Executive Creative Director Storyteller & Strategist for Beauty Brands
2013 - 2017
OWNER/SOLE PROPRIETOR OF GLOBAL CREATIVE DIRECTOR.COM, a New York City-based consulting business.Working mostly for former clients: Dolce & Gabbana skincare, makeup,& fragrance. Procter & Gamble Beauty. Unilever hair. And doing projects for an innovation agency that works with Unilever. (2016-2017) DOLCE & GABBANA Freelance Executive Creative Director on Skincare, Makeup, Fragrance.Working directly for Procter & Gamble Beauty in Geneva, Switzerland. Developing the Dolce & Gabbana “voice” for more credibility. All creative: advertising/ digital / new products. (2014-2015)
LOWE LONDON Executive Creative Director for Tresemme (drugstore hair styling products).Working for the global agency – Lowe – & spending a lot of time with Unilever. Supervising New York, London, and Sao Paolo creative teams in developing all creative for the Tresemme brand: TV/ digital/ everything for NY Fashion Week. (2013 – 2014)
2008 - 2012
Global Creative Director - LEO BURNETT WORLDWIDE
for SK-II (Luxury Skincare Brand owned by Procter & Gamble)
In four years we took the brand to #1.
Based in Tokyo.
-Responsible for leading and developing Japanese, Chinese, Korean, Singaporean & London creative teams. Helping them tell the brand story in a way that is powerful worldwide.
-Named the Brand Agency Leader (BAL) by Procter & Gamble. [My responsibilities were extended beyond traditional advertising (TV, Magazine, and Outdoor) when I became the Creative Leader also for PR, Digital, Design, and Design In-Store.]
I had great teams. In every area. And in every language. All I did was get them to talk to each other, and share ideas- and we took SK-II from being the #8 brand in the world in 2008 to being the #1 prestige skincare brand in the world since April 2011.
-We grew SK-II annual sales from 600 million dollars (in 2008) to a billion dollars (in 2012).
-SK-II became P&G's first billion-dollar prestige brand.
-I achieved the highest TV scores ever for the SK-II brand, across the board in every country.
-Achieved sales growth of 140 to 150% annually in China and other high-growth countries.
-Reversed a worrying 5-years sales decline in Japan (SK-II's founding market and most mature market) and got Japan sales growing again at 14% a year.
-Catapulted SK-II into the top 3 brands globally: Estee Lauder, Lancome, and SK-II.
-After one year of spectacular success and consistency on the SK-II brand, Procter &Gamble increased my responsibilities beyond traditional advertising (TV, Magazine, Train, Billboards) to being the Creative Leader for PR, Digital, Design, and In-Store.
Based out of Beacon (Leo Burnett/Dentsu Tokyo) and Leo Burnett Hong Kong.
Supervised Japanese, Chinese, Korean, Singaporean, and London creative teams.My direct reports in each country were 6 to 9 creatives and production staff: art directors/copywriters/ creative directors/ digital & TV producers, plus translators and assistants.
2004 - 2006
Head of Conceptual Positioning for New Brands at BeautyBank, the "inventing new brands” division of the Estee LauderCompanies. Transformed trends into ideas, products, brands, & advertising. Launched American Beauty, FLIRT, Grassroots, & Good Skin at Kohl’s in the U.S.
1997 – 2004
McCann-Erickson New York. Senior Vice-President, Senior Creative Director. Promoted 4 times. Responsible for L’Oreal worldwide creative development, positioning, new launches, ongoing businesses. Managed art director / writer teams on TV and print projects. Wrote and creative directed global TV campaigns.
1992 – 1997
Estee Lauder Companies Also promoted 4 times. Director of Copy, EL Skincare, Makeup & Fragrance. Director of Copy, Aramis & newly acquired businesses: Crème de la Mer, Bobbie Brown Cosmetics, Tommy Hilfiger fragrance & makeup, etc.
1991 – 1992
Conde Nast Magazines Beauty Copywriter, freelance for VOGUE. Copywriter on-staff at Vanity Fair Magazine. Fashion writer for Macy's.
Bachelor of Arts
Literature/ Philosophy/ Art Illinois Wesleyan University
Master of Arts
Poetics & 20th Century Drama University of Illinois. +PhD Coursework.
Chosen as a judge for the Kinsale “Shark” Awards for Most Creative TV & Radio Advertising, Worldwide. Kinsale, Ireland, September 2003. (Kinsale and Cannes are the advertising awards with the most creative credibility, worldwide.)
Awarded 3 Effies for L’Oreal TV Advertising. (Colour Endure; Feria; Preference)
Taught Creative Writing & Advertising Copywriting at NYU and University of Illinois. Fluent in Spanish; wrote/produced TV campaigns in Spanish and coached celebrity talent in Spanish. Able to read/translate French. Able to speak very basic Japanese. Known as a namer of new brands and products – like Estee Lauder's Pleasures (fragrance), Coca Cola's Dasani (water), Coty's Ultraviolet (European fragrance), etc.