Results-driven Creative Director with a proven track record in developing and leading successful multi-channel creative teams. Specializing in ecommerce, art direction, strategic planning, and process optimization. I have a passion for creating impactful user experiences and driving business growth. With expertise in conflict resolution, communication, and process improvement, I consistently deliver exceptional results. I subscribe to the servant leadership model and operate with compassion and positivity.

EXPERIENCE

CREATIVE DIRECTOR  2022 – Present

Alma | Buffalo Grove, IL 

• I spearheaded the team that crafted the visual identity for all Sisram Wellness Center collateral, including photo, video, digital marketing, and website.

• Built an in-house creative department and all related process design.

• Brought all creative production in-house, leading to substantial cost savings for the department.

• Implemented an innovative creative marketing strategy within the department.

• Nurtured junior talent into proficient and highly skilled creative designers.

• Introduced analytics-driven approaches for weekly collateral reviews, resulting in significantly more effective marketing creative.

• Managed and led a creative team with hands-on oversight, directing video/photo production, packaging design, branding initiatives, event signage coordination, collateral management, digital marketing efforts, social content production, and vendor procurement.

CREATIVE DIRECTOR
Contract/Freelance • Digital, UX, Photo/Video  2010 – 2022

Alana Waters Creative | Chicago, IL · Austin, TX · Houston, TX

Clients: Walgreens, Kendra Scott, Sears, McDonald's, and Procter & Gamble, digital, UX, photo/video projects, video production, leadership, and communication.

Highlight: Digital Associate Creative Director: Walgreens.com, Web Pickup   
Led the UX and creative team from concept to launch, post-launch optimization and all marketing of Walgreens buy online, pickup curbside model.

GLOBAL CREATIVE DIRECTOR  2017 – 2019

Claire’s and Icing Stores | Chicago, IL and Birmingham, UK 

• Immediately spearheaded migration of all ecommerce properties into Demandware, optimizing with modern best practices.

• As a result, Icing.com surpassed all brick and mortar sales within the first year of my leadership.

• Developed tools to manage and bond a 22-person team spread between Chicago, IL and Birmingham, UK.

• Brought all creative production in-house, leading to substantial cost savings for all brands under the Claire’s umbrella while maintaining high quality standards.

• Inspired significantly higher-performing creative via analytics-driven weekly collateral reviews.

• Built an in-house creative and front-end dev department while designing all related processes. This included migrating all projects into collaborative project management software.

• Developed and socialized a creative strategy intake process for project requests from stakeholders.

• Built trusted relationships with executives and stakeholders.

ASSOCIATE CREATIVE DIRECTOR 2015-2017

Media Made Great |  Chicago, IL 

Clients: Marriott, Time Warner Cable, Sears, Kmart
Managed creative teams and served as the agency lead for national brands.

ADJUNCT PROFESSOR, DIGITAL IMAGE DESIGN  2015 – 2019

Columbia College |  Chicago, IL 

As an Adjunct Professor at Columbia College, I taught Digital Image Design, covering Adobe Creative Suite, HTML, and CSS.

EDUCATION & CERTIFICATIONS

BFA / School of Visual Arts New York, NY Photography, Mass Media

UX Design & Best Practices San Francisco, CA Nielsen/Norman Group

AWARDS

Addy: Gold, Cinematography/Videography • Issued by AAF · Feb 2023
Palm Beach Tan: USVI Campaign. Art Direction, wardrobe/hair/makeup & prop design, on-set wardrobe/styling. (Agency: Archer Malmo)

Addy: Silver, Local Television Campaign • Issued by AAF · Feb 2023

Southland Resort & Casino: Creative concept, storyboards and on-set AD for their Now Open campaign. All multichannel creative. (Agency: Archer Malmo)

Stevie Award • American Business Awards · Jan 2021
Client: Procter & Gamble, Crest Whitening Emulsions social media campaign. Role: Video Editor. (Agency: MMI)

SKILLS

Creative Direction · Process Design & Optimization · Coaching & Mentoring · Team Leadership · UX Research · Marketing Strategy · Agile Methodologies · Digital Marketing · Problem Solving · Video/Photoshoot Production & Editing · Adobe Creative Suite · eCommerce UX/UI · Online Advertising · User Interface Design · Graphic Design · Creative Strategy · Logo Design · Art Direction · Email Marketing · Web Design · Photography · Packaging Design · Brand Development · Social Media Marketing · Vendor Management