My work

Capital Graphics is a full-service brand and marketing collateral toolkit provider for national multi-location dental service provider organizations. On the creative side, my focus is to ensure all visuals representing a brand or brand experience resonate with the audience while maintaining high aesthetic standards and delighting the B2B customer division. On the operational side, I helped transform our team from a state of disconnection (with minimal processes and digital chaos) to one of integrated, shared processes and streamlined design operations.

I also collaborate with the CEO on proactive, long-term strategy and planning to ensure that the vast amount of time saved by implementing these systems is used effectively, driving productivity, excellence, and team success and satisfaction.

Smile Doctors is the largest dental service organization in the United States, serving nearly 300 locations. At the time of my onboarding, the company managed only 16 clinics; we grew the business to its current scale. I worked across all areas of the marketing department, primarily serving as Creative and Brand Manager. I managed a team of four designers and two production contractors, developing processes and systems to address rapid growth and the increasing needs of internal departments for 360-degree consumer campaigns.

At GelPro, I elevated the brand’s website, email campaigns, and social assets to appeal to a predominantly female consumer base. My role was primarily creative, working with big-box retailers to deliver brand style guides and all assets per their specifications. I developed assets and implemented basic project management practices to keep pace with demands from multiple departments, including product development and marketing.

What I Enjoy the Most

• Being an excellent and kind communicator
• Solving problems creatively and articulating concepts for visual development
• Collaborating with cross-functional and diverse teams to achieve shared goals
• Presenting and engaging with an audience
• “Translating” between clients and execution teams to meet and exceed needs and expectations
• Aligning and protecting the interests of internal and external stakeholders at all levels
• Maintaining objectivity with clearly defined success metrics

My Skillset

• Creative Direction
• Brand Direction
• Creative Operations
• Product Marketing Support
• Customer Journey Mapping
• General E-Commerce
• Environmental Design and Signage
• Music Event Production
• Print Design (all applications)
• Framework and Process Development
• Team Management
• Languages: English, Spanish

Software Experience

• Adobe Creative Suite
• Figma
• Digital Asset Management Tools
• Mermaid
• General Knowledge of HTML5
• Microsoft 365 and Office
• Currently exploring immersive video production for AR/VR

More Detail About My Work Experience

Capital Graphics, LTD

Business Development (September 2021 – Present)

• Developing business goals and strategy
• Implementing processes and systems
• Overseeing creative operations
• Managing customer journey mapping and relationship building
• Leading team development
• Enhancing customer experience

Smile Doctors

Creative/Brand Manager (November 2015 – October 2021)

• Reported to the Director of Marketing and collaborated with an agency partner on brand and creative direction for digital, OOH, and collateral projects
• Assisted the Director of Marketing with strategic planning
• Managed a creative team of four designers and two contractors, handling 100+ creative requests monthly for 180+ orthodontic practices in 15 states
• Developed and implemented processes to support rapid growth and protect brand consistency
• Designed signage and interior decor for the first 50 practice locations
• Ensured compliance with board regulations for all published visual communications

Spoken

Creative Director (November 2012 – November 2015)

• Oversaw all areas of creative and brand design for various retail and governmental clients across traditional and digital media platforms

GelPro

Creative Director (June 2011 – November 2012)

• Designed and maintained brand consistency for the NewLife Comfort Mats child brand
• Produced print ads for major publications, including Food & Wine and HGTV Magazine
• Managed marketing collateral, packaging, and e-commerce designs
• Coordinated with external vendors to ensure timely and high-quality production

Education

• Bachelor of Science in Business Management, Western Governors University, Texas
• Associate of Arts in Graphic Design, The Art Institute of Pittsburgh
• Professional Diploma in Audio Engineering, Recording Institute of Technology at Musicians Institute, CA