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:
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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.
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Reduced confusion and cycle time by implementing process improvements for creative teams and marketing partners.
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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.
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Influenced partners to streamline email copy content in an effort to improve scannability in response to user testing highlighting reduced average reading times.
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Led the development of three premium experience landing page launches.
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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:
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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.
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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.
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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.
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Developed rapid optimization methods through iterative testing plans to improve site pages with an “always on” approach.
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First in-house creative team to implement machine learning/multi-armed bandit testing.
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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.
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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