As the Design Lead for the Brand Expression Studio, I oversee the design leadership for P&G’s Digital & e-Commerce space and packaging projects. I lead creative strategy and design management for new brands and spaces that achieve award-winning results and purchase intent. I also supervise multiple digital and graphic designers, direct creative work, manage timelines and present projects to P&G executive leaders.

Highlights:

Achieved back-to-back $1 Billion fiscal year sales (2023 & 2024) for e-commerce, P&G NA Fabric Care, totaling over $2.4 billion.

Led design for key initiatives such as Amazon Prime Day Bundles, Target retailer ads, and Instacart ads.

Developed targeted key visual campaigns for in-store and online partners/customers.

Awarded Best Design for the e-Commerce Clean Pack project (2021-2022).

Recognized in P&G Corporate Design spotlight for the Tide for Baby project (2021-2022).

Led design intern co-op pilot program for P&G Recruiting, managing design interns in the NA Fabric Care business unit.

Co-led design intern pilot project with Central State University, Wilberforce, OH (2021-2022).

As a senior creative and design manager at P&G’s NA Fabric Care Brand Expression Design Studio, I lead brand-building, design and innovation for Tide, Gain, Downy, Bounce and other new brands. I oversee the daily design for existing brands and advise P&G partner vendors on brand assets. I report to the NA Fabric Care Associate Vice President of Design.

In 2011, I ran my own strategic and conceptual design consultancy, serving clients from various industries and markets. I have provided strategic assistance, conceptual design and research materials for clients such as Procter & Gamble, GE Aviation, Perfetti Van Melle, Unilever, 3M, Nestle, Kind, Constellation Brands, Nabisco, MillerCoors and more.

Highlights:

Ideation design for packaged product innovations for Constellation Brands & Mondelez Inc. (2018)

Ideation design for packaged candy & gum innovations for Perfetti Van Melle (2017)

Creation and design roll-out of branded summer campaign for Yogurtland (2017)

Design of Carl’s Jr. & Hardee’s in-store branded communications (2016)

On-site packaging & point of sale design for Procter & Gamble Personal Health Care Business Unit (2015)

Packaging design for Spring Valley brand, Wal-Mart (2014)

Strategic concept visualization of 2014 Sochi Olympics displays for Procter & Gamble Corporate Brand Business Unit (2013)

Strategic conception & presentation of packaging architecture re-design for Tropicana brand, PepsiCo (2012)

From 2003 to 2011, I was a hands-on graphic designer at LPK, managing all aspects and touch-points for several Procter & Gamble brands.

2003-2004: LPK Beauty Brand Team 
I designed branding elements, packaging and print materials for Procter & Gamble Beauty & Personal Care brands. I worked on the Clairol Herbal Essences account, leveraging my previous experience with the Hair-Care category for Unilever.

2004-2008: LPK Surface Care Team 
I worked on brand initiatives for the Mr. Clean and Swiffer brands. I helped launch an international strategic brand refresh for Swiffer, aiming to increase its on-shelf impact and create a unified branding impression across its sub-brands. This project helped LPK expand into the Home Care category internationally and won the Procter & Gamble Fusion Award in 2006. I also worked on other brands such as Hershey’s, Kellogg’s, Jensen/RCA Electronics, Sirius Satellite Radio and more.

2008-2010: LPK Kids Team

I joined LPK Kids team as a creative lead and director of creative assets, drawing on my experience with licensed character development and design management. I designed all aspects of the Pampers brand, including packaging, POP, print and product graphics. I created and developed licensed character art, key visual designs, upstream concepts and final art. I helped LPK Kids expand into other licensed character properties and brand initiatives beyond Pampers.

2010-2011: LPK Design Innovation Team

I was a go-to creative for LPK’s innovation efforts in 2010. I contributed conceptual assets for global clients such as Olay, Camay, Mr. Clean, Swiffer, Smucker’s and Yum Brands. I participated in focus research, created conceptual illustrations and resources and developed concepts for research.

As an independent creative consultant in Chicago, IL, I created conceptual illustrations for a licensing proposal between Unilever, Hallmark and Big Idea Productions using the Veggie Tales property. This project led to a long-term relationship with Unilever in Chicago and Greenwich, CT, where I created conceptual designs for their entire portfolio of brands, such as Suave, Dove, ThermaSilk, All, Wisk, Snuggle, Aim, Mentadent, Breyer’s, Ben & Jerry’s and more.

I also created packaging concepts for PepsiCo (Quaker Foods) for a re-stage of Quaker Instant Oatmeal. I helped them create product concepts for many of their food and beverage brands until 2003, when I joined LPK Design in Cincinnati, OH.