Experience

Thai Ho Group

• China
• Personal Care Product Manufacturing
• 1 - 100 Employee

• Creative Dir. | Innovation

  • Oct 2018 - Present

  Los Angeles Metropolitan Area Revamped a 40-year-old manufacturer with the integration of creative and branding to provide global brands streamlined creativity and execution in today's competitive beauty market. Knowledgeable and skilled in working with a wide range of cosmetics and skincare from prestige, indie, and mass. Responsible for trend forecasting and product innovation for western brands and development of all consumer touchpoints for new beauty distributors launching in Hong Kong and metropolitan areas… Show more Revamped a 40-year-old manufacturer with the integration of creative and branding to provide global brands streamlined creativity and execution in today's competitive beauty market. Knowledgeable and skilled in working with a wide range of cosmetics and skincare from prestige, indie, and mass. Responsible for trend forecasting and product innovation for western brands and development of all consumer touchpoints for new beauty distributors launching in Hong Kong and metropolitan areas throughout Asia. In 2019/2020, lead product acquisition and development of color products for celebrity-backed up cosmetic brands in close partnership with Sephora. Show less



Cholas x Chulas

• United States
• Personal Care Product Manufacturing

• Creative Director

  • Jan 2018 - Present

  Greater Los Angeles Area Founder and Creative Director, Nydia has lead the brand through a rapid 1.5 year, 120% growth in both B2B and B2C with LATAM distribution in 2019. Starting in May 2017 has acted as sole Creative Director delivering brand strategy/positioning, beauty forecasting, art direction, product design and overall trade dress. Since launch of the brand Nydia executes the role of CEO and recently acquired regional sales teams for North America and LATAM. In addition she continues to serve as Creative… Show more Founder and Creative Director, Nydia has lead the brand through a rapid 1.5 year, 120% growth in both B2B and B2C with LATAM distribution in 2019. Starting in May 2017 has acted as sole Creative Director delivering brand strategy/positioning, beauty forecasting, art direction, product design and overall trade dress. Since launch of the brand Nydia executes the role of CEO and recently acquired regional sales teams for North America and LATAM. In addition she continues to serve as Creative Director for all consumer touch points, as well as continually developing new campaigns and product launches. Cholas x Chulas presence on Instagram is rapidly becoming the voice of Latinx beauty and culture. Show less



Smashbox Cosmetics

• Personal Care Product Manufacturing
• 200 - 300 Employee

• Brand Development Specialist

  • May 2015 - Aug 2018

  Culver City, California Pushed the envelope on a daily bases. Worked closely with creative director, Simon James and operated as a liaison between all departments from marketing to international. Responsible for concept development and execution of multi-facet seasonal campaigns. Biggest achievement was working was a creative lead for retail design of Smashbox flagship store.



Imperial Barber Products

• Creative / Brand Director

  • May 2013 - Oct 2015

  In a span of 7 months, Nydia lead Imperial Barber Products successful cross-over into Latin America. Responsible for building strategic brand partnership between Barberia Capital x Imperial Barber Products. Delivered an effective product launch within the properties of reputable boutique hotel conglomerate Grupo Habita. Developed "Barber's Choice" brand activations featured at FYF FEST 2014 and partnering with Ray Ban. Established product roadmap and launch of the Pink Classic Pomade… Show more In a span of 7 months, Nydia lead Imperial Barber Products successful cross-over into Latin America. Responsible for building strategic brand partnership between Barberia Capital x Imperial Barber Products. Delivered an effective product launch within the properties of reputable boutique hotel conglomerate Grupo Habita. Developed "Barber's Choice" brand activations featured at FYF FEST 2014 and partnering with Ray Ban. Established product roadmap and launch of the Pink Classic Pomade for Cancer Awareness month endorsed by the Susan G. Komen foundation. Grew sales by 23% by pushing the envelope with a national androgynous campaign targeting segment group of brand loyalist and their community. Directed and produced the following campaign videos. Show less



Urban Decay Cosmetics

• United States
• Cosmetics
• 300 - 400 Employee

• Senior Visual Designer

  • Jan 2015 - Jul 2015

  Orange County, California Area Elevated the brand experience at L'Oréal Congress 2015, Paris France. A highly coveted project overseen by the Global Marketing Director. Delivered a series of large print graphics that covered the walls of an 900 square foot gallery. Artwork was well received by the heads of L’Oréal. Contract was extended, new responsibilities included redesign of key brand merchandise visual assets and Holiday visual campaign for Sephora.



Marika Vera

• Mexico
• Apparel & Fashion
• 1 - 100 Employee

• Co-Founder | Brand Director

  • Aug 2011 - Jan 2015

  Mexico City Area, Mexico Former partner at Marika Vera. Provided brand strategy, brand design, and development. Successfully positioned Marika Vera in niche luxury markets in the US and EU. Responsible for product ideation and positioning delivered in the form of a quaint selection of lingerie designs intended to be worn outside the bedroom – consequently creating the brand catch phrase "Outside the Bedroom."​ Met the challenges of the volatile luxury market by developing the price-point lingerie sub-line… Show more Former partner at Marika Vera. Provided brand strategy, brand design, and development. Successfully positioned Marika Vera in niche luxury markets in the US and EU. Responsible for product ideation and positioning delivered in the form of a quaint selection of lingerie designs intended to be worn outside the bedroom – consequently creating the brand catch phrase "Outside the Bedroom."​ Met the challenges of the volatile luxury market by developing the price-point lingerie sub-line SIGNATURE by Marika Vera, and lead its successful launch in 2014. To date this product line continues to be the company's best-selling collection that sustains the company. Managed all international press, seeding, and celebrity gifting. Placed product in key publications. Product featured on multiple covers and editorial spreads that include GQ/UK anniversary issue featuring Rihanna in a Marika Vera bodysuit. At a national level, simultaneously shaped the image of Mexican designer, Maria del Carmen into a national sex guru, Marika Vera via-media outlets and special guest spots on TV talk shows, and radio. Operating parallel, I served as a photography art director and continually developed campaigns for seasonal collections and product launches. Designed look books, media kits, marketing collateral, and creative content for web. Responsibilities also included copywriting and model casting. Show less



perfectholiday brand design inc.

• Design Services

• Public Relations / Producer

  • Oct 2008 - Aug 2012

  Orange County, California Area / Mexico City Teamed up with award winning creative director Bryan Fisher and co-founded Perfectholiday – a boutique creative agency focused on brand design culture, together brining our experience in youth mindshare and strategic creative we developed Perfect Relations based out of Mexico City. Responsible for developing equal-beneficial opportunities between cultural institutions / media in Mexico and US brands crossing over into an emerging Latin American Market. A key curator of Concreto II, a… Show more Teamed up with award winning creative director Bryan Fisher and co-founded Perfectholiday – a boutique creative agency focused on brand design culture, together brining our experience in youth mindshare and strategic creative we developed Perfect Relations based out of Mexico City. Responsible for developing equal-beneficial opportunities between cultural institutions / media in Mexico and US brands crossing over into an emerging Latin American Market. A key curator of Concreto II, a provactive street art exhibit for the national museum Museo Casa del Lago. Delivered a successful show that featured the work of pioneers artists Blek le Rat and Shepard Fairey, and eight others of their caliber. Simultaneously worked with a then up-and-coming street / graphic artist Teddy Kelly of Mexican origin living in Southern California. Strategically showcased his work along reputable street artists at Concreto II, and positioned him within the entertainment industry in Mexico City though commissioned work that anchored him within the music industry. Today Teddy Kelly has become a powerhouse, recently commissioned by Coachella 2015. Lead brand activations and continuously scouted talents that aligned with the social progression of Mexico. Worked with a mix genre of influential artists such as Estvan Oriol, Michael Nyman, Teddy Kelly, and Steve Aoki. Established essential relationships with key editorials Revista192, NYLON and Canvas. Produced a series of photoshoots for Nylon MX and Canvas. Show less



BCBGMAXAZRIAGROUP

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Graphic and Web Designer

  • Dec 2005 - Jan 2007

  Design and production of seasonal catalogues, look books, and packaging. Also responsible for large format design the included environmental graphics and billboards. Moderate web design and creative execution for online marketing.



Quiksilver

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• Graphic Designer

  • Jan 2001 - Jul 2005

  Orange County, California Area Design and production of catalogues, store POPs, special event collateral and print advertisement. Responsible for paper selections, etc and press checks.