Accomplished Creative Director with 19 years of experience leading creative design teams and executing marketing objectives with multi-million-dollar budgets. Effective communication accomplishments partnering with executives, stakeholders, and vendors for resorts, restaurants, casinos, government, real estate, auction houses, and engineering firms. Experience both in-house and agency-side building creative teams, supporting sales departments, branding and rebranding new and established brands, and producing and directing public relations, video, print, and digital campaigns. Challenges do not phase me and I relish taking action while making thoughtful and targeted decisions.
COMPETENCIES: Adobe Creative Suite (Photoshop, InDesign, Illustrator, XD), Branding, Project Management, Talent Acquisition, Print and Digital Design, Video Production, Public Relations, Email Marketing, Digital Marketing, Social Media, Event Planning, On-camera Work
EXPERIENCE:
COMMUNICATIONS SPECIALIST | COACHELLA VALLEY WATER DISTRICT | FEB 2019 – PRESENT
Localgovernment water district ensuring water quality and availability for apopulation of 270,000. Orchestrate employee and public communicationstrategies and lead employee engagement initiatives:
Enhanced company-wide engagement and internal brand alignment by spearheading communication strategies, reaching over 500 employees and collaborating with cross-functional teams to tailor messages to division-specific needs.
Spearhead the CVWD AnnualReview, orchestrating collaboration between vendors and cross-departmental teams to fulfill state mandates on water-quality reporting for 100,000 customers.Innovated process enhancements,including the development of templates, which increased productionefficiency by 30%.
Increased employeeparticipation in events from 20% to 78% as the Chair of the employee appreciation committee:Lead a team of employees in the strategic planning and execution of social eventsaimed at bolstering employee engagement and morale. Managed a $90K annual budget, and introduced attendancetracking and post event surveys to measure employee satisfaction effectivelyand better respond with future initiatives.
Boosted social mediaengagement and job interest by conceptualizing, scripting, and directing avideo series that showcased the diverse roles within CVWD, enhancing ourbrand's visibility and appeal.
Advanced CVWD's conservationinitiatives by creating and leading the "Ask CVWD" educationalseries, which played a pivotal role in increasing community awareness andparticipation in sustainability efforts.
CONSULTING BRAND& CREATIVE DIRECTOR | DalshireInternational | Remote | Aug.2022 – Jan. 2024
An online auctionhouse specializing in rare, authentic entertainment and sports memorabilia, andhigh-end watches. Played a pivotalrole in driving sales by leading the development of visually striking productauction graphics and global marketing strategies:
Elevatedemail engagement by 20% through a strategic rebranding initiative, enhancingbrand identity and market position in the online auction industry.
Orchestrated brandstrategies for seven distinct watch lines, tailoring approaches to diverseaudiences and market dynamics.
Cultivated creativeexcellence by recruiting and leading a dynamic team of two designers and twophotographers, boosting team productivity and innovation.
Directed the creative teamto strategically enhance auction outcomes, significantly raising flash auctionsales to as high as $50K per event.
CONTRACT CREATIVE DIRECTOR
Contract Creative Director for full-service advertising agencies, online retailers, and government contractors. Concept and lead creative vision for web design, digital and social design, print advertising, high-level brochure design, illustrated maps, infographics, and new business initiatives. Pitch creative concepts to clients and revise overall vision based on their feedback.
Clients have included chambers, cities, convention and visitors bureaus, home developers, environmental engineers, government entities.
CREATIVE DIRECTOR | CORD MEDIA COMPANY | DEC 2012 – FEB 2019
Advertising agency serving national and international lifestyle brands. I served as a senior leader, expanding agency presence and size, developing clients and talent, increasing revenue, solving problems, and increasing efficiencies:
As a senior leader, partnered in expanding the agency’s size by 100%, spearheading initiatives in creative direction, client partnerships, compelling presentations, and innovative strategies, while also driving new business acquisition, talent procurement, and successful external negotiations.
Directed a skilled team of designers with a budget exceeding $300,000, implementing industry best practices that not only heightened operational efficiency but also significantly improved employee retention rates.
Expanded the agency’s hospitality and entertainment vertical by devising and implementing a comprehensive content strategy across 60 new business proposals and 20 client marketing plans, significantly enhancing market penetration and client acquisition.
Secured 12 new clients, generating millions in gross revenue, through targeted marketing campaigns and innovative client engagement strategies, significantly boosting the company's financial growth.
Executed brand launch management for B2C and B2B clients, including 6 new restaurants, 5 slot machine cabinets, 1 city, 1 hotel, and 1 beverage company, resulting in a 30% increase in client revenue. Managed advertising campaigns for 9 casinos across 4 states with one campaign voted "best in the state" amongst casino players in Wisconsin.
Produced and directed 15 video and photography productions grossing over $2.5 MM for the agency.
Won over 25 awards including American Advertising Awards, Tellys, Daveys, and Communicators.
BOARD MEMBER/CHAIR | DESERT ADVERTISING FEDERATION | 2013 – 2020
Lead creative and communications. Guide board members in responsibilities. Co-chair of American Advertising Awards.
KEY CONTRIBUTIONS:
- Rebranded district logo and communications with a modern voice
- Produced American Advertising Awards including advertising, invitations, social media, gift giveaways, event script/run-of-show; motion graphics, and awards
- Effectively converted the awards show into a profitable function for Palm Springs/Desert Cities district
ART DIRECTOR | AGUA CALIENTE BAND OF CAHUILLA INDIANS | MAY 2006 – DEC 2012
A four-diamond resort and casino with a Las Vegas-style showroom, five-star steakhouse, and top-tier spa. Played a pivotal role in the successful launch of the resort and showroom.
Opened the 4-Diamond resort in Rancho Mirage: Spearheaded the launch of the 4-Diamond resort, coordinating over 100,000 pieces of collateral and directing comprehensive signage and tour strategies. Included 56 FAM tours, 32 hardhat tours, and 17 VIP tours, which enhanced brand visibility and stakeholder engagement, contributing to the resort's reputation and high guest influx.
Launched 2 new casino websites: Successfully launched two casino websites with a focus on optimizing user experience (UX) and user interface (UI). Established maintenance standards for up-to-date communications across press releases, brand standards, and social media, significantly improving online user engagement.
Led branding and grand opening for The Show: Orchestrated the branding and grand opening of The Show entertainment showroom, achieving consistent sell-outs hosting renowned acts like Billy Joel and Reba McEntire.
Garnered press attention and awards: Secured nearly 30 American Advertising Awards and significant press coverage for VIP and tribal special event materials, driving a notable increase in 'coin-in' and enhancing the casino's market position and profitability through strategic event marketing.
2004 | MASTER OF ARTS – ACADEMY OF ART UNIVERSITY
Emphasis in advertising design, video/photography production and marketing strategy
2002 | BACHELOR OF ARTS – UNIVERSITY OF ARIZONA
SUMMA CUM LAUDE | WITH HONORS | SENIOR OF THE YEAR/MEDIA ARTS
2016 | CASINO MARKETING CERTIFICATION
SYCUAN INSTITUTE OF TRIBAL GAMING – SAN DIEGO STATE UNIVERSITY