Cindy Cruz
Creative Director at Franchise Update Media | Franchising.com- Claim this Profile
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Bio
Kevin Waterman
I had the pleasure of working with Cindy as my direct report for almost 3 years at Franchise Update Media. During that time, Cindy helped modernize an aging brand identity, and developed new brand guidelines with a firm grasp on good design practices & standards. I often relied on Cindy’s design style to develop creative assets for some of the largest, and most successful, professional events in the franchise industry. Cindy posses a rare skillset with the range to design precise editorial layouts or vibrant marketing campaigns. What stands out is her ability to share ideas and present complex design concepts to various stakeholders. I can’t remember a time Cindy didn’t exceed expectations, or go beyond the brief to deliver projects with the highest level attention to detail. Cindy is a passionate designer and creative leader. Her design knowledge and skillset is transferable to any realm or industry, and she always operates with integrity and purpose. Working alongside her was my pleasure and I hope our paths cross again in the future.
Jody McClean
Cindy joined CP+B as an intern and quickly worked her way into a role on our studio design team within a few short months. Her varied production and design skills paired with her hunger to learn and solve problems made her an integral part of the department. She brought a sense of focus and determination to each project and was extremely dependable. From building physical mockup and packaging to print and digital design, Cindy seamlessly transitioned from one to the next with ease. It was a pleasure to work with her during her time at CP+B.
Kevin Waterman
I had the pleasure of working with Cindy as my direct report for almost 3 years at Franchise Update Media. During that time, Cindy helped modernize an aging brand identity, and developed new brand guidelines with a firm grasp on good design practices & standards. I often relied on Cindy’s design style to develop creative assets for some of the largest, and most successful, professional events in the franchise industry. Cindy posses a rare skillset with the range to design precise editorial layouts or vibrant marketing campaigns. What stands out is her ability to share ideas and present complex design concepts to various stakeholders. I can’t remember a time Cindy didn’t exceed expectations, or go beyond the brief to deliver projects with the highest level attention to detail. Cindy is a passionate designer and creative leader. Her design knowledge and skillset is transferable to any realm or industry, and she always operates with integrity and purpose. Working alongside her was my pleasure and I hope our paths cross again in the future.
Jody McClean
Cindy joined CP+B as an intern and quickly worked her way into a role on our studio design team within a few short months. Her varied production and design skills paired with her hunger to learn and solve problems made her an integral part of the department. She brought a sense of focus and determination to each project and was extremely dependable. From building physical mockup and packaging to print and digital design, Cindy seamlessly transitioned from one to the next with ease. It was a pleasure to work with her during her time at CP+B.
Kevin Waterman
I had the pleasure of working with Cindy as my direct report for almost 3 years at Franchise Update Media. During that time, Cindy helped modernize an aging brand identity, and developed new brand guidelines with a firm grasp on good design practices & standards. I often relied on Cindy’s design style to develop creative assets for some of the largest, and most successful, professional events in the franchise industry. Cindy posses a rare skillset with the range to design precise editorial layouts or vibrant marketing campaigns. What stands out is her ability to share ideas and present complex design concepts to various stakeholders. I can’t remember a time Cindy didn’t exceed expectations, or go beyond the brief to deliver projects with the highest level attention to detail. Cindy is a passionate designer and creative leader. Her design knowledge and skillset is transferable to any realm or industry, and she always operates with integrity and purpose. Working alongside her was my pleasure and I hope our paths cross again in the future.
Jody McClean
Cindy joined CP+B as an intern and quickly worked her way into a role on our studio design team within a few short months. Her varied production and design skills paired with her hunger to learn and solve problems made her an integral part of the department. She brought a sense of focus and determination to each project and was extremely dependable. From building physical mockup and packaging to print and digital design, Cindy seamlessly transitioned from one to the next with ease. It was a pleasure to work with her during her time at CP+B.
Kevin Waterman
I had the pleasure of working with Cindy as my direct report for almost 3 years at Franchise Update Media. During that time, Cindy helped modernize an aging brand identity, and developed new brand guidelines with a firm grasp on good design practices & standards. I often relied on Cindy’s design style to develop creative assets for some of the largest, and most successful, professional events in the franchise industry. Cindy posses a rare skillset with the range to design precise editorial layouts or vibrant marketing campaigns. What stands out is her ability to share ideas and present complex design concepts to various stakeholders. I can’t remember a time Cindy didn’t exceed expectations, or go beyond the brief to deliver projects with the highest level attention to detail. Cindy is a passionate designer and creative leader. Her design knowledge and skillset is transferable to any realm or industry, and she always operates with integrity and purpose. Working alongside her was my pleasure and I hope our paths cross again in the future.
Jody McClean
Cindy joined CP+B as an intern and quickly worked her way into a role on our studio design team within a few short months. Her varied production and design skills paired with her hunger to learn and solve problems made her an integral part of the department. She brought a sense of focus and determination to each project and was extremely dependable. From building physical mockup and packaging to print and digital design, Cindy seamlessly transitioned from one to the next with ease. It was a pleasure to work with her during her time at CP+B.
Credentials
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PTCB
California Board of PharmacyMar, 2007- Nov, 2024
Experience
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Franchise Update Media
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United States
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Book and Periodical Publishing
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1 - 100 Employee
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Creative Director
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Jul 2019 - Present
Developed a complete brand identity unifying print, web, and conference/exhibit sectors. Led in-house creative team from conception to completion of print, digital media, social media, video, promotions, website UX, and events; managed the strategy, production, delivery, and distribution of assets. Conceptualized, designed, and managed the production process of nine nationally distributed magazines per year with an audience of 20K+ readers. Collaborated cross-functionally… Show more Developed a complete brand identity unifying print, web, and conference/exhibit sectors. Led in-house creative team from conception to completion of print, digital media, social media, video, promotions, website UX, and events; managed the strategy, production, delivery, and distribution of assets. Conceptualized, designed, and managed the production process of nine nationally distributed magazines per year with an audience of 20K+ readers. Collaborated cross-functionally with sales and executive leadership teams to identify and develop new advertising and promotional strategies, marketing plans, and identify key partnerships Directly managed the creative production for 3 large-scale national conferences per year and one global exhibit show. Assets include set designs, entrance units, booth designs, desk designs, tote bags, badges, and all print and signage materials. Briefed and escorted Keynote speakers during events. Managed relationships with external agencies regarding the execution of digital marketing asset creation and conference production. Created job descriptions, hired, trained, assigned, scheduled, and mentored creative team members since 2019, achieving high productive output while maintaining high morale. Collaborated with leadership in strategic brand planning, execution of creative strategy, and audience targeting in a multi-million annual revenue global company. Exceedingly increased client and customer satisfaction over the last six years, culminating in overwhelmingly positive feedback with consistently high ratings.
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Lead Graphic Designer
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Nov 2016 - Jun 2019
Collaborated with the Creative Director from conception to completion of three national conferences per year and one global exhibit show. Assets include set designs, entrance units, booth designs, desk designs, tote bags, badges, and all print and signage materials. Guide and escort Keynote speakers during events. Conceptualized, designed, and managed the production process of nine nationally distributed magazines per year with an audience of 20K+ readers. Collaborated with… Show more Collaborated with the Creative Director from conception to completion of three national conferences per year and one global exhibit show. Assets include set designs, entrance units, booth designs, desk designs, tote bags, badges, and all print and signage materials. Guide and escort Keynote speakers during events. Conceptualized, designed, and managed the production process of nine nationally distributed magazines per year with an audience of 20K+ readers. Collaborated with marketing and sales team to produce media kits, prospectuses, and sell sheets.
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Cindy Cruz Design
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Bay Area, California
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Founder
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Jul 2016 - Present
Contracted with small businesses for short-term projects. Projects include an aromatherapy packaging line, full website redesign and content management, and custom invitations. Contracted with a small band to license and import entire music catalog to all major platforms. Completed with a new website promoting events and new music. CLIENTS: SF BALLET, TBWB STRATEGIES, FOSTER FARMS, RX Lawn Care Solutions Contracted with small businesses for short-term projects. Projects include an aromatherapy packaging line, full website redesign and content management, and custom invitations. Contracted with a small band to license and import entire music catalog to all major platforms. Completed with a new website promoting events and new music. CLIENTS: SF BALLET, TBWB STRATEGIES, FOSTER FARMS, RX Lawn Care Solutions
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Crispin Porter + Bogusky
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United States
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Advertising Services
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200 - 300 Employee
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Digital Artist
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Aug 2015 - Jul 2016
Created and edited mechanicals, publications, books, scripts, presentations, website layouts, mobile design, and videos. Deadlines were met 100% of the time. Built mechanicals and collaborated with Art Directors bringing concepts to fruition for leading major international brand companies. Fulfilled and exceeded project management expectations. Prepared and mounted presentation materials for successful presentation decks that lead to new contracts with major brands… Show more Created and edited mechanicals, publications, books, scripts, presentations, website layouts, mobile design, and videos. Deadlines were met 100% of the time. Built mechanicals and collaborated with Art Directors bringing concepts to fruition for leading major international brand companies. Fulfilled and exceeded project management expectations. Prepared and mounted presentation materials for successful presentation decks that lead to new contracts with major brands. Clients included Ryder, Santa Margherita wines, letgo app, Vonage Business, Canary Security and Mission 22.
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Studio Intern
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Jun 2015 - Aug 2015
Built mechanicals and work with Art Directors in bringing concepts to fruition. Prepare and mount presentation materials. Work with the traffic and production departments closely to schedule time and projects to meet deadlines.
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Walgreens Boots Alliance
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United States
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Pharmaceutical Manufacturing
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700 & Above Employee
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Senior Certified Pharmacy Technician
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Dec 2000 - Aug 2015
Assist pharmacists in providing medication to patients. Process and submit insurance claims. Assist with product purchasing, inventory and equipment management. Manage the day to day activities of the technician staff. Maintain work schedules for staff. Maintain licenses according to state and federal laws. Assist pharmacists in providing medication to patients. Process and submit insurance claims. Assist with product purchasing, inventory and equipment management. Manage the day to day activities of the technician staff. Maintain work schedules for staff. Maintain licenses according to state and federal laws.
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Education
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2011 - 2015
Academy of Art University
Bachelor of Fine Arts (BFA), Graphic Design
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