CREATIVE DIRECTION
Marketing/Brand Strategy/Product Development
MARKETING
The process of marketing is that of bringing a product to market, which includes these steps: broad market research; market targeting and market segmentation; determining distribution, pricing and promotion strategies; developing a communications strategy; budgeting; and visioning long-term market development goals.
WALMART RETAIL FORUM
Led creative direction and style for showroom and presentations for annual Walmart Retail Forum. This important event provides a venue to communicate 1-3 year strategic goals, discuss changing retail landscape, segmentation journey, omni-channel initiatives, drive market share and conversion
and progress on ecommerce. Showcase
upcoming new collections and programs that meet Walmart consumer needs and drive productivity.
TARGETED DIRECT MAIL
Design direct targeted mail and promotional brochures to heavy card buyers. Enhanced targeting and cluster-specific mailers led to more participation and higher spending. Created three different versions to reflect specific cluster values. Mailers and coupons are one facet of a multi-channel market approach. Mobile/Digital (shop kick), social, and signage complete the marketing plan.
CREATIVE STUDIO VIDEO
Led creative direction for corporate creative studio video. The video introduces the creative studios- what makes us different, how we use data, our collaborative processes and global perspective. The video is an essential tool in building credibility and strong relationships with our retailers and accounts.
BRAND STRATEGY
By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
WALMART BRAND & RESOURCE GUIDE
Led creative direction of the Walmart Brand Guide. The guide is meant to define the flagship brand in Walmart: its consumers, their needs, the stores they shop, and – most importantly – the mix of product that is right for them. This resource provides consumer insight, content illustrations, new development tool, all with the goal of helping to set the industry standard for core greeting cards.
RETAIL MERCHANDISING AND SIGNAGE
Drive creative solutions for retail merchandizing and signage for major seasonal collections for big-box accounts including Walmart, Target and CVS.
Signage that creates holiday awareness that make celebrating easy and affordable. Solutions that inspire shoppers and direct them around the store to drive conversation.
MULTI-CHANNEL BRANDING STATEMENT
Influence creative direction for marketing strategies and plans across platforms to win a bigger share of the season. Drive awareness and inspiration across multi-channel applications including Walmart.com, Walmart’s Pinterest page, Walmart’s app, etc. Leverage digital, mobile, social and in-store programs to inspire and engage Walmart shoppers.
PRODUCT DEVELOPMENT
Product development strategy is the process of bringing a new innovation to consumers from concept to testing through distribution. New product development strategies look at improving existing products to invigorate an existing market or create new products that the market seeks.
SEASONAL DESIGN STYLE GUIDES
Design direction for all seasonal design style guides. The guides provides inspirational direction to creative teams as they create a cohesive visual statement through greeting cards, creative product and retail design. The guide supports the occasion strategic goals and marketing platform and
drives cohesion through featured product, signage and social media.
COLOR AND DESIGN TRENDS
Influence product development by extensive trend research. Key inputs for guiding creative solutions include occasion insights and analysis, POS history and cross-functional brainstorm session results. The product design team research trends on sites such as WGSN, Sphere, Pinterest, Pantone Color Trends, Trend Council and other design blogs and websites. Folding in creative expertise, the product design team share trend information to broader creative department and retail sales teams.
CONSUMER INSIGHTS AND RESEARCH
Led creative direction for annual Research and Development projects focused on societal trends and consumer shopping behaviors. The Product Development Guides are used to inform the development of product strategies, creative briefs, and creative content for core conventional and humor product in both everyday and seasonal occasions. The consumer target is the female core heavy connector.