Bachelor of Fine Arts from the University of North Texas School of Visual Communication & Design with a minor in the study of International Marketing.
I have experience in all levels of the creative process as an art director, multi-channel marketer & UX interaction designer. Building brands and conceptual development are my strongest skills and I have experience in all areas of B2C and B2B. Being a hands-on creative has led to an expert level of proficiency in all major computer software including Adobe Creative Cloud-Illustrator, Photoshop, InDesign, Keynote, Sketch, Craft, InVision and Figma.
I am versed in all aspects of TV and video creation and production, photography, interactive design thinking and development of user-first UI/UX responsive web & app, research, wireframes, prototyping, user testing, social media engagement and all types of visual design. Additionally, I have proven experience in concept and development in the experiential space.
- Award winning experience in traditional including print and broadcast
- Extensive experience in interactive art direction & design, including UX/UI responsive web & app using user-first design approach. Creating wireframes, lo/hi-fi prototypes, participate in A/B testing sessions and coordinating iterative implementation of the UX based on feedback by analyzing data.
- On the ground floor of major shifts in marketing including the birth of brands on the web and the launch of social media
- Worked on global, national and regional accounts, with agencies both large and small
- Awards including a Cannes Cyber Lions, 2 London International Advertising Awards and several Addy awards
CITIBANK GLOBAL – ASSOCIATE CREATIVE DIRECTOR , UX DIGITAL PRODUCT DESIGNER, VP | 2019 – Present
On the global pay team I work on all things related to money movement for web and mobile. Partnering with product owners and various business units to create wireframes, lo/hi-fi prototypes through collaboration and design thinking exercises with other designers and application developers using Sketch, InVision, Figma and various Adobe programs. Management of projects and provide leadership to junior designers to facilitate the growth of internal teams, and lead the project from concept to execution to launch. Participate in user testing sessions and coordinating iterative implementation of the UX based on feedback by analyzing data. Ideation, iteration and development of global banking products for Citi mobile and web.
Ideation, iteration and development of global fintech banking products for Citibank mobile and web.
CLIENTS: Citibank Global
FREELANCE CREATIVE DIRECTOR – SENIOR UX/UI DESIGNER | 2017 – 2019
Creative direction, art direction, project management and consultation for a wide variety of ad agencies and corporate clients. Work includes creative, concept, visual design and brand development for traditional & interactive UX/UI design for desktop and mobile using a user-first design approach. Creating wireframes, lo/hi-fi prototypes through collaboration with product owners and application developers using Sketch, InVision/Axure and various Adobe programs. Also participate in A/B testing sessions and coordinating iterative implementation of the UX based on feedback by analyzing data.
Management of freelance and studio employees on direction of projects, as well as, dev teams.
CLIENTS: Frito Lay, Pepsi, Pizza Hut, American Airlines, Projekt202, AT&T, TCU & TX Whiskey
BOTTLEROCKET STUDIOS – FREELANCE SENIOR ART DIRECTOR / UX DESIGNER | 2016 – 2017
Concept, art direction and UX design for app, web and responsive mobile using agile work methodologies to create mobile first user experiences. Generated pixel-perfect layouts using Sketch and other software to generate user flow and lo/hi-fi designs.
CLIENTS: 7-Eleven responsive website, Southwest Airlines app
TPN – ASSOCIATE CREATIVE DIRECTOR | 2016 – 2016
Creative development in shopper experience for national retail of Cricket Wireless in all major retailers including Best Buy, Target, and Walmart. Included development and management of a 3 person creative team in concept and development of UX interactive, in-store point-of-sale, packaging and overall shopper experience for the retail.
CLIENTS: Cricket Wireless
PETMATE – CREATIVE DIRECTOR | 2013 – 2016
Corporate creative director over internal creative department for multiple brands. Development and management of 5-person direct report creative team, as well as freelance staff, and all corporate branding, budgeting, print management both domestic and overseas and overall workflow.
Projects ranged from point-of-sale, UX and launch of ecomm website and several microsites, packaging, tradeshows and broadcast, as well as, various branding elements for multiple categories in all major retailers including, PetSmart, Petco, PSP and Walmart. Including concept and development in the shopper experience and retail strategies space for PetSmart and Walmart that lead to a complete overhaul of their categories by creating a “shop by size” component. This not only lead to a reimagining of all categories, including support for licensed products and private label merchandise, but also earned us Vendor of The Year from PetSmart.
BRANDS: Petmate, Chuckit!, Aspen Pet, JW Toys, Wetnoz, Calmz, Jackson Galaxy, Miranda Lambert Muttnation, WWE, & Fat Cat.
ACHIEVEMENTS: Overall budget saving for department of $500K in first year. Restructure of team to better utilize and grown internal team of talent, UX and creative direction of 4000+ sku ecomm website, ground up concept to execution for a complete shopper marketing experience for PetSmart that lead us winning Vendor of the Year.
SOUTHSIDE SALSA – CREATIVE DIRECTOR/OWNER & CHEF | 2012 – 2014
An all natural, limited ingredient salsa line for both a fresh salsas and the first Craft Beer salsa on the market. I created the business and lead all creative direction for lines. Also created a co-branded line of craft beer salsa with local brewery. Created the brand, packaging, interactive and social components. Grew the brand from a startup to shelve space in all Central Markets, Specs and Total Wine across North Texas.
CREATED: Business concept, brand, interactive elements, social engagement, recipes, pop and packaging elements
ACHIEVEMENTS: First Craft Beer Salsa, shelf space in Central Market, Specs & Total Wine
THE BACON WAGON FOOD TRUCK – CREATIVE DIRECTOR/OWNER & CHEF | 2011 – 2013
A gourmet bacon focused food truck that used local sourced and organic bread, bacon and vegetables. I created the business and lead all creative direction for food truck. Created the brand, recipes, social engagement, truck design and all promotion materials. Grew the brand and the truck to one of the most successful trucks in the DFW market from 2011-2013 and organically grew over +2K followers in via social networks.
ACHIEVEMENTS: Voted best food truck in Dallas 2011
ENCIRCLE MARKETING | TRACYLOCKE – SR ART DIRECTOR 2006 – 2011
Encircle Marketing, a division of TracyLocke. Worked on creative concept and development for broadcast TV, point-of-sale, website & social, packaging and various branding campaign elements. Including concept and development in the point-of-sale and experiential space.
CLIENTS: Taco Bueno, Community Coffee, Samsung, Ravenswood, Grand Ole Opry, Blockbuster, Zatarains, Irwin, Bernzomatic, Avocados from Mexico, Kings Isle, Wizard 101, Stubbs, 7, Senior Helpers, Museum of Nature and Science
NEW BUSINESS WON: Samsung, Grand Ole Opry, Avocados from Mexico, Wizard 101 & Senior Helpers
ACHIEVEMENTS: As creative on Taco Bueno Mexican Restaurant for over 5 years, I was responsible for a complete menu overhaul and redesign for both interior and exterior applications. I worked on concept stores including environmental graphics, as well as, the overall experience through interior design and branding. I redesigned all packaging, created all concepts for POP and promos in conjunction with campaign broadcast and as independent LTO’s. I was also responsible for getting Bueno to join Facebook and help facilitate the growth of that community through social channels and relaunched a new website in the process.
University of Texas at Arlington – ADJUNCT PROFESSOR / INTERACTIVE & GRAPHIC DESIGN | 2005 – 2009
Taught for the University of Texas at Arlington School of Visual Arts in UI and interactive website design using HTML principals in Adobe Photoshop, Fireworks, Dreamweaver & interactive animations in Flash. Also taught in visual design, graphic design and campaign development
RADIOSHACK – SR ART DIRECTOR/ACD | 2003 – 2005
Lead creative for in-house packaging design and point-of-sale. Launched rebrand across all product lines, designed and created innovative packaging solutions for consumer electronics and toys.
AWARDS: 2 London International Advertising Awards for Cat in the Hat toy line
TRIBAL DDB – SR INTERACTIVE ART DIRECTOR / UX DESIGNER | 1999 – 2003
Senior Designer and interactive art director for creative UI & UX development/design of interactive websites and online marketing campaigns and various web based experiences. Responsible for the launch of some of the largest brand .com sites at the time using emerging technologies and principles. Utilized dynamic content, multi-channel cross promotion, interactive animations, POV video and user tracking
CLIENTS: Pepsi, Diet Pepsi, Mountain Dew, Code Red, Curel, Subaru & Airforce. And developed various online campaigns for American Airlines, DDB, DSVC, Ceridian & APBNEWS.
AWARDS: Cannes Cyber Lions for DSVC online ROUGH Magazine
big ideas, conceptual, brand builder, graphic designer, artist, sculptor, entrepreneur, skydived, rescue animals, classic car builder, music nerd, pop culture fan, food truck owner, salsa company owner, mid-century modern collector, 60s pop art, 70s decor, foodie, martial arts student and I still own all of my original toys from my childhood including Star Wars and Evil Knievel.
I think all elements of a brand should work together so that the user experience is seamless from digital to in-store
From wireframe to UX design I can concept for app and mobile responsive design
Big ideas & branding are my specialty and I have award winning experience in the traditional print, outdoor and digital space
I have experience in creating online presence in a social space with an eye on the brand
From concept to execution. I can storyboard, cast, art direct, direct and edit small & large budget productions
From concept to production, I have worked on multiples levels of packaging and printed both in China and the US