Daniel Will
Creative Director
Los Angeles, CA, USA
949-701-7099
www.danielwill.com
As a proven leader in the brand marketing industry, I understand what drives consumer behavior. Based on this insight, I create compelling visual and emotional narratives that turned into significant wins for major international brands and Fortune 500 companies.
With a keen eye for aesthetic, I solve design challenges creatively while sweating the smallest details. I deliver campaigns on-time, on-budget, and on-trend. I bring vast experience developing the look and feel for consumer brands, including successfully developing multi-channel creative and brand marketing experiences.
KEY PROJECTS:
• Recently, as the Head of Creative for Natrol, I redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.
• A natural leader, also with Natrol I refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.
• While at Cotton Heritage, I conceptualized and launched an aggressive marketing plan, triggering a dramatic 724% increase in marketing exposure. I also transformed the email marketing strategy and boosted the read rate from 0.2% to 34% and also gained an open rate of 77% via a behavior-triggered remarketing campaign.
• As Director of Marketing and Creative at Sena Cases, I grew revenue by 583% in three years by leading a rebranding effort and effectively positioning products within the market.
I am an enthusiastic collaborator who champions superior quality to drive consumer engagement and loyalty while building strong relationships with multiple stakeholders. Here on LinkedIn, I am excited to connect with other dedicated brand professionals who are driven to innovate and exceed expectations.
With a keen eye for aesthetic, I solve design challenges creatively while sweating the smallest details. I deliver campaigns on-time, on-budget, and on-trend. I bring vast experience developing the look and feel for consumer brands, including successfully developing multi-channel creative and brand marketing experiences.
KEY PROJECTS:
• Recently, as the Head of Creative for Natrol, I redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.
• A natural leader, also with Natrol I refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.
• While at Cotton Heritage, I conceptualized and launched an aggressive marketing plan, triggering a dramatic 724% increase in marketing exposure. I also transformed the email marketing strategy and boosted the read rate from 0.2% to 34% and also gained an open rate of 77% via a behavior-triggered remarketing campaign.
• As Director of Marketing and Creative at Sena Cases, I grew revenue by 583% in three years by leading a rebranding effort and effectively positioning products within the market.
I am an enthusiastic collaborator who champions superior quality to drive consumer engagement and loyalty while building strong relationships with multiple stakeholders. Here on LinkedIn, I am excited to connect with other dedicated brand professionals who are driven to innovate and exceed expectations.
Work Experience
Natrol LLC
Head of Creative
Led a best-in-class team of four delivering compelling packaging, print, digital / social media, and broadcast creative for 200+ omnichannel products featured by global retail partners.
• Collaborated with senior leadership and defined brand standards and story, consistently balancing form and function to drive revenue growth.
• Aligned retail partner requests with internal standards, consistently solving design challenges and producing multiple product iterations and targeted visual stories while staying true to brand guidelines and goals.
• Inspired team members to reach peak creative performance through engaged management and mentorship.
• Liaised cross-functionally to anticipate and remove obstacles for team members, maximizing quality and efficiency.
• Led creative briefing sessions cross-departmentally to help align business needs with brand story and standards.
• Balanced budget constraints and creative vision to drive consumer engagement while improving net margins.
• Managed partnerships with external agencies and contractors to optimize ROI on multi-platform campaigns.
KEY ACHIEVEMENTS
• Refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.
• Redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.
• In immediate response to Covid-19 pandemic, refocused Natrol’s immunity product line packaging designs and advertising creative, resulting in top-line sales increase of $55M.
• Implemented robust, cloud-based, creative project management platform that improved collaboration, reduced change rounds, and became invaluable with the shift to remote workspaces.
• Redesigned and relaunched Natrol website, adding eCommerce direct-to-consumer functionality and creating powerful new sales and advertising channels.
• Collaborated with senior leadership and defined brand standards and story, consistently balancing form and function to drive revenue growth.
• Aligned retail partner requests with internal standards, consistently solving design challenges and producing multiple product iterations and targeted visual stories while staying true to brand guidelines and goals.
• Inspired team members to reach peak creative performance through engaged management and mentorship.
• Liaised cross-functionally to anticipate and remove obstacles for team members, maximizing quality and efficiency.
• Led creative briefing sessions cross-departmentally to help align business needs with brand story and standards.
• Balanced budget constraints and creative vision to drive consumer engagement while improving net margins.
• Managed partnerships with external agencies and contractors to optimize ROI on multi-platform campaigns.
KEY ACHIEVEMENTS
• Refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.
• Redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.
• In immediate response to Covid-19 pandemic, refocused Natrol’s immunity product line packaging designs and advertising creative, resulting in top-line sales increase of $55M.
• Implemented robust, cloud-based, creative project management platform that improved collaboration, reduced change rounds, and became invaluable with the shift to remote workspaces.
• Redesigned and relaunched Natrol website, adding eCommerce direct-to-consumer functionality and creating powerful new sales and advertising channels.
November 2018
- February 2021
California, United States
Cotton Heritage
Creative Director
Steered creation of highly conceptual print and digital ads and cultivated relationships with editors at top industry publications to grow brand through advertising and editorial exposure.
• Led team of five marketing and creative professionals in design, development, and production of engaging collateral closely aligned with brand standards.
• Fostered a positive group dynamic by facilitating cross-functional collaboration and open communication.
• Spearheaded complete rebranding initiative to align all marketing and creative assets with “clean and soft” product image while elevating and rejuvenating the brand in the marketplace.
• Collaborated with senior leadership to design brand stories and standards.
• Leveraged copywriting expertise to craft attention-grabbing headlines and ad copy.
• Drove cost reductions while increasing value at the department and company-wide levels.
• Managed eCommerce site and delivered highly effective user interface and user experience (UI / UX).
KEY ACHIEVEMENTS
• Conceptualized and launched aggressive marketing plan, triggering dramatic 724% increase in marketing exposure.
• Secured first-ever company placement on cover of Printwear Magazine, a leading industry publication.
• Transformed email strategy: boosted read rate from 0.2% to 34% by retooling email marketing program and delivering an open rate of 77% with introduction of behavior-triggered remarketing campaign.
• Generated 35K targeted impressions per month by deploying a robust digital retargeting campaign.
• Led team of five marketing and creative professionals in design, development, and production of engaging collateral closely aligned with brand standards.
• Fostered a positive group dynamic by facilitating cross-functional collaboration and open communication.
• Spearheaded complete rebranding initiative to align all marketing and creative assets with “clean and soft” product image while elevating and rejuvenating the brand in the marketplace.
• Collaborated with senior leadership to design brand stories and standards.
• Leveraged copywriting expertise to craft attention-grabbing headlines and ad copy.
• Drove cost reductions while increasing value at the department and company-wide levels.
• Managed eCommerce site and delivered highly effective user interface and user experience (UI / UX).
KEY ACHIEVEMENTS
• Conceptualized and launched aggressive marketing plan, triggering dramatic 724% increase in marketing exposure.
• Secured first-ever company placement on cover of Printwear Magazine, a leading industry publication.
• Transformed email strategy: boosted read rate from 0.2% to 34% by retooling email marketing program and delivering an open rate of 77% with introduction of behavior-triggered remarketing campaign.
• Generated 35K targeted impressions per month by deploying a robust digital retargeting campaign.
December 2016
- October 2018
California, United States
Minacs Marketing Solutions, A Concentrix Company
Creative Director
Led team of 14 in California and Michigan to develop effective, on-brand creative. Orchestrated complete overhaul and transformation of program creative to exceed expectations.
• Advised top Honda executives on creative direction.
• Conducted nationwide focus groups to test and refine communications prior to launch.
• Provided conceptual and hands-on direction for multichannel web, email, digital, and direct mail campaigns.
• Designed and produced highly variable, personalized digital and print communications and responsive digital UI / UX.
KEY ACHIEVEMENTS
• Designed multi-year program to grow brand awareness, increase owner satisfaction, and lift purchase rates.
• Oversaw creative design across interactive, print, and social channels for multiple Honda programs, including the $37M Honda Owners Lifecycle Communications (HOLC) program.
• Advised top Honda executives on creative direction.
• Conducted nationwide focus groups to test and refine communications prior to launch.
• Provided conceptual and hands-on direction for multichannel web, email, digital, and direct mail campaigns.
• Designed and produced highly variable, personalized digital and print communications and responsive digital UI / UX.
KEY ACHIEVEMENTS
• Designed multi-year program to grow brand awareness, increase owner satisfaction, and lift purchase rates.
• Oversaw creative design across interactive, print, and social channels for multiple Honda programs, including the $37M Honda Owners Lifecycle Communications (HOLC) program.
September 2013
- December 2015
California, United States
Sena Cases, A Targus Company
Creative DIrector
Managed marketing, creative, and related staff for multiple brands, including key clients Sena Cases and Michael Kors.
• Delivered compelling web design, print design, photography, illustration, and copywriting.
• Effectively liaised with product team at Apple to facilitate sales of Sena cases at retail locations nationwide.
KEY ACHIEVEMENTS
• Grew revenue by 583% in three years by leading rebranding effort and effectively positioning products within market.
• Played key role in securing licensing agreement with Michael Kors for Sena to produce Kors-branded cases.
• Enhanced web presence, refreshing eCommerce store UI/UX and launching highly effective social media campaigns.
• Delivered compelling web design, print design, photography, illustration, and copywriting.
• Effectively liaised with product team at Apple to facilitate sales of Sena cases at retail locations nationwide.
KEY ACHIEVEMENTS
• Grew revenue by 583% in three years by leading rebranding effort and effectively positioning products within market.
• Played key role in securing licensing agreement with Michael Kors for Sena to produce Kors-branded cases.
• Enhanced web presence, refreshing eCommerce store UI/UX and launching highly effective social media campaigns.
October 2008
- March 2012
California, United States
Education
Colorado State University
Bachelor of Science in Marketing, Cum Laude
Activities and Societies:
Golden Key International Honour Society
The National Society of Leadership and Success
Golden Key International Honour Society
The National Society of Leadership and Success
Colorado, United States
The Art Institute Of Seattle
Associate of Applied Arts in Commercial Photography
Best Portfolio in Graduating Class
Washington, United States
Skills
Account Management,
Account Sales,
Art Direction,
Brand Development,
Budget Management,
Cloud Based Systems,
Consumer Behavior,
Copywriting,
Creative Direction,
Creative Strategy,
Customer Relationship Management,
Digital Illustration,
Digital Marketing,
Efficiency Programs Design,
Email Marketing,
Environmental/Wayfinding Design,
Event Planning,
Google Adwords,
Google Analytics,
Graphic Design,
Guerrilla Marketing,
Hiring/Staffing,
Ia,
Information Architecture,
Internal Network Management,
Lead Generation,
Marketing Strategy,
Mobile Marketing,
Photo Correction,
Photo Manipulation,
Photo Styling,
Photography,
Photoshoot Direction,
Presentations,
Project Management,
Project Planning,
Staff Management,
Team Building/Group Dynamics,
Training/Coaching,
Typography,
UI,
User Experience Design,
User Interface Design,
Ux,
Variable Content Marketing,
Vendor Management,
Viral Marketing,
Web Design,
Wireframing,