Enterprise brand stewardship at scale
THE CHALLENGE
A national brand doesn’t live in one campaign or one creative team. It lives across hundreds of properties, thousands of assets, local stakeholders, external partners, physical environments, and customer touchpoints — all moving at once.
My role was to help make that complexity feel like one brand.
I translated enterprise standards and consumer insight into actionable creative direction, systems, and processes that teams could execute consistently at scale — without losing the needs of individual properties or audiences.
High-Volume Project & Team Management with Asset Production
Oversaw large-scale creative operations (300+ projects/5,000+ assets annually), aligning teams, vendors, and internal stakeholders to meet brand and business objectives
→ End-to-end creative vision: concept → execution
→ Remote team collaboration across distributed teams
→ Creative operations & asset production at scale
→ Driving business outcomes through creative strategy
The challenge
create + direct visuals that tell a story and deliver results:
Led end-to-end brand strategy and creative direction across 300+ projects, driving 20%+ sales growth year over year.
cross-functional alignment across internal and external stakeholders
My Role (Strategy)
identify key areas of growth across channels + create processes for easier execution at the property level.
Execution (Creative)
Spearheaded branding and project management of more than 500 Gift Card jobs in 2019, leading to $1B in sales for the first time in Simon Gift Card history.
Implemented updates and managed property photography for 200+ property portfolios (library of over 8,000 photos), ensuring branding consistency across all digital and print touchpoints.
Delivered a 20% annual increase in sales by overseeing creative asset performance, optimizing strategic partner proposals, and driving operational efficiency for the National Simon Media Experiences team.
