Bookspan,  LLCCreative DirectorNY2013‑2017
Bookspan, LLC is an online retailer operating 14 distinct membership-based businesses selling books, DVDs and related merchandise.

Worked directly with VP of Marketing and Senior Creative director to manage digital design strategies that improve member engagement and increase revenue for national brands such as Book of the Month, Columbia House, Doubleday Book Club, and Mystery Guild. Responsible for the supervision and management of up to a 15 person Creative team consisting of Senior Art Directors, Senior Designers, Designers, and freelance staff ensuring they implement core brand standards that deliver tangible results across catalog, email, social, site, and print collateral.

Key Achievements
Collaborated with Head of Content and Senior Creative Director on bookofthemonth.com ensuring brand continuity across all media channels including site, email, social, advertising, and collateral doubling active memberships year-over-year.

Designed compelling images for bookofthemonth.com that increased social engagement resulting in 300K+ followers on Instagram and 200K+ "likes" on Facebook within the first 2 years.

Managed the redesign and migration of 13 book clubs and one DVD club from Magento to a new in-house eCommerce platform resulting in a more efficient, faster user experience and higher conversion rates within 3 months of relaunch.

Developed brand identity and stationery for startup crime fiction imprint Crooked Lane Books. Implemented a cost-savings of 40% by cutting stock art purchases and creating original artwork. Responsible for designing book covers, catalogs, display ads, email campaigns, and other collateral resulting in being cash flow positive within 2 years of launch.

Drove subscription increase of 20% by testing acquisition user flows to improve conversion rates.

Improved team productivity 45% by implementing new template designs for email campaigns, feature pages, and catalog workflows.

Developed ReadWell branding and logo for new eReader app generating an additional 10% in revenue annually.

Managed the major redesign of 20 club websites during our Magento eCommerce platform migration.

Direct Brands, Inc.Sr. Digital Art DirectorNY2007‑2013
Direct Brands, Inc. is a direct-to-consumer distributor of music, DVDs, and books including brands BMG Music Service, Columbia House, and Book of the Month Club with over 20 subscription "club" businesses, 14M members, and revenues over $1.5B.

Provided top-level creative strategy to develop and execute designs that support member acquisition efforts and sales targets for 22 clubs producing thousands of emails, display ads, banners, and features.

Key Achievements
Led Creative team on acquisition "recommit" email campaign, exceeding business goals by generating over $100K in supplemental revenue. Recognized by earning the "Direct Brands Most Valuable Team Award."

Created the new corporate identity for Direct Brands, Inc. Developed stationery, presentations, and signage.

Instrumental in the redesign of all core revenue generating emails which increased annual performance by 20%.

BMG Columbia House, Inc.Art DirectorNY2004‑2007

Key Achievements
Implemented creative development of online branding, creative strategies, website design, and email marketing campaigns for columbiahouse.com, bmgmusicservice.com, and yourmusic.com—creating thousands of emails, banners, and features. Led cross-functional team of IT programmers, designers, and account managers by setting up internal procedures for approval and asset delivery.

Provided the creative staff with informational seminars in Photoshop, InDesign, and Illustrator increasing creative productivity and production efficiency within the department.

Created the new corporate identity for BMG Columbia House, Inc. Developed stationery, presentations, and signage.

Drove creative redesign of the bmgmusic.com website and email campaigns, resulting in higher click-through rates.

Creative lead on all online-only continuity programs including Dora’s Clubhouse, and Select Sips.

BMG Music ServiceArt DirectorNY2000‑2004

Provided consistent workflow for 12 music genres, creating more than 150M catalogs with annual revenues of $750M+.

Key Achievements
Responsible for creating and developing a press kit for major Record Labels to increase brand awareness and establish stronger market presence.

Created winning "slim jim" format catalog that surpassed sales generated from a standard 16-page format.

Directed the redesign and streamlining of 12 catalog versions. This resulted in an improved workflow, a 50% increase in efficiency in production, and a 25% reduction in turnover.

Received "BMG Star Performer Award" for outstanding creativity, dedication, and determination to succeed.

Previous Roles at BMG Music Service
Associate Art Director (1998-2000), Senior Designer (1997-1998), Designer (1996-1997)

Relson Gracie Jiu‑jitsu NY AssociationCreative DirectorNY2004‑present

Creative lead on branding of entire online experience. Responsibilities included branding of website, online store, mobile site, newsletters, and social media sites.

Key Achievements
Created brand identity for the CORE program including logo, award certificates, and apparel. Since the launch of the CORE program, the student retention rate has increased by 50%.

Developed strategy to include an online store to gracieny.com, increasing student membership rate by 150%.

Direct Brand’s Most Valuable Team Award
Recognizing Direct Brands employees for an exceptional team effort with an acquisition email campaign that generated over 100K in supplemental revenue.

BMG’s Star Performer Award
Given to BMG employees to recognize them for their outstanding creativity, dedication, and determination to succeed.