About Me

Profile:

Proven creative leader in licensed sports apparel and brand development for some of the world’s most exciting sports and entertainment organizations. Excel at crafting dynamic design and content strategies while maintaining consistent messaging across all brand touch points. Teller of impactful stories that create special connections between a brand and the fan.

Professional Experience:

Director, Creative - Champs Sports & Eastbay | Footlocker Inc.

2020- Present | Bradenton, FL

• Oversee creation of compelling content that promotes high levels of omni-channel consumer engagement.

• Guide the development of all digital, social, in-store, packaging and promotional materials to ensure a focused brand strategy that connects across all consumer touch points.

• Brief and provide direction & feedback to agencies on brand building initiatives and tentpole campaigns.

• Manage a diverse team of designers, photographers, videographers and copywriters with the development of rich content that supports the Champs and Eastbay marketing strategy.

• Present new design initiatives and ideas to executive leadership team.

• Lead the creative team on innovative brand story telling that resonates with our muse.

• Identify strategies to engage the design team in creative thinking while inspiring the brand expression.

VP Creative and Technical Design | Fanatics Brands

2013-2019 | Tampa

• Responsible for providing creative vision for a team of 50+ creative designers and 40 production artists who produced a minimum of 150K graphics annually for Fanatics and Nike products.

• Effectively managed 3 cost centers with a combined budget of $4.9M.

• Played instrumental role in expansion of Fanatics Brands business by more than 1700% over a 5 year period.

• Led creative team on development of Official Locker Room products for NFL Trophy Collection , Stanley Cup Playoffs, MLB Postseason and NBA Playoffs.

• Partnered with merchandising and apparel design teams on creative direction for seasonal and supplemental apparel collections across all leagues.

• Drove future line development through trend research and consumer/sales analysis.

• Established a strategy for a localized approach to graphic development. Created more than 5K unique graphics across all teams and all leagues.

• Successfully merged two creative teams, building a workflow that played to individual strengths resulting in a creative powerhouse team.

Creative Director | Dallas Cowboys Merchandising

2007-2013 | Dallas

• Built the creative department from the ground up, establishing structure and sourcing elite talent to create a top-performing team covering graphic design, production, apparel and headwear

• Collaborated with merchandising team to establish innovative stories for seasonal and quarterly Dallas Cowboys and USC Trojans apparel collections.

• Established cohesive product branding strategy for Dallas Cowboys and USC Trojans apparel product lines. • Managed product catalogs as well as presentation decks for new business development.

• Supported marketing team with brand development and promotional assets for Dallas Cowboys, AT&T Stadium and Jones Family projects and initiatives such as:

Training Camp, Fan Club, Social Media, Dallas Cowboys Pro Shops ( including eCom), Farewell Texas Stadium, Cowboys Stadium Inaugural Season, Dallas Cowboys 50th Anniversary, AT&T Cotton Bowl, Southwest Classic (NCAA Football), Cowboys Classic (NCAA Football), USC 125th Anniversary, Salvation Army Charities, iPromise w/ Susan G. Komen Foundation, Dallas Cowboys Texas Lottery Games

NFL Design Manager | adidas Group SLD

2003-2007 | Indianapolis

• Developed graphics for seasonal NFL, MLB and NHL apparel collections.

• Managed and directed staff designers as well as freelance designers on various projects.

• Supported apparel design team with custom fonts and team identity development.

• Researched and developed innovative decoration techniques and applications.

• Worked closely with licensing to secure approvals.

• Brought supplemental graphic collections to market to drive incremental sales.

• Created visual sales analysis overview to better focus future development.

Education:

Winthrop University

Bachelor of Fine Arts, Graphic Design