Creative Direction | Writing | Concepting

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From 2019-2021, I served as Associate Creative Director and writer on the Sally Hansen account, providing creative direction, concepts and messaging based on current trends in beauty, brand identity and business objectives.

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 In 2020, we turned Sally's decline in the category into 39% market share with new visual and messaging tactics for Point of Sale.

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Our partnership expanded from just POS to include digital, social and additional display ads. In 18 months, we had pulled off 10 photo shoots and created over 30 color collection displays, including both new launches, holiday thematics, commercial innovations and partnerships including Mentos, Jelly Belly, Sour Patch Kids and Disney’s Cruella.

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Shoutout to my talented team of art directors: Mike Solis and Jeremiah Corder, and writing partner Babette Puebla!