Ricardo Rosas
Creative Director
Salt Lake City, UT, USA
801-245-9636
be.net/ricardorosasdesign
Marketing and branding professional with vast experience working in agencies, nonprofit, and corporate environments for over 22 years leading marketing strategy, integration of strategy messaging, and visual
execution. A brand-building marketing expert capable of conceiving messaging, stories and developing marketing strategies and tactics that deliver results. Possesses a keen audience understanding and the ability to create ontarget and on-budget messages to communicate clients’ unique selling proposition.
execution. A brand-building marketing expert capable of conceiving messaging, stories and developing marketing strategies and tactics that deliver results. Possesses a keen audience understanding and the ability to create ontarget and on-budget messages to communicate clients’ unique selling proposition.
Work Experience
The Church Of Jesus Christ Of Latter-day Saints
Manager, Identity and Marketing Messaging, Welfare and Self-Reliance Services
• Developed and implemented workflow processes for digital marketing channels, messaging strategy, creative, and project governance to communicate the Church's humanitarian work to the world.
• Implemented project management improving project coordination and scope to meet fast-paced deadlines.
• Developed department's audience and messaging channel strategy for all external and internal communications channels and manages the brand identity and creative of all department's brands.
• Introduced digital marketing reporting/tools improving messaging decision making, channel cadence andgrew Latter-Day Saint Charities Instagram from a few hundred to over 30K followers in a year.
• Leads and coordinates external and internal campaigns, events, and content developed for editorial calendar.
• Involved in cross-functional coordination achieving communications alignment throughout the organization.
• Produced a Communications Guide directing brand, messaging, ideating, strategy, and communications.
• Directs writing content strategists team developing compelling messages that resonate with our audience.
• Leads a high-performance team of 9 individuals in a fast-paced environment by mentoring, evaluating performance, and building a team culture of diversity, inclusion, safety, and excellence based on trust.
• Implemented project management improving project coordination and scope to meet fast-paced deadlines.
• Developed department's audience and messaging channel strategy for all external and internal communications channels and manages the brand identity and creative of all department's brands.
• Introduced digital marketing reporting/tools improving messaging decision making, channel cadence andgrew Latter-Day Saint Charities Instagram from a few hundred to over 30K followers in a year.
• Leads and coordinates external and internal campaigns, events, and content developed for editorial calendar.
• Involved in cross-functional coordination achieving communications alignment throughout the organization.
• Produced a Communications Guide directing brand, messaging, ideating, strategy, and communications.
• Directs writing content strategists team developing compelling messages that resonate with our audience.
• Leads a high-performance team of 9 individuals in a fast-paced environment by mentoring, evaluating performance, and building a team culture of diversity, inclusion, safety, and excellence based on trust.
August 2019
-
Salt Lake City, Utah, United States
Ensign College
Director of Marketing and Communications
• Managed and launched the institution's website with improvements backed by market research delivering an improved user experience generating a 20% increase of page views in only four months.
• Led strategy, messaging, voice and tone, market research, focus groups, and data analysis producing audience personas, new positioning, and USP clarification to all audiences.
• Managed all brand strategy and voice consistency by implementing training on branding guidelines.
• Developed omnichannel marketing campaign strategies executed through media partnerships, audience research, relevant, and timely tactical deployment with a 20% increase of page hits.
• Conceived social media strategy by tactically placing relevant audience-based and user-generated content.
• Envisioned PR strategy by implementing a mix of traditional and digital PR in advantageous ways that ensured clarity of offerings and community involvement.
• Led a highly engaged team of 14 individuals by mentoring and a team culture of diversity and inclusion.
• Led strategy, messaging, voice and tone, market research, focus groups, and data analysis producing audience personas, new positioning, and USP clarification to all audiences.
• Managed all brand strategy and voice consistency by implementing training on branding guidelines.
• Developed omnichannel marketing campaign strategies executed through media partnerships, audience research, relevant, and timely tactical deployment with a 20% increase of page hits.
• Conceived social media strategy by tactically placing relevant audience-based and user-generated content.
• Envisioned PR strategy by implementing a mix of traditional and digital PR in advantageous ways that ensured clarity of offerings and community involvement.
• Led a highly engaged team of 14 individuals by mentoring and a team culture of diversity and inclusion.
June 2017
- August 2019
Utah, United States
The Church Of Jesus Christ Of Latter-day Saints
Public Affairs and Seminaries and Institutes, Creative Director
• Led worldwide research for global omnichannel campaigns targeting millennials resulting in 34% likes, 28% comments, 35% shares increases, over 300,000 organic reaches, over 350,000 paid reach, and over 826,000 thousand Facebook followers.
• Created initial branding strategy proposal influencing naming and branding for BYU Pathway Worldwide.
• Implemented organization’s global visual identity managing all branding for assigned departments by collaborating with department directors, project/product managers, creative teams, writers, and vendors.
• Trained brand advocates in the USA and overseas on brand implementation, brand strategy, and messaging by developing and teaching an interactive two-day branding workshop in English and Spanish.
• Performed creative direction, brand strategy, messaging and consulting to various web projects including, content, UX design, strategy, and subject matter expertise for high-profile projects.
• Conducted creative direction for project promoting understanding, diversity, and inclusion of the LGBTQ community resulting in efficacious product launch and awareness.
• Led creative 9-member team using leadership principles of individualized mentoring, safety, diversity, and inclusion support inspiring design team to build an excellence-driven and highly engaged
environment.
• Created initial branding strategy proposal influencing naming and branding for BYU Pathway Worldwide.
• Implemented organization’s global visual identity managing all branding for assigned departments by collaborating with department directors, project/product managers, creative teams, writers, and vendors.
• Trained brand advocates in the USA and overseas on brand implementation, brand strategy, and messaging by developing and teaching an interactive two-day branding workshop in English and Spanish.
• Performed creative direction, brand strategy, messaging and consulting to various web projects including, content, UX design, strategy, and subject matter expertise for high-profile projects.
• Conducted creative direction for project promoting understanding, diversity, and inclusion of the LGBTQ community resulting in efficacious product launch and awareness.
• Led creative 9-member team using leadership principles of individualized mentoring, safety, diversity, and inclusion support inspiring design team to build an excellence-driven and highly engaged
environment.
July 2013
- July 2017
Salt Lake City, Utah, United States
CHG Healthcare
Art Director
• Oversaw brand strategy, creative direction, and messaging consistency for email campaigns yielding 1.5% to 2% open click rates.
• Designed CompHealth’s branding development working with internal team and vendors releasing a rebrand and new website improving the company’s positioning and offerings clarification.
• Wrote and designed the branding style guide for Wheatherby Healthcare utilizing industry standards, branding research, collaborating with editors, and marketers delivering a true-to-brand style guide.
• Designed CompHealth’s branding development working with internal team and vendors releasing a rebrand and new website improving the company’s positioning and offerings clarification.
• Wrote and designed the branding style guide for Wheatherby Healthcare utilizing industry standards, branding research, collaborating with editors, and marketers delivering a true-to-brand style guide.
2011
- 2013
Utah, United States
Goldman Sachs
Creative Services Manager
• Supervised Salt Lake City Creative Services team achieving a team atmosphere of safety and inclusion leveraging team’s skills to fulfill work demands in a rapid-pace environment.
• Oversaw creative materials including high-profile communications utilizing branding guidelines producing branded collateral, HTML emails, and web graphics receiving high marks from senior management.
• Oversaw creative materials including high-profile communications utilizing branding guidelines producing branded collateral, HTML emails, and web graphics receiving high marks from senior management.
2010
- 2011
Utah, United States
VOX Creative
Creative Director
• Guided market research, strategy, and creative direction for proposals, presentations, collateral, brand development, UI design, advertising, and campaigns connecting general and Latino markets.
• Headed creative proposal for first Utah Hispanic-focused newspaper leveraging audience research generating branding and messaging targeting the Latino community.
• Devised visual strategy for “Utah Latinos” initiative promoting community diversity and awareness designing and publishing award-winning books, collateral, and exhibits showcasing Latinos in Utah.
• Headed creative proposal for first Utah Hispanic-focused newspaper leveraging audience research generating branding and messaging targeting the Latino community.
• Devised visual strategy for “Utah Latinos” initiative promoting community diversity and awareness designing and publishing award-winning books, collateral, and exhibits showcasing Latinos in Utah.
July 2009
- May 2010
Salt Lake City, United States
Skogen Group
Creative Director, Art Director, Senior Designer
• Led marketing strategy, creative direction and execution producing award-winning work.
• Operated agency’s administrative and creative business improving estimating, invoicing, budgeting, proposals, purchasing, talent/vendor hiring, and contracts increased 20% revenue in 2005, 2006, and 2007.
• Managed staff of 16 people via personalized mentoring, goal setting evaluation, and one-on-one feedback resulting in increased staff’s productivity up to 75% of increased new business.
• Operated agency’s administrative and creative business improving estimating, invoicing, budgeting, proposals, purchasing, talent/vendor hiring, and contracts increased 20% revenue in 2005, 2006, and 2007.
• Managed staff of 16 people via personalized mentoring, goal setting evaluation, and one-on-one feedback resulting in increased staff’s productivity up to 75% of increased new business.
July 1999
- July 2009
Utah, United States
Focus Design
Junior Designer
• Led of various branding identity projects developing logo, stationery and branding collateral based on client and audience needs.
• Developed several products packaging projects targeting women that helped direct sales client greatly increase sales from that market.
• Lead editorial design of a trade magazine for the direct sales market producing several issues collaborating with writers, photographers, and client delivering a timely and professional publication.
• Developed several products packaging projects targeting women that helped direct sales client greatly increase sales from that market.
• Lead editorial design of a trade magazine for the direct sales market producing several issues collaborating with writers, photographers, and client delivering a timely and professional publication.
December 1998
- July 1999
Utah, United States
The Valentine Group
Graphic Design Internship
• Gained great design and mentoring experience by interacting with award-winning designer and agency owner Robert Valentine. He is the creator of brands such as Martha Stewart, J. Crew, Pottery Barn, and Chic Simple to name a few.
• Worked on design projects for clients such as Newman Marcus, Museum of Modern Art, Metropolitan Museum Of Art, Chic Simple, Dayton Houston, Oxford Papers, and Interface Carpeting producing catalog, editorial, branding, and layout design.
• Worked on design projects for clients such as Newman Marcus, Museum of Modern Art, Metropolitan Museum Of Art, Chic Simple, Dayton Houston, Oxford Papers, and Interface Carpeting producing catalog, editorial, branding, and layout design.
1998
- 1998
New York, United States
Teaching Experience
Brigham Young University, Utah Valley University & Art Institute of Salt Lake
• Taught marketing business of design, project management, client relations, and self-promotion.
• Brought real-life classroom experience with job interviews, industry-experts visits, and interviews.
• Taught typography, packaging design, design strategy, brand identity, messaging, and advertising with real-life assignments and industry practices improving student’s craftsmanship and critical thinking.
• Brought real-life classroom experience with job interviews, industry-experts visits, and interviews.
• Taught typography, packaging design, design strategy, brand identity, messaging, and advertising with real-life assignments and industry practices improving student’s craftsmanship and critical thinking.
January 2009
- April 2017
Utah, United States
Education
Brigham Young University
BFA in Graphic Design
January 1997
- April 1999
Provo, Utah, United States
Ricks College
Associates Degree in Arts and Sciences in Graphic Design/Illustration
January 1995
- December 1996
Rexburg, Idaho, United States
Languages
Spanish (Native),
English (Fluent),
Awards
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Utah Latinos, A Proud Legacy. A Close Look to Utah’s Latino Contributions Book
201005
Xpedex
Design Excellence, Innovation and Community Contributions award; Utah Latinos, A Proud Legacy. A Close Look to Utah’s Latino Contributions Book
201004
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Skogen Group Holiday Promo
200905
ADDY: Utah Advertising Federation
Silver ADDY; One HEART Brochure
200903
ADDY: Utah Advertising Federation
Silver ADDY; San Juan County Brochure
200903
ADDY: Utah Advertising Federation
Silver ADDY; Landform Design Group Stationery
200903
ADDY: Utah Advertising Federation
Silver ADDY; Skogen Group Holiday Promo
200903
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Sorrel River Ranch Website
200805
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); One HEART Brochure
200805
ADDY: Utah Advertising Federation
Silver ADDY; Rape Recovery Center Brand
200603
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Liahona Brochure
200505
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Prince, Perelson & Associates Logo
200105
FCMA
Pearl Award Nominee for Merit Award for Excellence; Creations CD Packaging
200106
AIGA: Salt Lake Chapter
AIGA 100 show (Merit award); Skogen Group Promo Book
200105
AIGA: Salt Lake Chapter
AIGA 100 Best of Show (top ten entry winner—awarded Copper Ingot); Skogen Group Stationery
200105
Skills
Advertising,
And Design/messaging Problem Solving.,
Art Direction,
Brand Development,
Branding,
Branding And Identity Development,
Branding Guidelines,
Branding Strategies,
Channel Strategy,
Collateral,
Creative Direction,
Creative Solutions,
Design Education,
Digital Marketing,
Latino Market,
Leadership,
Marekting Data,
Marketing,
Marketing,
Marketing Strategy,
Mentoring,
Messaging,
OmniChannel Marketing,
Persona Development,
Positioning,
Positioning,
Research,
Teaching,
Team Management,
Additional Information
Technical Skills:
• Proficient in Adobe Creative Suite, Microsoft Suite, Percolate, and Workfront.
Special Skills and Interests:
• USA Latino marketing messaging
• Fine arts, illustration, swimming, weightlifting, family activities, singing.
• Volunteer as a panelist, keynote speaker, and mentor for members of North Star, a non-profit organization that supports Latter-Day Saints LGBTQ individuals. Special Skills:
- Fluent in Spanish with a deep understanding of the Latin culture. Therefore, understands the importance of customizing the message to speak to specific audiences and is capable to provide on-target visual solutions for multiple demographics.
- Overall, a hard working, loyal and dedicated individual.
• Proficient in Adobe Creative Suite, Microsoft Suite, Percolate, and Workfront.
Special Skills and Interests:
• USA Latino marketing messaging
• Fine arts, illustration, swimming, weightlifting, family activities, singing.
• Volunteer as a panelist, keynote speaker, and mentor for members of North Star, a non-profit organization that supports Latter-Day Saints LGBTQ individuals. Special Skills:
- Fluent in Spanish with a deep understanding of the Latin culture. Therefore, understands the importance of customizing the message to speak to specific audiences and is capable to provide on-target visual solutions for multiple demographics.
- Overall, a hard working, loyal and dedicated individual.
Certifications
• CRUCIAL CONVERSATIONS Certification
• CHG LEADERSHIP ESSENTIALS Development Course
• SITUATIONAL LEADERSHIP Development Course
• THE CULTURAL TRANSITION PROCESS Certification
• LEADER DEVELOPMENT MASTERMIND Training
• CHG LEADERSHIP ESSENTIALS Development Course
• SITUATIONAL LEADERSHIP Development Course
• THE CULTURAL TRANSITION PROCESS Certification
• LEADER DEVELOPMENT MASTERMIND Training
Social Media Influencer
• Content creator for men’s fashion Instagram blog with over 4,400 followers.
• Creative direction, styling, conceptualizing, writing, curating, and modeling of men’s fashion products.
• Creative direction, styling, conceptualizing, writing, curating, and modeling of men’s fashion products.