Marketing & Packaging
I see marketing as an operation that magically blends the powers of attraction, relevance, connection, awareness, magnetism, aspiration, and inspiration.
When this function is in harmony, working with all creative teams, it becomes the catalyst for innovations to self-propagate in large quantities.
01
eBay My Gadgets Commercial
year
2013
timeframe
role
Producer & Product UxD
.notes
I spearheaded the creation of the 'My Gadgets' experience and took charge of producing a commercial for the product. I enlisted Sandwich Video and had the privilege of collaborating with Adam Lisagor during the early stages of his rise to fame. Despite facing tight constraints, a limited budget, and a strict timeline of one week for kickoff and script, one week for pre-production, and two weeks for the final cut to align with the product launch—we successfully delivered the project.
02
Old Navy Men's 'Basics' Packaging
year
2006
timeframe
5 months
role
Vision and Divisional Design Leader
.notes
I led the concept, vision, and direction for this program. This was phased in as part of the larger Men's repositioning, which I also led. A great partnership with the Merchandising team yielded higher gross margins and better-than-anticipated sell-through post-launch. It's a great example of showcasing where continuity combined with an 'elevated' aesthetic could demand higher price points without sacrificing sell-through or the need to change the contents inside the package. It simply appealed to and resonated with the audience.
Published layout: page 1 'Packaging Workbook'
Published layout: page 2 'Packaging Workbook'
03
Gap Brand Store Experience
year
2004-06
role
.notes
Following are executions during my tenure at GAP Marketing as Director of Global Brand Store Experience. Rapid pace, rapid methods to express and sell, and a small window of time to achieve accuracy for production. Gap Marketing was one of the most well-polished 'machines' I've ever encountered... a truly great team with passion across the board.
Windows, Merchandising Systems, and In-Store Experience
04
Verifone SMB Packaging
year
2021
role
.notes
Verifone wanted to create an elevated unboxing experience that would better resonate with Small and Medium-sized Business (SMB) customers on two levels. The first is to demonstrate quality and thoughtfulness in presentation and containment, which is commensurate with the quality and integrity of the terminal itself. Two: create a more efficient means of packing the many variants of associated accessories and create methods of adaptability to repurpose for future, ad-hoc bundled ‘kits.’
05
Verifone internal sales summit video
year
2021
timeframe
role
Producer & Writer
.notes
This is an internal video produced for a sales summit to introduce a 'new' Verifone. This showcasing became a catalyst to spark a larger rebranding in the following months.
06
Levi's Engineered Jeans
year
1999
timeframe
2 months
role
Packaging / Labeling Designer
.notes
Hang tag program to reinforce a more 'premium' and special item in the denim line-up. Die-cut with a fold-open design emphasizes and draws attention to the 'shaped' seam lines.
Turn 1: pg. 1 face.
Turn 2: pg. 2 back : center pg. 1
Turn 2: center pg. 2: back inside pg.
Fixture 'topper'
see also
