. Custom design, workshops and a retail collection offered in Los Angeles and San Francisco locations. Custom projects include wedding invitations, baby announcements, hang tags, business cards and personal stationery. Design services include art direction, branding and graphic design for various projects such as business identity, catalog design, consumer goods packaging, digital and print media.
• Founded a luxury paper goods company, providing custom work and expanding into an ecommerce business with over 100 products sold in 8 countries within the first 6 months of launch
• Hired, trained and led a team of employees, including designers, customer service representatives, and press operators
• Partnered with notable clients, including MINI, The Honest Company, Chan Zuckerberg Initiative, Los Angeles Magazine, Everlane, Socialcast, Brit+Co, Good Eggs, Nick Fouquet, and Gray Malin
ADDITIONAL EXPERIENCE
Evolve Building
ART DIRECTOR, contract | San Francisco, CA | evolve-us.com
Evolve is a progressive design, build and real estate company specializing in building vibrant communities and luxury residences that are healthy, sustainable, smart, and resilient.
Williams-Sonoma, Inc.
PRODUCTION ARTIST, Pottery Barn Kids Catalog | San Francisco, CA | potterybarnkids.com
Pottery Barn Kids offers kids & baby furniture, bedding and toys designed to delight and inspire.
Feel Good Foods
ART DIRECTOR | Los Angeles, CA | feel-good-foods.com
Peach Press
CO-FOUNDER, CREATIVE DIRECTOR, PRESS OPERATOR | Los Angeles, CA | peachpress.com
Peach Press is a letterpress stationery company offering whimsy paper goods printed by hand on the finest materials.
One Eighteen Advertising
SENIOR DESIGNER | Los Angeles, CA | oneeighteen.com
One Eighteen Advertising is a full-service boutique agency with clients in the automobile, hospitality and consumer goods industries.
TAMIYA USA
ART DIRECTOR, MARKETING & ADVERTISING COORDINATOR | Aliso Viejo, CA | tamiyausa.com
Tamiya was founded in Japan and has been offering the finest precision static models and high performance radio control vehicles.
TECHNICAL SKILLS
Advanced knowledge of Adobe Creative Suite, Google Suite, Asana, Google Ads, Google Analytics, Shopify, Klavio, Meta, TikTok, YouTube
EDUCATION
California Polytechnic State University, San Luis Obispo | Major: Graphic Communication | Concentration: Print Management
Abroad: Cal Poly at Sea, South Pacific