Creative Director & Marketing Director (2022-Current)
- Elevated Marketing into a strategic, revenue-driving division through unified brand strategy, creative innovation, and operational efficiency.
- Reduced departmental costs by over $2.5M while achieving record output and performance across Source Naturals, Planetary Herbals, and Threshold.
- Unified and modernized brand architecture across all divisions, establishing a cohesive creative system and visual identity.
- Directed the Source Naturals D2C launch, achieving sustained 4% MoM growth through UX optimization, analytics, and organic marketing.
- Led the successful launches of flagship products—BerberTrim, RealFast, MitoNight, and Shilajit—from concept to market. BerberTrim and Shilajit were 700% higher than average.
- All 2024 product launches ranked among the top ten most successful in the company's 40+ year history.
- Developed and formulated multiple white-space, trending, and emerging-science supplements across key growth subcategories—strategically designed by target demographic and protocol method to ensure synergistic use across the full product line without exceeding upper tolerance limits.
- Launched Threshold Direct eCommerce into a profitable channel within one year (after three years of project stagnation with other project leaders).
- Built partnerships with national retailers (e.g., Sprouts) to revamp packaging and shelf strategy, increasing conversion and visibility.
- Implemented AI-driven creative and workflow systems to accelerate production, automate campaign insights, and enhance brand precision.
- Authored the first comprehensive Brand Strategy Deck, defining long-term positioning, innovation roadmap, and growth vision.
- Fostered a performance-based culture emphasizing creativity, accountability, and measurable business outcomes.
Creative Services Manager (2017-2022)
- Directed all creative output and brand initiatives for three major brands, overseeing design, packaging, and digital campaigns.
- Managed multimillion-dollar budgets and optimized operations for greater efficiency and ROI.
- Implemented Adobe Workfront to digitize proofing and workflow, reducing production turnaround times companywide.
- Standardized SKU and product image systems across 3,000+ items, improving eCommerce consistency and retailer integration.
- Established a centralized asset repository (internal & external facing) unifying imagery, video, and MAP data for Marketing, Sales, and E-Commerce.
- Converted the sample and catalog programs into revenue-generating assets with measurable ROI.
- Developed modular display systems and tier-based Co-Op programs to boost retailer participation and order value.
- Strengthened cross-department collaboration between Marketing, Sales, Production, and R&D.
Lead Designer (2015-2017)
- Designed packaging, marketing collateral, and brand materials for Source Naturals and Planetary Herbals.
- Introduced modern design standards that improved visual consistency and brand perception across all product lines.
- Supported product launches with creative assets, trade show visuals, and advertising layouts.
- Collaborated with Marketing and R&D to translate complex product science into clear, engaging consumer visuals.
- Recognized for creative innovation and reliability, leading to promotion to Creative Services Manager.
