portfolio


Role: Assistant Director, Creative (2022–Present)
Overview:

As the Assistant Director of Creative at soona, I lead a national creative team across three studios (Denver, Minneapolis and Austin), shaping internal systems and processes, visual standards, and team development for high-volume, high-impact ecommerce content.

Key Focus Areas:

  1. Creative Team Leadership:

    • Manage and mentor 10+ crew leads and creatives across locations

    • Build culture of collaboration, ownership, and clarity

    • Lead 1:1s, performance reviews, and hiring (recruiting and onboarding)

  2. Creative Operations:

    • Designed and implemented scalable workflows

    • Created SOPs and resource tools that increased team efficiency and content quality

  3. Brand Voice & Visual Systems:

    • Maintained brand alignment across hundreds of shoots weekly

    • Led internal brand refinement efforts in partnership with marketing and creative

  4. Cross-functional Collaboration:

    • Partnered with COO, marketing, and product teams to align creative goals with business outcomes

    • Used data and customer feedback to refine creative direction

    • Developed and led training sessions for cross-functional teams on scoping and implementing scalable production standards, ensuring consistency across studios and departments.

    • Created and rolled out clear production guidelines and best practices, aligning teams across creative, operations, and client service functions.

    • Educated cross-disciplinary partners on efficient production workflows, improving collaboration, output quality, and team alignment.

    • Supported tech and engineering in UI/UX design in test phase and iteration feedback

Results:

  • Improved shoot efficiency and client satisfaction scores

  • Maintained +$200/hr cart value through strong visual quality and customer engagement

  • Reduced production friction by creating clear creative playbooks and QA systems

Technical Skills: Google Suite, Adobe Creative Suite, Slack, Figma, Rippling

previous design examples

Label redesign for Utah Brand.

Label redesign for Utah Brand.

Billboard design

Billboard design

Can design.

Can design.

Relaunch can design

Relaunch can design

Concept design for upcoming can design release.

Concept design for upcoming can design release.

Concept design for upcoming can design release.

Concept design for upcoming can design release.

Tshirt design for can relaunch.

Tshirt design for can relaunch.