Minted
CREATIVE DIRECTORCreative Leadership for Multi-Category Brand
Partnered directly with the Founder/CEO and fellow Creative Directors to shape brand evolution through a period of rapid growth and category expansion
Directed integrated marketing campaigns across paid social, email, web, and print, keeping the brand experience consistent at every touchpoint
Led creative development for Minted's first national wedding TV commercial, from concept through production
Oversaw the redesign of Product Detail Page imagery to clarify product features and improve conversion
Collaborated with the Founder/CEO, fellow Creative Directors, copywriters, and producers on major initiatives including Minted50, holiday, back-to-school, and new customer acquisition
Partnered on brand presence at the National Stationery Show and in-store signage for Target retail placements
Worked cross-functionally with Wedding Trade, Art Trade, and PR on sample kits and trade show activations
Supported the five-week launch of Minted Local, Minted's first brick-and-mortar store
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.
