Creative Director | Product Development & Brand Strategy

Creative and strategic leader with 15+ years of experience blending product innovation, design, and storytelling to build meaningful, high-performing brands. Expert in guiding cross-disciplinary teams through concept, design, development, and launch of products, campaigns, and experiences that connect emotionally and commercially. Skilled in uniting creative vision with business strategy to deliver measurable growth and exceptional brand experiences.

Core Strengths

Creative Direction & Concept Development, Product & Brand Strategy, Product Design & Storytelling, Art Direction & Visual Systems, Website Design (Shopify, UX, IA, Navigation), Cross-Functional Leadership, Packaging & Merchandising Design, Multi-Channel Campaign Development, Trade Show & Experiential Design, Vendor & Partner Management, Mentorship & Creative Team Development

Professional Experience

Calamityware — Director of Product Development & Brand Strategy (2020–Present) | Pittsburgh, PA

Lead the full product development lifecycle from concept through commercialization, ensuring each product aligns with brand identity, customer insights, and business objectives. Partner closely with the founder, design collaborators, and external vendors to translate creative concepts into manufacturable, market-ready products. Oversee brand strategy, creative storytelling, and visual consistency across product, packaging, marketing, and digital channels. Design and manage the Calamityware Shopify website, including site architecture, navigation and menu structure, and user experience flow. Collaborate with developers to create custom site features and backend solutions that enhance product presentation, customer engagement, and operational efficiency. Mentor and develop colleagues to strengthen team skills and cross-functional collaboration. Direct creative and logistical planning for industry trade shows, driving wholesale visibility and retail relationships.

Highlights:
• Developed and executed a new product development strategy that increased Kickstarter revenue by $300K in 2024 (from ~$400K in 2023 to ~$700K in 2024).
• Led the creative redesign and UX optimization of Calamityware’s Shopify store, improving navigation, discoverability, and conversion.
• Built and scaled the wholesale branch of the business, expanding product reach and diversifying revenue streams.
• Streamlined coordination between design, production, and development partners to deliver products faster and with consistent brand integrity.

Smith Brothers Agency — Senior Project Manager & Creative Producer (2019–2020) | Pittsburgh, PA

Directed creative workflow and execution of multi-channel campaigns for national brands including Nestlé, UPMC, and Eggland’s Best. Partnered with creative directors, designers, and copy teams to deliver high-impact visuals and messaging across broadcast, digital, and experiential channels. Managed creative timelines, budgets, and deliverables for brand, packaging, and digital design projects.

Highlights:
• Led creative delivery for Nestlé MINOR’S FlavorMeansBusiness.com, integrating UX, content strategy, and brand storytelling.
• Produced award-level creative campaigns for Rivendale Farms and UPMC, balancing strategic vision with flawless execution.

ThoughtForm Design — Project Manager & Designer, Brand Strategy (2015–2019) | Pittsburgh, PA

Bridged strategy and creative execution for Fortune 500 and nonprofit clients. Led concept development and creative direction workshops to translate complex ideas into clear, visual storytelling. Managed multi-disciplinary creative teams delivering digital, print, and experiential design.

Highlights:
• Partnered with Bayer to launch creative campaigns for new medical service products.
• Directed internal and external creative assets for Caterpillar, aligning global brand and digital strategy.

American Textile Company — Creative Manager, Brand Development & Design (2008–2015) | Duquesne, PA

Directed creative team in brand identity, packaging, retail merchandising, and marketing design for 30+ retailers across North America. Acted as art director for product photoshoots, packaging design, and showroom environments. Collaborated with cross-functional teams to bring creative ideas through production and retail execution.

Highlights:
• Rebranded AllerEase, developing new logo, packaging, and integrated campaign that increased brand recognition by 20%.
• Designed and produced bi-annual NY Home Fashions Week showrooms and events, setting creative direction for merchandising and experience.

ABFU Design — Founder & Creative Director (2008–Present) | Remote

Lead creative concepting, visual identity, and brand development for small businesses and nonprofits. Oversee design execution, production, and creative partnerships.

Copies at Carson, Inc. — Manager of Design & Production (2003–2008) | Pittsburgh, PA

Managed creative production for clients and agencies; provided design, layout, and print consulting.

Education

A.S. Graphic Design — Art Institute of Pittsburgh

Diploma, Digital Design — Art Institute of Pittsburgh

Creative Highlights

• $300K Kickstarter growth (2024) driven by product and creative strategy.

• Directed integrated campaigns across Nestlé, UPMC, Bayer, Caterpillar, and AllerEase.

• Elevated retail and experiential branding through trade show and merchandising design.

• Led the creative and technical redesign of Calamityware’s Shopify e-commerce site, enhancing usability and conversion.

• Rebranded multiple consumer brands, developing cohesive voice, tone, and visual systems.

• Recognized for blending strategic business goals with creative innovation and team mentorship.