In my various roles, I have developed the skills necessary to be an effective creative director. With a holistic understanding of how clear messaging, focused design, and well-utilized digital tools come together, I’ve been instrumental in organizations’ brand and marketing approaches. I have a deep understanding, along with great respect, for all the skills needed to execute a creative project from conception to completion.
Springer Nature
- Oversee global team of project managers, producers, and designers, working with production companies and creative agencies, to complete digital marketing projects for Nature, Springer, BMC, and other leading publishing brands
- Manage an international network of vendors and creative agencies to produce promotional content for multi-channel campaigns and product launches
- Formulate ideas and brief external agencies, producers, and designers on high-level video and multimedia projects, generating RFPs, scripts, storyboards, and other material to articulate project vision
- Work with copy writers, designers, animators, marketers, and technologists to create consistent and impactful content while refining workflows and collaborative approach
Project Example – Marketing Video Guide
Role: Project Lead
Challenge: While video was being created throughout Marketing, it was not being treated as a corporate asset that aligned with branding and publication requirements. Projects were being delayed due to lack of clarity on what was appropriate for aligning video with brand values.
Solution: Develop a corporate style guide covering the five flagship brands to help marketers better understand how videos are approached from a number of angles, including branding, accessibility, publishing platforms, accessibility, and governance.
Results: The guide was rolled out with a communication plan, including stakeholder buy-in, feedback sessions, and introductory webinars, to ensure marketers were aware of changes and the benefits that they would bring. These efforts contributed to the team doubling project output over a 2 year period.
Project Example – Product and Services Visualization videos
Role: Creative Director
Challenge: Create a series of videos that inform the overall campaign design (print, web, and social) that can address different customer personas while maintaining an overall consistency with the brand.
Solution: Collaborate with a digital agency to develop a video-first campaign that addresses customer pain points by contextualizing these issues and highlighting the array of products and services Springer Nature offers.
Results: The videos are featured on customer landing pages and are being used in sales presentations and information webinars.
Project Example – AdisInsight Digital Branding
Role: Creative Director
Challenge: Develop a brand that introduces academic and corporate customers to the benefits of Adis’ pharma discovery platform while providing potential real-world use cases.
Solution: Work with designers and subject matter experts to simplify and illustrate drug discovery process. Expand visual style guide to address motion design and to allow for more visual storytelling around customer personas.
Results: AdisInsight now has a consistent brand presence that works across digital channels.
Berkley Center for Religion Peace & World Affairs
- Supervised ongoing project production schedules and workflows, coordinating with vendors, event managers, and producers
- Managed team of video producers, directing live event and promo videos, while collaborating with communications team on branding and content strategy
- Developed content, podcasts, and MOOC courses (for YouTube, iTunes, and edX), working with students, faculty, and center staff
- Collaborated with staff and faculty on live streams and social media campaigns based around current events, report releases, and press conferences
- Provided consultation on targeted marketing for social outreach and email campaigns
Project Example – Video Branding for YouTube
Role: Project Lead
Challenge: The Berkley Center aimed to build an online library of all its events and content that would align with Georgetown University’s brand while also focusing on building YouTube community.
Solution: Work with communications and center leadership to adapt print branding to video and social formats. Create templates that could be rolled out across content library while leveraging YouTube cards and other interactive elements to increase engagement.
Results: Video templates and motion workflow led to decrease in turnaround time for videos by approximately 20%, allowing team to focus on additional special projects and publication of archival videos while overseeing ongoing content calendar.