Creative Director

Sr. Designer

Sr. Footwear Designer

Brand Developer

SUMMARY

With a unique skill set that blends product design, creative direction, digital design, and marketing, I helped the footwear brand Adidas/Five Ten tap into the multi-billion-dollar bike industry, contributing to a 433% increase in company value over eight years. The culmination of my efforts proudly resulted in the Adidas acquisition in 2012. I recently worked with the startup brand LEMS Shoes, where we experienced exponential growth through the pandemic. In 2019, the year I was hired, we saw sales revenues up by 30% and 40% in 2020.

  • Demonstrated excellent tenure, with 14 years of award-winning design/advertising and successful brand development with Adidas/Five Ten Footwear, recognized with several promotions to Executive Creative Director.
  • Designed and developed 100s of unique styles for several categories of footwear.
  • Developed and authenticated global brand standards, guidelines, B2B/ B2C facing values, and visual identity to present a cohesive brand and support all marketing and communications efforts globally, leveraging brand identity to increase sales in new and established markets.

KEY SKILLS

  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Acrobat
  • Microsoft Office
  • Adobe After Effects
  • Footwear Design
  • Adobe Photoshop
  • Team Management
  • Budgeting
  • Coaching
  • Communication
  • Collaboration
  • Leadership

PROFESSIONAL EXPERIENCE

Senior Visual Designer - Lems Shoes
Jul 2019 - Mar 2021
  • Conceived and executed motion graphic creative assets using After Effects, Photoshop, and Illustrator.
  • Illustration for use on promotional material and marketing collateral, digital/print.
 
Senior Footwear Designer - Lems Shoes
Nov 2018 - Mar 2021
  • Conception through completion design and development, unique footwear styles ignited sales, instilled confidence, and retained the existing consumer base.
  • Established product architecture and design schedule planning/strategy and product marketing calendar.
  • Created product design and development protocol for accurate, on-time, sampling, and finalizing.
  • Developed product branding, including color design, product branding and sub-branding, materials, trend, lifestyle research, and color story.
 
Owner - Ravenwood Design, LLC
Oct 2017 - Jun 2019
  • Primary work ranged from; key product art, brand design and development, logo design, business consulting, print collateral, promotional materials, and packaging.
 
Executive Creative Director - Adidas Five Ten
Oct 2004 - Dec 2017
  • Drove concept-to-completion web and print design (MAC/PC).
  • Led, managed, and developed internal/external resources and services, including 3rd party vendors, photographers, and publishers, to ensure the high quality of all deliverables while maintaining project budgets.
  • Developed and authenticated global brand standards, guidelines, B2B/ B2C facing values, and visual identity to present a cohesive brand and support all marketing efforts globally, leveraging brand identity to increase sales.
  • Demonstrated vast working knowledge of multiple creative disciplines, maintaining knowledge of advancements in technology for creative and marketing materials, strategies, and digital trends.
  • Trained, inspired, and coached design teams, leading a diverse creative and marketing team that worked collaboratively on projects to achieve high quality on time and exceeded all expectations.
  • Successfully delivered bottom-line growth through multiple mediums, gaining recognition as a trusted resource for clients, developing solid partnerships, and achieving project goals on deadline.
  • Proven thought leader for best practices, knowledge, and understanding of trending technology and marketing innovation.
 
 
Principle Designer – Adidas Five Ten                                                                                          
Oct 2004 - Dec 2017
  • Led the creative team in the development/rebranding of logos and iconography.
  • Demonstrated strong technical skills, working with the development team on websites/microsites, custom CMS (Joomla, Drupal, Magento), blogs, HTML/CSS, Flash, Java, PHP, and UX/ UI design.
  • Created Vector illustrations for products, such as shoes, apparel, and accessories, as well as logos, graphics, and artwork for multiple platforms and collateral use.
  • Designed and managed the promotional print/web collateral, motion graphics, catalogs, presentations, and interactive media development of the entire company, leading five creative team members.
  • Developed FIVE TEN® and STEALTH® trademarked typefaces/wordmarks and corporate identity.
  • Worked with the Product Manager on product marketing, merchandising, and packaging design.
  • Created materials for exhibits/tradeshows/events, including large format graphics and images, design/development of modular, scalable, 40 X 40 (-20) indoor booth.
 
Marketing Director - Adidas Five Ten                                                                                        
Feb 2007 - Oct 2013
  • Chosen to lead strategic range planning and segmentation for shoes and apparel, successfully resolving, coordinating, and budgeting for seasonal, in-house marketing plans.
  • Focused business unit objectives into multi-approach campaigns, utilizing paid and organic digital advertising and traditional campaigns that increased revenue by 300%.
  • Negotiated and secured arrangements for material and media conversion while maintaining the budget.
  • Developed promotional material and market-specific print collateral, working with cross-functional creative, sales, and technical teams to create and manage a cohesive, branded portfolio of materials and communications.
  • Planned and administered internal operations budget of $1.1M and supported development of regional marketing budgets.
 
Principle Footwear Designer - Adidas Five Ten
Sep 2006 - Oct 2013
  • Principle designer and developer of unique styles of footwear, with additional variants and colorways.
  • Managed materials, color forecasting, and style trending for all footwear lines, including Climbing, Action, Outdoor, Water, Slackline, BASE, Trailbuilding, and Bike, working with DH, Freeride, Enduro, and BMX.
  • Played a crucial role in performance and comfort material research and selections, researching trends and competitors to develop a unique branded line.
  • Defined cohesive range/segmentation, color-trending, and forecasting.
  • Led non-technical branding and lifestyle focus on general apparel.
  • Designed, developed, and sourced accessories

EDUCATION

Academy of Art University
 
Berklee College of Music