With over 20 years of experience in design and marketing, I thrive as a Creative Director by simplifying complex challenges. My passion lies in devising impactful solutions that elevate brand identities, enhance customer experiences, and drive sales performance.

With a track record of steering brands across e-commerce, print, and digital platforms, I excel in crafting and communicating compelling brand visions. Noteworthy accomplishments include building in-house creative teams and fostering partnerships with photographers, stylists, and artists.

Core Competencies: Online Content Creation, Motivating Team Leadership, Strategic Thinking, Elevated Creative Style, Photo Art Direction, Copy Direction, Production Management, Creative Problem Solving, Brand Visionary.

Experience

Creative Director - Design / Marketing

The Fesco Group | June 2022 - February 2024 - 1 yrs 9 months

  • Collaborated closely with senior management, sales, e-commerce, and product teams to gain an in-depth understanding of core products and brand strategies.

  • Established and led an in-house digital marketing team, focusing on impactful B2B and B2C sales strategies.

  • Emphasized brand identity, sales enhancement, product presentation, and UI/UX improvements to boost customer engagement and experience.

  • Spearheaded SEO strategy and execution, including metatag development, from ideation to completion. •Monitored performance to provide comprehensive analysis for ongoing refinement and success.

  • Pioneered in adapting e-commerce platforms to the emerging market trends, leading a transformative evolution towards platforms that blend aesthetic appeal with functionality for an enhanced digital commerce experience.

  • Delivered innovative and creative concepts that significantly elevated the brand’s ‘cool factor’.

  • Managed a team of creative leaders across various functions including copywriting, design, photography, video, and creative production, guiding them to achieve excellence in their respective areas.

Creative Director - Design / Marketing

Macys.com | May 2012 - June 2020 - 8 yrs 2 months

  • Led and managed a team of 10 designers, both in-house and external collaborators, overseeing creative direction for diverse digital and print projects.

  • Collaborated closely with internal Marketing, Project Management, and Merchandising teams, as well as external vendors including photographers, models, stylists, and producers.

  • Orchestrated a team to spearhead product design and mobile enhancements on Macys.com across various business segments, including Ready to Wear, Home, Fine Jewelry, Shoes, and Registry (wedding).

  • Collaborated across departments to drive awareness of Macy’s Mobile App, resulting in a remarkable increase of app downloads by over 43%, and surpassing the sales target of $1.46 billion.

  • Elevated the design and layout of both the website and app, ensuring an optimal customer experience on mobile devices while upholding brand cohesion.

  • Directed the visual aesthetics of mobile home pages and sitelets, harmonizing creative content strategy to resonate with target audiences and facilitate engagement across the customer journey.

  • Pioneered innovative, industry-aligned design concepts to optimize functionality and elevate user experience for Landing pages, emails, and sitelets.

  • Collaborated extensively with marketing teams throughout design and development phases, ensuring alignment with project UI objectives and timelines.

  • Actively participated in shaping the eCommerce roadmap, identifying opportunities and emerging trends to inform strategic planning.

Creative Director

Spiegel Brands | July 2007 - Mar 2012 - 4 yrs 9 mos

  • Creative development, management and execution of retail, catalog and e-commerce.
    Creative and Art Direction:
    • Concept and design development of marketing vehicles, e-commerce, direct mail catalogs
    • Worked closely with VP Advertising each season to develop new ideas and enhance the concept, including direct mail covers , editorial pages, photo concepts, and all related e-commerce projects
    • Worked closely with upper management in maintaining identity and strategic product presentation for driving sales results
    • Implemented branding vision and consistency for e-commerce and direct marketing collaterals
    • Directed fashion and still life shoots, both location and in studio. Selected models, stylist, hair & make up artist and photographer
    • Created visual strategies and online solutions for all of newport-news.com e-commerce projects
    • Responsible for 16 catalogs annually, multiple marketing collaterals, bi-weekly site refreshes, 20+ weekly emails, user interfaces, web pages, and banner ads Management:
    • Developed a strong and efficient team
    • Directed and managed internal departments: catalog, web, and photography
    • Oversaw catalog, print, advertising, e-commerce, interactive, production, copy & content
    • Supervised free-lance art directors, and designers
    • Managed tight deadlines 

    Production:
    • Worked closely with onsite press/printing staff to ensure color accuracy and production quality
    • Experienced in digital photo production, printing for offset
    • Quality-controlled all final presentations of projects

  • Management:

    • Developed a strong and efficient team
    • Directed and managed internal departments: catalog, web, and photography
    • Oversaw catalog, print, advertising, e-commerce, interactive, production, copy & content
    • Supervised free-lance art directors, and designers
    • Managed tight deadlines

615hlee@gmail.com
(201) 364-6853