PROFILE SUMMARY
As an award-winning Creative Director, Patricia offers over 15 years of general consumer, pharmaceutical, and healthcare experience in print, advertising, brand-identity development, web, interactive, and broadcast.
Savvy and astute, Patricia is a highly motivated, conceptual thinker with an unparalleled understanding of marketing communications and brand strategy. As a Creative Director and Creative Manager, she excels at mentoring and inspiring departments and teams across multiple disciplines and media. Patricia's
collaborative, dynamic spirit is a driving force behind inciting exceptional work from designers, copywriters, digital artists, photographers, media developers, and producers. Her accomplished design and copywriting abilities give her a true understanding of what it takes to make creative initiativesand the people behind themthe best they can be without compromise.
A passionate creator of targeted marketing strategies and highly effective campaigns, Patricia holds a proven track record of developing innovative, relevant solutions for all segments of professional and consumer audiences, including B2B, B2C, and DTC. Her strong interpersonal skills coupled with her clear and articulate communication abilities afford her the genuine capacity to articulate ideas and vision at all levels for even the most complex technical brands.
Patricia is highly regarded by clients and co-workers alike. She is confident and poised during client and vendor relations and negotiations, and accustomed to performing in deadline-driven, fiscally accountable environments. She believes that creativity is best expressed when her team is happy and at ease, and clear about goals, objectives, and expectations.
KEY COMPETENCIES
Strategic:
• Brand Positioning
• Staff Management
• Strategic Planning
• Program Development
• Message Architecture
• Marketing Planning
• Marketing Strategies
• Project Management
Tactical:
• Sales Collateral
• Web
• Logo & Identity
• Interactive
• Advertising
• Television/Radio
• Direct Mail
• Trade Exhibits
Practical:
• Expert knowledge of domestic and international printing and paper, including FSC Standards
• Photo shoot and film shoot direction, production, casting, and location scouting
• Budget development and administration
• Media buying and planning
• Vendor selection and management
• Staff mentoring and training
• Workflow and traffic management
• Versed in working within FDA Health Literacy, ADA, and like guidelines
WORK HISTORY
Creative Director/Managing Partner
The MadisonWest Agency
Carlsbad, California
February 2004 December 2011
Advertising and design agency specializing in healthcare, technology, education, and consumer products.
Clients served included: Hythiam, WaterHealth International, Concerro, Pacific Ridge School, Mathnasium
Directed all phases of creative and strategic marketing/branding services for all agency consumer and B2B clients, and ensured projects flowed seamlessly from concept to final deliverables of identity packages, collateral, advertising, direct mail, web development, interactive media, and film/video.
• Increased market share and revenues for a multinational healthcare-technology client by leading a global brand building and awareness initiative, which included: redefining mission, vision, and values; developing professional and consumer awareness campaigns; complete website revamp, including message architecture, design, and content; identity redesign; corporate and media communications programs. Commended by client for effectively creating a powerful campaign and message concept that transcended their multi-cultural, multi-level audience.
• Led the creative development and launch of a new consumer brand within the education sector that resulted in immediate brand awareness and monumental response from target customers. Commended by client for helping them exceed their goals through fresh concepts and effective communication on all initiatives from identity to brochures, collateral, advertising, direct mail, website design, and video series.
• Directed multi-discliplinary teams of designers, writers, and producers while simultaneously managing workflow, budgets, timelines, and client satisfaction throughout entire project life cycles.
• Developed and implemented processes that improved agency productivity and work-life balance.
• Built a positive and productive work environment through employee empowerment and goal-setting, training, and mentoring.
• Developed brand strategies, marketing tactics, and implementation plans to support the goals and objectives of clients and initiatives.
• Sourced, forged, and maintained all vendor relationshipssuch as printers, direct-mail houses, media and public-relations agents, and display fabricatorslocally, nationally, and internationally.
• Directed and produced all photography and video shoots, and commissioned illustration; supervised all prepress and press checks.
Art Group Supervisor
Cline, Davis & Mann
New York, New York
May 2000-February 2003
Global advertising agency specializing in pharmaceutical and healthcare.
Clients served included: Pfizer, Amgen, Novartis, GlaxoSmithKline
Led a creative division that served 14 total accounts for B2B and DTC clients of mainstream and managed-care markets to create print collateral, advertising, sales and media kits, identity packages, trade exhibits, and websites.
• Developed key branding strategies and message platforms in partnership with Account Executives and clients.
• Managed a team of three art directors on a daily basis, while functioning as Lead Art Director on multiple accounts.
• Built highly productive department through empowerment, goal-setting, training, and mentoring.
• Praised by clients for helping them increase their brand recognition and market share by creating fresh, elegant, effective pieces that generated excitement among sales forces and awareness among customers.
• Elevated client confidence which turned project-based accounts into long-term fee accounts.
• Directed and produced all photo shoots and commissioned illustration.
Design Director
Ellenson Group
New York, New York
May 1997-April 2000
Advertising agency specializing in consumer products and services.
Clients served included: Saab Aircraft, A&E Television Network, Cross Pen, IBM, Rémy Martin
• Created print ads, collateral, brochures, packaging, television ads, and radio spots from concept to final production.
• Supervised art director, copywriter, and production artists.
• Directed and produced film shoots, photo shoots and commissioned illustration.
• Supervised all prepress and press checks.
Senior Designer
David Ashton & Associates
Baltimore, Maryland
April 1996-May 1997
Design and Identity firm specializing in corporate communications and environmental design.
Clients served included: University of Maryland, Atlanta Braves, Rouse Company, Prime Retail Corporation
• Designed and produced annual reports, marketing collateral, and environmental graphics.
• Sourced, forged, and managed vendor relationships with printers and display fabricators; supervised press checks.
Art Director
Merry Go Round Enterprises
Baltimore, Maryland
July1993-April 1996
In-house Creative Services department for national retail clothing company with over 700 retail stores
•Developed and designed consumer ad campaigns for print and POP display and merchandising.
•Directed and produced monthly photo shoots, castings , location scouting, and photographer selection.
•Supervised press checks for both offset and large-format printing, both nationally and internationally.
EDUCATION
Bachelor of Fine Arts, Editorial Design/Graphic Design
Syracuse University, Syracuse, New York
TECHNICAL
Adobe InDesign, Illustrator, Photoshop, Dreamweaver; Final Cut Pro; QuarkXPress; Microsoft Office Suite; Wordpress
AWARDS & MERITS
Career-long awards and recognition from The AAF, AMA, AIGA, Graphic Artist Guild, Print Magazine, and How Magazine. Most recently: Silver ADDY: Printed Collateral; Bronze ADDY: Interactive Media/Direct to Consumer; AMY: Award of Excellence: Website/Interactive
AFFILIATIONS
San Diego Ad Club, American Institute of Graphic Artists, Graphic Artist Guild, American Marketing Association, American Business Womens Association
