As Vice President of Creative, based in New York City, I led all content making while managing the creative teams across all studio locations. Editorial and e-commerce focused, overseeing a notable roster of fashion and lifestyle clients, including 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.
In partnership with Under Armour, I directed the design and launch of the brand’s new content studio in Baltimore. While continuing to oversee the on-site Splashlight creative team, including recruitment and hiring.
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 video and photography, I streamlined process company-wide, expanded content capabilities, identified new business opportunities, amplified revenue, and represented Splashlight to all external brand partners and potential clients.
Directing all brand and presentation design, promotional video and live test shoots, I provided 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.