Experience
Marketing
Developed and presented marketing plans and facilitated marketing focused internal team workshops.
Developed promotions for service providers and retailers including coupons, sale pricing and customer loyalty programs. Designed direct mail & newspaper inserts. At International Playthings created 16-page insert for over 50 retail partners with one million copies printed and distributed nationally.
Prepared advertising strategies by determining appropriate message, defining key audience and desired reach, then select the best media to make the most impact. Execute media buys for radio and print ads, and developed familiarity with TV commercials and News outlets.
Created all types of printed marketing collateral: brochures, sales and consumer catalogs, sell sheets, packaging, media kits, annual reports, sponsorship packages. Complex annual product catalogs were designed to be better organized, visually appealing and always delivered on time.
Performed public relations duties by writing and releasing press releases, organizing press events, TV news interviews, updating online event calendar websites, contacting publishers, worked with bloggers and writers.
Direct outreach through tabling, public workshops, presenting at community meetings, flyer distribution and in-person surveys.
Involved in event planning and promotion for events including Burlington’s July 3rd Fireworks which draws thousands of visitors; in-store “play dates” at specially toy retailers involving character costumes, flyers, ads and giveaways, as well as corporate sponsored charity events.
Completed competitive analysis and product positioning for a potential product lines and existing product portfolios. Also performed in-depth market analysis and research utilizing internal research data and external resources.
Shaped the market segmentation and created buyer personas for BPRW’s constituents, as well as Turtle Fur’s wide breadth of products using sales data and consumer demographics.
Devised internet marketing plans and evaluated results for SEO, SEM/Google adwords and display ads. Set key performance indicators for social media and email marketing plans as well as website performance (traffic, conversion rates and CTR). Formulated an integrated approach for social media marketing for BPRW utilizing Facebook, Twitter, Instagram to drive viewers to website.
Played integral part in FurReal Friends product development & launch for Hasbro. The product line was completed in half the time typically allotted. Art directed and designed the sub-brand identity, logos, character illustration, packaging and product photography. Evaluating lines and recommended adjustments to merchandising based on targeted MSRP ranges, product breadth and depth, and consumer demand.

Business
Capable of flexible leadership style. As in-house manager of several years, developed motivational and inclusive leadership style focused on team development and communication. Facilitated organizational changes focused on processes, improvement of communication and maximizing technology to communicate efficiently.
Vendor management and relationship building with partner non-profits, ad agencies, illustrators, printers, photographers. Vetted prospective vendors and conducted contract negotiations reducing photo costs by 10%. Skilled in resource management and needs assessment for evaluating hardware and software, utilizing SaaS resources, hiring staff and interns and other resources as needed.
Experience in B2B and B2C focused organizations and agencies, with thorough understanding of the differing processes of bringing goods to market; including both e-commerce and retail sales.
In-depth understanding of manufacturing and distribution processes including aspects of documentation, certifications and testing phases required to meet government and channel specifications i.e. hazard statement, choke warning, functional claims, origination and copyright.
Extensive leadership experience and capable of complex project management. Led the in-house team of three designers to produce over 100 new toys & games per year and the annual 200+ page product catalog as Art Director at International Playthings.
Experience with budgeting, retail merchandising, profit margin analysis, P&L statements, product management, brand acquisition, category management, ad campaign management.
Conduct regular internal analysis and set SMART goals that align with the mission and vision of the department.

Brand Management
Brand development including product naming, mood boards, product and logo design. Helped create new brands for top manufacturers – most notably the FurReal Friends Furry Frenzies at Hasbro; Chillow and InstaHang at Hampton Direct. Responsible for a Brand refresh of Turtle Fur’s iconic ‘walking turtle’ logo. Also repositioned existing brands to drive new sales for Earlyears at International Playthings and 35º Below at Hampton Direct.
Designed and implemented trade show events for International Toy Fair (NYC) and International Home and Housewares Show (Chicago): booth design and construction, rental components, shipping logistics and all incidentals such as hospitality area and cleaning.
Copy writing for web, product catalogs, consumer e-mails, packaging, instructions, blogs, press releases and radio ads.
Implemented website and UI Design for BPRW, e-commerce sites for International Playthings and Turtle Fur, and corporate site redesign for Hampton Direct. Design visuals and organization of new websites with valuable evergreen content and up-to-date information. Worked closely with web designers to program site. During my time at Turtle Fur online sales doubled (Amazon.com and turtlefur.com combined).
Practiced best-in-class brand management by creating brand style guides for external partners and researched and implemented corporate-wide digital asset management systems. Explored new brand designs and wrote brand briefs including features & benefits, style, copy tone and communication strategy.
Work History
June 2015–Current • Marketing & Outreach Manager
Burlington Parks, Recreation & Waterfront (BPRW)

2010–Current  •  Owner
TableRock(design)House LLC
A design and marketing studio focused on helping small to mid-sized organizations grow through creative solutions.
2013–2015  •  Art Director
Turtle Fur
The #1 seller of hats and necks in the outdoor specialty market for over 30 years.
2010–2013  •  Senior Designer/Art Director
Hampton Direct, Inc.
A leader in the Direct Response industry marketing some of the world’s most successful consumer products in the “As Seen on TV” history.
2009–2010  •  Senior Designer 
Hasbro, Inc. (1 Year Contract)
A branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio.
2004–2009  •  Art Director
International Playthings
One of the largest and most respected suppliers of quality products to the North American specialty toy industry.
2000–2004  •  Graphic Designer
Toys“R”Us
The world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands.
1996–2000  •  Agency & Freelance Work
Direct Press (Little Ferry, NJ)
Ron Emmerling Design (Montclair, NJ)
Gianninoto Associates (NY, NY)
Spencer Zahn and Associates (Philadelphia, PA)  
Deller Design (King of Prussia, PA)
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