Creativity Meets Strategy

 Over three months, I led a company-wide brand refresh, working closely with the executive team and an external agency to define the company’s Mission, Vision, Values, and Tone of Voice. I then translated these foundational elements into a comprehensive brand style guide and scalable design system that  enabling consistent, efficient creative execution across all channels. 

 As the lead on the creation of new business development tools for C&S Wholesale Grocers, I prioritized understanding both our business goals, and the needs of our target customers.  This strategic foundation was essential to delivering materials that were not only effective, but aligned with the company’s mission. By conducting a comprehensive review of our product and service offerings, I ensured the tools I delivered resonated with our audience and drove measurable value for both the business and our customers s.

 I oversaw the launch of Emerald Scientific’s campaign introducing its new sustainability initiative, driving the effort from concept through execution.  I led the development of the visual identity, authored website content, and directed the design and execution of all supporting marketing graphics. I also built and launched the associated webpages, ensuring cohesive delivery across all touchpoints.

My hands-on leadership ensured a seamless rollout and a cohesive creative experience, resulting in a successful campaign that clearly communicated the company’s commitment to sustainability. 

 Emerald Scientific was a leading provider of innovative solutions for safety testing laboratories. I successfully led the development and launch of a brand messaging campaign that clearly articulated the unique value Emerald delivered across diverse industries. By overseeing all messaging strategy, asset design, content creation, and execution, I ensured the campaign resonated with target audiences and reinforced Emerald Scientific’s position as a trusted partner in the safety testing space. 

 As part of Emerald Scientific’s mission to help customers navigate evolving state testing regulations, I identified a gap in awareness around compliant product offerings and developed a streamlined solution to bridge it. For California, I integrated product links into a PDF version of the state’s required test method, creating a direct, user-friendly resource. To promote it, I designed a unified visual system for the website and social media, created a gated landing page to host the PDF, and launched a targeted email campaign focused on California customers — ensuring broad visibility while maintaining a consistent, on-brand experience.

 When a 10-year anniversary campaign was requested at the end of December, I leveraged my creative leadership experience to rapidly concept, develop, and deliver a high-impact solution under a tight deadline. I immediately designed an eye-catching anniversary logo for Emerald Scientific and built a year-long marketing campaign that showcased the company’s decade of industry expertise. Leading the project from concept through execution, I ensured the campaign aligned with Emerald’s brand identity and resonated with its target audience. 

 I successfully led the development of Apex Wallcoverings, a new international commercial brand, from initial concept through launch. I defined and shaped the brand’s vision with precision, ensuring it resonated across global markets. Through strategic leadership and a meticulous focus on design, I delivered a brand and packaging system that seamlessly blended artistry with innovation. This positioned Apex Wallcoverings as a premier choice for commercial interior spaces worldwide.

 I successfully led a full rebrand initiative for a local contractor, guiding the project from inception through launch. I oversaw the development of a new brand identity that authentically reflected the company’s values and service offerings. My team and I executed the brand across all marketing channels, delivering a cohesive and professional presence. This included updating the website, designing truck and trailer wraps, producing new uniforms, and creating branded business templates to support ongoing operational consistency.

 As project manager for Emerald Scientific’s B2B eCommerce replatform, I successfully led a comprehensive initiative spanning initial requirements gathering through post-launch administration. I directed cross-functional teams and oversaw all project phases with precision, ensuring the platform delivered enhanced site stability, new account and sales tools, and a significantly improved user experience.

 Note: Emerald Scientific has since closed, and the live site is no longer available.

 MyStore® was a complex, multi-year initiative to consolidate three independent customer portals into a single, unified platform. I led cross-functional coordination across a large, international team to deliver a scalable solution that provided enhanced account visibility and robust management tools. My role spanned the full project lifecycle, from initial requirements gathering and portal design to development, launch, user training, and ongoing administration. While the portal is internal, a thumbnail of the homepage dashboard is included to illustrate the user experience and strategic design.

 I successfully led the full-scale branding initiative for VHG, guiding the project from initial concept through completion. I defined a distinct brand identity and voice that aligned with the company’s values and positioned it effectively

within its market.

Through strategic insight, close attention to detail, and the ability to foster strong cross-functional collaboration, I delivered a cohesive branding solution that not only resonated authentically with the target audience but also exceeded stakeholder expectations and laid the foundation for consistent, scalable brand growth.