Creative Director + Marketing Director2022–Present
Lead Creative and Marketing for four consumer health brands within a $150M business, with responsibility for 13 direct reports and a $3.5M annual departmental budget.
- Lead the ongoing transformation of Source Naturals across brand strategy, identity, packaging architecture, photography, campaigns, digital, retail, video and brand standards, building a system designed to modernize the brand while protecting decades of established equity.
- Reduced departmental costs by more than $2.5M while increasing output 140% through organizational restructuring, program and resource evaluation, automation, and redesigned workflows focused on higher-value work.
- Direct Source Naturals D2C strategy following the brand's relaunch, with an organic marketing system producing sustained 4% month-over-month growth with virtually no paid advertising.
- Direct creative and marketing strategy for approximately 10–15 product launches annually, including launches performing as much as 700% above the company launch average.
- Forecast and manage a $3.5M annual departmental budget, evaluating programs against ROI, presenting investment needs and performance to senior leadership, and recommending resource allocation in partnership with the CFO and CEO.
- Lead organizational structure, hiring, performance management and staff development for a 13-person multidisciplinary team, while selecting and directing agencies, vendors and production partners.
- Develop and maintain long-term brand strategy systems defining positioning, consumer opportunity, competitive whitespace, innovation priorities, brand architecture and creative standards, providing a framework for decisions across Marketing, Creative, Product Development and leadership.
- Serve as a cross-functional strategic partner to senior leadership on enterprise decisions, organizational challenges and initiatives extending beyond the traditional Creative and Marketing function.
- Partner with major national and regional retailers, including Sprouts Farmers Market, Whole Foods Market, Fresh Thyme, iHerb and Erewhon, to identify evolving creative and marketing needs and translate retailer priorities into brand-positive strategies, programs and materials that advance both retailer and Source Naturals objectives.
- Introduce and implement automation and AI-assisted workflows where they can meaningfully reduce repetitive work, improve organizational efficiency and create more capacity for higher-value creative and strategic work.
Creative Services Manager2017–2022
Led multidisciplinary creative services across packaging, campaigns, e-commerce, retail, trade shows, photography, video and sales support as the department expanded in scale, capability and operational responsibility.
- Standardized packaging and product-image systems across 3,000+ SKUs, creating greater consistency, scalability and retailer readiness across an extensive product portfolio.
- Implemented Adobe Workfront and digital proofing across Marketing, Sales, Production and R&D, replacing fragmented processes with centralized project management, review and approval systems.
- Built centralized digital asset systems to improve organization, version control and access to current creative and product materials across internal teams and external partners.
- Repositioned sampling, catalog and display programs around greater efficiency, accountability and measurable sales value.
- Developed modular retail display systems and tiered co-op programs designed to increase retailer participation, flexibility and order value.
Lead Designer2015–2017
Designed and art-directed packaging, advertising, trade show environments and brand materials for Source Naturals and Planetary Herbals, working across large and complex consumer health product portfolios.
- Introduced modern visual standards while preserving the recognition and equity of established brands.
- Partnered with Marketing and R&D to translate complex nutritional science into clear consumer communication, while expanding my role into broader brand systems and production strategy.