MATTEL, INC.
Key Lead Art Director | 2010 – 2020

Acted as Art Director and creative lead on Hot Wheels® packaging team for the “Number 1 selling toy in the world!” Developed line-look strategies and creative direction for other brands in Mattel portfolio.

• Led packaging development that was key driver for 5 years of highest revenue growth in Hot Wheels® 50-year history, nearly quadrupling brand globally to historic high, approaching $1B in global revenue in 2019!

• Tasked with creating branding for new, innovation-driven IP within Hot Wheels®, called Hot Wheels™ id, that combined digital and physical play, won multiple packaging industry awards, and achieved strategic launch partnership with Apple’s retail stores

• Art directed best-in-class, award-winning packaging for Hot Wheels® brand segments, including Star Wars®, Track Builder™, Action, City Tracks & Play Sets, and Hot Wheels® RC. Expanding brand’s ages and stages strategy.

• Expanded skillset in action figure arena by leading the package design, and development for licensed action figure brands, including Batman™, Man of Steel™, DinoTrux®, Justice League™, WWE®.

• Led rebrand of WWE® packaging business, leading to sales increases from 2011-2014, and further cementing continued partnership with WWE®.

• Developed effective, multifaceted design projects simultaneously, including; logos, POP displays, marketing collateral, and style guides while meeting projected timelines.

Lead Designer, Creative Services | 2008 – 2010

Led creative execution of packages, POP/ merchandising displays, and marketing collateral. Creative direction and development on in-house and licensed brands, including TAPOUT®, Bebe Sport®, Zoo York®, Ecko Unlimited™.

• Directed fashion photo shoots that were executed to highest quality standards resulting in effective marketing campaigns that surpassed global sales projections.

• Presented and delivered projects with strong concepts that targeted strategic objectives and led to stronger brand presence at retail stores and e-commerce globally.

ACTIVISION / BLIZZARD
Senior Designer, Creative Services | 2006 – 2008

Managed creative execution of packaging, POP merchandising, branding, and marketing collateral for AAA video game titles.

• Art directed and developed award-winning packaging and branding for AAA game titles, including World of Warcraft®, StarCraft™, Diablo III™, Ghostbusters®, and Spyro the Dragon™.

• Presented projects with strategically led concepts that targeted key marketing objectives, leading to a stronger retail presence against video game competition globally.

• Managed external vendors and resources effectively to find cost-effective solutions for printing, POP display execution, and photography, leading to 18% annual reduction in outside spend.

MODUL8ION GROUP
Senior Designer | 2002 – 2006

Designed for boutique design house. Responsible for design and execution of creative projects for dozens of clients.

• Developed packaging, apparel, and branding for major clients, Activision, EA Games, Encore Entertainment, Take 2 Interactive, leading to 24% increase in continued company growth.

• Storyboarded pitch videos, commercials, and animatics leading to 33% increase in company’s video / editing business.

• Revised and rebranded corporate identity and website, leading to 44% increase in business and web traffic.