CV
brand strategy
brand development
brand hierarchy
creative direction
creative strategy
insights and innovation
thought leadership
franchise development
creative problem-solving
visual story-telling
integrated and omni-channel marketing
branding & identity
event design
innovation
experiential marketing
digital and social media
customer strategy
retail development
advertising
typography
team leadership
mentorship
sports & sports marketing
toys & blasters
general badassery
A visionary marketing leader with a proven track record of building, transforming and elevating
global brands through strategic innovation, breakthrough creativity and compelling storytelling.
HASBRO, INC.
SR. GLOBAL CREATIVE DIRECTOR —— 09/2024 – present
Determine brand and creative strategies to execute tonal excellence with a global team across the brand blueprint for Hasbro’s biggest IPs including Nerf, My Little Pony, Peppa Pig, Nano-mals and new franchise development. Full 360 brand ideation, GTM strategies, cross-platform execution and brand maintenance to ensure unique, consistent and memorable experiences across regions at every consumer touchpoint. Challenge traditional thinking and promote innovation to propel Hasbro brands as cultural phenomenon. Brand stewardship and Cross-functional collaboration partner to ensure consumer recognition, pride and loyalty at every touchpoint.
· Lead development, implementation and consistent adherence to establish clear brand ethos and vision as a north star for product, marketing, merchandising goals and expectations while furthering the overall brand vision for Nerf, Baby Alive, Nano-mals and new Hasbro IP each.
· Drive the creative vision through innovation and excellence. Lead and inspire cultural, industry and category relevance among a multi-disciplined team of global creatives.
· Build effective brand foundations establishing a clear brand ethos and vision to set product, marketing, merchandising goals and expectations while furthering the overall brand vision for Nerf, Baby Alive, Nano-mals and new Hasbro IP each.
· Crafted segmentation strategy and brand hierarchy for packaging and brand alignment for Nerf, Furby, Baby Alive and Peppa Pig.
· Build Hasbro-wide shopper marketing strategies for best-in-class brand execution at brick-and-mortar retail and digital shelf to build distinction, consistency and excitement in Hasbro brands.
NATIONAL FOOTBALL LEAGUE
BRAND AND CREATIVE DIRECTOR —— 04/2019 – 09/2021
Led global teams and projects to define rules and guidelines for consistent brand expression. Quarterbacked the development and creative process for The League, it’s Clubs and tentpole events and initiatives. Directed League and Club branding and identity from strategy to executive and distribution including identity, social, style guides, experience design and marketing content. Encourages a distributed team of creative professionals with clear roles, responsibilities, and career development plans.
ASSOCIATE CREATIVE DIRECTOR —— 07/2011 – 3/2019
Led branding, identity & uniform redesign and supported brand launch stories for Colts, Chargers, Browns, Bengals, Lions and Patriots.
Crafted $750k motion assets retainer for NFL creative team. Included 33 customizable in-stadium modular animations for 8 seasonal marketing initiatives and event style guide assets.
Development and implementation of first-ever NFL Mexico game brand style into event, broadcast and stadium décor and local fan experiences in Mexico City. This included the creation of a new international logo system used in Mexico, England, Germany, Australia and China.
Developed inaugural brand style for the NFL Honors celebration. Coordinated overall brand vision and event experience from invitation to red carpet to the show graphics for first five years.
Evolved NFL 1st + Future safety innovation competition into a prime-time NFL Network show featuring all new identity, style and graphics package with a focus on sports, academia and tech audiences.
MOLLIE WILKIE DESIGN
FREELANCE CREATIVE DIRECTOR —— 02/2001 – 08/2023
CLIENTS: Houston Texans, Orlando Magic, National Women’s Soccer League, Whole Foods Market, Costco, Keep Cool Designs, Saveur Magazine, Y&R Chicago
New business • Project management • Client relations • Creative strategy • Brand Strategy • Copywriting • Budgets • Events • Briefs
WHOLE FOODS MARKET
SENIOR ART DIRECTOR —— 08/2006 – 02/2008
Marketing collateral and promotions • Store Décor • Manage and mentor store artists • Environmentally friendly printing and production • Photoshoots • Creative Strategy • Reusable Bag design • Menu design • Creative Management
EARLY CAREER HIGHLIGHTS
SENIOR ART DIRECTOR - Y&R | Chicago, IL
Miller Brewing Company, Barilla, and Sears
ART DIRECTOR – Hadrian’s Wall | Chicago, IL
Illinois Department of Public Health, Hewitt Associates, and Harvard Business Review
ART DIRECTOR – Arian, Lowe & Travis | Chicago, IL
Loyola University Hospital, Illinois Dept. of Public Health
ART DIRECTOR – The Leap Partnership | Chicago, IL
Michelob Light and Hardees
EDUCATION
Washington University in St. Louis, MO
BFA, Advertising, Design & Graphic Communications