Working with first-rate advertising agencies affords me the opportunity to do great work for a broad range of clients. Building a freelance business gives me the freedom to stretch and grow in new creative directions.
A combination of sharply honed creative skills and business savvy translates into work that is consistently recognized and rewarded by employers, clients, customers and colleagues.
Core Competencies
• Implement innovative department-wide training system via roundtable discussions, brown-bag and online tutorials, cutting-edge tools and techniques, and webinars.
• Develop and introduce annual review and employee evaluation processes and protocols that support efforts toward yearly goals and professional development.
• Design and implement successful guerrilla marketing program (PERK) that allowed managers to take advantage of local market opportunities and changes, spontaneously and effectively.
• Lead development team in pioneering mobile solution project for an elite client.
• Create custom training modules that incorporate trainers, their techniques, and class settings.
• Proven record in directing strategy and concept development and implementation.
• Proficient in creative presentations, and development of briefs, proposals, and visual aids.
• Lead development team in their first implementation of social media tools into functional web applications, and use of social media in various marketing campaigns.
• Lead art direction and copywriting for marketing and advertising communications.
Career Highlights
Directed the complete rebranding of the City of Livermore. Uncovered stakeholder issues via in-depth discovery sessions. Directed creative teams in development of comprehensive identity system. Sold ID system to Leadership Team and City Council, garnering official approvals. Developed all on-screen and print materials, including website, advertising, collateral and signage.
Results:
• City of Livermore successfully repositioned to recruit more retail businesses, residents and staff in a highly competitive marketplace.
• Citywide Communications Team was created, to ensure consistent use and application of identity system and graphic standards.
• Costs were reduced and staff productivity accelerated through the use of web-based standards and templates.
Produced fully integrated digital/social web portal for The Matteson Companies. Directed video content for online ad campaign, including pre-production specification and direction of virtual tour animations, generating tracking codes, and managing the Interactive Department. Developed SEO program for multi-generational profiles. Leveraged social media tools and functionalities for launch and on-going promotion. Coordinated creation of user profiles and usability testing. Collaborated with Public Relations and Environmental Design teams for fully integrated product launch.
Results:
• Exceeded client expectations on all metrics: traffic, click-throughs, interest list registrations, and sales.
• Enabled client stakeholders to manage content creation and updates.
• Produced triple-digit attendance at soft opening events.
• Continued gains in friends and followers via social networks.
Managed the first in-game advertising campaign for Subway Restaurants. Uncovered consumer habits via in-depth discovery sessions. Collaborated with ad sales team in choosing games and venues appropriate for brand and products. Directed creative teams in design and development of in-game assets. Successfully pitched campaign to franchise owners and corporate headquarters, gaining official approvals. Ensured final deliverables exceeded expectations.
Results:
• Earned leadership position for Subway in new digital space.
• Enabled deeper penetration of promotional messages to a highly desirable target audience.
• Delivered tracking of consumer interest and action via web-based applications and tools.
• Campaign continues to be a part of the brand’s integrated marketing efforts.
Where I’ve Been
EMC Creative
Associate CD/Interactive Director
2007 – present
[see details]
Cheng Design
Marketing Director
2006
[see details]
J. Stokes & Associates
Art/Creative Director
1997 – 2006
[see details]
World Savings
Senior Art Director
1989 – 1997
[see details]
ML Haynes Design
All Hats
ongoing
[see details]
How I Got There
Graphic Design
CCAC
Oakland & SF, CA
Primary & secondary teaching credentials
UC Davis
Davis, CA
B.S. Human Development
UC Davis
Davis, CA
Who Noticed
American Advertising Federation ADDY Awards National, Regional and Local
More than a dozen awards for collateral, point-of-purchase, print, radio and television
Telly Award Silver Winner (highest honor)
Television campaign for Speedy Oil Change & Tune-up
Silver Microphone Awards National
Radio campaigns for Bay Alarm Company