pH-D Feminine Health / Vireo Systems
March 2023 to Present | Nashville, TN
CPG Brand Portfolio | National Retail & DTC

• Drive art direction and creative development across a portfolio of CPG brands, translating marketing objectives into original concepts and cohesive brand experiences across retail, digital, social, and experiential channels.

• Contribute to the development and evolution of brand identities and visual systems, extending creative direction across packaging, e-commerce, paid media, influencer campaigns, and retail environments.

• Lead creative execution for national retail packaging programs, including brand refreshes, new product launches, and line extensions, collaborating with marketing, regulatory, and production partners to bring designs from concept through print.

• Art direct commercial photo and video productions from concept through post-production, including creative development, casting input, prop styling, shot planning, on-set direction, and final asset selection.

• Develop creative for integrated marketing initiatives, including Amazon storefronts, product detail pages, digital campaigns, trade show environments, and consumer-facing brand activations.

• Collaborate with marketing, product development, sales, and external partners to align creative solutions with brand strategy, consumer needs, and business objectives.

• Mentor junior designers through creative direction, constructive feedback, and collaborative problem-solving, supporting stronger design execution and greater consistency across projects.

• Integrate AI-assisted creative tools into concept development, image production, and creative workflows to expand possibilities and improve efficiency while maintaining brand integrity and visual quality.

• Help establish and maintain scalable creative systems, including Figma libraries, Frontify brand portals, and digital asset management processes that support consistency across multiple brands and channels.