SKILLS

Creative Concepting

Personnel Management

Print design

Web design

Package design

Invitation design

 

Adobe Creative Suite

Photoshop

InDesign

Muse

Illustrator

Adobe Acrobat

Career Summary

I am a design professional with more than 25 years experience including; highly creative idea generation, brand development, design & production of broadcast, online, print, events, outdoor advertising, and creative staff management. I directed an in-house ad agency for the LA Times that created all the branding and promotional campaigns. I am currently running my own design business.

 

Experience

2B Design, Creative Services – Los Angeles, CA

Creative Director and Owner, Design & Brand Marketing, 2017-Present

This is my own design business. I do brand development, design and production of print collateral, online marketing, event marketing and outdoor advertising for a variety of different businesses. Some of my recent work includes creative for the Los Angeles Music Center Education Department, Crossroads High School, Hillary's Flowers, the Goodway Group and the Blue Ribbon Children's Festival.

 

Los Angeles Times, Creative Services – Los Angeles, CA

Associate Creative Director, Brand Marketing, 2014-2017

I managed an in-house creative department of 10 employees, responsible for creation and production of all broadcast, online, print, invitations, logo design, outdoor advertising, site design and all events for the Los Angeles Times. I provided strategic focus and guidelines for the look and feel of all our creative projects, and ensured work was aligned with project objectives, while maintaining responsibility for adherence to budget in a deadline-driven environment. We produced full marketing campaigns for all customer facing-products.

 

Accomplishments:

• Successfully marketed a full re-branding campaign for the launch of the revised LATimes.com. One result was growing views by 30%. The campaign included a tour site, TV commercial, print and online ad campaign plus outdoor advertising.

• Strategically marketed and successfully branded the Los Angeles Times Festival of Books for 15 years, growing attendance from 40,000 to 150,000.

• Strategically marketed and successfully branded the LA Film Festival. Developed concept and campaign strategy for a full marketing campaign that consisted of a commercial, movie trailer, print ads, online ads and outdoor signage. Worked closely with the copywriter to develop scripts and ad copy. Art directed photo shoots on location. The campaign resulted in a 30% increase in festival attendance. The TV spot won a London International Award.

• Developed from concept to completion a printed presentation that helped to close a $1.7 million deal with Target for an in-paper advertising buy.

 

Los Angeles Times, Creative Services – Los Angeles, CA

Senior Art Director, Brand Marketing, 1994-2014

Responsible for idea generation, design and production of fresh graphic material to promote the Los Angeles Times to advertisers and consumers. Led a team of five associates and handled all aspects of design for a wide variety of projects including; media kits, sales presentations, brochures, ad campaigns, invitations and editorial design. Projects also involved Advertising, LATimes.com and Events Departments including; media kits, mock-up end-user based ad campaigns, sales support, sales presentations, brochures, ad campaigns, invitations and Special Section design.

 

Education

California State University Long Beach
Bachelor of Arts, Department of Fine Arts. Double minor in Marketing and Advertising.

UCLA, Certificate in Design

California State University Dominquez Hills, Certificate in Computer Graphics

Dale Carnegie, Course in Human Relations and Toastmasters

I have a thorough working knowledge of Adobe’s Creative Suite, Microsoft Word & Excel.

 

Awards/Industry Recognition

• Won a London International Award. For the Los Angeles Film Festival spot.
Click to see the spot

• Awarded “Los Angeles Times Marketing Professional of the year” twice.

• My work was showcased in the design book,
“Low-budget Publication Design,” by Mary Pretzer.

• My Calendar series for the Los Angeles Times Sales Department was
published in “Print’s Regional Design Annual.”

• Won Addy awards in the following categories: “Cinema, In Theater Spots,”
“Newspaper Self-Promotion Campaign” and “Out-of-Home Campaign”
for The Envelope Credibility campaign.