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JENNIFER ROACH (ALBRECHT)
CREATIVE DIRECTOR | COMMUNICATIONS MANAGER | PROJECT MANAGER | BRAND STEWARD
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Delivers world-class brand experiences and communication strategies.
WORK HISTORY
JUNE 2018 - PRESENT
CREATIVE | MARKETING DIRECTOR
HOM FURNITURE
• Develop communication/brand strategies pertaining to Charity Event & Promotions.
• Ensure creative concepts align with brand strategies and marketing objectives; including UX Web Design & Development, ISM, Digital Reader Boards,
Circular, National Print Ads, Catalogs, Direct Mail, Email acquisition/retention, Social, Monthly Newsletters and Television Spots (5, 15 & 30 sec spots).
• Curate compelling content which includes copy writing for Charity Events and Internal/External Company initiatives.
• Conceive and implement concepts, creative briefs, guidelines and strategies in various creative projects, overseeing them to completion.
• Implement and maintain DAM, PIM and project management systems such as Basecamp, Workfront and Campaign Manager (proprietary).
• Main point of contact for external and internal partners. Partnering directly with Executive leadership on strategy and solutions.
• Manage, motivate, mentor, drive positive and productive culture for a team of Marketing/Designer/Developers while determining
and maintaining timelines.
• Identify need for change, negotiate tough situations, and manage multiple concurrent and complex projects.
DEC 2016 - MAY 2018
CREATIVE DIRECTOR | COMMUNICATIONS
GANDER OUTDOORS
• Develop communication/brand strategies.
• Ensure creative concepts align with brand strategies and marketing objectives; including ISM, OOH, circular, national print ads,
catalogs, direct mail, packaging, email acquisition, retention, and social media strategies.
• Implement and maintain project management systems, such as Microsoft Teams and Workfront.
• Writing, editing and proofreading of all curated content.
• Manage, motivate, direct and mentor while determining and maintaining timelines.
• Collaborate with all partners to create a disruptive experiences that span channels, platforms and technology.
• Manage and maintain a consistent brand look, feel, and voice across multiple teams to ensure that developing campaign
is executed in a coordinated fashion through multiple media channels.
• Main point of contact for exec leadership, 3rd party agencies, vendors, merchandisers and marketing.
• Works at a fast pace to keep up with ever-changing, pressing deadlines.
• Review and approve quality standards and specifications met or unmet by print vendors and other graphic service providers.
• Analyze post-campaign metrics to set best practices and optimize advertising campaigns for brand awareness and conversion.
• Identify opportunities to improve content development, processes and tools.
• Create and foster a hard working culture with recognition and team building.
JULY 2010 - DEC 2016
CREATIVE MANAGER | SR. ART DIRECTOR
GANDER MOUNTAIN
• Conceptualized, developed and executed branding initiatives; including digital, print, ISM, and OOH.
• Manage, motivate, direct and mentor creative team while determining and maintaining timelines.
• Responsible for hiring staff, training and ongoing development.
• Led all phases of the creative life cycle. Including Spanish translation of weekly Circulars.
• Directed photo/video shoots; model selection, product styling, and sourcing of off-site studios.
• Video production; created art cards, partnered with creative director and post-house on final editing and assets.
• Main point of contact for exec leadership, 3rd party agencies, vendors, merchandisers and marketing.
• Led creative briefs, white boarding and all phases of the creative life cycle.
• Communicated/maintained company and departmental vision, strategies, and brand direction cross-functionally and within the creative services team.
• Writing, editing and proofreading of all curated content.
• Identify opportunities to improve content development, processes and tools.
JANUARY 2000 - JULY 2010
CREATIVE MANAGER | SR. ART DIRECTOR
Edge Advertising Agency
• Managed creative staff including coaching, skill development, inspirational motivation, recruiting of creative talent and performance reviews.
• Conceptualized, developed and executed initiatives; including digital, OOH, POP, national print ads, industry leading catalogs,
direct mail, packaging, brochures, and media kits.
• Led all phases of the creative life cycle.
• Communicated vision, strategies, and brand direction.
• Supported cross-functioning staff to set goals and accomplish them within a set time frame.
• Point of contact between owner, agency director, and project production.
• Interfaced with media buyer to implement annual marketing plan and budgets.
• Collaborated with copywriters and editors to accomplish desired results.
• Analyzed and improved procedures to ensure efficiencies.
• Art Directed photo shoots; model selection, product styling, and sourcing of off-site Studios.
• Spearheaded the development and administration of our digital management asset database (DAM). Centralize, retrieve, transform
and distribute digital media. Access assets on-line; review, approve and manage assets. Personalize and localize marketing and sales collateral.
JAN 1998 - JAN 2000
GRAPHIC DESIGNER
Target (Rivertown Trading Company / TargetDirect)
• Conceptually developed and designed gift catalogs, bind-ins, postcards, private label packaging, brochures, direct mail and HR driven collateral.
• Created effective marketing material based on company brand standards
• Responsible for production and layout of several coinciding catalogs; partnering with art directors on lifestyle photoshoots.
• Collaborate with creative team to maintain brand consistency across several channels.
• Interfaced with vendors, color houses, and printers.
• Proofed composites for color and re-flow.
EDUCATION
Brown College 1992-1995
Degree in Advertising & Visual Communications
EXTENSIVE KNOWLEDGE OF ADOBE CREATIVE SUITE & PROFICIENT IN MICROSOFT OFFICE
JENNIFER ROACH (ALBRECHT)
CREATIVE DIRECTOR | COMMUNICATIONS MANAGER | PROJECT MANAGER | BRAND STEWARD
• ------------
• ------------
• ------------/
• ------------/in/jenlalbrecht/
Delivers world-class brand experiences and communication strategies.
WORK HISTORY
JUNE 2018 - PRESENT
CREATIVE | MARKETING DIRECTOR
HOM FURNITURE
• Develop communication/brand strategies pertaining to Charity Event & Promotions.
• Ensure creative concepts align with brand strategies and marketing objectives; including UX Web Design & Development, ISM, Digital Reader Boards,
Circular, National Print Ads, Catalogs, Direct Mail, Email acquisition/retention, Social, Monthly Newsletters and Television Spots (5, 15 & 30 sec spots).
• Curate compelling content which includes copy writing for Charity Events and Internal/External Company initiatives.
• Conceive and implement concepts, creative briefs, guidelines and strategies in various creative projects, overseeing them to completion.
• Implement and maintain DAM, PIM and project management systems such as Basecamp, Workfront and Campaign Manager (proprietary).
• Main point of contact for external and internal partners. Partnering directly with Executive leadership on strategy and solutions.
• Manage, motivate, mentor, drive positive and productive culture for a team of Marketing/Designer/Developers while determining
and maintaining timelines.
• Identify need for change, negotiate tough situations, and manage multiple concurrent and complex projects.
DEC 2016 - MAY 2018
CREATIVE DIRECTOR | COMMUNICATIONS
GANDER OUTDOORS
• Develop communication/brand strategies.
• Ensure creative concepts align with brand strategies and marketing objectives; including ISM, OOH, circular, national print ads,
catalogs, direct mail, packaging, email acquisition, retention, and social media strategies.
• Implement and maintain project management systems, such as Microsoft Teams and Workfront.
• Writing, editing and proofreading of all curated content.
• Manage, motivate, direct and mentor while determining and maintaining timelines.
• Collaborate with all partners to create a disruptive experiences that span channels, platforms and technology.
• Manage and maintain a consistent brand look, feel, and voice across multiple teams to ensure that developing campaign
is executed in a coordinated fashion through multiple media channels.
• Main point of contact for exec leadership, 3rd party agencies, vendors, merchandisers and marketing.
• Works at a fast pace to keep up with ever-changing, pressing deadlines.
• Review and approve quality standards and specifications met or unmet by print vendors and other graphic service providers.
• Analyze post-campaign metrics to set best practices and optimize advertising campaigns for brand awareness and conversion.
• Identify opportunities to improve content development, processes and tools.
• Create and foster a hard working culture with recognition and team building.
JULY 2010 - DEC 2016
CREATIVE MANAGER | SR. ART DIRECTOR
GANDER MOUNTAIN
• Conceptualized, developed and executed branding initiatives; including digital, print, ISM, and OOH.
• Manage, motivate, direct and mentor creative team while determining and maintaining timelines.
• Responsible for hiring staff, training and ongoing development.
• Led all phases of the creative life cycle. Including Spanish translation of weekly Circulars.
• Directed photo/video shoots; model selection, product styling, and sourcing of off-site studios.
• Video production; created art cards, partnered with creative director and post-house on final editing and assets.
• Main point of contact for exec leadership, 3rd party agencies, vendors, merchandisers and marketing.
• Led creative briefs, white boarding and all phases of the creative life cycle.
• Communicated/maintained company and departmental vision, strategies, and brand direction cross-functionally and within the creative services team.
• Writing, editing and proofreading of all curated content.
• Identify opportunities to improve content development, processes and tools.
JANUARY 2000 - JULY 2010
CREATIVE MANAGER | SR. ART DIRECTOR
Edge Advertising Agency
• Managed creative staff including coaching, skill development, inspirational motivation, recruiting of creative talent and performance reviews.
• Conceptualized, developed and executed initiatives; including digital, OOH, POP, national print ads, industry leading catalogs,
direct mail, packaging, brochures, and media kits.
• Led all phases of the creative life cycle.
• Communicated vision, strategies, and brand direction.
• Supported cross-functioning staff to set goals and accomplish them within a set time frame.
• Point of contact between owner, agency director, and project production.
• Interfaced with media buyer to implement annual marketing plan and budgets.
• Collaborated with copywriters and editors to accomplish desired results.
• Analyzed and improved procedures to ensure efficiencies.
• Art Directed photo shoots; model selection, product styling, and sourcing of off-site Studios.
• Spearheaded the development and administration of our digital management asset database (DAM). Centralize, retrieve, transform
and distribute digital media. Access assets on-line; review, approve and manage assets. Personalize and localize marketing and sales collateral.
JAN 1998 - JAN 2000
GRAPHIC DESIGNER
Target (Rivertown Trading Company / TargetDirect)
• Conceptually developed and designed gift catalogs, bind-ins, postcards, private label packaging, brochures, direct mail and HR driven collateral.
• Created effective marketing material based on company brand standards
• Responsible for production and layout of several coinciding catalogs; partnering with art directors on lifestyle photoshoots.
• Collaborate with creative team to maintain brand consistency across several channels.
• Interfaced with vendors, color houses, and printers.
• Proofed composites for color and re-flow.
EDUCATION
Brown College 1992-1995
Degree in Advertising & Visual Communications
EXTENSIVE KNOWLEDGE OF ADOBE CREATIVE SUITE & PROFICIENT IN MICROSOFT OFFICE