Skills TEAM LEADERSHIP – Collaborative and Enthusiastic People Lead • Leading and developing high-performing, award-winning Creative teams for over 20 years • Embracing administrative duties to allow my teams to produce the best work with the fewest process obstructions • Setting the tone by encouraging everyone to bring their whole selves to work by being my authentic self • Supervising and project-managing remote teams across multiple cities, time zones and countries • Supervising and mentoring interns • Developing trust within teams to create confidence to work independently and not feel micro-managed • Collaborating across a variety of teams and functions in fast-paced, professional environments • Thriving in high-energy settings managing multiple work streams simultaneously • Presenting, communicating and thinking critically both internally and with clients • Directing agency partners / vendors / contractors through strong verbal and written communication • Jumping in at any level as needed to bring a project to completion CREATIVE – Detail-Oriented Art Director, Designer and Illustrator • Demonstrating strong creative and critical thinking by designing and building across a variety of touch points: point-of-purchase and retail; environmental / brick and mortar; experiential / trade shows; event activations; web/mobile UI and UX; infographics and data visualization; photography; packaging; identity and branding • Designing and building across a variety of media: digital, mobile, AR/VR, packaging, print, animation, paper craft, food • Utilizing compelling storytelling to create consistent, tailored Creative assets • Directing photo and video shoots with a singular artistic vision to meet the clients’ goals • Producing: estimating, designing for prepress / preparing final files, visiting sites, checking presses STRATEGY – Insights-Driven Trend Pusher • Turning research and intelligence into relevant, actionable insights for Creative and Marketing • Developing bespoke brand and market narratives based on data • Staying ahead of trends in technology through continuous research • Driving innovation and continuous improvement of process and desired business outcomes • Analyzing complex data sets and distilling findings into usable insights • Developing presentations and pitches to sell through big ideas • Watching trends and leading vision for content strategy, ideation, creation, photography and editing MARKETING – Adept Relationship Builder • Understanding of integrated marketing across the prospect life cycle and engagement funnel • Managing branded partnerships / cross-branded promotion marketing and licensing • Building relationships through client interaction, sales, negotiation and budget planning • Developing and launching products and solutions based on client and market needs • Meticulously planning, scheduling and executing both D2C and B2B campaigns for online and offline / out of home
Coach-Website-Header_1920x540

Coach Outlet - April 2024 Content Refresh

Trade School + Shophouse for Tapestry / Coach Outlet | March-April 2024

This is one of the most complex projects I've ever worked on.

In total, the combined teams of ShopHouse and Trade School created over 1,200 unique pieces of content in a five-week sprint.

WITHOUT the use of AI or a DCO platform.

In a Nutshell...

We made social ads. And emails. And online banners. And website graphics.

LOTS of them.

Ads for the Digital Age

When I was in college, it was "revolutionary" to make art on a computer. 

I got a lot of flak from my non-digital professors in college for taking so many electives that involved "pushing pixels around" in Photoshop 4.

Fast-forward to 2024, and my team and I making "pixel pushing" content that can fill over 180 different unit types across more than 30 social, digital and other rich media channels. That's thanks to a huge cross-functional partnership with our Comms Strategy team, who maintain a massive spreadsheet of specs for all those units. For example, every time Instagram or Pinterest changes their ad specs, our Comms team adds the updates to the spreadsheet.

We maintain a robust library of templates for static images, videos, interactive ad unit experiences... in every size and spec. When the Comms team updates their specs spreadsheet, we update all the affected templates with the latest-and-greatest new specs.

I know... "template" is a bad word to a lot of people; but without templates, we couldn't do our jobs at the scale we do. Having repeatable, recognizable frameworks maintains brand consistency across every touchpoint.

So although this was a LOT of work, "content at scale" is what we do every day.

The Details

Shophouse had done a brand refresh for both Coach and Coach Outlet (both in the Tapestry family of brands), and Shophouse brought on Trade School for content production when Tapestry approached them about creating all of the refreshed content for the month of April. It was going to represent a "hard reset" of the brand at every consumer touchpoint simultaneously.

The team also learned the basics of Figma OVER A WEEKEND and we've been rocking-and-rolling with the platform ever since.

The Results

If you've been following advertsinig news, Coach's rebrand has resurrected them for Gen Z.

They were written up in Business of Fashion (BoF), Business Insider and British Vogue as well as AdAge for being a brand who "gets" Gen Z. And most of these articles came out within the first two weeks after our content went live.

HOWEVER...

The first week our content was live, the clients informed us of strong increases to benchmark within key KPIs including CTR (click-through rate), ROAS (return on ad spend) and CVR (conversion rate).

So not only was the content resonating with the Gen Z audience, it was moving the sales needle.

The Execution

But first... a little hype!

Video by Dan Brown.

Some of My Favorites

Coach_Social-1×1-Link_Spring-Colors_1080x1080
Social-Display_WK42_Creatures_1080x1080
VCTBR_Floral_Camila_GR4A_1080x1080_Cami-in-Bloom
Coach_Social-1×1-Link_New-Arrivals-1_1080x1080
VCTBR_Floral_T2_GR2D_1080x1080_Spring-Florals
Social-Display_WK40_Signature_1080X1080

My Role

If it's not obvious, I created a lot of videos.

In triplicate.

For each concepted video, there were ten-second 1x1 and 9x16 videos for META and a separate fifteen-second 9x16 video for TikTok. And when we started, there were no templates.

Needless to say, my originally-planned role of being "project oversight" went sideways quickly as the scope of work grew exponentially each week. We had originally been told our part of the content creation was only going to be social assets, but the volume of emails, email banners and site graphics quickly overwhelmed the Shophouse team. 

The Trade School design team works VERY fast and very efficiently because we're used to volume content creation, so Jasmine and LaNorris took on the bulk of "everything that wasn't social assets" while I took on all-things-social. I needed Kris back on our Home Depot work, so he was only able to help the first week of the five. This meant in addition to OLA banners and static social assets, I inherited all of the animated ads as well.

Needless to say, I lived in Figma and After Effects for 70+ hours a week three weeks in a row.

By the time we delivered our final batch of assets at the end of the fifth week, it felt like we'd been through a battle together. We learned a lot, and it brought us closer as a team.

Would I do it again?

Oh, HELL no.

At least, not without some AI help to streamline things.

The Trade School Team Created & Delivered...

25

28

57

123

130

143

519

1,025

MMS/SMS

Site Graphics

Email Banners

OLA Banners

Website Content Spots

Emails

Social Ads

Unique Deliverables

The Team

Trade School
Shophouse
← CE Tech Branding & Design System
→ PPG Olympic “Open. Stain. Enjoy.”

Wanna find me elsewhere?

You'll get bored quickly... it's a lot of photos of my adorable husband, our kids and our rescue dog, Porter.