• Direct and oversee the design and evolution of Bumble and Bumble’s Packaging and Visual Merchandising with an elevated approach, which keeping to the brand’s DNA.

    • Concept innovative designs in line with Estee Lauder’s needs and market trends that are also social-ready to support the overarching brand strategy across seasonal, specialty-retail, and innovation launches.

    • Focusing on sustainability, create and implement a refined and streamlined packaging refresh while establishing global guideline standards.

    • Develop and execute visual merchandising strategies, guidelines, and principles that align with the brand’s identity and business objectives for specialty-multi retail channels in close partnership with the 360 campaign team, global marketing, and North America marketing partners.

    • Collaborate cross-functionally with teams throughout the brand including, packaging development, marketing, and project management to ensure smooth and timely delivery of files for launches and in-store execution.

    • Create and manage final layout and asset guidelines for innovation and evergreen campaigns used in visual merchandising, advertising, product photography and printed collateral.

Experience

  • Accountable for designing and carrying out the execution of packaging, 2D, and digital assets to meet the design direction within brand, manufacturing, and cost constraints.

    • Stay on top of current beauty trends while conducting innovative exploration of concepts for upcoming packaging launches.

    • Create and prepare print-ready production mechanicals for vendor distribution.

    • Provide guidance and consultation on packaging materials and printing techniques for launches and current packaging to ensure quality and efficiency.

    • Develop and manage daily email marketing campaigns, eCommerce SMS, and social media content files. Ensure that all digital files are properly prepared for uploading and routing through the company's digital automation platform.

COTY | January 2017 - April 2023

  • Enhanced the creative ideation and execution of packaging and 2D projects for the Luxury NA brand division (Calvin Klein, Tiffany & Co., and Marc Jacobs). This was done through a strategic restructuring of the fragrance luxury studio team by assuming a pivotal role in partnering with the internal teams.

    • Created innovative concepts, product designs, and renderings in line with licensor’s aesthetic (occasionally requiring custom molding and tooling solutions) for new product launches, promotional programs, in-store collateral, and gifting programs.

    • Partnered with the marketing teams to effectively engage and oversee external agencies throughout the conceptualization phase, ensuring streamlined workflows and faster approvals.

    • Maintained shared project budgets, working closely with the marketing teams to oversee Comps, 3D CAD drawings, and eCommerce sales support photography.

    • Managed creative output from conceptualization to production, including executing DTOs, maintaining color targets, and managing approvals from vendors.

    • Supported the campaign and visual merchandising teams by overseeing 2D design tasks, eliminating the need to outsource to an external agency. This encompassed the creation of print and digital coefficient guidelines for product launches, as well as designing layouts for gondolas, windows, and displays.

  • Responsible for leading and inspiring a cross-functional design team, overseeing all aspects of packaging from inception to launch across all categories (skincare, fragrance, and bath and body). Averaging 25 global launches annually, the focus was to enhance the overall design aesthetic while streamlining production timelines.

    • Actively engaged the creative team in Coty's 5D process by establishing a partnership with initiative leaders, product development, and regulatory teams, thereby enhancing productivity and reducing late DTO deliveries.

    • Successfully transitioned all eCommerce sales support photography in-house by establishing and overseeing a retouching team, yielding annual savings of over $150,000 per year.

    • Implemented a project management tool that streamlined the handling of multiple projects, enhancing the efficiency of programs, such as the Holiday program, which yielded an average of 90 DTOs per season.

    • Successfully designed and rolled out a complete rebranding initiative and established global guidelines for both standard and seasonal packaging. Prioritizing sustainability, all materials utilized were exclusively made from recycled paper, plastic, and glass. This included the launch of "nature in a jar," the brands first natural skincare line, which was awarded the Sustainable Packaging Certificate at the 2020 Paris PCD Awards.

    • Further enhanced the brand's prestige by curating an expanding roster of skilled illustrators, fostering collaborations for distinctive packaging and impactful product launches.

    • Owned production approval process, including overseeing prototypes/comps, establishing production benchmarks, resolving any production-related challenges, and traveling for on-site press approvals to cultivate strong vendor relationships and guarantee seamless execution for product launches.

  • Developed on trend lifestyle products and maintained the brands visual identity while collaborating with licensing partners.

    • Supported internal teams by translating licensing briefs into tangible mockups or renderings and effectively transforming ideas and concepts into innovative strategies.

    • Implemented creative standards across various fashion product categories serving as global guidelines for distribution to licensing partners and retailers.

    • Optimized and retouched images for seamless integration into campaigns, marketing collateral, and digital platforms.

  • Situated in the design department to prepare files for printing, the role was eventually expanded to encompass a broader range of design and comping tasks.

    • Prepared files by engineering diestrikes and creating mechanical separations tailored for printing techniques like silk-screening, direct imaging, transfers, and embossing.

    • Worked with luxury and mass-market brands to conceptualize, design, and refine packaging layouts, and marketing collateral. Retouched images for integration into 2D design and packaging layouts.

    • Mastered hand comping skills and techniques through tasks like applying transfers, wrapping set boxes, cutting and scoring cartons, and hand embossing.

MZBerger & Company | May 2010 - March 2012 | Graphic & Product Designer

Skills

Photoshop | Illustrator | InDesign | Blender 3D | Figma | Branding & Identity | Production | Project Management | Leadership | Organization | Communication | Operational Effectiveness | Problem Solving | Operational Effectiveness

  • Develop creative solutions across multiple platforms (branding, 2D, packaging, digital and social) that are elevated to push the boundaries of design within the beauty industry.

    • Concept innovative 3D and 2D packaging concepts to meet marketing briefs inclusive of the brand's vision, strategic goals, manufacturing and cost constraints.

    • Direct the artwork execution of creative assets–from conception to final approval–ensuring timely delivery to clients or directly to vendors.

    • Develop photoshoot concepts for seasonal or brand campaigns, ensuring seamless integration across all platforms, like website, email, social media, print collateral, and retail. Take full ownership of the process—from conception and pre-production to post-production—ensuring the artistic vision is flawlessly executed.

Education

Bachelor of Fine Arts in Packaging Design, Fashion Institute of Technology, 2009

Associate in Applied Science in Display & Exhibition Design, Fashion Institute of Technology, 2007

Certificate in Web Design, Fashion Institute of Technology, 2012

The Essentials Of Blender For Designers, Online Course at LeManoosh, 2023