Experience

• 

  Vc Creative,

  • Owner & Principal Consultant

• 

  VC Creative & Brand

  • Encinitas, California, United States

  • Owner & Creative Director

    • Mar 2024 - Present
    • Encinitas, California, United States

• 

  Globus Medical

  • San Diego, California, United States

  • Creative Director / Sr. Manager, Creative and Digital Marketing

    • Sep 2023 - Mar 2024
    • San Diego, California, United States

    After being acquired by Globus Medical, I continued to manage the day-to-day operations of our NuVasive in-house creative team, while also guiding the creative execution of the merger campaign across teams. I led multiple integration initiatives, including the development of our six-month interim brand strategy, social media, and web migration plans, and recommendations for internal marketing process workflow and combined brand architecture.• Led brand integration initiatives including brand strategy, social and web migration, process development, and brand architecture recommendations• Influenced and directed combined teams to deliver unified merger narratives across channels• Collected critical customer insights through a brand equity survey with our combined surgeon customers (achieving a 3% response rate)

• 

  NuVasive

  • United States
  • Medical Device
  • 700 & Above Employee

  • Creative Director / Sr. Manager, Creative and Digital Marketing

    • Feb 2023 - Sep 2023

    Oversaw day-to-day operations of our in-house creative team, working in partnership with content strategy, international marketing, internal communications, PR, and event marketing. At the beginning of 2023, I created and deployed all announcement deliverables and presentations for the merger of NuVasive and Globus Medical with our leadership team. I expanded responsibilities to marketing technology and digital marketing, providing oversight and direction for web, social, marketing automation, and sales enablement. • Leveraged a multi-platform strategy incorporating short and long-form videos, testimonials, and social media, and achieved 305K+ impressions and 6.2% average engagement rate with the '20 Years of XLIF' campaign• Created and launched the 'Intelligent Surgery' campaign concept across all audiences, positioning NuVasive as a surgical innovation leader• Implemented marketing automation program for EUROSPINE 2023, culminating in significant LinkedIn engagement and impressive click-through rates• Collected NuVasive employee brand insights through an internal survey to inform creative strategy and campaign development• Built strong relationships with senior leadership to drive cross-functional collaboration and ensured messaging coherence• Worked with a trust-based empowering leadership approachNuVasive was acquired by Globus Medical in 2023.

  • Creative Director / Sr. Manager, Creative

    • Mar 2022 - Feb 2023

    Directed the creative strategy for NuVasive and its associated sub-brands, ensuring alignment with business objectives and market positioning. I oversaw the creative process for digital campaigns, marketing literature, and event material development. I led the internal team responsible for expanding brand reach within the organization, enhancing brand engagement, and maintaining oversight of project workflow and deliverable quality standards.• Led brand strategy and development for the $1 billion spine-focused company• Slashed production costs by ~66% by migrating marketing materials to a print-on-demand model• Boosted internal women's initiatives through Women in NuVasive, an employee resource group (ERG)• Analyzed employee feedback, conducted focus groups, and established the NuVasive Employee Value Proposition (EVP)• Ensured all marketing literature adhered to CE marking standards for diverse international markets• Implemented the Company’s first digital appearance release process in partnership with the NuVasive legal team• Developed strategies and product naming guidelines for the brand, ensuring trademark availability

  • Creative Director / Manager, Creative

    • Dec 2017 - Mar 2022

    I joined NuVasive to establish an in-house creative team. In 2018, I led the Company transition from an external agency to our newly established in-house team, resulting in a remarkable $1 million saving in my first year. I oversaw the brand's visual evolution, by spearheading rebranding initiatives, leadership buy-in, developing a comprehensive brand style guide, and training internal partners to the new brand. I collaborated with legal and regulatory teams to ensure compliance and brand protection. Our team managed comprehensive site branding projects across global locations, directing end-to-end processes from design concept to installation.• Transitioned from external agency to the Company’s first in-house creative team, resulting in a remarkable $1 million saving• Developed, proposed, and implemented a brand refresh in 2018• Launched our inaugural diversity, equity, and inclusion (DEI) internal brand, leading creative initiatives for DEI events• Championed digital transformation by implementing Canto, a digital asset management (DAM) system, enhancing asset retrieval for 1K+ employees/month on average and supporting the consistent global usage of marketing collateral

• 

  BD

  • San Diego, California, United States

  • Graphic Designer

    • Mar 2015 - Nov 2017
    • San Diego, California, United States

    After CareFusion was acquired by BD, I continued to manage assigned creative projects with an expanded marketing team (located on both U.S. East and West Coasts) from the integration period to the launch and implementation of our new BD brand. I helped to create all brand assets for interim branding at CareFusion, educated internal and agency partners on the CareFusion brand, worked with Lippincott to rebrand BD, and helped to develop the BD ‘Difference of One’ advertising campaign. I continued to coordinate photo shoots, providing art direction and styling, while also mentoring junior designers on the team.• Revitalized the century-old brand in partnership with Lippincott in NYC• Led internal teams and agency partners through six months of brand evolution (CareFusion to BD)• Designed BD’s first ‘Difference of One’ advertisement printed in the New York Times• Elevated global brand recognition by driving the 'Difference of One' campaign across multiple platforms• Created many low-poly mosaic images (too many to count)

• 

  CareFusion

  • San Diego, California, United States

  • Graphic Designer

    • Sep 2012 - Mar 2015
    • San Diego, California, United States

    Managed assigned creative projects, ensuring each design deliverable was created and produced to specification, and that brand consistency and quality were upheld. I developed advertising campaigns for multiple products delivered across a wide range of media and produced marketing collateral and custom promotional mailers/projects. Additionally, I coordinated photo shoots with our vendor partners and product managers, providing art direction and styling. I maintained an organized repository of visual resources for consistent branding in the digital asset management system (Widen). CareFusion was acquired by BD in 2015.