Manager, Marketing and Creative Services
2017 - Present - Carnegie Library of Pittsburgh
Creative and Art Director
2000 - 2017 - Downs Creative
Provide instruction and direction to graphic designers and marketing team members on the development of ad campaigns and corporate branding projects. Consult on strategy and oversee implementation of advertising plans that help to strengthen business brands.
• Responsible for day to day oversight of business operations at Downs Creative. Daily operations of the agency requires oversight of graphic design teams, maintaining constant contact with clients, developing and executing production schedules, issuing job quotes, and addressing billing questions. This ensures that the business runs smoothly and maintains work product integrity.
• Conduct discovery phase meetings with new clients to lay ground work of brand identity development. Initial contact with client management teams, whether they are a home builder, hospital, car dealership, bank or school, is the backbone of developing a great brand. It is my job to acquire and sort that content through extensive interviews.
• Roll out new brand identity storylines to clients. I love making the big “sales pitch.” Presenting to a new client the culmination of weeks worth of research and design. All of our branding projects are based on four simple elements: Personality, Promise, Pillars, and Essence. It is essential to break these core elements into simple consumable pieces and generate excitement for the client.
• Organize senior design staff and guide brand story and integrity across all media.
• Script writing for television, radio and web spots.
• Voice over talent. Provided the voice for RWS Homes, S&A Homes online videos, as well as the radio reads for Commercial Bank & Trust of PA. I have “VO’d” dozens of scripts over the years.
• Develop storyboards for new and ongoing campaigns. For example, Excela Health is, by comparison, a smaller regional health care system that seeks to compete in a larger market, dominated by much larger providers. The MyExcelaDoc campaign put them on the map in a much larger market by shifting the focus of the care to the people in charge of that care. By humanizing the system, the hospital saw a two fold increase in business in the areas they advertised, and the campaign took home several awards.
• Conceptualize, vet, and conduct on camera interviews with story subjects. Story lends credibility to the brand, but the story has to be genuine. My role is to make subjects, not normally on camera, comfortable and camera ready. Getting the genuine story it is less about conducting an interview, as it is, about having a well crafted and guided conversation.
Senior Designer
1998 - 2000 - Downs Creative
As senior graphic designer I was responsible for conceptualization and implementation of design solutions that meet marketing strategies from concept to completion. I was given more authority in decision-making, and held the lead role on projects. I also supervised junior designers in creating concepts, comps, layouts and final art.
• Worked directly with marketing teams on core brand design and development. For all new clients, I sat in on all initial strategy and concept meetings. I took thorough notes and conducted research on what mediums would be effective in driving any new campaigns.
• Coordinated internal design teams to execute client brand objectives. Once a design had been approved by any client, I ensured that the design team adhered to the graphic standards set by the development team. I also ensured that messages were accurate and properly vetted for proof and submission.
• Worked daily with media outlets (TV, radio, newsprint & magazines) to maintain schedules and deadlines. For example, Ryan Homes had a massive purchasing budget and was spread across all media. Daily coordination was integral with the various outlets as I was often dealing with dozens of ads across multiple regional divisions and buying markets.
• Assisted with creation and execution of offsite corporate events. Annual meetings often required huge props. For example, in 1999 we designed and built a 35 foot Spanish Galleon. It needed to breakdown, be easily transported, assembled quickly, and have a mast for video presentation and a “plank” to walk in order to get your sales quota.
• Choreographed annual meetings, developed presentations and integrated sound and video systems. For example, Ryan Homes held annual roll outs that required PowerPoint presentations to coordinate with statistics being presented, awards being given, etc – all while trying to make the presentation fun and entertaining for over three hours.
• Edited videos for annual meetings and client contest kick off events. Special events often require a video to correspond with the announcement. This video sets the mood and encourages excitement for an often difficult sales season. Videos were integral to team morale and we were tasked with building that morale through video.
• Integral part of developing innovative solutions to client project requests. Direct mail was always a big part of getting a prospects attention. For example, when a client offered a car giveaway, a simple post card would not have been nearly as effective as a memorable “cylinder.” Standard plastic, capped tubes were used and designed to look like a car cylinder. A note and key were placed in the tube. Each key was a chance to win and they all had a keychain with the client’s logo and contact information. Recipients were encouraged to get “revvved up” to participate. It was the largest event, to date, the client ever had.
Graphic Designer
1994 - 1998 - Downs Creative
Coordinated with senior design staff and created visual concepts using computer software to communicate ideas that inspire, inform, and captivate prospective consumers. I was in charge of developing the overall layout and production design for advertisements, brochures, magazines, and corporate events.
• Proficient in InDesign, Photoshop, Illustrator/Pages/Keynote/Quark.
• Experience with SquareSpace, Wix, WordPress and Final Cut.
• Architected content through typography, imagery, and fundamentals of color coordination by helping to develop an award winning campaign for Ryan Homes, one of the largest builders in the nation. The campaign was recognized for it’s successful implementation by Ryan Homes as well as it’s visual effectiveness for Downs Creative.
• Expanded design concepts developed by creative supervisors. Fundamentals for the core brand were established by senior design staff. Working directly with clients, I developed supplemental materials that were outside the scope of the original design concepts. Animated web ads, first tier media e-blasts and special event concepts all fell under my authority.
• Organized and implemented advertising campaigns and anticipated possible objections and issues with structure and continuity. Campaigns initially were often moving targets. The customer base could be very specific when broken down by community. The ability to work with sales reps allowed me to develop forms that would directly question traffic and desired amenities. Once a community was “dialed in,” it allowed me to specifically target the desired demographic with appropriate message and imagery.
• Customer focused daily interactions with clients and marketing teams. Communication is key and keeping the flow of information was essential to continually provide contemporary and relevant content for print ads, fliers, and email advertising.
• Developed strong understanding, efficient design, and cost saving techniques specific to offset printing.
Education
1994 - Bachelors of Science in Marketing - Indiana University of Pennsylvania (I.U.P.)
Concentration in Economics
Activities and Interests
Local Pittsburgh Improvisor. Currently on an independent team, but have been on house teams with Unplanned Comedy in Lawrenceville.
Soccer Coach (both men’s and women’s High School, recreation and Cup Select Traveling Teams)
Whitewater river guide
Travel and motorcycle enthusiast
President of University Square 1 (US1), 120 unit building co-op
Member of the US1 co-op environmental committee
Dabble in photography
Running (10 1/2 and 2 full marathons)
Fellow of the Saint Vincent College Center for Northern Appalachian Studies