Revitalized DVD sales by steadfastly championing the use of such marketing strategies as the use of online sales, focusing on profitable target markets, and cost-effective product repackaging to senior leaders and staff. Motivated and led a 5-person team comprised of a highly skilled Creative Manager, Marketing Manager and 3 Graphic Designers (2 worked remotely in South Carolina). Mapped and advanced the creative process from initial conceptualizations to final execution for key art, trailer production, DVD packaging, screener artwork, copywriting, sales promotions, point of purchase displays, and consumer/retail advertising. Crafted individual project budgets and schedules for each DVD title, skillfully collaborating with all internal departments to drive accurate, efficient project completion. Performed hands-on design work. Infused market briefs with market research, competitive analysis, competitive market intelligence to facilitate product positioning and revive marketplace offerings. Handled department staff recruitment, termination, promotions, reviews, and salary adjustments as a direct report to the company CEO and Chairman. Assigned and managed work to contractors, including design studios, freelance artists, copywriters, and printers.

Branding/Marketing Achievements:
• Originated numerous home entertainment brand lines successfully from product development to marketing and manufacturing for such film production companies as Slamdance and Moonstone Entertainment.

• Created single product lines for Sports/Fitness or TV outlets such as “Hip Hop Harry” and “Judge Judy.”

• Outpaced competitor’s campaigns for theatrical, home entertainment, and global releases from initial ideas to marketplace implementation.

• Directed product positioning, packaging development, marketing collateral creation, global sales information, key art, posters, and one-sheets.

• Cemented recognition of the company’s new name industry-wide after sparking the positioning, launch, and execution of a new corporate identity.

• Produced ad campaigns, direct mail, and movie trailers. Designed POP displays for use at Target, Wal-Mart and other major retailers.

Product Development/Launch:
• Spurred the launch of 100 new products, ultimately hiking rankings with Wal-Mart to the highest ever for 2008 fourth quarter sales. Placed products in companies like Best Buy, Netflix, Blockbuster, and Redbox.

• Revamped website to include an online store for direct customer sales. Promoted products, including the horror and art house genres, through well-crafted online ad campaigns.

• Secured new sales prices points by generating various catalogs and slates to extend lifecycles through all windows of release.

• Capitalized on unique opportunities by repackaging and marketing titles, such as an unknown actor achieving widespread fame after a product’s initial release.

• Attracted numerous new third-party distribution companies after redesigning and placing new and existing DVD products at Wal-Mart.

Operational/Financial Achievements:
• Introduced a new archiving and asset management system for a relatively small investment.

• Escalated productivity two-fold within the Creative Services Department while slashing expenditures in half through reorganization and small but powerful computer upgrades.

• Refined product package using inexpensive, simple solutions such as using O-rings to wrap boxes, attaching stickers, foil printing, or holographic papers, and redoing key art.

Transformed the company from a small family-owned operation into a highly professional entity recognized as a key industry player. Innovated identity designs, graphics guidelines, style guides, user interface designs, packaging designs, copywriting, brand positioning, renaming, and product launches for major clients in the food and beverage, travel, education, healthcare, and Internet industries. Extensive client base included companies such as Kahlúa, Baskin-Robbins, Tia Maria, Qantas Vacations, Austrian National Tourist Office, UCLA, USC, Cal Arts, Accent Care and Edmunds.com. Heightened company’s overall professionalism by securing viable, attorney-approved client contracts. Orchestrated art direction, presentations, public relations, traffic management, new business development, and client and vendor relations. Performed budgeting, estimating, scheduling, billing, and purchase order functions using the Clients & Profits systems. Supervised 2 full-time staff and 1-3 freelance designers as dictated by business needs.

Accomplishments:
• Showcased the company’s 15-year history by designing and managing its website, expanding its presence industry-wide and drawing more affluent clients.

• Salvaged a key client relationship despite uncovering unpaid bills for projects done within the previous 2 years to refute the customer’s claim that GTA owed it money.

• Decreased outstanding account payables by charging an upfront 10%-20% agency fee on print jobs.

• Publicized company services and sparked PR buzz by booking the company’s principal on National Public Radio as a branding and marketing design expert. Other appearances included The Larry Mantle Show and the Food Network’s “Memorabilia Unwrapped.”

• Created style guides for Kahlua and Baskin-Robbins products, both of which won Summit International Awards. Gained subsequent media exposure in Step-By-Step Graphics & MicroPublishing News.

• Drew talented graduates from top universities, yielding high-caliber work for a fraction of the rates demanded by more experienced designers.

Worked as a freelance designer for various companies, before and after graduating from CSUN, including Hemisphere Capital Media, Gaiam, Ardustry Home Entertainment, Best Jet Aviation, Western Geophysical, Jaguar International and Peripheral Resources. Responsible for projects from concept to completion. Projects included Wholesale and Retail Marketing & Advertising, Corporate Identity Programs, and Newsletter & Catalog Design.