EXPERIENCE
Senior Vice President, Creative and Brand Strategy, Brookfield Properties
2023 – Present
Vice President, Creative and Brand Strategy, 2015 – 2023
2023 – Present
Vice President, Creative and Brand Strategy, 2015 – 2023
Create and implement brand strategies for Brookfield Properties' corporate brand and retail real estate properties. Develop innovative leasing/sales-marketing strategies (luxury, tourism, eat/drink, experiential) to differentiate within the marketplace. Conceptualize and build original, new-to-market experiential brands (Luméphoria, Putt Club, The Wishing Forest) and first-of-their-kind corporate offerings (Curbcierge, EXPlore). Develop property-level (Grand Canal Shoppes, Ala Moana Center, The SoNo Collection, FSLV, Whalers Village), shared property brands and campaigns (Stop Searching, Start Living; All the Feels), and development brands (Northbrook Court, The SoNo Collection, NewPark, North Point, Tysons Galleria). Evolve the Brookfield Properties corporate brand (visual identity, brand voice,) to push boundaries (Next in Retail, We Mean Retail, Revolutionize Retail, Retail Reborn). Inspire corporate culture through new mission, vision, values, and purpose brands, content, and activations. Build, lead, inspire, and develop a talented, award-winning full-service in-house creative agency. Implement and manage an ever-evolving set of digital brand tools (digital asset management, experiential digital platforms, templating solutions), vendor partners (print production, video & animation, shoot production), external agencies, and temp creative resources.
Vice President, Brand and Creative Services, Panera Bread
2013 – 2015
Director, 4-Walls Marketing, 2010 – 2013
2013 – 2015
Director, 4-Walls Marketing, 2010 – 2013
Directed marketing strategies and creative development for Panera’s six annual promotional “Celebration” windows. Developed all marketing materials for Panera’s in-store environment (PP/T-driving POP, menus, and drive-thru), bakery packaging/merchandising, Panera Web properties (website, online ordering, app), e-mail communication with 10MM+ MyPanera database, and product-testing marketing. Developed Panera At-Home CPG brand and merchandising concept. Managed work of internal production team, external creative agencies, and production partners (print vendors, manufacturers, and developers). Created Panera Brand Standards Guide, digital creative resource library for all creative development, and digital creative request and fulfillment tool for consistent creative execution across the company.
Directed creative brand strategies for all Build-A-Bear Workshop brands, including Build-A-Bear Workshop, Friends 2B Made®, Build-A-Dino®, Build-A-Bear Workshop On Tour and specialty stores while maintaining corporate Guest-driven approach. Evolved and directed brand usage in all broadcast and print advertising, in-store signage, packaging, marketing collateral, direct mail, cross-promotional pieces with outside partners, licensed product development, public relations outreach projects, and online brand extension. Maintained consistent brand development through new company initiatives, such as buildabearville.com. Managed internal creative team, photo studio, and creative work of outside creative agencies. Developed and maintained a yearly national production calendar to ensure all materials for 420+ stores were created on time and on budget in multiple languages. Oversaw and approved the implementation of the Build-A-Bear Workshop visual concept for franchised locations in 16 countries.
Directed overall visual strategies for North America’s largest group of regional shelter titles, including luxury design magazines in Atlanta, Seattle, Denver, St. Louis, and Chicago. Specific examples include: redesigning and launching a new identity system for St. Louis Homes and Lifestyles magazine; directing the production of new sales and marketing pieces, direct mail, interactive presentations, and Web sites; and creating the visual strategy for redesign positioning within the community through redesign launch parties.
Art directed and designed all retail design and marketing projects, including Diablo magazine, Concierge North Bay, Concierge East Bay, Diablo Arts, and Destination Oakland; and managed production of custom publishing projects and marketing pieces for 32 custom publishing clients. Designed catalog and editorial pieces for technology clients such as Pets.com, Webvan.com, and Reel.com. Oversaw creation and production of Lumenos.com and launched direct-mail projects for the Oakland Convention and Visitors Bureau, St. Joseph Health System, Catholic Healthcare West, and the Pennsylvania Medical Society. Produced sales and marketing presentation pieces along with design comps for all new business pitches. Managed a staff of art directors and production designers.
RECOGNITION
2023 GDUSA InHouse Awards
Interoffice Mail Self-promotional Zine
Brookfield Properties Cultural Values Branding
Interoffice Mail Self-promotional Zine
Brookfield Properties Cultural Values Branding
2022 GDUSA InHouse Awards
Ala Moana Brand Advertising
Iconic Collection Website
Next in Retail Corporate Report
Brookfield Properties ESG Report
Brookfield Properties Corporate Rebranding
Iconic Collection Magazine / Sales Promotion
Stop Searching, Start Living Integrated Campaign
Stop Searching, Start Living Advertising
Curbcierge Branding
Ala Moana Brand Advertising
Iconic Collection Website
Next in Retail Corporate Report
Brookfield Properties ESG Report
Brookfield Properties Corporate Rebranding
Iconic Collection Magazine / Sales Promotion
Stop Searching, Start Living Integrated Campaign
Stop Searching, Start Living Advertising
Curbcierge Branding
2022 OZZIE Awards
Best B2B Magazine Design
Best Custom B2B Website
Best B2B Magazine Design
Best Custom B2B Website
2022 IHAF Awards
Gold Award — B2B Publications
Gold Award — Print Advertising B2C
Gold Award — Multimedia Campaign B2C
Honorable Mention — Multimedia Campaign B2B
Gold Award — B2B Publications
Gold Award — Print Advertising B2C
Gold Award — Multimedia Campaign B2C
Honorable Mention — Multimedia Campaign B2B
2021 B2B Marketing Elevation Awards
Best Use of Social Media — Social Selling Program
Best Use of Social Media — Social Selling Program
2020 Maxi Awards
Gold — Experiential – The Wishing Forest
Gold — Experiential – The Wishing Forest
2019 GDUSA Design Awards
We Mean Retail Branding
Corporate Social Responsibility Report
We Mean Retail Branding
Corporate Social Responsibility Report
2019 MarCom Awards
Platinum – Digital Video Creation
We Mean Retail
Platinum – Print Media | Design
We Mean Retail WWD Ad
Platinum – Print Media | Advertising
We Mean Retail Trade Show Exhibit
Platinum – Print Media | Design
Iconic Destinations Brochure
Platinum – Print Media | B2B
California Market Center Brochure
Platinum – Strategic Communications | Marketing/Promotion Campaign
We Mean Retail Branding
Gold – Print Media | Design
Eat Drink Brochure
Gold – Print Media | B2B
Ala Moana Center Brochure
Gold – Print Media | Corporate Social Responsibility
2018 Sustainability Report
We Mean Retail
Platinum – Print Media | Design
We Mean Retail WWD Ad
Platinum – Print Media | Advertising
We Mean Retail Trade Show Exhibit
Platinum – Print Media | Design
Iconic Destinations Brochure
Platinum – Print Media | B2B
California Market Center Brochure
Platinum – Strategic Communications | Marketing/Promotion Campaign
We Mean Retail Branding
Gold – Print Media | Design
Eat Drink Brochure
Gold – Print Media | B2B
Ala Moana Center Brochure
Gold – Print Media | Corporate Social Responsibility
2018 Sustainability Report
2019 Maxi Awards
Silver – Marketing Excellence for Impact
Brookfield Properties
Silver – Marketing Excellence for Impact
Ridgedale Center
Silver — Marketing Excellence for Innovation
Oakbrook Center
Silver — Marketing Excellence for Community
Ridgedale Center
Silver — Marketing Excellence for Experiential
Northbrook Court, Ridgedale Center,
The Mall in Columbia
Brookfield Properties
Silver – Marketing Excellence for Impact
Ridgedale Center
Silver — Marketing Excellence for Innovation
Oakbrook Center
Silver — Marketing Excellence for Community
Ridgedale Center
Silver — Marketing Excellence for Experiential
Northbrook Court, Ridgedale Center,
The Mall in Columbia
2018 Maxi Awards
Silver – Marketing Excellence Grand Opening
Tysons Galleria
Silver – Marketing Excellence Integrated Advertising
Ridgedale Center
Silver – Marketing Excellence Integrated Advertising
GGP
Silver – Marketing Excellence Grand Opening
Tysons Galleria
Silver – Marketing Excellence Integrated Advertising
Ridgedale Center
Silver – Marketing Excellence Integrated Advertising
GGP
2015 IRMA Awards
Best Overall Art Direction
Best Cover
Magazine of the Year
Best Overall Art Direction
Best Cover
Magazine of the Year
2014 ADDY Awards
Microsite Silver : Panera – The Hard Road
Microsite Silver : Panera – The Hard Road
2013 ADDY Awards
Campaign Gold: Panera Holiday 2012
Campaign Gold: Panera Holiday 2012
2012 ADDY Awards
Point-of-Purchase: Silver - Panera Return to Summer
Point-of-Purchase: Silver – Panera Share the Season
Packaging: Panera Holiday 2011
Point-of-Purchase: Silver - Panera Return to Summer
Point-of-Purchase: Silver – Panera Share the Season
Packaging: Panera Holiday 2011
2010 RACie
Integrated Media Campaign: Q4
TV: Single Media Campaign
Integrated Media Campaign: Q4
TV: Single Media Campaign
2009 WiredKids
Best of the Web: buildabearville.com
Best of the Web: buildabearville.com
2009 RACie
TV: Single Spot Small
Small Multi-Media Campaign
TV: Single Spot Small
Small Multi-Media Campaign
2008 RACie
Small Multi-Media Campaign
Small Multi-Media Campaign
2008 Ranly Award
Best Overall Art Direction
Best Overall Art Direction
2007 RACie
Best Single Media Campaign
Best Small Multi-Media Campaign
Best Single Media Campaign
Best Small Multi-Media Campaign
2006 RACie
Direct Mail
Direct Mail
LACP 2006 Vision Awards
Annual Report Competition – Bronze Award
Annual Report Competition – Bronze Award
2006 International ARC Awards
Silver Award for Annual Report Cover Design
Silver Award for Annual Report Cover Design
2005 Folio: Dream Team
Best Consumer Art Director
Best Consumer Art Director
2005 Ozzie Award
Best Redesign
Best Redesign
LACP 2005 Vision Awards
Annual Report Competition – Bronze Award
Annual Report Competition – Bronze Award
2004 Maggie Winner
Best Overall Design of a Consumer Magazine
Best Overall Design of a Consumer Magazine
2004 California Printer’s Association
Best Invitation Design
Best Invitation Design
2003 Health Care Advertising Awards
Gold, Silver & Bronze (sweep)
Gold, Silver & Bronze (sweep)
2003 CRMA Award
General Excellence in Design
General Excellence in Design
2003 Maggie Winner
Best Feature Design
Best Feature Design
2002 CRMA Award
Designer of the Year
Designer of the Year
2002 Maggie Winner
Best Overall Design of a Consumer Magazine
Best Overall Design of a Consumer Magazine