QUALIFICATIONS

• Award-winning senior creative, marketing and communications visionary with two decades of experience.

• Proven success in managing growth strategies within the consumer packaged goods, healthcare, wellness, professional services, hospitality, technology, transportation, entertainment, publishing and non-profit industries.

• Action-oriented, influential leader with a demonstrated ability to grow and develop agile teams while increasing quality of output and morale.

• Proven track record driving enterprise level brand strategy, activation, and management of brand portfolios.

• Excels in building and growing exceptional creative teams and processes while cultivating an efficient, positive, and high-performance group culture.

• Expert in ideation, creation and overall management of marketing campaigns and tentpoles that drive awareness, engagement and conversions.

• Specializes in end-to-end campaign creation, visual identity, brand guidelines ownership, marketing strategy planning and execution, communications, asset management, design methodologies and continual process improvement.

 

 

EXPERIENCE

 

 

CREATIVE DIRECTOR + BRAND MANAGER       
MoneyGram International, Inc.  |  Dallas, TX

5/2021 – 11/2023

MoneyGram International is a 1.3B multinational fintech corporation serving over 200 countries, specializing in cross-border remittance.

• Team leadership: Led a team of 10+ internal and external creative, design, video and project management specialists to deliver innovative and consistently brilliant creative results, while streamlining processes, reducing inefficiencies and improving cross-department collaboration.

• Brand ownership: Directed the MoneyGram global brand identity—including 2023 rebrand—across the organization, driving brand evolution, strategy, vision, look, and voice. Achieved and maintained positive differentiation of our brand and brand pillars in all segments of the core business, leveraging consumer insights and design research to accomplish enterprise level objectives.

• Activation partnership: Implemented and supported major brand activation of Formula 1® MoneyGram® Haas® team sponsorship, including events, sweepstakes, videos, influencer campaigns and livery design. Supported Visa® and Walmart® collaborations.

• Creative direction: Spearheaded the development, cultivation, and execution of creative ideas and user experiences that were intuitive, engaging, and stunning. These concepts were translated into multi-channel integrated campaigns and breakthrough concepts that delivered on the brand's promise. Worked in Figma, FigJam and Sketch to conceptualize and design workflows.

• Marketing program optimization: Partnered closely with Regional Marketing, Sales, and Customer Success teams to build, execute and optimize multi-channel marketing programs that aligned conceptually and visually with the core brand, mission and voice. 
   

 

DIRECTOR OF MARKETING             
VitalTech Affiliates, LLC  |  Plano, TX 

2/2020 – 5/2021

VitalTech is a challenger digital platform, app and remote patient monitoring solution that facilitates bidirectional, real-time communication between patients, providers and caregivers.

• Team leadership: Built and managed a multi-disciplinary creative marketing team responsible for comprehensive, integrated creative, marketing and sales campaigns. Administered $650K marketing/creative budget to meet short-and long-term strategic objectives.

• Brand positioning: Upgraded brand design for family of medical hardware/SaaS wellness products, positioning company as rapid deployer of industry leading medically integrated solutions. Worked closely with C-level leadership to pivot strategies to focus on broad solutions to COVID-19 crisis.

• Marketing program optimization: Planned and executed media and generated leads through PPC, earned, owned, paid and social. Fostered funnel activity from interest through retention activities. Performed analysis of data and estimations of demand for services to identify potential markets and activation strategies, including competitive analysis and research.

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GLOBAL CREATIVE DIRECTOR

Mannatech, Incorporated  |  Flower Mound, TX

3/2015 – 9/2019

 

Mannatech is a $180 million revenue health and wellness products company with a sell-through distribution model.

• Direct creative strategy and corporate voice to produce a seamless brand experience across 26 global markets for $180 million revenue health and wellness products company.

• Oversee a team of creative professionals, including Art Directors, Managing Producers, Writers and Designers to grow customer base and sales globally.

• Develop innovative touchpoints for the brand, including identity across brand portfolios, brand architecture, campaign development, product packaging, videography, sales tools, web sites, marketing collateral, experience centers, product names, storefront and industry tradeshows and events.

• Achieve and maintain positive differentiation of our brand in all segments of the core business, leveraging consumer insights and research to accomplish enterprise level objectives.

• Provide thought leadership and define corporate positioning, perceptions, narratives and promise.

 

Key Accomplishments:

• Spearheaded and executed a global rebrand, including logo, branding, packaging, guidelines, voice and review process to ensure excellence across all customer touch points.

• Slashed department costs by 22% while increasing quality and quantity of output.

• Increased online engagement over 400% in one year across multiple social media platforms.

• Implemented online project management software to streamline process and increase efficiency.

 

"Zoe led the single most important brand transformation I've seen in my career." - Boss

"I've never met a creative who was this good with details." - Co-worker

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CREATIVE DIRECTOR

HCK2 Partners  |  Addison, TX

1/2007 – 3/2015

 

• Oversaw creative activities for agency clients from concept through final delivery. Directed brand strategy, visual identity and campaign development. Managed overarching strategies, client relations, vendor relationships and assets.

• Hired, equipped and mentored a team to add creative value while adhering to our clients’ brands, budgets and timelines.

• Promoted three times in 8-year tenure, starting as a creative services account executive.​

 

SENIOR GRAPHIC DESIGNER

Visualeyes, LLC  |  Dallas, TX

10/2003 – 12/2006 

 

Creation of unique print, web, environmental and packaging design pieces. Oversaw multiple, concurrent projects throughout all stages of the design process while ensuring client objectives were met.

 

 

MARKETING GRAPHIC DESIGNER

Bank of America  |  Plano, TX

10/2001 – 10/2003

 

Planning, design and production of several key marketing deliverables including collateral, ads, web sites and internal communications pieces. Coordinated all projects with external vendors and negotiated pricing while ensuring internal client satisfaction. Company was called Countrywide Home Loans while I was there.

 

 

PRODUCTION ARTIST, MARKETING AND WRITING POSITIONS

Multiple Companies  |  Los Angeles, CA and Sisters, OR

1996 - 2001

 

Worked with top entertainment brands, including Warner Bros., The Discovery Channel, Fox Television Network, The Hallmark Channel, Artisan Entertainment and House of Blues to develop and produce marketing pieces and DVD sleeves. Designed book covers and marketing tools for Thomas Nelson Publishers, Multnomah Publishers, Cook Communications, and more.

 

 

EDUCATION

 

BACHELOR OF ARTS AND SCIENCE

Dallas Baptist University  |  Dallas, TX

Major: Art with an emphasis on graphic design

 

ADVERTISING STUDIES

Art Center College of Design  |  Pasadena, CA

Major: Advertising Design

 

BUSINESS MARKETING STUDIES

BIOLA University  |  La Mirada, CA

Double Major: Business Marketing and Communications
Minor: Biblical Studies

 

 

SKILLS

 

Marketing skills include: leadership, team building, strategy, channel marketing, brand architecture, market research, internal communications, vertical segmentation, omnichannel, external communications, corporate voice, copy writing, ad writing, editing, social media marketing, press releases, press interfacing, event planning, public speaking, SWOT analysis, competitive intelligence, analytics, focus groups, product lifecycle, product naming, project management, customer service, P&L management, FDA compliance, high EQ, growth mindset and infinite curiosity.

 

Design skills include: campaign direction, photoshoot direction, photography, video shoot direction, storyboarding, infographic design, high-resolution photo correction and enhancement, responsive design, wireframing and advanced offset printing methods.

 

Technical skills include: advanced proficiency with the latest Adobe Suite, including Photoshop, Illustrator, InDesign, Acrobat Pro and more. Strong proficiency with the entire Microsoft Office Suite. Intermediate experience with Google AdWords, Iterable, SalesForce®, SEO, CXM, UI/UX, Dreamweaver, Flash, AfterEffects, Director, Final Cut Pro and Keynote.

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CERTIFICATIONS

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UI/UX DESIGN SPECIALIZATION
CalArts, 2024, expected completion date: May 2024

 

CERTIFIED DIGITAL MARKETING PROFESSIONAL
Digital Marketing Institute, 2021

 

PCM® DIGITAL MARKETING
American Marketing Association, 2021