Senior Manager, Creative Services
VIAVI Solutions, Eden Prairie, MN (Remote)
• Built the strategy, approach, and refinement of the corporate brand guidelines and shaped the evolution and visual identity of the global VIAVI Solutions brand
• Streamlined the creative process, delivered high-value assets, and created a cohesive, pleasing look-and-feel that could be achieved consistently by a creative services team, regional creatives/marketers, and by creative vendors globally
• Accountable for the creative direction, brand training, and skills development of a 12-person creative team made up of in-house production artists, graphic designers, illustrators, UX specialists, front-end developers, interactive designers, video editors, motion graphic artists, presentation designers, tradeshow display graphic designers, event display designers, and interactive designers
• Managed external creative resources. Created a brand-certification process for creative vendors. Collaborated with, educated, and held accountable third-party creative vendors and made them an efficient extension of the creative team.
• Creation of high-level design themes for corporate campaigns as well as product specific campaigns for 20+ business units
• Worked on brand equity transfer plans for product sub brands that were more known than the master brand, as well as brand transition plans for several acquired companies
• Worked on social media strategies, improving engagement through more variety of approaches, templates, and optimized ad content for both paid and organic social
• Championed the optimization and vendor relationship of no-code interactive design platform, video asset management platform, social media strategies, etc.
• In addition to corporate brand guidelines, maintained social media guidelines, photography sourcing and photoshoot guidelines, video brand guidelines, presentation guidelines, product marking guidelines, UX guidelines, as well as various DIY creative templates and information portals, and regularly conducted live brand training sessions