Director of Brand Marketing + Creative (SaaS)

• Apr 2022 - Present

Avanti is a leading software company whose platform connect clients with technology and support that simplifies their work and empowers their workforce. Avanti is your partner for all things payroll. Smoother processes, automated workflows, a supported team. We’ve got you. Avanti helps you bring it all together to make your workdays a breeze. As part of the marketing leadership team, I bring strategic thinking, purpose-driven leadership and a collaborative approach that helps achieve Avanti's business objectives. Being multilingual in creative and marketing allows me to create an environment for all teams to do their best work. I’m responsible for building, inspiring, and leading copywriters, content managers and designers to tell engaging brand stories, and create memorable brand experiences that meet key performance metrics. As a key leader on the Brand & Creative team, I'm directly involved in guiding brand strategy, campaigns, consumer insights, social and digital, creative development, creative operations and resourcing, UXD, agency relationships, and lead everything from strategic planning to building websites. I build relationships with other core lines of business, such as product, CX and sales, and act as an enablement partner. I’m fiscally responsible for managing budgets and working alongside external agencies and contractors. Areas of focus: Leadership + Mentoring Team Planning + Workflow Brand Strategy + Marketing Creative Direction Demand Generation Website Design Integrated 360° Campaigns Show less

Director of Brand Marketing (DTC + B2C + B2B)

• 2021 - 2022

As Director of Brand Marketing and Creative my responsibilities include leading company marketing efforts, providing guidance to the marketing department by evaluating and developing marketing strategies, planning and coordinating marketing efforts, and building awareness and positioning for the brand. I am also responsible for the following: Development and implementation of Brand strategy. Overseeing, developing and executing multi-platform strategies for wholesale and retail channels, and paid media and advertising channels including search, social and affiliate. Developing and managing advertising campaigns across all channels. Working closely with the company’s Sales team; enabling them to meet their commercial objectives by providing them with appropriate tools, materials and presentations. thisistracy.com Show less

Head of Creative (Brand + Digital)

• 2020 - 2021

Best Buy is a leading provider of technology products, services and solutions, and that aspires to enhance their customers’ lives through technology. As the Head of Creative I leverage my creative, strategic and leadership skills while I lead the creative team for the $27B brand. I am responsible for the following: Creative + Strategy Provide strategically-led and data-led brand creative, with digital-first thinking, for all channels in an effort to have unified and elevated creative at all touchpoints for Best Buy, Marketplace, Geek Squad and Best Buy Mobile. Working across channels and applying a digital-first lens to the development and delivery of creative work that tells a cohesive story and engages audiences. Driving brand love and awareness through creative campaigns that help Best Buy achieve their strategic vision and goals. Leveraging consumer insights to ensure all creative work is strategy-led and positions Best Buy as a thought leader. Leadership Operating at a highly strategic level while managing a growing team of creatives, ensuring a high standard of execution while never missing an opportunity to mentor and motivate. Collaboration Collaborating and influencing teams in an effort to create and produce elevated creative, including: • Digital marketing team • Brand marketing team • Media team • Email marketing team • Consumer insights team • Store design team • eCommerce team • Merchandising team • Agency of record (AOR) Show less

Digital Creative Director (B2C Ecommerce + UXD)

• 2019 - 2020

Skyrocket is an Agile agency offering global services in venture design, brand, digital strategy, user experience & web development. As part of the leadership team and as Creative Director I'm happy to have these responsibilities: Creative Leadership + Mentoring Creative leadership to both in-house and external contract designers, copywriters and developers in a fast-paced growth environment involving time-sensitive, complex projects. Mentor the Creative team in developing complete, effective designs for digital and print including branding, marketing and UI and UX design. Collaborate with Strategy and Creative teams as a partner, mentor and proactive problem solver while providing strong creative direction and leadership. Team Planning + Workflow Work with the cross-functional leads to estimate, create, manage, track, and drive deadlines for new and existing projects. Ensure all campaigns and projects are facilitated from creative development through final execution. Oversee daily project management by establishing and assigning tasks to the Project Coordinator. Quality Assurance Provide creative direction and quality control over concepts and projects. Able to understand the end-user while assessing the work to ensure it meets client's expectations. Show less

Senior Art Director I Youth Apparel (Contract)

• 2019 - 2019

L.L. Bean is committed to helping people enjoy the outdoors. It is one of only a handful of American companies to have attained almost legendary status in the minds of its consumers. L. L. Bean embodies the best qualities long associated with traditional American living: rugged individualism, stubborn determination, and simple ingenuity. As the Photo Art Director I'm a hands-on storyteller accountable for the successful development and execution of lifestyle photography for the high volume L.L. Bean kids line. Responsibilities: Establish a clear understanding of the brand creative objective Produce mood boards and decks as creative communication Select talent for casting Work with the stylist on product styling Collaborate with the Producer on project milestones Direct the photo crew in executing fresh, on-brand lifestyle imagery Edit final imagery Show less

Senior Brand Creative Director

• 2015 - 2017

I love what I do. As part of the leadership team and as Brand Creative Director I’m thrilled to have the responsibility of: Working on the $100M girls' brand ivivva by lululemon that promotes all young girls to believe in being themselves, and celebrate each other in pursuit of their dreams & goals – both in sport and in life. Building, inspiring and leading a talented in-house creative team of 5 direct reports in a high-pressure, deadline driven environment. Leading the teams to push their limits and explore new paths that create an emotional connection with the company brand, and that drives demand for company products across the Omni-channel business. Overseeing the output of all customer facing materials across Marketing and eCommerce which includes art direction, graphic design, interactive design, visual display, casting, styling, and leading campaign photography and video shoots. Providing direction and ensuring that all areas of the studio and lifestyle process (photographers, videographers, digi techs, stylists, hair and makeup, models and production) are operating on brief, on budget, on time and are achieving top quality creative output. Partnering with retail operations to ensure smooth, efficient and effective roll-outs of all marketing campaigns. Collaborating with key stakeholders to set the strategy of how design and creative strengthens the relationship between brands and their tribe. Areas of Expertise Apparel + Lifestyle + Youth Creative Ideation Team Leadership + Mentoring Creative Team Planning + Workflow Direction of Photography + Video Brand Strategy, Positioning + Storytelling Integrated 360 Campaign Development Digital, E-Commerce + Social Media Integration Results Established unified global brand standards Drove high brand effectiveness by partnering with Strong Is the New Pretty photographer Kate T Parker Launched video campaign resulting in 5 times brand engagement Improved overall team motivation and output Show less

Director of Brand Marketing (Independent/Consultant)

• Sep 2010 - Nov 2015

A leader and strategic thinker with a strong brand, marketing and digital background. I’m multilingual in creative and marketing which allows me to create an environment for all teams to do their best work. I have an entrepreneurial drive and I’m passionate about building, inspiring, and leading teams that tell engaging brand stories, and create memorable brand experiences. I have an expansive skillset. I oversee brand strategy, campaigns, consumer insights, social and digital marketing, creative development, ecommerce, operations and resourcing, agency relationships, and lead everything from strategic planning to website builds. I’m fiscally responsible with the ability to design strategies aligned to business goals. I bring strategic thinking, purpose-driven leadership and a collaborative approach that helps achieve business objectives. I have a proven ability to build businesses, identify market opportunities, leverage customer insights into informed tactics, and drive team productivity for brands. Areas of Expertise Apparel + Lifestyle + Wellness Creative Ideation Leadership + Mentoring Team Planning + Workflow Photography + Video Direction Brand Strategy, Positioning + Storytelling Digital + E-Commerce + Social Marketing Integrated 360° Campaign Development Work: thisistracy.com Show less

Senior Art Director (contract)

• Nov 2009 - Feb 2010

Senior Art Director

• 2003 - 2009

Art Director

• Sep 1999 - Aug 2003