As VP of Creative at Splashlight, headquartered in New York City, I led all content making while managing the creative teams across studio locations. With a notable roster of fashion and lifestyle clients, featuring Target, David Yurman, dedicated brand studios for ALDO in Montreal and Victoria’s Secret in Columbus, Ohio. New client wins during my tenure included Eileen Fisher, J.Crew, Giggle, Boden Kids, Target Kids, and Lana Jewelry.
For Under Armour, directed the redesign and launch, while continuing to oversee in partnership, the brand’s new content studio in Baltimore. Additionally, provided oversight of the on-site build out of an in-house content studio and directed the creation of an internal portal (website), for El Palacio de Hierro, Mexico’s largest department store chain, in Mexico City.
Specializing in high volume e-commerce and editorial (video and photography), I focused on streamlining process company-wide, expanding content capabilities, identifying new business opportunities, amplifying revenue, and representing Splashlight to all external brand partners and potential clients. Directing all brand and presentation design, promotional video and live test shoots, with additional day-to-day oversight of production, post production, retouching, operations, finance, sales and marketing teams.
I launched and directed the company's first mentorship initiative, the Masters Program, developing unique curriculum for the four ‘master’ creative disciplines; Art Direction, Photography, Fashion Styling, and Beauty (HMU). The program was featured in WWD, where I spoke about my commitment to gender and diversity and the measurable value of mentoring.