The Creative and Operational
Layer That Makes Everything Perform.
Brand identity that builds recognition. Collateral that sells. Social strategy that earns attention. Automation that scales the program. Reporting that tells the truth. These aren't separate services — they're the infrastructure that makes the strategy visible.
The Infrastructure That Makes Every Channel Perform.
Strategy means nothing without the tools and creative execution that bring it to life. These six capabilities are the operational and creative layer behind every campaign, every brand, and every program I build — the systems that make the strategy visible, scalable, and measurable.
Marketing automation is how a program scales without scaling the headcount. I build workflows that run in the background — nurturing leads, triggering behavior-based responses, and moving contacts through the funnel — so the team can focus on strategy and creative rather than manual sends and follow-ups.
- Lead nurture workflows — multi-step sequences that educate and qualify contacts based on behavior, not just time
- Behavioral trigger automation — actions fired by specific user behaviors: page visits, form fills, email clicks, cart abandonment
- CRM integration — connecting marketing automation to the sales pipeline so leads pass cleanly and data flows both directions
- Lifecycle programs — welcome, onboarding, upsell, win-back, and re-engagement flows built as full sequences, not one-off sends
- Lead scoring — point-based models that surface sales-ready contacts and prevent the sales team from wasting time on unqualified leads
- Automation audits — reviewing existing workflows for gaps, dead ends, and underperforming sequences
- Built full lifecycle automation for DiscountMugs across a 1M+ subscriber list using Salesforce Marketing Cloud — welcome, abandoned cart, post-purchase, win-back, and VIP flows running simultaneously
- Developed automated email journeys and trigger-based workflows at Tri-Source Pharma — reducing bounce rate 32% and growing YoY traffic 36%
- Built and managed automation sequences for Axis Creative clients across HubSpot, Klaviyo, and ActiveCampaign
Marketing collateral is what the sales team hands to a prospect, what the trade show booth puts in front of a buyer, and what a customer finds in the package when the order arrives. Every piece is a brand impression. I manage collateral from concept through final delivery — writing, design direction, production, and print — with the same standard of quality I apply to digital campaigns.
- Sales collateral — brochures, one-pagers, sell sheets, and leave-behinds built around the sales conversation, not just the brand
- Trade show materials — booth displays, banners, handouts, and promotional items coordinated to a consistent event presence
- Product packaging — packaging design direction and production oversight aligned to retail and regulatory requirements
- Catalogs — end-to-end catalog production including concept, copy, photography coordination, design, print, and distribution
- Digital asset suites — email headers, social graphics, ad creative, and presentation templates built to brand standards
- Brand guidelines documents — the reference that keeps every future piece consistent without requiring individual review
- Managed full catalog production cycles at Sunshine Bouquet — concept through print and distribution to national retail accounts, on tight seasonal deadlines
- Created pharmaceutical product packaging and marketing collateral at Tri-Source Pharma — aligned to regulatory and branding guidelines across multiple product lines
- Reduced catalog production timelines by 30 days at Everglades Direct through workflow and process improvements
- Developed trade show display materials, brochures, and product launch collateral for Sunshine Bouquet's national event program
Social media without strategy is content production with no commercial objective. I build social programs around the audience and the business goal — platform selection based on where the audience actually is, content strategy built around what they care about, and measurement tied to outcomes rather than vanity metrics like follower counts and impressions.
- Platform strategy — identifying which platforms are worth the investment for a given audience and objective, and which aren't
- Content calendars — monthly and quarterly planning aligned to business goals, product launches, and seasonal opportunities
- Voice and tone guidelines — defining how the brand communicates on social, specific to each platform's audience and format
- Content briefing — detailed briefs for creative teams or designers that connect each post to the brand strategy and campaign objective
- Community management — response strategy, engagement protocols, and crisis communication guidelines
- Campaign amplification — using organic social to extend the reach of paid campaigns and product launches
- Increased branded social media engagement 12–15% month-over-month at Sunshine Bouquet through a photography-driven content strategy aligned to the seasonal floral calendar
- Managed social media strategy across LinkedIn, Instagram, and Facebook for pharmaceutical and consumer goods brands with distinct audience profiles and compliance requirements
- Increased website traffic 200% at Newvue through branded social growth and content strategy
Reporting that doesn't connect to a business outcome is just data management. I build analytics frameworks and reporting cadences around the KPIs that actually matter to leadership — revenue, leads, traffic, retention — and deliver insights that drive decisions, not slide decks that get filed away.
- KPI framework development — defining the right metrics for each channel and program before the first report is produced
- Dashboard build-out — GA4, Looker Studio, Tableau, and HubSpot reporting configured to show the data that matters, without the noise
- A/B testing frameworks — structured testing programs for email, paid ads, landing pages, and content — hypothesis first, test second, data third
- Attribution modeling — understanding which channels and touchpoints are actually driving conversions versus which ones just appear in the path
- Monthly performance reviews — plain-language analysis of what the data says, what it means, and what changes based on it
- Campaign post-mortems — structured review of completed campaigns with documented learnings for the next cycle
- Built performance reporting across multi-channel programs at Everglades Direct within a $56M annual marketing budget — with full ROI accountability to leadership
- Drove email open rate improvement from 14.8% to 22.6% at DiscountMugs through systematic A/B testing and data-driven segmentation — the testing framework was the mechanism, not the creative
- Managed PPC, SEO, and analytics reporting at Newvue, boosting email engagement 1,000% within six months through data-driven content optimization
Brand identity is the visual and verbal system that tells an audience who you are before you say a word. A logo alone isn't a brand identity — it's the color system, the typography, the imagery style, the voice, and the guidelines that govern how all of it gets used. I build identities that are specific, intentional, and durable enough to stay consistent across every team member and touchpoint.
- Brand audits — a full diagnostic of the current identity: what's working, what's inconsistent, and where the visual and verbal system is creating friction
- Visual identity systems — logo usage, color palette, typography hierarchy, imagery direction, and icon/graphic style defined and documented
- Messaging architecture — value proposition, brand voice and tone, key proof points, and audience-specific messaging variants
- Brand guidelines — the reference document that keeps every future piece consistent without requiring individual review of every deliverable
- Brand repositioning — for businesses that have outgrown their identity, are entering a new market, or are navigating growth or acquisition
- Internal brand alignment — making sure the team understands and consistently applies the brand in their own communications
- Executed complete brand identity overhauls for Tri-Source Pharma, NextSource Pharma, and Ivaoes — new visual identity, messaging architecture, and web presence for all three
- Developed brand identities, messaging frameworks, and collateral for multiple Axis Creative clients from the ground up — logo, guidelines, and digital asset suites
- Designed the Venice Collection bouquet product line at Sunshine Bouquet — visual identity and packaging for a product that generated $2.5M+ in debut-year sales
Design in service of marketing is different from design in service of aesthetics. Every piece I direct or produce has a job to do — communicate clearly, represent the brand accurately, and move the audience toward an action. I approach graphic design as a communication discipline first and a visual craft second.
- Logo design and wordmarks — original logotype and mark development with full usage specifications
- Marketing campaign creative — ad creative, email headers, social graphics, and landing page visual direction
- Print and trade show materials — booth graphics, signage, banners, brochures, and promotional items
- Product and packaging design — retail packaging, product labeling, and point-of-sale display design
- Presentation design — pitch decks, sales presentations, and leadership reports built to communicate, not just look good
- Templates and systems — reusable design frameworks that let the internal team produce on-brand content independently
- Created print-ready product packaging and marketing collateral at Tri-Source Pharma — aligned to pharmaceutical branding and regulatory guidelines across multiple product lines
- Produced all trade show displays, marketing materials, and product launch creative for Sunshine Bouquet's national event program
- Built complete digital asset suites for Axis Creative clients — from logo and brand identity through social templates and email creative
The Right Fit for Creative & Operations Work.
Every creative and operational engagement starts with an honest look at what exists and a clear picture of what's needed. The diagnosis always comes before the recommendation.
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