North American Creative Lead
Lead creative development and marketing execution across OX Group’s portfolio of four brands: OX, BORA, TRACER, and SMART. Deliver cohesive, brand-specific creative that supports product launches, retail experiences, eCommerce, trade shows, and integrated marketing campaigns across multiple markets and channels.
As North American Creative Lead, I manage and provide creative direction to a team of 4 to 6 designers and creative professionals, overseeing projects from concept through execution. My responsibilities span a broad range of creative and marketing initiatives, including:
Creative Leadership: Guide the team’s creative direction, manage priorities, and maintain quality and brand consistency across four distinct brands.
Product & Retail Design: Create tool packaging, retail displays, point-of-sale graphics, and trade show visuals that showcase products and strengthen brand presence.
Digital Marketing & eCommerce: Develop social media content, eCommerce graphics, digital campaigns, and other marketing materials tailored to each brand’s audience.
Motion Graphics & Video: Animate promotional videos and direct video productions and photography shoots to bring products, campaigns, and brand stories to life.
Merchandise & Brand Development: Design branded merchandise and supporting creative assets that extend each brand’s identity across customer touchpoints.
Cross-Brand Collaboration: Balance competing priorities across OX, BORA, TRACER, and SMART while ensuring each brand maintains its own visual identity and market positioning.
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Lead the creative development and execution of a comprehensive marketing launch for OX Speedframe, building awareness of the new product and communicating its unique features and benefits across digital, sales, and promotional channels.
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Directed the creative strategy for the full marketing launch, overseeing the development of digital assets, sales support materials, social graphics, and promotional videos. Directed and produced the hero product video, translating the product’s functionality into engaging visual storytelling for professional contractors and tradespeople.
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The Speedframe hero video has generated over 500,000 views on YouTube, helping showcase the product to a broad audience. The launch was supported by a cohesive suite of creative assets spanning digital marketing, sales enablement, and social media.
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Illustrator
Photoshop
InDesign
After Effects
Premiere Pro
New Product Launch
The OX SPEEDFRAME™ Reviews
“It’s faster, easier, and less prone to mistakes.”
“A faster, more precise way to measure, level, and complete work with confidence.”
“Best Hand Tool Overall: OX Pro Speedframe Level”
“The convenience of not needing to balance multiple tools”
Event Design Material
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Create cohesive branded environments for industry events, creator experiences, and trade shows that showcase products, strengthen brand recognition, and engage attendees through physical displays, merchandise, and environmental graphics.
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Designed and helped build the Creator Summit environment, developing event displays, banners, and branded merchandise from concept through execution. Designed trade show graphics and merchandise that extended brand identity across event spaces and customer touchpoints, balancing visual impact with practical production requirements.
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Delivered cohesive event experiences that brought brand identity into physical spaces, showcased products, and created consistent visual presentation across creator events and trade shows.
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Illustrator
Photoshop
InDesign
After Effects
Claude Code
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Refresh existing product packaging, develop new packaging concepts for upcoming product launches, and create retail displays that communicate product benefits and stand out in competitive home improvement environments.
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Redesigned existing packaging and developed new packaging concepts across product lines, aligning visual hierarchy, product information, and brand identity. Designed retail displays for Home Depot and Lowe’s, translating brand and product messaging into clear, engaging in-store presentations.
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Modernized packaging across existing products, established new visual directions for upcoming launches, and developed retail display designs for major home improvement retailers. The work supports consistent brand presentation across packaging, product launches, and the in-store experience.
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Illustrator
Photoshop
InDesign
Package Design
Merchandiser Design
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Lowe's Quarter Pallet Dieline
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Lowe's Quarter Pallet
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Home Depot Quarter Pallet Dieline
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Home Depot Quarter Pallet
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Floor Stand Display Unit Dieline
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Floor Stand Display Unit
