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EXECUTIVE-LEVEL MANAGEMENT: Outerwear and Sportswear Creative Director
Multifaceted creative executive with over a decade of experience rolling out highly effective product collections and branding campaigns in the action sports, outdoor, telecommunications, and consumer products industry. Seasoned in executing in-depth research and design, product development, art direction, and proactive “outside the box” solutions. Focused on business growth with a reputation for creatively building product/service awareness. Skilled in budget management and complete P&L functions. Expert in producing multi-price point apparel collections including outerwear, sportswear and streetwear to target specialized markets. Proven track record of resource optimization, leadership skills and exceeding corporate goals.
Creative Direction/Consultation • Art Direction • Brand Strategy • Identity & Logo Development • Product Branding • Line Plan Development • Technical Packages • Trim Development • Fabric Development • Merchandising • Color Trending • Project Management • Research & Development • Pricing Strategies • Vendor Partnership Negotiation • Sales Leadership • Profit & Loss • New Business Development • Consumer/Competitor Research
CAVI, New York, New York • May 2010 - Present Creative Director - Outerwear Division and Special Projects
• Coordination of all design, direction, sourcing, and production for the Men’s and Women’s Outerwear Division. • Coordination of direction, design, production of all “stand alone/classification” outerwear items to generate sales in addition to “delivery specific” outerwear. • Collaborate with design team for all delivery specific outerwear that will directly link with the theme for each seasonal collection. • Present and explain new outerwear collections to major retailers and department stores during Sales Meetings. • Travel to overseas factories 2-4 times per year or as needed for all new product development and to oversee the production of all outerwear styles. • Build SKU plans while collaborating with Sales to establish target price points. • Ensure that each outerwear SKU maintains a profitable margin for Cavi by establishing target FOB’s that are in line with the established wholesale price points. • Communicate with Technical & Production teams to develop efficient packages at hand off that represent the brand’s desired look for all deliveries. • Communicate directly with the factories on a daily basis to direct and solve intended construction details, pricing issues, and overall problem solving for all outerwear styles. • Design Calendar creation, supervision, maintenance • Distribution of workload amongst designers (as team members are added) • Design and maintenance of all Outerwear specific trims • Preparation of color, fabric, and artwork for classification outerwear. • Preparation of fabric packages for mainline outerwear.
STALL & DEAN, Carlstadt, New Jersey • May 2009 – May 2010 Director of Merchandising and Design
Executive design direction of the three outerwear and sportswear collections. Direct and lead the New Jersey and International design teams on all season trends, product development,color story, design, and production. Collaborate with the company owner on design, marketing, and sales strategies for each brand.
• Built apparel collections that solid $10M in sales per year • Increased brand awareness and help establish new retailer loyalties in the action sport and specialty store markets. • Create Mood Boards consisting of seasonal color stories, fabric selections, and design and artwork direction. • Work with the production team on pricing, production, and delivery (overseas and domestic). • Sketch all flats in Illustrator, select fabrics and approve lab dips, create all trim packages, create all technical packages and design all artwork, prints, and patterns. • Prepare Line Plans and Costing Sheets based on margins, duty, and shipping costs.
JIB HUNT OUTERWEAR, New York, New York • January 2003 – May 2009 Creative Director/President
Chief executive leadership and creative direction of the entire brand, overseeing all aspects of product development, design, production, sales, and marketing. Collaborate and cultivate relationships with vendors and factories worldwide. Spearhead and lead 8 independent sales reps, the brand’s public relations agency, and freelance design staff. Deliver comprehensive expertise in new product collections, promotions, competitive analysis and professional communications.
• Spearheaded the brand from complete Start-Up to $1M in sales as a sole-proprietor. • Increased brand awareness and have solidified consumer and retailer loyalties. • Manage all day-to-day business, design, production, marketing, and sales. • Work with factories and vendors on pricing, production, and delivery (overseas and domestic). • Sketch all flats in Illustrator, select fabrics and approve lab dips, create all trim packages, create all technical packages and design all artwork, prints, and patterns. • Prepare Line Plans and Costing Sheets based on margins, duty, and shipping costs. • Manage in-house design staff. • Manage national sales force and also work directly with retail partners.
BURTON SNOWBOARDS, Burlington, Vermont • 1999 - 2003 Softgoods Art Director
Responsible for the creative direction, design, and technical packages of all men’s, women’s, and youth apparel and accessories product lines. Managed all logo development, product branding, colorizing, and merchandising for each product division. Mentored, managed, and led 1 in-house graphic designer and 10 outsourced designers.
• Increased Apparel and Accessories sales within 4 years by 50% ending with $260M in global sales. • Grew the graphic T-shirt program by 200% in 2 years. • Conceptualize and Design all apparel illustrations, trim applications, technical packages, color blocking, graphic prints, logo graphics, product branding, packaging and hangtags, and promotional product design. • Freelance artwork buying, sourcing, and budgeting. • Create Brand Briefs, Style Books, and Inspiration Boards for each product collection. • Research and Report current artwork trends and styles. • Conceptualize, Design, and produce all PowerPoint presentations, sales books, and visual displays for all Global Sales meetings and team rider focus groups. • Design lead on all marketing materials, hangtags, advertisements and signage for the Burton/Apple iPod Amp Backpack and Jacket project.
CAREER NOTE: Additional experience as Digital Production Specialist/Burton Snowboards Design Team for Jager Di Paola Kemp Design, Burlington, VT (1998 - 1999), Sponsored Professional Snowboarder for Scott USA, Vans, 686 Outerwear, Fossil, and Mt. Dew (1993 - 1998).
EDUCATION & CREDENTIALS Bachelor of Fine Arts in Graphic Design, Plymouth State University, Plymouth, NH Exhibiting Member, Snowsports Industries America, McLean, VA Member, American Institute of Graphic Arts, New York, NY Member, Art Directors Club, New York, NY Member, Fair Labor Association