• Unique branding focus and an attention to detail, developed from marketing experience across a range of industries, including: business services, financial services, and retail sectors.
• responsible for creating a brand from a ‘seed’ and growing it into a highly successful European lifestyle brand.
• Generated sales growth through online activity. Email/website/social/ppc
• Completed events (UK/Europe) showroom layouts, photo shoots, design (t-shirt prints to brochures), websites, print process, advertising and liaising with PR.
Specialities:
Brand consistency, print/ecommerce design and marketing
Projects credited in
- Benefit Cosmetics Brows ExperienceFor Benefit’s Brows Experience, “Wow Your Brows”, the goal to educate and excite consumers about the benefits of self-styling eyebrows was a fun ride, but it wasn’t easy. We also needed to promote a new lineup of quality products. For this particular effort it was all hands on deck, learning more than we could’ve ever imagined about eye brows and the importance they carry for many of Benefit’s customers.
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Work history
Senior Design ManagerBenefit Cosmetics
Chelmsford, United KingdomFull Time
Champion and inspire the creative team to find innovative ways of working and create great designs throughout all of digital/print media.
Lead the expression of the brand across all platforms, in communications, at events/PR in store as well as etailer sites for customer touch points. Also a very hands on design manager its important to grow technically to be able to be a good mentor.
Building the design team
• Developed the design hub, with work processes and Lead the recruitment and training for a new employees with a design skills test and interview process
• Weekly check ins with Junior/senior designers to help achieve their goals and progression
• Manage a monthly analysis presentation to show the work achieved from the design hub.
Elevating design of the brand
• Visited printers and looking at streamlining printed collateral.
• Working closely with our Marketing team to identify requirements and interpret and formulate creative briefs. I.e: Design of the UK’s first all pink charity shops to help raise funds and awareness for the brands global philanthropy project; ‘Bold is Beautiful’ raising over £352,000 for our dedicated charity partners. The project was shortlisted in the ‘Corporate Partnership Category’ at the ‘Third Sector Awards.’ https://www.youtube.com/watch?v=VXojO16RseM
Creating campaign success
• Designed and produced all collateral for the Good ship Benefit a whole ship! a 5-month pop up Beauty and Entertainment Destination with over 200 events resulting in a PR value of £650,000, a digital reach of 2.8million, over 30,000 visitors and voted as one of the top 10 brand experiences of 2016 by EVENT Magazine.
• Designed logo for the launch of the wow brows app and designed an email which was sent to entire customer database, and caused the biggest spike to date in downloads. (total so far: 13,437)
• Designed for CRM purposes. E.g:
Free tint email boutiques – May edition – generated a roi of £14k; DM campaigns in boutiques sent to 5k people each time generated over £90k.
• Worked on online brand awareness campaigns. E.g. to target skincare on different age groups we used so post online for the over 40’s to be able to claim a sample with branded advertising and a printed leaflet when they received the sample. Results: 71% opted in to receive emails, 89% had heard of brand, 6 % tried the product and 91% would buy.
• Designed emails/ promo and HP artwork to generate revenue (3.6m on Benenet +15% YOY) and brand awareness with e-tailer/pure plays (3.4m Debs +28% YOY 4.9m Boots +13% YOY FU 2m +14% YOY 2016 YTD) a good % increase from 2015 (3.1m Benenet 2.7m Debs 4m Boots FU 1.7m 2015 YTD)
• Experiential brand activations to support AAA product launches and brow services. Key achievements so far: UK’s first Brows and Beauty Drive Thru; Glastonbrow. Located on route to Glastonbury Festival to entertain queuing traffic. The concept was ‘Highly Commended’ in the 2017 Event Awards for ‘Outstanding Creative Idea.’ https://www.youtube.com/watch?v=AgGwLJ2uNbI. BADgal BANG! Mascara launch, working with a strict global embargo under the guise of ‘Out of this World.’ Mascara immediately hit the UK no. 1 position in the premium mascara category and in turn Benefit took the top 3 spots. https://www.youtube.com/watch?v=iZhfIhGApiE&feature=youtu.be.
• Hoola Bronzer campaign, art directing the photoshoot of 4 influencers @dinatokio @lailaloves @nikkisecretx and @soph to show the two new shades that have been added to the Hoola bronzer collection and creating a power visual for print and digital purposes across all channels (instore/online).
Skills
- Digital Design
- Creative Direction
- Web Design
- Advertising
- Brand Alignment
- Brand Awareness
- Brand Activation
- Management
- Brand Guidelines
- Brand Assets
Education
B
B
Industrial Design TechnologyBrunel University
London, United Kingdom
1:1 ba honours