PRODUCT DEVELOPMENT, MARKETING & PACKAGING DESIGN, AND TEAM DEVELOPMENT
Licensed & Non-Licensed Product / Trend Research and Direction / Style Guide Development / Talent Mentoring
A highly motivated, creative executive with a successful history of designing innovative product lines while developing creative talent to maximize their potential. Deadline oriented with extensive consumer products experience in product design & development, graphic design, photography direction, and marketing collateral design. Team player dedicated to motivating others on all levels to achieve development timelines and objectives, while partnering with internal and external resources to optimize efficiencies. Areas of accomplishment and expertise include:
• Market/Trend Research & Analysis
• P&L & Budget Management
• Illustration & Computer Rendering
• Licensed & Non-Licensed Product Design
• Marketing Design & Sales Support
• Visual Merchandising & Trade Shows
• Purchasing, Procurement Partnership
• Photography & Copy Direction
• Style Guide Development & Packaging Design
• Overseas Sampling Supervision At Factory Level
• Brand Development
• Exceptional Photoshop & Illustrator Skills
• Staff Management & Team Building
• Strategic Process Development
• Line Development & Costing Analysis
• Client & Sales Presentation Skills
Implemented new development process for the 2011 Holiday Wholesale Season that produced a 233% increase in Wal-Mart Sales, a 137% increase in Costco West Coast Sales, and a 62% increase in Costco East Coast Sales over the prior 2010 Holiday Wholesale Season, while generating new business accounts at K-Mart, BJs.com, CVS, Walgreens, Safeway, OfficeMax, Staples, and Macy’s.
In 2009, launched the direct-to-consumer business 1-800Baskets.com, a division of 1-800Flowers, while managing a staff of 22 full-time employees and additional freelance personnel. Spearheaded product development, design, and photography for all Seasonal and Everyday SKUs featured on the website.
In 2008, managed and produced the most successful seasonal Wal-Mart line in DesignPac Inc. history, selling in 17 SKUs while realizing over $13 million in sales on that line alone. Overall Seasonal Sales reached over $60 million for the fiscal year.
Cut BD&A Consumer Product Division creative expenditures, contributing to bottom-line profits while increasing production by a 4:1 ratio and setting new standards in creative quality in 2003.
“Circle Of Excellence” Winner 2003 for outstanding leadership, increased profitability, and increased innovation for the Consumer Products Division of BD&A.
BD&A Grand Slam Award Winner 1st Quarter 2004 for creative/sales objectives successfully completed.
BD&A Masters 2004 (Salutatorian Winner) & BD&A “Circle Of Excellence” Winner 2004 for outstanding leadership, implementation of company goals and objectives, and overall excellence.
Mentored & coached young, inexperienced designers to develop their skills while creating a “team comes first” mentality. Coaching and guidance produced increased knowledge, increased internal opportunity, and 4 promotions to senior level design positions over a 2-year period.
Designed novelty toy product, packaging, branding, and marketing for over 20 major licensors including: Disney, Marvel, DC Comics, 4Kids Entertainment, Fox, MLB, Crayola, Nintendo, Sony Playstation and Warner Bros.
Increased creative focus by implementing individual research & development, increasing team communication, and establishing ownership & accountability under intense deadlines.
Designed, implemented, and supervised construction of tradeshow booths and collateral material for the following: Toy Fair; NCA Candy Expo Chicago; Sports Super Show; E3; ECRM; Fancy Food Show.
Developed candy lines for Crayola & X-tremeZ including all aspects ranging from: Market Analysis, Product & Packaging Design, Brand Management, Sourcing & Costing, Licensing Approvals and Sales Strategy & Promotion.
DesignPac,LLC: A Division of 1800Flowers - Chicago, IL 2007 to 2011
Vice President of Product Development
Spearhead all aspects of product development for Food Gift Industry Leader, including business analysis, SKU rationalization, product design, packaging design, photography & copy direction, prototype “mock-up”, sales support, costing analysis, overseas sampling, and art production, while reporting directly to the President. Develop “seasonal” and “everyday” lines for over 15 national retailers and three separate channels of wholesale distribution. Drive product development & photography for direct-to-consumer website, 1-800Baskets.com. Partner with internal department heads and their staff to optimize all business efficiencies. Work directly with Sales and Marketing to identify key development objectives and establish execution strategies and timelines. Monitor and drive all internal development timelines to ensure deadlines are met. Manage a department of 20+ full-time employees, spanning across five separate teams including: Product Design, Graphic Design, Art Production, Photography, and Mock-Up.
Houston Harvest Gift Products LLC - Chicago, IL 2006 to 2007
Director of Product Development – Food Gifts
Selected to spearhead the product design department while reporting directly to the President. Responsible for product design, packaging design, and product development for 3 major retail distribution channels over 4 seasonal categories. Accountable for the design team’s overall performance and growth, meeting intense design deadlines, communicating with Purchasing and our overseas vendors to address any design/costing issues, completing an innovative line of presentation “mock ups” for sales presentations, and increasing design proficiencies in ceramic, plush, tin, plastics, and mixed materials. Managed 3 direct reports, key contacts within all internal departments and relationships with Licensor personnel that include: Disney, MGA entertainment, Hershey’s, Campbell’s, Kellogg’s, Kraft Foods, Warner Bros., Better Home & Gardens, John Deere, Budweiser and DreamWorks.
BD&A/Consumer Products Division - Seattle, WA 2003 to 2006
Creative Director – Novelty/Toy, Corporate Promotions
Recruited by Seattle-area company to restructure and improve struggling creative department. After making structural and team member adjustments, the department increased rate of design production by a 4:1 ratio, set new standard of creative quality, and cut overall department expenditures contributing to bottom line profits. Accountable for the design team’s overall performance and growth, meeting demanding design deadlines, communicating with Purchasing and our overseas vendors to address any design/costing issues, completing an innovative line of presentation “mock ups” for sales presentations, and increasing design proficiencies in ceramic, plush, tin, plastics, and mixed materials. Responsible for all Licensor approvals on concept, product, and packaging design, managing 6 direct reports, partnering with Sales in organizing presentations and strategies for key retail accounts (Target, Wal-Mart, Starbucks & Toys ‘R Us) and ensuring the department’s goals and objectives are met.
Gemmy Industries – Irving, TX 2001 to 2003
Creative/Art Manager – Novelty/Toy
Produced cutting edge product designs for leading novelty toy company. Responsible for designing and overseeing product from concept to final production, as well as supervising a team of 4 product designers and 3 packaging artists. Organized artwork projects, deadlines, priorities, and artist assignments. Analyzed and critiqued concept product art, packaging, prototypes, and final production line samples. Supervised the seasonal product development at the Gemmy factories in China.
STRUCTURE (DIVISION OF THE LIMITED, INC.) – Lewisville, TX 2000 to 2001
Athletic Enhancement Systems – Dallas, TX 1999 to 2000
NASCAR Thunder – Lewisville, TX 1997 to 1999
TBWA/Chiat Day Advertising – Irving, TX 1997
EDUCATION & PROFESSIONAL DEVELOPMENT
ART INSTITUTE OF DALLAS – Dallas, TX ~ Associates of Applied Arts in Computer Animation & Design
Deans List: Graduated with Honors 3.7 GPA
MIDWESTERN STATE UNIVERSITY – Wichita Falls, TX ~ Bachelor of Fine Arts in Mass Communication
4-year Full-Ride Athletic Scholarship for Basketball
1997 All-Conference Academic 1st Team
1997 All-Conference Athletic 1st Team