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Creative Director | Capital One
Premium Experiences: Travel, Dining, Entertainment

Richmond, VA  |  2021-Present 

Creative team lead with six direct reports supporting premium experiences for travel, dining and entertainment.

Highlights and Results:

  • Developed innovative ways to deliver a seamless and more cohesive user experience for the three branches of premium experiences—travel, dining, entertainment. Developed a matrix to help marketing partners understand level of effort vs value. Generated new bodies of work and influenced strategic planning for our marketing and business partners.

  • Reduced confusion and cycle time by implementing process improvements for creative teams and marketing partners.

  • Improved email consistency and established new CTA strategy with partners by conducting user testing and developing guidelines supporting those best practices now used by all in-house creative teams and partner agencies.

  • Influenced partners to streamline email copy content in an effort to improve scannability in response to user testing highlighting reduced average reading times.

  • Led the development of three premium experience landing page launches.

  • Mentor associates in professional brand rebuilding and navigating challenging professional relationships.

Education

Portfolio Center

Atlanta, GA

Art Direction Graduate

Virginia Commonwealth University

Richmond, VA

BFA

Skills

Working in white space

Problem solving

Detail oriented

Relationship building

Change management

Decision making

Empathy

Authenticity

Interests

Travel

Fitness

Oil painting

Interior design

Associate Creative Director > Creative Director | Capital One

Card Site Acquisitions

Richmond, VA  |  2011-2021

Began as performer and promoted to creative director. Partnered with marketing, business and developer teams to create concepts, deliverable assets and conduct user testing for the card acquisition site redesign, inbound web  pages, web banners, mobile experience functionality, social media ad placement, direct mail, exploratory work.

Highlights and Results:

  • Led a team of four designers and writers and also performed on the card acquisition site redesign, inbound web pages, web banners, mobile experience functionality, exploratory work.

  • Generated ~36,000 new accounts booked and $11 million in present value (incrementally, on an annualized basis) by leading a landing page redesign initiative—a design that was rolled
    out site-wide.

  • Moderated in-person user testing sessions to uncover and understand gaps on acquisition pages.

  • First in-house creative team to establish repeatable methods for conducting effective user testing, taught/shared best practices to achieve consistency across all in-house creative teams.

  • Developed rapid optimization methods through iterative testing plans to improve site pages with an “always on” approach.

  • First in-house creative team to implement machine learning/multi-armed bandit testing.

  • Generated ~18,000 new accounts booked and $7.3 million in present value (incrementally, on an annualized basis) by leading creative initiatives for SEM, Gmail and direct mail landing page tests.

  • Helped stand up one of the first agile creative teams in the company.

Associate Creative Director | Jackson Marketing Group

Greenville, SC  |  2003-2011

Performed as well as managed and mentored art director/writer team and freelance designers. Responsible for print campaigns, direct mail, trade show design, package design, logo design, web design, directing photoshoots.
 

Clients: Michelin Tires, BFGoodrich Tires, Blue Bird School Buses, Flight Safety Academy,  Milliken Fabrics, Salvation Army, Hincapie Sportswear, Greenville Hospital System, Metropolitan Arts Council

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