Experience

Meaningful Works

• Portugal
• Professional Training and Coaching
• 1 - 100 Employee

• Executive Creative Director | Partner

  • Mar 2018 - Present

  Leading advertising and marketing for the world's most meaningful companies. Meaningful Works is equal parts creative agency, VC firm, and consultancy that uses creativity to change culture and markets. In its first year of eligibility, Meaningful Works was added to the Inc. Magazine Inc5000 list for being one of the fastest-growing private companies in the country. We use the power of strategy and design to solve complex problems and transform business. As partner, I manage and mentor a team of 10+ Creatives and and Creative Directors. I embrace cross function collaboration with all practices including strategic planning, comms planning, design and production. Lead daily interactions with c-suite executives, providing council and presenting industry insights. Driven to deliver work that has immediate, substantial, and measurable impact to the bottom line. I oversee the advertising practice to retain brand consistency across all marketing channels and campaigns, ensuring alignment of the brand's identity and message. Highlights of accomplishments in this role include: • Established the creative company by defining niche and vision and conducting thorough market research, boosting business revenue to $25M+ and earning recognition as America’s fastest growing company by Inc.5000. • Led a client project from initiation to final completion that gained national recognition by defining project scope, supporting client in breaking the Guinness Book of Records, and building the roster to over 15 brands. • Gained buy-in and idea generation from key clients by tailoring ideas and proposals to each client's unique situation, enhancing spend by 32%. • Monitored creative workflow and work production ranging from $2M broadcast commercials to $25K social posts to uphold professional standards and consistent quality. Show less



Parsons School of Design - The New School

• United States
• Higher Education
• 700 & Above Employee

• Guest Lecturer

  • Jun 2022 - Jun 2022

  Course: Brand Concepts Course: Brand Concepts



Brilliantly

• Australia
• Advertising Services

• Member Board of Directors

  • Mar 2022 - Mar 2022

  Brilliantly’s mission is to celebrate women’s resilience as they navigate life after being impacted by breast cancer. The company is dedicated to helping women embrace life with breast cancer through the help of innovative products and thoughtful content. Brilliantly was founded to do three things: improve women’s feelings of ease through thoughtful products and services, share practical wisdom and a community of support, and amplify stories of radiant women whose lives have been impacted by breast cancer. Show less



Nike

• India
• Online Audio and Video Media

• Global Digital Design Director

  • Jun 2016 - Dec 2018

  Directed visual experiences regarding Nike and DreamWorks partnership to reinforce brand recognition and trust among partners. Modernized the shoe creation process by incorporating the new 3D visualization platform by DreamWorks. Conducted ideation sessions with team members to gain high product visibility and reach the market faster.Highlights of accomplishments in this role include:• Formulated a physical digital innovation lab to host 3rd party companies in sharing new tools and technology with a $2.5M budget, testing new technologies, and determining proper tech for Nike.• Employed three agency partners to support major areas, including product engineering, development, user experience design, graphic design, and video content to achieve set goals by assessing agency image and credibility.• Streamlined internal operations to institute design leadership among team members by devising a plan, hiring a new creative agency, and building the roadmap with a new timeline while assuring the delivery of the Minimal viable product (MVP). Show less

• Digital Brand Manager NA Soccer

  • Jan 2014 - Jun 2016

  Superintended five direct and three indirect reports to boost productivity and performance by collaborating on solutions. Managed North American territory to gain access to a wide customer base and substantial revenue potential by partnering with the global team.Highlights of accomplishments in this role include:• Led the NA digital storytelling and execution for the 2014 FIFA Men’s World Cup (Brazil), attaining recognition for Nike as the #1 football brand in the world, obtaining $2.3B in revenue for the brand (21% YOY increase).• Implemented multi-year digital strategies and headed all strategic digital brand marketing plans in North American soccer, including all NA soccer digital storytelling for the 2014 FIFA Men’s World Cup (Brazil) and 2015 FIFA Women’s World Cup (Canada).• Created brand strategies to address unique customer needs by defining a clear value proposition and assessing 10+ NA campaigns, positively impacting thousands of consumers worldwide.• Organized Nike’s strongest social campaign in Nike history, including “The Last Game” film (Facebook’s most-shared video ever) while achieving benchmark enhancement by 25%. Show less



Arnold Worldwide

• United States
• Advertising Services
• 200 - 300 Employee

• Creative Director

  • Jan 2013 - Jan 2014

  Developed and articulated a clear creative vision that aligned with the organization's brand identity, values, and objectives. Led the ideation and development of creative concepts, campaigns, and projects across various media, including print, digital, social, and video.Highlights of accomplishments in this role include:• Pitched business solutions by crafting a clear and compelling value proposition, winning a $3M account and new business with numerous clients, including 23andMe, Hershey’s, Reese’s, Nexxus, and Aquent.• Collaborated with clients, internal stakeholders, and external partners to understand project requirements and provide creative solutions.• Maintained and enforced brand consistency across all creative materials, ensuring consistency with brand guidelines and standards. Show less

• Senior Art Director

  • Jan 2012 - Mar 2013

  Engaged in all aspects of interactive and traditional advertising projects from concept to completion. Responible for pitching and winning new business. Collaborated with team members in satellite offices. Prioritized and juggled multiple projects under tight and changing deadlines. Often presented refined concepts and campaigns to multiple clients.Client list: Aquent, Hershey’s, Reese’s.Skills: Campaign Planning & Execution · Creative Storytelling · Creative Production · Design Thinking Show less



The Daily

• United States
• Book and Periodical Publishing
• 1 - 100 Employee

• Associate Creative Director

  • Jan 2011 - Sep 2011

  Played a vital role in launching the first digital news publication with original daily content exclusively on the ipad. Responsible for managing, designing, and delivering a customized sports section. Lead sports design and development. Mentor and inspire team of designers and freelance professionals. Played a vital role in launching the first digital news publication with original daily content exclusively on the ipad. Responsible for managing, designing, and delivering a customized sports section. Lead sports design and development. Mentor and inspire team of designers and freelance professionals.


Freelance + Creative
• Advertising Services
• 1 - 100 Employee
• Associate Creative Director

  • Jan 2010 - Jan 2011


Publicis NY

• Switzerland
• Hospitality

• Art Director

  • Jan 2007 - Aug 2010

  Engaged in all aspects of interactive and traditional advertising projects from concept to completion. Art directed multiple award winning national ad campaigns. Mentored and inspired junior design teams. Collaborated and worked closely with team members in satellite offices. Prioritized and juggled multiple projects under tight and changing deadlines. Presented refined concepts and campaigns to multiple clients. Researched design trends and emerging technologies to increase user engagement and experience. Client list: T-mobile, Maytag, Whirlpool, Citibank, Jenn-Air, Charmin, Bounty, Malibu rum, Kahlua, Beck’s Beer, Pepto-Bismol. Show less



Tracylocke

• Guatemala
• Advertising Services
• 1 - 100 Employee

• Art Director

  • 2002 - 2007

  Designed and directed print projects including advertisements, multiple publications and promotional campaign elements. Developed look and feel of multi-channel national marketing campaigns. Client list: Pepsi, Mountain Dew, Bass Beer, Stella Artois, Rolling Rock, Hershey’s, Ice Breakers Gum, Starbucks. Designed and directed print projects including advertisements, multiple publications and promotional campaign elements. Developed look and feel of multi-channel national marketing campaigns. Client list: Pepsi, Mountain Dew, Bass Beer, Stella Artois, Rolling Rock, Hershey’s, Ice Breakers Gum, Starbucks.