SUMMARY
Visionary and results-driven Executive Creative Director with 30+ years of experience leading cross-functional teams in Product Development, Design, Production, and Digital Marketing. Proven ability to drive brand growth, elevate creative standards, and develop award-winning campaigns across digital and traditional platforms. Strong leadership in managing multi-disciplinary departments, aligning creative strategies with business objectives, and scaling high-performance teams in fast-paced environments.

CORE COMPETECIES
Product Development Lifecycle
Product Development Trend Forecasting and Planning
Creative Direction and Innovation
Overseas and Domestic Sourcing and Pricing
Brand Strategy and Development
Integrated Marketing Campaigns
Social Media and Content Strategy
Cross-Functional Team Leadership
Budget Management and Forecasting
Sourcing and Manufacturing Management
Key Account Relationships
Problem Solving and Decision Making

ELUM | 2013-PRESENT
EXECUTIVE CREATIVE DIRECTOR
Gifting Company Specializing in Candles, Housewares, Tabletop, Stationery and Letterpress Cards

Identified organizational needs and successfully built and scaled a creative team of 15+ for four new departments for the company: Production, Product Development, Design and Digital Marketing. Implemented streamlined workflows and fostered cross-functional collaboration across these teams and processes.

Envisioned, developed, and executed a strategic product development plan that supported the annual sales targets, innovating over 1,000 SKUs annually over 13 years. This initiative generated $11M in revenue, maintaining an average gross profit margin of 40–51%. 

Collaborated with Sales Manager and CEO to identify new opportunities to expand current key accounts and establish new key accounts by developing new products. Attended key account sales meetings and worked directly with key account buyers landing 25 new key accounts since 2013, including Walgreens, Paper Source, Anthropologie, Burlington, Home Goods, TJ Maxx, Marshalls, Staples, Papyrus, and The Container Store, Barnes and Noble, World Market, Hallmark, Books A Million, Nordstrom.

As a direct result of introducing new products and product categories, achieved consistent year-over-year revenue growth of 20–25% in a volatile market over the past five years, with a 30% increase in 2025 compared to 2024.

Sourced and negotiated terms and pricing with overseas manufacturing partners, successfully identifying 35 new factories since 2013. This strategic sourcing effort resulted in lower costs of goods while consistently maintaining projected profit margins of 30–50%.

Anticipated potential roadblocks from tariff increases on Chinese-produced goods between 2018 and 2025. Proactively sourced, negotiated terms, and established new manufacturing partnerships in Vietnam, India, and Taiwan, mitigating cost pressures and ensuring supply chain stability.

Created and maintained a comprehensive quarterly company-wide design calendar, including key account buying dates, exit factory dates, cancellation dates, design timelines, and production schedules. Successfully managed lead times of up to one year to ensure timely execution.

Oversaw the development of a differentiated product assortment from conception to completion, tailored to multiple market segments, including Premium, Mass Market, Discount, Big Box, and Online.

Established product guidelines and capabilities to ensure cost-effective solutions while maintaining high quality standards.

Drove the company vision and developed comprehensive branding guidelines to ensure alignment between company objectives and brand identity.

Managed Marketing Department's collateral, photography, catalogues, customer profiles and website. Set quarterly social media campaigns that increased engagement, link clicks, followers.

Fostered and mentored direct reports by conducting annual reviews via quarterly S.M.A.R.T. Conducted and participated in the review process for Goals, KPIs and annual 360-degree feedback

Participated in weekly management meetings, implementing traction and reporting on quarterly rocks for Creative Department and conducted weekly meetings with CEO on direct reports and department status. 

Initiated the development of framework to improve the efficiency of company-wide communication between Operational Departments, Sales and Creative via Google Docs and Trello.

BETTER FOR EARTH | 2021-2023
EXECUTIVE CREATIVE DIRECTOR
Eco-Friendly Single-Use Consumer Products that Minimize Environmental Footprint

Envisioned, developed, and executed a comprehensive branding initiative and strategic product development plan for eco-friendly, marine biodegradable products, including straws and plastic utensils. Focused on sustainability and environmental impact, driving both market differentiation and brand recognition.

Collaborated closely with manufacturing partners to design and produce four new eco-friendly products, navigating material limitations to successfully launch them to market within one year.

ELUM WELLNESS | 2020-2024
EXECUTIVE CREATIVE DIRECTOR
Health Essentials Business Providing Personal Protective Equipment

Forecasted Covid-19 business and demand environment, envisioned and implemented a new company identity and branding, catering to capitalize on differentiating market segments such as medical facilities, grocery, convenience, and police headquarters..

Prioritized and led the development and execution of a new product line within six weeks, generating $5M in revenue while maintaining a 50% gross profit margin.

Strategized and executed a cross-platform marketing campaign, driving brand awareness and engagement across multiple channels.

FIFTY SIX INCH DESIGNS | 2005-PRESENT
FOUNDER AND CHIEF CREATIVE DIRECTOR
Design Consulting Firm Managing Interior Design, Remodels, Space Planning, Restorations, Custom and Vintage Furniture

Spearheaded residential and commercial interior design projects ranging from $10K to $3.5M, overseeing all aspects from concept to completion.

Collaborated with architects, contractors, homeowners, builders, landlords, and business owners to identify, design, and expand both current and new spaces, ensuring functionality and aesthetic alignment.

Envisioned and executed overall design layouts for both residential and commercial spaces, creating functional and aesthetically compelling environments. Conceptualized and produced detailed renderings to communicate design concepts to clients.

Developed estimated proposals, prepared quotes, and managed client budgets to ensure cost efficiency. Created customized timelines, schedules, and workflows, optimizing workforce capabilities to deliver realistic scopes of work and meet budgetary requirements.

Ability to manage time and stay organized and keep projects on time in event of onsite delays and material lead times.

Led the selection and installation of Furniture, Fixtures, and Equipment (FF&E) for 50+ spaces, ensuring alignment with design intent. Conducted frequent on-site inspections for quality control, addressing inspections and change orders as needed.

Developed comprehensive style guides to assist clients in selecting from a variety of design styles, from modern to minimalist. Created trend-driven mood boards highlighting colors, materials, textures, and key fixtures, furniture, and equipment to bring concepts to life.

Established product guidelines and capabilities to determine cost-effective product without sacrificing quality.

Sourced, established terms, and negotiated pricing with domestic and overseas suppliers.

Prioritized client’s initiatives depending on budgets and construction project timelines.

Full renovations including bathrooms, kitchens, restaurants, work and communal space.

Assessed potential roadblock of delayed Furniture, Fixtures and Equipment.

Ability to work within constraints of budgets.

Ability to read blueprints and work with Architects supplying visual assets for Revit and SketchUp

Attended international trade shows to source product and materials for clients.

Designed custom artwork and furniture for clients

HAVOC | 1997-2006
CREATIVE DIRECTOR
Book Publishing and Stationery Company with International Divisions and Distribution

Responsible for conceptualization, art direction, production, printing, marketing, and packaging of all products brought to market since inception of the company resulting in over 600 new products.

Managed a department consisting of 18 licensed artists, graphic designers, production artists with an annual department budget of $950K..

Maintained an average of 62% product margin on all products and implemented new processes to decrease production error by 24%.

Coordinated Creative Department schedules with domestic and overseas manufacturers for all products and marketing collateral.

Sourced and approved written copy, accounting for 35% of product literature content.

Conceptualized and executed product and marketing photography.

Built and updated style guides to capitalize on all realms of popular culture.

Traveled worldwide to oversee product design, development and manufacturing.

Attended international industry trade shows for trends and competition.

Participated in key account sales meetings for clients such as Walmart, Target, Costco, Scholastic, Michaels, TJ Maxx, and Bed Bath Beyond.

Strategized, designed and set-up both international and domestic industry trade show booths.

Organized, conducted and participated in both Creative Department and company-wide strategic planning meetings.

PROFESSIONAL SKILLS
Skills and Software Programs: Photography, Typography, Oil Paint, Acrylic Paint, Watercolor Paint, Pencil 

Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Procreate

Media Valet, Microsoft Excel, Microsoft Word, Microsoft Power Point, Google Sheets, Trello, Squarespace, Shopify

EDUCATION
University of California of Santa Barbara | Magna Cum Laude | Bachelor of Fine Art