SHANI DARDEN SKINCARE | 2022-PRESENT

Design Director 

• Direct, concept and execute all aspects of brand’s creative: Packaging, Digital Assets, PR, Visual Merchandising, Events.

• Participate in concepting photoshoots and provide retouching notes.

• Created brand’s first Amazon store.

• Redesigned brand’s Sephora.com PDPs to promote conversion.
• Updated the brand identity and packaging.
• Refreshed site assets to be more inline with the new branding.

• Streamlined creative processes.

• Mentor and lead other team members. 

ESTÉE LAUDER - GLAMGLOW | 2016-2022

Director - Global Visual Merchandising, Digital & In-Store 

Led the team in creative vision, design, brand storytelling, planning and successful execution in all aspects of Digital, Visual Merchandising & Store Design Globally. 

• Developed digital and in-store 360 activation guidelines to drive brand strategy and ensure consistency across all channels and all global markets.

• Developed and maintained company creative standards.

• Attended photo shoots and helped oversee shot lists, retouching and editing.

• Led global product launch plans and creative for online and offline execution with budget, assortment, productivity and end user experience in mind. 

• Created impactful consumer-facing content that elevates brand awareness, drives customer acquisition, conversion, and   revenue. 

• Partnered with cross-functional teams to establish omni-channel consistency and excellence of execution. (Ecommerce, Sales, Packaging, Marketing, Brand Voice and Consumer Engagement)

• Oversaw all execution, production, and budget.

• Created high volume of assets across multiple channels on strategy and on brand.

• Provided leadership, coaching and technical support to direct reports and serve as a role model to all team members.

L’OREAL LUXE USA - URBAN DECAY COSMETICS | 2012-2016 

Manager - Visual Merchandising

• Developed creative concepts and led all in-store collateral design.

• Managed cross-functional visual merchandising projects throughout Domestic and International regions/affiliates. 

• Oversaw and maintained project schedules. Diligently worked to meet tight deadlines while maintaining high attention to detail. 

• Implemented and improved processes of the department by facilitating ongoing, effective communication through cross-• departmental stakeholders. 

• Reviewed design specifications, prepared art files for print, and attended press checks to ensure production consistency • across many vendors and quality standards are met. 

• Demonstrated significant materials, coatings, manufacturing, and installation execution knowledge.

• Started the corrugated visual display units initiative to reduce acrylic and shipping packaging waste.

ULINE, INC. | 2007-2012
Sr. Graphic Designer and Brand Management (Private Label)

• Provided art direction in addition to oversight of design, production, and release of all product related artwork while maintaining brand standards.

• Managed a team of designers. 

• Led production of all printed collateral from conception to completion. 

• Streamlined Private Label projects and workflow for a successful execution.

• Collaborated with Domestic and International vendors, marketing team, and other internal departments. 

• Developed design standard for technical diagrams, that was approved by VP of E-Commerce & Advertising and implemented company wide.