Experienced marketing executive with a 20-year track record of leading teams to achieve strategic objectives, specializing in marketing expertise for lead gen, acquisition, engagement, and retention across traditional, digital, and paid media channels. Recognized for developing and executing effective marketing strategies and tactics that enhance organizational growth and supports business development strategic plans. Proven ability to align resources with business goals, optimize processes, and leverage analytics for informed decision-making. A visionary leader who excels in implementing enterprise-wide solutions to enhance operational efficiency and ensure business success. Skilled in fostering collaboration across teams to tackle complex market challenges and deliver exceptional results on time and within budget. Strong in leadership, marketing, creative direction, project management, vendor relations, and agency partnerships, with a passion for building highly engaged teams to maximize talent and drive organizational success.

 

CORE COMPETENCIES

  • Marketing strategies and tactics

  • Brand management & stewardship

  • Strategic creative direction

  • People leadership

  • Developing multi-functional teams and departments

  • Operational measurement & analytics

  • Agency and vendor management

  • Process innovation

  • Complex issue resolution

VF Corporation®

Director of Marketing and Creative Services | July 2012 – August 2022

Led a multi-functional marketing services team focused on the branding and marketing efforts for 10 global apparel and footwear brands that generate $1.0B in annual revenue for VF Corporation’s workwear division.

  • 2018 Sales Support Award for Outstanding Achievement in supporting the sales teams – helping them to achieve their goals and initiatives.

  • Eight Celebrate Success Awards for Outstanding Achievements at VF Workwear

  • Multiple design awards for creative direction in print and consumer packaging

Key Achievements:

  • Led a multi-functional Marketing Services team driving marketing efforts for 10 global workwear and footwear brands, contributing to $1.0B in annual revenue.

  • Spearheaded rebranding of Workwear Outfitters, impacting 5,500 employees and global customers like Cintas and FedEx.

  • Directed high-profile presentations for VF’s Investor Day events, showcasing VF Workwear division and Dickies to prestigious investment firms.

  • Managed multi-million dollar branding and interior design projects for VF Workwear HQ remodel, reinforcing brand culture and identity.

  • Initiated enterprise-wide product data management and syndication improvement, achieving streamlined processes and enhancing data accuracy.

Marketing and Creative Leadership:

  • Created innovative print collateral and brand kits, utilizing sheet-fed and web presses.

  • Launched responsive brand websites and managed content generation for social media platforms.

  • Led conversion of printed catalogs into dynamic websites, saving over $250,000 annually.

  • Developed iOS app for digital catalogs, enhancing accessibility and user convenience.

Operational Expertise:

  • Developed brand guidelines and toolkits ensuring brand compliance across marketing materials.

  • Implemented Digital Asset Management system, optimizing distribution and maintenance of brand assets.

  • Established comprehensive SOP program enhancing process alignment and quality standards.

  • Analyzed department metrics to optimize resource allocation and monitor productivity.

Retail and Photography Leadership:

  • Directed internal and external lifestyle photoshoots.

  • Directed branding efforts for on-garment packaging and retail POP/POS signage.

  • Managed photography and videography projects, including in-house studio setup resulting in $2M+ savings.

  • Developed retail fixture programs and maintained relationships with key retailers like Home Depot and Lowes.

NASCAR® / ISC

Director of Creative Services | February 2009 – July 2012

Led the in-house agency for NASCAR / ISC, thirteen motorsport entertainment facilities, corporate, Grand-Am Road Racing, MRN-Radio, and Americrown (event catering and merchandise company).

  • Designed the logo for the DAYTONA 500®

  • Two-time Daytona International Speedway Social Media Showdown Champion

Operational and Branding Leadership:

  • Led creative and branding efforts for NASCAR/ISC and 12 motorsport facilities.

  • Developed event collateral and branding materials, including the prestigious DAYTONA 500® logo.

  • Managed museum installations and corporate materials, enhancing fan experience and brand visibility.

Digital Expertise:

  • Directed interactive design team for ISC corporate and track websites, and mobile app development.

  • Oversaw motion graphics for digital display panels across ISC facilities.

Photography and Archive Management:

  • Led photography projects and managed NASCAR & ISC historical archives.

  • Enhanced revenue through increased licensing of digitized images and managed exhibition agreements.

Energizer – Personal Care
Hawaiian Tropic

Director of Creative Services | March 1998 – October 2008

Managed in-house agency overseeing product design, marketing & sales collateral, digital, and retail display projects

  • Hawaiian Tropic® Employee of the Year 2000

  • Multiple Gold & Silver ADDY® awards for website development

Operational and Branding Leadership:

  • Managed creative team for product design, retail POP/POS, and web development.

  • Partnered with global teams to launch and promote 350+ products in 90+ countries.

Digital and Retail Expertise:

  • Developed and maintained corporate and consumer websites, including DTC platforms.

  • Led in-store fixture programs and managed vendor relationships.