Minted
CREATIVE DIRECTORCreative Leadership for Multi-Category Brand
Partnered directly with the Founder/CEO and fellow Creative Directors to shape brand evolution during a period of rapid growth and category expansion; translating product innovation into compelling creative narratives across multiple channels.
Directed integrated marketing campaigns across paid social, email, web, print, and organic social, ensuring a cohesive, brand-consistent experience across all consumer touchpoints
Played a key role in the development of Minted’s first-ever national wedding TV commercial, collaborating with creative and production partners to deliver a brand-driven narrative significantly expanding brand awareness and market position
Oversaw the redesign and optimization of Product Detail Page imagery, clarifying product features and benefits to improve conversion and elevate the customer experience
Collaborated with the Brand team to visually tell the story of Minted’s Community of Independent Artists through photography and video, reinforcing the artist community as the heart of the brand
Collaborated with the Founder/CEO, fellow Creative Directors, copywriters, and producers across a wide range of brand initiatives like Minted50, art, holiday, and back to school catalogs, new customer acquisition initiatives and digital products, mobile homepage optimization, national tradeshow experiences, and artist community activations
Contributed to the design and execution of brand presence at the National Stationery Show, including booth design, supporting collateral, and booth installation
Partnered on creative development for new product collateral and in-store signage for Target retail placements
Collaborated cross-functionally with the Wedding Trade, Art Trade, and PR teams to shape sample kits, program education materials, and targeted trade show and influencer/affiliate activations
Supported the rapid launch of Minted Local, a full brick-and-mortar retail store, designed and executed in a five-week timeline
Photo Art DirectionDeveloped the campaign concept, creative direction, and photo art direction to reposition Minted’s art shelves as a modular wall display system—driving increased purchase consideration and higher average order value.
Minted x Clare Paint CollaborationLed the collaboration concept, color storytelling, and integrated campaign creative direction for Minted × Clare Paint, activating Pantone’s 2019 Color of the Year: Living Coral.
Artist Spotlights & Visual Storytelling
Expanded Minted’s artist storytelling from still photography to include embedded video, working with engineering to implement a scalable solution that helped strengthen brand differentiation and emotional connection.
LittleMint Incubated OfferingAs part of a small, agile team, I helped lead the launch of Little Mint—a measured expansion into nursery and children’s room decor, supported by a limited apparel capsule to evaluate adjacent categories and customer response.
First-Ever Minted Weddings Advanced TV Commercial
Partnered closely with external production and creative agencies on Minted’s first wedding commercial, contributing deep knowledge of our brand, customers, and customization capabilities. The campaign strengthened the top of the customer funnel, increased brand awareness, and clearly differentiated Minted through the breadth of its wedding designs and personalized design services.
TAM Expansion through Trade Programs
Led the development of a premium sample kit for Minted’s Trade wedding planners, blending inspiration with education around our design breadth, customization depth, and bespoke capabilities—positioning Minted as a refined, end-to-end solution at an accessible price point.
Creative Direction, Service Positioning & UX/UI PrototypesCollaborated with the Founder/CEO and Wedding team to reposition Minted’s in-house design services into a customer-facing offering. The Design Studio showcased a flexible range of customization options—from fully bespoke design experiences to minor refinements—helping customers better understand value, process, and possibility.
Direct Mail Catalogs
Catalog leadership across Art and Holiday, blending brand storytelling with commercial strategy to drive both new customer growth and revenue expansion.
