Summary

A dynamic and strategic creative leader with over 25 years of leading brand design and retail experiences for startups and world-class brands. Expertise in creating consumer engagement and memorable experiences at every brand touchpoint. Strong leadership in building multi-functional creative teams and managing agencies. Perpetually curious global explorer continuously on the search for new inspiration and market insights.

Specialties

Brand Strategy | Creative Direction | Team Leadership | Integrated Marketing Strategy | Brand & Identity Design | Brand Management Photography Art Direction | Digital Advertising | Digital Design | Print Design | Packaging Design | International Expertise | Retail Design Visual Merchandising | Display Design | Interior Design | Hospitality Design | Event Design | Furniture Design | Product Design | Art Curation

Experience

06/2017 – Present
Fedje, Brand & Environmental Design

Consulting Brand strategy and creative direction of brand design, digital design, retail design, interior design, hospitality design, photography direction. Launch of the brand Davila Casa including product design, product development, and brand design for a line of home decor inspired by and produced in Peru.

06/2011 – Present
Owner, Partner, Creative Director

Resorts Palm Springs LLC, Palm Springs, CA Boutique hotel development group. Market positioning, brand strategy, brand development, business model development, design, construction, operations. Creation and development partner of Santiago Resort and Thirteen Palms boutique hotels. Creative director for design, brand and marketing.

  • Implemented the complete reinvention of interior and exterior design including guest experience, FF&E, custom furniture design, art curation.
  • Directed design of identity and brand design, brand voice, website design, email design, social media, advertising, collateral, photo direction.

01/2016 – 05/2017
Vice President, Creative
Bambeco, Baltimore, MD

A start-up, purpose-based brand of sustainable home decor sold through e-commerce and wholesale accounts. Creative leadership, strategic planning, team development and direction of graphic design, digital design, user experience, copywriting, photography, omnichannel brand campaigns, brand awareness and customer engagement campaigns, creative resourcing. Highly collaborative cross-functional team partner.

  • Successfully defined aesthetic vision and design, strategy, and execution of monthly catalogs growing annual sales to an increase of 40%.
  • Organized the increase of product packaging for over 200 products, broadening brand presentation and exposure in over 500 account locations.
  • Created visual merchandising program and implementation for shop-in-shops and trade shows, including fixture design, display, graphics.
  • Oversight of site selection, workplace design, interior design, FF&E, and vendor management for new corporate headquarters and showroom.

08/2014 – 01/2016
Creative Director, Brand & Marketing
The North Face, Alameda, CA

A global leader in outdoor and lifestyle apparel, footwear, and equipment. Strengthened brand awareness and engagement through omnichannel experiences. The leadership of global brand design and writing, go-to-market campaigns, advertising, retail, packaging, catalog, photography direction.

  • Launched strategy and creative direction of brand design standards, providing global consistency of the brand with global partners.
  • Defined and executed global photography direction for advertising, website, social media, print, and retail display, elevating brand awareness.
  • Managed design process for marketing and e-commerce website on a new corporate platform and built the first internal digital design team.

07/2011 – 08/2014
Creative Director, Studio Director
Tank Design, San Francisco, CA

Multi-disciplinary design agency specializing in brand strategy, brand design, web design, user experience, content for national and global brands.

  • Creative leadership and brand strategy for the launch of a new health and fitness brand for Belcorp, including identity, packaging, digital, retail.
  • Achieved the successful launch of Stio, a new outdoor apparel brand, including brand voice, website design, catalog, photography direction.
  • Affected creative strategy and delivery of identity, brand design, digital, and brand voice for hospitality brands Thompson Hotels and Joie De Vivre.

10/2008 – 01/2011
Creative Director, Global Wholesale Channel
Apple, Inc. Cupertino, CA

A global leader in technology and consumer electronics known for innovation in product design, user experience, brand awareness. Directed strategy and design of Apple wholesale partner product presentation in North America, Europe, Asia-Pacific, Latin America, including store design, visual merchandising, display, seasonal and product launch advertising, in-store graphics and branding, creative brief development, and outsourcing.

  • Drove the creative development of the Apple Premium Reseller (APR) street-front store design program, expanding wholesale distribution to 2,500 storefronts globally, contributing to a 40% sales increase in North America and 220% increase outside of North America.
  • Guided launch of the iPhone 4 campaign through key global phone carriers and wholesale partners, representing 80% of all iPhone 4 sales for North America, Europe, Asia, Latin America. Record sales of 1.7 million phones in three days, 60 million phones sold in the first year.
  • Member of the leadership team and creative direction for the launch of iPad, selling more than nine million iPads globally in the first year.

05/2005 – 05/2008
Creative Director, Retail
Nau, Portland, OR

Innovative purpose-based start-up outdoor apparel brand focused on sustainability, philanthropy, and a triple bottom line business model.

Retail strategy, retail design, planning of new stores nationally. Custom furniture, display, fixture design, seasonal visual presentation, in-store display. A founding collaborative team core member of an innovative new business model, challenging retail convention, and customer experience.

  • Key leader in defining brand DNA and vision, as well as business strategy, value proposition, merchandise strategy, customer journey.
  • Successfully implemented the creation of Nau “web-fronts” from real estate development for 50 locations, design of prototype store design.
  • Led strategy and design for new corporate headquarters including site selection, space planning, interior design, and vendor management.

08/2000 – 05/2005
Director, Brand & Retail Design
Cole Haan, New York, NY

The reinvention of an iconic American luxury brand of footwear, apparel, and accessories, distributed through retail, wholesale, e-commerce.

Team leadership and creative direction for brand design, identity, product graphics, print and digital design, store design, and wholesale shop design.

  • As a member of the core executive team, repositioned the brand through product graphics, identity, photography, integrated marketing campaigns, packaging, store design, leading to an increase of brand exposure and awareness converting to a total increase of 50% in sales.
  • Expanded new Cole Haan retail design to over 50 stores in North America, Japan, and Southeast Asia, including the 6,000 square-foot high-profile flagship store on Fifth Avenue, New York, lifting conversion by 50%. Strengthened collaboration with regional leaders and teams.

10/2000 – 07/2011
Creative Director- Consultant
Belcorp, Lima, Peru

Creative consultant for an international leader in skincare, fragrance, and beauty, including L’BEL (Ebel Paris), Esika, and Cyzone, one of the top ten direct selling companies in the world. Creative leadership over brand design, photography direction, store design, and visual merchandising.

  • As a strategic partner, guided creative strategy development of brand language and the creation of the first retail experience, as part of the Belcorp expansion in 16 countries building brand awareness and engagement to an increase of 30% market share for the L’BEL brand.
  • Led the creative direction and launch of Esika, including brand language, photography direction, catalog design, digital design, advertising campaign direction, resulting in the capture of 35% market share in16 countries.
  • Visiting executive creative director, defined creative strategy and design for account creative team for J. Walter Thompson, Peru (the agency of record for Belcorp) including print campaigns, digital advertising, out-of-home, and on-air (2008).

07/1999 – 08/2000
Director, Retail Brand Design
Landor Associates, San Francisco, CA

Global brand consulting from brand strategy to implementation including identity design, brand design, print and packaging design, retail design.

The leadership of retail brand design team, servicing national and global clients from British Petroleum in London to Belcorp in South America.

  • Innovated new prototype store design, visual merchandising, display, fixture design, photography direction, messaging, in-store graphics.
  • Directed design and coordination of store design, construction, and fixture production in Santiago, Chile, through local architects and contractors.

07/1992 – 07/1999
Global Creative Director, Brand Design
Nike, Inc. Beaverton, OR

A global leader in sports and fitness apparel, footwear, and accessories. Contributed to the global expansion of brand awareness through design. Creative leadership and strategic planning of brand initiative visual direction through global go-to-market playbooks. Global creative team recruiting, development, training. Developed the creative brief process for outsourcing and directing agencies for globally integrated marketing campaigns.

  • Developed new global brand refresh of corporate identity and product categories including logo, brand language, packaging, photography.
  • Team leadership of 120 brand design directors, designers, producers, and project managers within global headquarters and regional offices.

1994-1998
Creative Director, Asia Pacific
Nike, Inc. Hong Kong

Creative direction, brand strategy, retail development, retail design, event design, creative marketing for 15 countries in the Asia-Pacific region.

  • Built & managed Nike’s first regional brand design studio of 16 including architects, graphic designers, producers, project managers.
  • Creation of Nike-owned retail stores in Hong Kong, China, Taiwan, Thailand, and partner shops in Japan, Korea, Australia, New Zealand, Singapore, Malaysia; growing international brand presence and consumer awareness, leading to a regional sales growth of over 200%, from $500 million to $1.2 billion, in the Asia-Pacific market.

Senior Designer, Global, Brand Design
Nike, Inc. Beaverton, OR

  • Directed the design and execution of Nike’s third flagship store Nike Town, a 30,000 square foot brand experience in Costa Mesa, California.
  • Expanded Nike’s retail presence and brand awareness through the creation of the Nike shop wholesale program for North America and Asia-Pacific by 400%, leading to a sales increase of 200%.

Education

Washington State University, Pullman, WA B.A. Humanities, Interior Design
Honors- SIGMA ALPHA PI- N.S.L.S. Leadership Honor Society, WSU