About

To achieve successful advertising and marketing I believe that above all else the brand must be the focus.  There is no time for personal ego or special interest beyond ensuring that the customer recognizes, meaningfully connects and acts upon with the products or services represented .  Research based strategy and with award-winning creative will always win the day.  Sure, being clever can be good, but being smart is better.  You want your customers to remember you and not just the “idea”.  In others words, if they don’t get it, they won’t get it!

I have been in nearly every aspect of visual communications since 1989.  Designer, director, producer, and writer are all disciplines that I have honed throughout my career with ad agency, freelance and in-house opportunities.  I am equally at ease collaborating with account executives or captains of industry to creatively deliver leads, customer loyalty and ultimately profits.  It doesn’t matter whether a project is large or small, they will both get the same amount respect and attention to detail.  I have a substantial network of designers, photographers, printers, programmers and production studios that can affordably and easily meet any need.  Literally, no job is too big for me and my team!

One of the most fascinating things about advertising and marketing is understanding, then communicating the subtle nuances of the brands, goods or services offered by different types of companies.Telling your unique story to engage your customers isn’t just a job — It’s what I love to do!

 


Experience

 

From 2009 until 2016 I was the Marketing Director for Simply Organic.  They provide the professional beauty industry in the U.S. and Canada with healthy, natural product lines.  I worked closely with the C.E.O.,  sales team, education staff  and client services to create advertising, publicity, promotional material and email campaigns that educate our clients, generate leads and produce sales. I was responsible for the marketing budget, ad planning and media buying.  I planned, directed and styled advertising photography, as well as, shot my own product photography. I also produced and edited education videos, sales videos and live webinars. Another aspect of my job was to maintain the e-commerce site, and oversee the product blog and social networks.  Finally, I wrote press releases and worked with the international press corps in beauty industry. I began consulting for Organic Salon Systems in 2007 creating advertising and collateral material. In 2009 I joined the company full time as the Marketing Director and implemented a Constant Contact email system to directly communicate to our leads and the professional salons buying organic hair color, care and styling products. Then I relaunched the corporate website migrating it to the WordPress platform while at the same time expanding the company’s presence across social media.  In April of 2010 the company was acquired and since has grown over 200%. In that time of transition I helped to launch an e-commerce site on the Magento platform with customer rewards program. Under new leadership, I assisted in the development, design, branding and launch of new product lines including Moroccan Organics, Luma Lisse skin care, and Momentum men’s styling.  In 2015 Organic Salon System changed their name to Simply Organic. I was instrumental in the rebranding of the new company identity to our customers and the beauty industry. Prior to to my exit I integrated and launched the O&M and Oway lines as new distribution partners.

From 2004 to 2007 I was employed with Lazzara Yachts as an Art Director, then from 2008 -2009 as their Marketing Director.  Lazzara Yachts is one of the oldest family owned and operated boat builders in U.S.  They manufacture multi-million dollar luxury yachts from 68 feet to 120 feet.  I worked with their C.E.O., marketing staff and product development team to create advertising, brochures, collateral, direct mail, and trade show displays.  I planned, directed and styled interior , location and aerial photography.  I also planned, directed, styled, shot, edited and produced promotional sales videos.  Working with the various staff and teams I was instrumental in new product launches, events, and press conferences.  I wrote press releases and worked with the international press corps.  Lazzara yachts offered me the opportunity to expand my areas of knowledge and expertise.  Highlights included working with Volvo Penta to manage a $150k event budget to launch the new LSX Quad 75 express yacht at a two day global press conference.  My personal follow-up to the launch generated 79 pages of favorable editorial across 27 international publications within a ten month time frame, that included 5 different magazine covers.  This press would be equal to $2 million worth of advertising.  I also wrote, directed, shot and edited a 60 second t.v. commercial on the LSX that aired at the 2006 Ft. Lauderdale International Boat Show.  That spot lead directly to a sale of the $4.5 million yacht, and all told this launch effort and subsequent advertising amounted to another seventeen LSX 75 sales through my departure in 2009.

From 2000 to 2004 I employed as an Art Director by the ad agency Devine Communications.  I worked with their C.E.O., creative director and account executives to create advertising, catalogs, logos/i.d., direct mail and p.o.p. for a number of local and regional clients.  I contracted, directed and styled both studio and location photography  I also contracted print  and web from industry sales representatives.  When needed I provided voice talent for radio ads and was a character actor in television ads.  Devine was a fast paced and deadline oriented ad agency.  I handled multiple clients needs throughout each day.  During my tenure with the agency I won multiple addy awards including a gold/best of the bay that went on to win a silver addy in district competition.  As part of the creative team I was able to gain valuable knowledge into t.v. and radio production, as well as, media placement.  One of our many success stories was growing Amscot Financials retail business from 9 locations to over 40 regionally.  A short time after I had moved on from Devine in 2004 the V.P. of Sales and Creative Director also left to form their own agency, The Ad Partners, Inc.

Prior to 2000 I worked as an Art Director for All Natural Botanicals, Pre-Press Specialist for Advertiser Printers, Inc. and as a Designer for the University of Cincinnati Bookstores, Marketing Department.

 


Strengths

I am a creative problem solver and excellent conceptual thinker who is a well rounded team player that can take criticism and give critical analysis based on acquired data, experience and precedent.  I am an early adopter and a quick study of new or updated software applications.  I enjoy staying current with emerging media, visual communications and new marketing trends.

 


Education

I attended Bowling Green State University to study art and design from 1987 -1989.  In 1990 I transferred to the University of Cincinnati College of Design, Architecture, Art and Planning, where I graduated cum laude, with a Bachelor of Fine Arts degree in 1992.

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